Funeral Home Radio

Host Your Own Funeral Home Radio Show through Podcasting

Although this might be pushing the envelope for everyone save the most tech-savvy funeral director, this is a cost effective initiative would allow a funeral home to start its “narrowcasting” marketing campaign. In the past (and into the future), funeral homes have used forms of “broadcast” media such as newspaper, television, radio, and bulk mailings for “top of mind” awareness.

Not to say that you should stop your broadcast efforts, but with people becoming “information seekers,” your web presence needs to be a deep repository of helpful information. To add to the volumes of text that a funeral home may have on its website, a library of multi-media files such as audio interviews with members of the community relating to end-of-life issues, would further position you as the expert in your industry.

Don’t get spooked about the word “Podcast” – just think of it as “Online Radio” – but if you want the technical definition, here it is . . .

A podcast is a digital media file, or a series of such files, that is distributed over the Internet using syndication feeds for playback on portable media players and personal computers. A podcast is a specific type of webcast which, like ‘radio’, can mean either the content itself or the method by which it is syndicated; the latter is also termed podcasting. The host or author of a podcast is often called a podcaster. The term “podcast” is a portmanteau of the name of Apple’s portable music player, the iPod, and broadcast; a “pod” refers to a container of some sort, and “cast” to the idea of broadcasting. – http://en.wikipedia.org/wiki/Podcast

Many industries that podcast, offer regularly scheduled “shows” such as a diaper company backing a podcast by a couple of moms discussing life with toddlers. Other industries that do not have repetitive sales cycles (like diapers) and are more like one-time sales with big price tags can use the power of podcasts. When someone needs to make a big purchase in a short amount of time, baby boomers and younger generations will become information junkies. They will engulf themselves with anything that they can get their hands on to make an informed decision on topics that they previously knew next to nothing about. Could that describe someone who just found out a loved-one died and doesn’t know the first thing about funerals?

How to Get Started

First become an information junkie yourself and Google “podcasting 101” or “getting started in podcasting” for steps needed to claim your spot as the leader of funeral information in your area. From those searches your will find out what you need for equipment, but don’t forget that you probably have a chapel with a microphone system and it is not a large step to tie in recording capabilities with the addition of a $500 computer. (As an aside, for those of you who do not have this set up yet, you could easily record every chapel service and furnish the family with an audio CD versus the cassette option.) You could also take the portable route with a recording device like an iPod or other portable media player with recording capabilities.

Plan your Show & Book your Guests

Make a commitment to having one interview every other month until you get to comfortable enough to have them more frequently. This is not to mean that these shows or interviews have to be the last Wednesday of the month at 4:00 pm. You can actually record some in advance and release them on scheduled basis. When you are thinking who you should interview, just casually ask the clergy on the drive to the cemetery if they would like to be a guest on your program. Also, at your next Chamber or Golf Club Executive meeting, pose the same question to a lawyer, accountant, hospice worker. If you are strategic about this, you can cover a variety of niche topics as well as build new (or deeper) relationships with these community leaders.

(My next “Funeral Home Radio” article will cover the 8 Community Leaders You Should Interview.)

Collateral Benefits

The person will brag to all of their friends that they were interviewed by the funeral home hence virally spreading your firm’s name and website. (Viral means word-of-mouth in Internet terms). Both they and their network will think of you the next time a death occurs.

In addition, you will get a huge boost in the search engines like Google and Yahoo. The benefits are two-fold, first the interviewee will link to your site (their interview) or you should suggest this to them. Second, by transcribing the interviews, or at least have a written recap with excerpts, this content should be included along with the audio file itself – remember, search engines love content.

This is your chance to be the leader of “Funeral and Related Information” in your area – the position is up for grabs so take it!

Hepp, Where Did You Learn This Stuff?

I would have to say that if it wasn’t for podcasts and my iPod we wouldn’t be having this conversation – because you probably wouldn’t know who I am.  Also, I wouldn’t have been able to learn about Websites, SEO, Blogs, Podcasts, and Internet Marketing.

