Transcript here - DBS Internet Marketing
Slide 1
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 2
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 3
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 4
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 5
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 6
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 7
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 8
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 9
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 10
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 11
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 12
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 13
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 14
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 15
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 16
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 17
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 18
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 19
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 20
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 21
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 22
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 23
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 24
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 25
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 26
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 27
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 28
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 29
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 30
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 31
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 32
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 33
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 34
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 35
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 36
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 37
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 38
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 39
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 40
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 41
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 42
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 43
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 44
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 45
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 46
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 47
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 48
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 49
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 50
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 51
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 52
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 53
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 54
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 55
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 56
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 57
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 58
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 59
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 60
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 61
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 62
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 63
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 64
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 65
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 66
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 67
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 68
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 69
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 70
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 71
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 72
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 73
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 74
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 75
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 76
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 77
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 78
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 79
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 80
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 81
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 82
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 83
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 84
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 85
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 86
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 87
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 88
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 89
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 90
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 91
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 92
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 93
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 94
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 95
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 96
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 97
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 98
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 99
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 100
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 101
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 102
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 103
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 104
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 105
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 106
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 107
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 108
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 109
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 110
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 111
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 112
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 113
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 114
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 2
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 3
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 4
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 5
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 6
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 7
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 8
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 9
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 10
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 11
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 12
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 13
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 14
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 15
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 16
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 17
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 18
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 19
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 20
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 21
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 22
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 23
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 24
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 25
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 26
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 27
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 28
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 29
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 30
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 31
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 32
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 33
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 34
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 35
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 36
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 37
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 38
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 39
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 40
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 41
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 42
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 43
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 44
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 45
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 46
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 47
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 48
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 49
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 50
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 51
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 52
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 53
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 54
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 55
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 56
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 57
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 58
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 59
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 60
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 61
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 62
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 63
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 64
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 65
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 66
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 67
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 68
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 69
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 70
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 71
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 72
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 73
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 74
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 75
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 76
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 77
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 78
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 79
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 80
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 81
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 82
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 83
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 84
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 85
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 86
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 87
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 88
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 89
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 90
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 91
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 92
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 93
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 94
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 95
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 96
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 97
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 98
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 99
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 100
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 101
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 102
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 103
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 104
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 105
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 106
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 107
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 108
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 109
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 110
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 111
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 112
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 113
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing
Slide 114
12th November 2013
David Clarke MD
Email [email protected]
www.dbsinternetmarketing.co.uk
How FD’s can harness
the power of the
internet &
social web
What we’re going to cover this
morning
Assumptions…
Traditional printed media
• Church diares
• Parish magazines
• Yellow Pages, BT Phone Book, Thomsons
• Newspapers
Website
What we’re going to cover this
morning
Assumptions…
The 80-20 rule (Pareto Principle)
undecided
decided
What we’re going to cover this
morning
How to use the web, social media:
• to ensure families think of your firm first at their time
of need
• to protect and grow your firm's market share and
brand
• to get more locally from the pre-payment market
(away from the "big boys")
Google analytics
how people got to your site
what they did when they got there
Google analytics
How do I know if my site has
analytics?
Go to any page of your website
Do a right hand mouse click
Google analytics
What can analytics tell me?
Just about everything except the name of the
person looking at your site
Should be looking at least once a month
Google analytics
Default view is last 30 days
Google analytics
Can compare year/year or month/month or custom
Google analytics
Can find out number of visits
to site via mobiles
Harnessing the internet
Have to do the
SEO basics first
SEO basics: Natural & Pay Per Click
SEO basics
Importance of keyword research
need to know exactly what people type into search
engines
pointless trying to get traffic for keywords that
people don’t type into search engines
Good start is Google’s Keyword Planner
SEO basics
On page
Headings and sub headings
Use your keywords!
