Funeral Marketing with YouTube
July 2, 2008
What is better than being “number one” in Google? By being number one through ten of course. To accomplish this Google domination you have to look beyond your website and harass the power of other websites - like the number one content site, YouTube. Of all websites, YouTube ranks fourth, but only behind the three main search engines: Google, Yahoo, and MSN’s Live Search. No matter how great your website is it is a speck of dust compared to YouTube and the other online video sharing websites like Google Video, Revver, and AOL Video.
If you would like to see real life examples for the funeral industry, you have to check out the case study that I conducted where McCall Bros. Funeral Home now occupies seven out of ten results for ‘Funeral planning in Victoria BC’ - including spots one through four. The study shows how the videos impacted the search results in Google, Yahoo, and Live Search, within one day and also over a six week period. To see all of the results along with my commentary, visit:
http://www.funeralfuturist.com/case-study-online-video-for-funeral-cemetery-promotion/
So if you are still with me here, you may be wondering what video content you would use on YouTube. I always look for the easiest solution first, so I would suggest using those TV commercials that you had to pay thousands of dollars for and upload them to YouTube. If you do not have a commercial ready to go, you could use the same software that you use to create your DVD memorial videos and create a three minute infomercial demonstrating how you are different than your competition.
Also you might be thinking that it sounds like a lot of work to upload these videos to all of these different video sharing site. I use a tool called Traffic Geyser that allows you to upload one video to over 30 different sites. It saves me a ton of time, and they have a lot of tips and training as well. The guys at Traffic Geyser have also made this guide available for you to download free! Click this link or click on the image to download.
Before you fire that video up on YouTube be sure to read my article titled, “Upload your Funeral Home’s Welcome Message on YouTube.” This will explain how to title your video properly and what to include in the description and your tags to make sure that your video ranks well in Google. You can read the article hear at:
http://fromthehep.com/2007/08/upload-your-funeral-homes-welcome.html
Please let me know of your successes after you upload your first video. Also, if you have any other questions or suggestions, please let me know.
Be A Funeral Market Strategist (and leave your competition in the dust)
June 16, 2008
I received some great comments and questions about my “Competition” article – thank you! First, many of the issues funeral home owners and managers are unique to your specific market and situation so I cannot offer a blanket answer that everyone could benefit from. The issue was followed by the questions, “How do I fix this?” or “What should I do?”
As I always do in situations to solve problems, I reflected on the process that I have used many times in my home market that is very competitive plus is on the forefront of changing trends. In this type of market – and any market - you need to have a process to deal with issues and make decisions easily and with confidence.
By the nature of how we join funeral service, either as a calling to serve, or following in family footsteps, we rarely get taught how to think strategically. Strategy isn’t taught in mortuary colleges and the issues we face today – like increasing cremation rates, price discounters, memorial societies, and the Internet – were not big issues to the generations before us. Especially in our market where no-one had experience in dealing with these issues before – I decided that I had to go back to university and learn how professionals solve problems in other industries and then apply those methods to funeral service.
Although formal education was a great experience, what has really stuck with me was what I learned as a member of the “Case Competition” team. In a nutshell, a team of four would be given 3 hours to read and analyze a business case study and present our recommendations. Since you were “on stage” at the end of the 3 hours, I really learned to hone my strategic thinking with “tools” that made up my Business Strategy Toolkit.
At this point I could just tell you hire me to tackle your issues in a one-on-one scenario – and of course for those who wish that personal consultation I will make myself available – I also want to teach all of you “How to Fish” instead of selling you fish.
Whatever causes you the most pain - tough competition, price shoppers, losing calls, cremation families, memorial societies, expensive marketing – these tools can give can give you an competitive advantage for just a small investment of your time. So here we go - these are some of the tools that I use on a daily basis to solve clients’ problems. The three that I recommend to get started with are the Environmental Scan, Porter’s Five Forces, and the SWOT Analysis.