My two mentors in the world of podcasting are Alex Mandossian and Paul Colligan.   If you want to short cut your learning curve on what podcasting is and how it can apply to variety of applications, you may want to consider checking out their Podcast Secrets preview.  It costs $99 and is worth every penny.  Even better news is that you can save $79 if you use this code: PC916 – so you will only have to pay $20.  If you are are interested, go here: >> Hepp’s Podcast Mentors <<

Are You Already A Online Radio Show Host?

Please share your experiences in podcasting or hosting your own, online radio show in the box below.

Also feel free to ask any questions that you may have about podcasting below. . .

. . . Hepp

Preneed Dog Pound: Pit Bulls and Golden Retrievers

In my time of the world of preneed, I have observed two types of sales reps:

• Pit Bulls
• Golden Retrievers

Pit Bulls are reps who work more leads (to the bone) and get more sales. These are usually professional sales people that have come into the funeral industry from other sales positions.

Golden Retrievers though are more nurturing and from what I have witnessed, have a higher average funeral value.  I think it is because these people have a deeper belief in funeral service – but they usually don’t “close” as many sales. Usually “Funeral Director to Preneed” converts are Golden Retrievers.

Instead of just dividing up your leads – “one for you and one for you” – you can start to segment the lead sources. Those leads that are from direct mail or from a direct response inquiry – where we have had to change their way of thinking – you can sic the ‘Pit Bull’ on them.

The people who have already made the decision that prearranging is a good idea will most likely be a phone inquiry or a walk in. These leads just need to be nurtured,  not sold, so they should be directed to the Golden Retriever.

I have noticed that the walk-ins and the inquiries were more people in that near need situation where they are in that category of twenty four to six months to live. Maybe they have just got the word from the doctor. You want to look after them and nurture them along the way. They don’t need to be sold on the idea of having a funeral pre-arranged because they know it is going to happen in short term. These people need that ‘Golden Retriever’ to take care of them.

Reflect on your preneed business. Check your stats. Do your preneeds that come from direct mail have a longer “shelf-life” than inquiries or walk-ins?

So Why Is This Distinction Important?

The other thing to be aware of is that more people are going to the Internet for information.  You have probably seen over the last year that you are getting more inquiries about pre-arrangements over the Internet – right?

Those people are not coming in because they received some “message” (via direct mail persuasion) to enter or change their mind about the importance of pre-arranging a funeral. I believe that they are in that near-need area.

I call these leads Virtual Walk-Ins. Either they have decided that they want to pre-arrange because they are planners and they want to get this looked after OR they have gotten the word from the doctor and they need to get this done.

As those inquiries come in through your website, who are you doing to give them to?

Are you going to give them to the Pit Bull so that you make sure that that sale is made or are you going to give them to the Golden Retriever who will look after that person when they need to be looked after the most (and hopefully have a higher funeral value)?

Who will be looking after your virtual walk-ins?

…Hepp

What are your thoughts? Do you think that leads via the Internet will need to be handled differently than a direct mail lead?  Please share your comments below.

Funeral Memorial Folders with PhotoShop

Do you use PhotoShop for creating memorial folders?  If so, this post may help you raise the bar and help you create more personalized keepsakes for family and friends to keep for a long time. Plus separate yourself from your competitors. http://astore.amazon.ca/heppefunersol-20/

I have dusted off a series of tutorials using PhotoShop and now you can download them here (PDF Format):

• PhotoShop Tutorial: Memorial Folders – The Basics
• PhotoShop Tutorial: Memorial Folders – Subtle Logo
• PhotoShop Tutorial: Memorial Folders – Polaroid Effect

Plus, here are some PhotoShop Templates (PSD Format):

• Memorial Folder Template – Inside
• Memorial Folder Template – Outside
• Polaroid Effect

Samples:

• My Uncle Clarence’s Memorial Folder

If you need some PhotoShop Resources – Click Here

Please leave your comments below…

…Hepp

Free Funeral Website Report

Let me ask you a question… Does your web company have your best interests in heart?

As you know, I have been in the funeral home website game for a long time – over 10 years. And in the last few years I have stepped back from the sales side and focused on teaching you about how to build your web presence beyond your website – like with YouTube, Facebook, etc. – mainly because the web site companies weren’t helping their clients beyond the confines of their product offerings (your current website).

Lately I have received some questions from funeral professionals like you asking me about their websites. They think that they are getting ripped-offed… and after looking in to it, I agree!