SEO basics
On page
Copy – the words on the page
Use your keywords but don’t write for search
engines
Don’t lift copy from other sources
Don’t duplicate copy within your site
200-300 words per page minimum
SEO basics
Off page factors – META DATA
Page title
Page description
Alt tags
..and more
SEO basics
Page title
Written into source code by web developers
Appears in search engine results
Use keywords and branding
SEO basics
Page description
Written into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
SEO basics
Alt tags
Written into source code by web developers
Hover over image
Help in search engine results
SEO basics
Alt tags
Added bonus in image results
SEO basics
Site map
SEO basics
Site map
links to
all pages
Submit xml file
of site map
to Google
SEO basics: Pay per click
If you decide to outsource use a Google Partner
SEO basics: Pay per click
•
•
•
•
Set up costs
Daily budget
Cost of clicks paid directly to Google
Monthly management fee
SEO basics: Pay per click
Keyword research based on “Funeral Plans” shows:
Low volume of searches for geographic keywords
such as “funeral plan Nottingham”
High volume of searches for generic keywords
such as “funeral plan”
SEO basics: Pay per click
Why is this an issue?
Small traffic for geographic keywords
Expensive to run a UK wide campaign for generic keywords
People may want to use a local firm
SEO basics: Pay per click
What is the solution?
Run a geographic keyword campaign
Run a generic keyword but specify a footprint that
your ads will show in
Can compete on an even playing field
SEO basics: Pay per click
Generic keyword footprint
SEO basics: Google local
The “old style“ search engine results used to all look like this...
...with a map
at the side
of them...
...now Google combines the old style results with the mapped
results
The new style listings open up into a Google+ Local page
when you click on the chevrons or “Google review”
A Google+ Local page looks like this..
But first you have to claim and verify your Google+ Local listing
You’ll need a Google Account to do this
You can verify with a PIN sent by phone or postcard
Why bother?
Looks like Google favours businesses in rankings that have a
Google+ Local page
SEO basics: Retargeting
Chances are that 90% or more of your web
traffic leaves your site without a trace
SEO basics: Retargetting
• Huge proportion of lost business
• We are able to display ads elsewhere on the
Internet for 7 days after they've left your site
• Sensitivity
• Could lock down to pre-paid pages
SEO basics: Retargeting
• Gentle reminder that visitors should reconsider going back onto your site
• Ads could be set up to only target people who
had visited the pre-payment page
SEO basics: Retargeting
• Even if the display banner adverts aren't clicked a powerful
branding exercise has taken place
• Your remain on the "tip of the brain" of prospects
• Prospects see your pre-paid ads at the crucial time in sales
cycle
• Elevates the perception of your company
SEO basics: Facebook ads
• 2nd most visited site on the planet
• harness the power of this social media giant with
strategically placed adverts targeting defined
demographic groups
SEO basics: Facebook ads
When you set up a Facebook account you are invited to provide
information about yourself or your organisation….
•
•
•
•
•
•
•
•
•
your age
marital status
where you live
whether you own a home
what your profession is
what your hobbies are
if you have children
where you went to school or university
and more...
SEO basics: Facebook ads
This type of information is the backbone of Facebook advertising
as it can be easily split into target groups
Opportunity to target demographic groups
in your target market areas with
Pre-paid ads
SEO basics: Natural listings
Will cover
at end of
presentation
Website basics
• Anyone on your website isn’t there by accident
• They are there at time of need
• Make it as easy as possible for your visitors
Website basics
Responsive web design
•
Explosion in the popularity of accessing the internet "on the go"
•
70% of the world's population now own a mobile phone
•
Tipping point 2014
•
People expect to find out about services easily on smartphone, iphone, tablet or ipad
•
Many websites don't display properly on mobile devices
•
Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen
to see your web pages
•
Intelligent enough to know what size screen is being used to view it on and resize itself
Website basics
Responsive web design
Website basics
Responsive web design
Does this really apply to me?