The Environmental Scan (sometimes referred to as PEST Analysis) looks at external factors: Political, Economic, Social, and Technological. Then Porter’s Five Forces of Competition analyzes: Power of Buyers, Power of Suppliers, Threat of New Entrants, Threat of Substitutes, and Competitive Rivalry. Then having a solid strategic framework of your market, you then look internally with a SWOT Analysis: Strengths, Weaknesses, Opportunities and Threats. Then you will have all you need to leap ahead of your competition.
Don’t worry if this seems too overwhelming, I will put together a demonstration next week using funeral industry examples. Also, I will try to pull in a favor and get another expert on the line with me and we will go through step by step through the process as it relates to us.
If you would like to have your company profiled for the example – at absolutely no charge to you, please click the link below and provide me with some basic information. Then I will be in touch to get some additional information. Be assured that your identity will be kept confidential.
Apply for the analysis of your market and company, click here and fill out the form:
http://www.funeralfuturist.com/application-for-strategic-analysis/
Thank you for your time and look for my newsletter next week for the details of the “Funeral Industry and Competitive Analysis” free training session.
10 Golden Rules gets 10 out of 10
June 13, 2008
Jay Berkowitz and his team at “10 Golden Rules of Internet Marketing” do a great job in laying out practical advise in an easy to follow format. I have referred back to specific podcasts as well as the show notes when I need to take my blog (I mean, website) and podcast (I mean, online radio) to the next level. If this is the first time hearing about 10 Golden Rules, I would recommend to download all of the episodes - within one day you will have taken a crash course in Podcasting and Internet Marketing and will have a great grasp of what you need. Visit Jay’s site at www.TenGoldenRules.com or subscribe to the podcast on iTunes: itpc://feeds.feedburner.com/10goldenrules
Check out Jay’s video about “Ten Free or Low Cost Ways to Use the Internet to Help Your Business in Down Times.” Even though not all of these suggestions may apply to your funeral home or cemetery, let them open your mind to the possibilities of connecting to your client families and community.
Ideas for marketing on the internet include:
- Maximize web site traffic by using Free Search Engine Optimization techniques
- Create a FREE Offer on your site to get leads
- Measure the cost to acquire a lead and a sale
- Learn from the competition by using Competitive Intelligence Tools
- Take advantage of FREE Internet products like Google Optimizer to improve conversion on your web site
- Generate greater awareness for your business or product by using Free or low cost Internet Press Releases
- Develop an eNewsletter
- Create a virtual internet sales force using Affiliate Marketing
- Build your company’s position on high traffic Social Media
- Cut out the middle man by selling direct
What are your thoughts about what Jay had to say? Please leave your comments below.
Being Strategic about your competition with Brad Scott
June 7, 2008
On this show, Brad Scott, manager of R.S. Kane Funeral Home in Toronto, Ontario, has an open discussion about competition from both a independent and corporate perspective. Click the Play button at the left of the silver bar > Read more
Marketing Experts see the need for Funeral Homes to use New Media
April 6, 2008
Marketing Over Coffee: I listen to this podcast religiously. Christopher Penn and John Wall will keep you up to date in marketing with “New Media” and the featured post is where they talk briefly about New Media and funeral service. You will also get tips on Search Engine Optimization, Email Marketing, Blogging, and Podcasting - I mean “Online Radio” Click Here
Free Demo of PreneedReferrals.com: Weds., April 9
April 4, 2008
Preneed Referrals is a funeral-specific website that I have created as a resource for funeral directors and cemeterians to put the power of “Send Out Cards” into your preneed marketing and family follow-up - after care - programs.
“Get Preneed Leads”
Send Out Cards is a service that allows you to send greeting cards via the mail - these are physical greeting cards that are placed in a bright, white envelope, and a postage stamp. Even though you do not touch these cards, they are written in your own hand writing and with your own signature. Sound too good to be true?