So lets do a quick test…ok? And we will see if your web site company has your best interests at heart?

Here’s the Quick Test:

On your site…on your homepage (or worse – all pages), is there a link back to their website? It’s usually at the bottom of the page.

If you have answered: YES – then they fail the test!

Your benefit to having links to their site: NOTHING – do your clients really need to know who you do business with? Actually these backlinks could be HURTING you!

Your Web Co’s benefit: backlinks are one of the most important factors that Google uses to rank websites. So what this means is that not only are they getting free advertising on your site, but you are giving them a boost in the search results – off of your back – that’s not cool!

Ideally, those links at the bottom of the page should point to pages within your site.

If you want to learn the truth about funeral home websites and find out the 4 other secrets funeral home website companies don’t want you to know, plus other myths, scams, and misconceptions…

Download the Special Industry Report: The Funeral Home Manager’s Guide to Websites: Myths, Misconceptions and Secrets at: Funeral Website Secrets

I wrote this for funeral professionals like you so that you would finally know the truth about funeral home websites.

I have had one funeral director ask me why am I giving this information out now?

Well, some of the website companies in our industry are beginning to act like old, stodgy, non-proactive funeral directors (not progressive funeral professionals like you) – so I felt it necessary to clear the air.

Then he said, “Are you trying to get back into selling funeral home websites?”

Well, the truth be known – I never left – I just kept a low profile working with some private clients, and now I am going to make that part of my offerings more public…but it’s not going to be for everyone.

You see, I look at websites from a marketing and relationship building perspective – not solely from the technology side. These sites are not for everyone – if a funeral home owner is looking for a cheap website – don’t ask me, there are a lot of low-end offerings out there – or free ones from casket companies.

My sites are going to be focused on 3 things:

• communicating with your community (building relationships / loyalty)
• your firm becoming an “Authority” in Google’s eyes
• and eventually your website becoming a profit center for your firm

Anyway, enough about my websites, there will be many examples in the future, and plus I am still going to continue to share my strategies and case studies on my website. So make sure that you read the Special Industry Report on Funeral Websites at Funeral Website Secrets

I would love your thoughts on the report, so if you could do me a small favor and leave your comments below – thanks!

All of the best for 2009!

…Hepp

PS: Check out the complete report card in the Report and see if your website company is doing everything they can for you! Download the Funeral Home Web Site Guide here

Part 1 – Intro: Relationship Marketing for Funeral Homes

This is the follow-up presentation to my live presentation at the Selected Independent Convention in Washington, DC. I have decided to break up this presentation into 5 parts as the recording of the web seminar was almost 2 hours long.  I would strongly suggest that you watch them in order.  Please provide your feedback and also – PLEASE – if you do apply any of these strategies, please let me know – I love it when people take action!

Please give me your feedback below…

Part 2 – Social Networks: Relationship Marketing for Funeral Homes

This is the 1st section of the presentation where we talk about Social Networks like Facebook, MySpace, and LinkedIn.  This video is XX minutes long.  See the text below the video for links to the “Letter to Families” mentioned in the video as well as a link to all of my Social Networks.

Resources:

• Letter To Bereaved Families
• Hep’s Social Network Links

Please give me your feedback below…

Part 3 – Written Word: Relationship Marketing for Funeral Homes

In this section we key on the written word, whether it is by email, blog post, RSS, auto responder or email newsletter. Email is still the # 1 use of the Internet – watch this 20:40 minute video to see how you can apply these relationship building strategies.

Resources:

• Aweber – auto responder and email newsletter program
• Google Reader – saves time, aggregates RSS subscriptions into one place

Please give me your feedback below…

Part 4 – Online Video: Relationship Marketing for Funeral Homes

In this section we talk about the power of online video and how it can help you get higher (and more) Search Engine Results. This section is 26:21 minutes.

Resources:

• Traffic Geyser – Upload videos to multiple sites
  

Please give me your feedback below…

Part 5 – Q & A: Relationship Marketing for Funeral Homes

Here is the Q and A section.  It runs 27:48 minutes and mainly focuses on websites, online video, and search engine rankings.

Please give me your feedback below…

Funeral Blogging 101 Recap

Hepp’s Notes for the Funeral Blogging 101 Teleseminar

Here is the replay of the Teleseminar! Please follow along with the notes below.