tablet
mobile
desktop
Website basics
Funeral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
Website basics
Funeral Plans
Send to a friend
Print this page
Website basics
Interactive web forms
• request a brochure
• get a free quote
Website basics
Interactive web forms
• contact details in email to you
• “hot leads” to follow up
Website basics - Gimme
Prospect gives contact details - possibly in return for info
Website basics - Gimme
Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid
Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your
Funeral
Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
Website basics: HTML newsletters
• Use database of prospects and clients to send regular
newsletters
• Newsletters will promote pre-paid
• News & Offers
• News - Headline and teaser text linking back to blog/news
• Always direct prospects back to website
Website basics: HTML newsletters
• Newsletters would link through to the pre-paid pages
• Newsletters could contain clickable link to pre-paid video
Website basics: HTML newsletters
• Strong calls to action: request a brochure, get a free quote
Website basics: HTML newsletters
• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
Website basics: HTML newsletters
• Opportunity for follow up activity
Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
Harnessing the social web
Let’s look at what’s out there
Social media: Facebook
•
Most used social networking site
•
Second most accessed website in the world
•
More than half of Facebook through mobile devices
•
Used for networking, following businesses you are interested in
•
Marketing to people who are interested in your business
Social media: Facebook
• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate
Facebook page
Social media: Facebook
• 1st major shift: People tending to buy online or make their buying
decisions online
• 2nd major shift: People share information about products and services
online and form opinions about companies based on what they share
online
• Add obituaries to your Facebook page
• Massive branding opportunity
Social media: Facebook
Social media: Facebook
• Every time an obituary is posted it is branded
Social media: Facebook
• Every time the post is liked, commented or shared then the
R J Bray brand is mentioned
• Absolutely massive marketing and brand awareness
opportunity
Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
Social media: Facebook
• Comments can be moderated
• For relatively little effort massive brand awareness can be built in the
community
• Likely that high percentage of friends will be within your catchment area
• Sensitive posts regarding pre-paid can also be made via social media
Social media: Facebook
• Add Facebook buttons to your website which will link back to your
Facebook page
Social media: Google+
•
Google’s version of Facebook
• Likely to be held in high esteem by Google
Social media: Twitter
• Match look and feel of your website
Social media: Twitter
Link back your tweets to your website
Social media: YouTube
• Use to promote pre-paid
Social media: YouTube
• Put the video into website pages
Social media: YouTube
• Strong call to action at end of video
• Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
Social media: YouTube
Google often places video in search engine results
Social media: YouTube
• SEO benefit
• Google is working on indexing the audio content of
video
Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
What’s changed in SEO…
The old way of SEO
Get meta data right
Get words on page right
Build links
Why isn’t this working as well?
What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
What is Content Marketing?
Nearly all sales and buying decisions are now
made online
Your ideal customers are all ready reading:
• blog posts
• articles
• checking Facebook, Twitter and LinkedIn profiles
What is Content Marketing?
Your ideal customers are forming opinions about
what you share online
Before they get to know your company better
they turn to the web & social media for answers
and information
What is Content Marketing?
If a competitor appears smarter,
more interesting or more reliable
than you, your buyers will reach
out to them first and not you.
FACT!
How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains
and supports your customers
Content pillars
Downloadable
Free
Branded
Not self promoting
Sets you out as the industry expert
Makes you the automatic “go to” people
Secrets to Maximising Family Time
Time & Money Saving Tips
How to get a better work life balance
How to organise your home better
Content pillars
Why Content Marketing works…
Provide content that people will want to engage with by liking, sharing,
commenting on and linking to.
This will:
• drive more traffic and enquiries to you
• promote and strengthen your brand
• help you in search engines as you will naturally attract links and
social media activity which are ranking factors on Google
Content marketing
Social media
activity
Content
pillar
Blog
post
Likes, Comments
& Shares
Content marketing
Content
pillar
What will likes, comments and shares do?
Blog
post
Push content out
to all your
followers with
link back to
website
QR codes
• Add to all printed ads
• QR code can link to pre-paid page
• Trackable through analytics
Thanks for listening
Will be here for lunch and happy to talk to anyone interested
in what we do:
•
•
•
•
Printed advertising service
Web design
Social media
Online marketing