See The Replay:
Preneed Leads with Preneed Referrals
What will be covered in the demo:
For Funeral Homes:
- Create multi card campaigns to get referrals from preneed clients
- Create multi card campaigns to follow up with at-need families “Greeting Card After Care”
- Send bulk (but personalized) invitations for preneed seminars or holiday memorial services
For Cemeteries:
- Send follow up card with families after monument has been installed
- Send seasonal and holiday reminders to subtly promote floral sales
- Create multi card campaigns to get referrals from preneed clients
- Send anniversary card
For Vendors and Associations:
- Promote upcoming events or new products or services
- Send thank you cards to clients and support staff
- Send cards of congratulations for clients and members
Plus there are many other general uses for this system. I look forward to having you attend the online seminar. Leave a comment below or email me if you have any questions.
Proactive Funeral Director, Jan Nichols of Bay Gardens Funeral Homes in Burlington and Hamilton, Ontario says:
Using Send Out Cards for my Funeral Home is part of my Best Practices! I use it to follow up with families, to send thank you cards, and I send a card to every job applicant following the interview.
NOTE: This online seminar is a 2 step process:
- Log on via the Internet to watch the demonstration
- Call the phone number to listen
Preneed Leads with Preneed Referrals
Watch the Demo
Case Study - Online Video for Funeral & Cemetery Promotion
March 17, 2008
In preparation for my presentation at the ICCFA Annual Convention in San Diego, I am conducting a live Case Study on how to use online videos to promote your services and your website. I have selected three terms to rank for - two are geo-targeted, one for a funeral home and one for a cemetery - both in my home town. The third is for a more general term for my new service, Preneed Referrals. I have created images for the search terms so that the text doesn’t get picked up by the search terms and skew the results.
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Sites uploaded to:
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Date |
Search Engine Results in: |
Search Engine Results in: |
Search Engine Results in: |
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March 16, 2008 |
none | none | 12 |
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Videos Uploaded via Traffic Geyser on March 16, 2008 at 12:30 pm |
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March 17, 2008 |
1, 3 | 1* | 12 |
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March 20, 2008 |
1, 2 |
1* |
6 |
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March 23, 2008 |
1, 2, 3 |
1* |
6 |
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May 5, 2008 |
1, 2, 3, 5, 7 |
1*, 7 |
1, 2, 3, 4, 5, 6, 7 |
* denotes graphical image of the video
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Sites uploaded to:
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Date |
Search Engine Results in: |
Search Engine Results in: |
Search Engine Results in: |
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March 16, 2008 |
1, 2 |
2, 4 |
1, 2 |
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Videos Uploaded via Traffic Geyser on March 16, 2008 at 12:30 pm |
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March 17, 2008 |
1, 2, 3, 4 |
2, 4*, 5 |
1, 2 |
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March 20, 2008 |
1, 3, 4, 6 |
2, 4*, 5 |
1, 2 |
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March 23, 2008 |
1, 2, 3, 7, 9, 10 |
2, 4*, 5 |
1, 2 |
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May 5, 2008 |
1, 2, 3, 4, 7, 9, 10 |
2*, 3, 4, 7, 9 |
1, 2, 3, 4, 5, 7, 8 |
* denotes graphical image of the video
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Sites uploaded to:
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Date |
Search Engine Results in: |
Search Engine Results in: |
Search Engine Results in: |
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March 16, 2008 |
none |
none |
none |
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Videos Uploaded via Traffic Geyser on March 16, 2008 at 12:30 pm |
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March 17, 2008 |
2, 6 |
4* |
none |
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March 20, 2008 |
3, 4, 6 |
4* |
4 |
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March 23, 2008 |
1, 3, 4, 8 |
4* |
4 |
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May 5, 2008 |
2, 3, 4, 5, 9, 10 |
1, 3*, 4, 8, 9, 10 |
1, 2, 3, 4, 6, 7 |
* denotes graphical image of the video
Notes and commentary
March 16, 2008: Within 6 hours Revver videos were ranking very high in Google and Blip TV was in the middle of the pack for P.L. on the 1st page:
- B.P. in Vic: # 1 Revver
- F.P. in Vic: # 1 Revver
- P .L.: # 3 Revver; # 6 Blip
March 17, 2008: Yahoo videos appeared on Yahoo near the top. AOL Videos (not sure how they got their hands on the videos) but who cares as they started ranking in the middle of the first page. Still no sign of YouTube & Google Video and the search spiders must sleeping at MSN.