Click the Play button at the left of the silver bar >

Dowload MP3: Funeral Blogging 101 Teleseminar

Terminology:

List of Blogging Terms at Wikipedia

My list for the Funeral Industry:

• Blog: is a website that is easy to update
• Blogging: is to write an article or column (and then one has the ability to add that content to your website without having to pay your web developer every time you want to do so)
• Post: is an article or column
• Podcasting: is your own Radio Show / Station
• Video Blogging / Vlog: is your own TV Show / Channel

Types of blogging platforms:

• Blogger: Brian’s blog platform
  • Geib’s “Ask the Director” Online Blog
  • Heppell’s Old “From The Hepp” blog
• TypePad: BT’s choice
  • BT’s “Funeral Words” blog
    
• Live Journal
• WordPress.com – Tim’s choice
  • Final Embrace
• WordPress.org – Rob’s choice
  • Funeral Futurist
  • Funeral Gurus
  • Preneed Referrals
  • Funeral Manager Secrets
  • Funeral Home Commercials
  • Your Funeral Chapel

Topics (what to write about):

• Brian’s suggestions…
• Tim’s suggestions…
• My suggestions: Have a plan – pick 4 subject areas / topics: FAQs / Community Events / Staff Profile / Preserving Memories / Funeral Trends
• We are in a people business, stay away from corporate-speak gobbledygook / write in the first person

Frequency / Consistency:

• Brian’s comments…
• Tim’s comments…
• I’m a binge blogger for both my main sites – but I also like to use the time delay – as I do with Funeral Gurus

Post Extras – Sprucing up your posts:

• Tim, you are the expert at this, where do you get all of your pictures from
• Brian, how do you beautify your posts?
• I rely more on audio and video for my posts
• Research show that website viewers will look at photos first, and particularly people’s faces

Handling Comments:

• Brian’s policy about comments…
• Tim’s policy…
• I read them and if I feel they will benefit my audience and further the conversation, I approve them. If though they are spammy – meaning that they are trying to high-jack my traffic – or if they are distasteful, I delete them – but I might use their feedback in a future article. Remember it is your website – the local newspaper does not publish all Letter’s to the Editor

Marketing & Exposure:

• Brian’s comments…
• Tim’s comments…
• Remember – funeral homes are lucky in that you get so much more traffic than other brick and mortar businesses because of online obits – give those visitors something else to read other than why they should pre-arrange – “Start the Conversation”
• Comment on other blogs with your URL – this is called a track back – that’s how I first found Tim

Return On Effort / Investment:

• Brian’s feedback…
• Tim’s feedback…
• My thoughts: investing time in your website, is not like “Down the Drain” advertising – you pay for it then it is gone, with your website, if you write a post a week, and since most funeral home websites are 15-20 pages excluding obits, after the first year you would have almost tripled the size of your site – the great thing is those posts / articles will be there next year, and the year after that
• Also Google loves fresh content – being on Google’s good side is a good investment

Closing:

I would love to hear your feedback, so please leave a comment at the bottom of this page – tell me what you thought of the teleseminar and please share any of your experiences about blogging!

Share Your Comments Please:

If you have any questions please email me at robin@funeralfuturist.com or post them on the Funeral Futurist Forum under Internet Technologies section and under the topic, Funeral Blogging Questions & Comments

Integrate Your Website and Blog with WordPress:

If you want more information about your entire website built on the WordPress platform (such as www.YourFuneralChapel.com) please email me at robin@funeralfuturist.com or call (800) 810-3595 OR (250) 744-3595.

• $1 – 90 day trial, to get you blogging by next week – after the 90 days, it is only $19 / month – but what you will also get is a 10 week course on funeral blogging – sign up here
• But, if you are serious, you can pay only $97 for a year’s hosting and including the 10 week course as well – sign up here
• Note: you will need a domain name for your blog, and if you don’t have one, visit www.FuneralFuturistDomains.com ($9.99 / year)

Advance Blog Promotion Tips:

For the section on Internet Marketing, go to: Hepp’s Internet Marketing Tips for Funeral Service

Remember, please leave a comment below and let me know how you liked the teleseminar – thanks!

…Hepp

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