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