March 20, 2008: Revver fell as quickly as it rose. AOL videos are in their place. Interesting that the destination website pages are climbing in MSN but not the videos. I guess they accept the link power from the descriptions in the videos - Always remember to use http:// with your URL.
March 23, 2008: Still no sign of YouTube, but Google Video is starting to appear. MSN Live Search seems to be hard to crack - good thing that over half the people use Google. Speaking of Google, in all cases, videos gradually climbed up the ranks into the Top 10. I will leave the final date open for awhile and then see how long the videos stayed in the top SERPs.
May 5, 2008: YouTube has not only arrived, but it is at or near the top on the first page on Google. Also, all three search engines filled out over the month especially MSN’s Live Search. All three search terms dominate the first page of Google with at least 50% of the results. In particular, McCall’s has 70% of the “Funeral Planning in Victoria BC” results including #1 through #4.
June 30, 2008: A few results have slipped, but YouTube is dominant. One thing that I noticed was other Funeral-Related videos that I have uploaded to my accounts were becoming the “Indented Result” which could be the cause for some of the results being pushed down. Time to upload a second set of related videos - check back soon!
Please ask your questions or leave your comments below about this case study. Is there another topic that you would like me to tackle?
Marketing Guru offers Free Networking Seminar
February 8, 2008
Michael Port, the author of “Book Yourself Solid” is offering a FREE Networking Seminar!
Called a “marketing guru” by the Wall Street Journal, Michael Port has lectured, trained, inspired, and provided coaching and consulting services to over 20,000 business owners in the last two years alone. As a speaker, he has headlined events with leaders like Tim Sanders, Carly Fiorina, and Tony Robbins.
eSeminar: Want to connect with top authors and with the most successful leaders in your community?
Join Michael Port and Elizabeth Marshall for a webinar in which you will learn:
- The best way to build relationships with business leaders, authors and top experts
- How to spread your message and attract more clients
Michael’s 2nd daily networking strategy is one that you can do in less than 10 minutes a day. Come learn exactly what you need to do in that 10 minutes to transform your network and your business.
Even though this is not a funeral-specific seminar, I am positive that you will gain some great pointers for networking seminar - I will be attending the seminar for sure!
This is what Funeral Marketing Expert, Kim Stacey has to say about Michael Port:
“Michael Port has the expertise every entrepreneur and business owner can use, and powerful communication skills. You’ll enjoy every minute you spend in a teleseminar with him - and I guarantee you’ll come away knowing more than you did before you came on the line.“There’s more than that, however; you’ll have a greater belief in yourself, and the potential you hold within to grow your business. Apply just one or two of Michael’s suggestions, and watch the good things start to happen!”
Sign Up for the Reply! >>
…Hep
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Buying Limos and Hearses on eBay
January 8, 2008
Is it time to replace that 80’s Funeral Coach that would give a Hummer a run for its money in a game of chicken? I have been asked by a lot of funeral directors how does eBay work and can you really buy vehicles online?
Well, this process is not for everyone and I would suggest that you first check to see what your current dealer has to offer. I would also recommend that you check to see what is online.
As always “Buyer Beware” so you will need to do a little homework such as check the Seller’s Rating and look into a Vehicle History Report.
At eBay Motors, the have a “How to Buy a Vehicle” section that you should go through or perform a search on Google - “How to Buy a Vehicle on eBay” and you will find many articles and case studies.
Here is a sample of some limousines for sale on eBay Click the ad above to see the current listings. |
There are also funeral coaches available on eBay Click the ad above to see the current listings. |
Let me know when New Cars
are for sale!
go back to the Funeral Futurist Newsletter >>>
The Boomer Death Boom with BT Hathaway
January 8, 2008
On this show, Funeral Director BT Hathaway of Hathaway Funeral Homes of New England discusses his recent article in the American Funeral Director magazine. BT shares his analysis on population and demographic boom that the funeral industry has been anticipating for years. Click the Play button at the left of the silver bar > Read more
