OACFP 2016 - Marketing Presentation

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This document discusses strategies for marketing and lead generation. It recommends focusing marketing efforts on being findable online through search engines and social media. Specifically, it advocates optimizing a website, claiming a Google Business listing, using a Facebook page and running paid search campaigns. The goal is to generate leads through these online channels and track performance to identify the most effective sources. Referral partnerships and on-site efforts are also presented as important sources of new clients. The key is testing different approaches and focusing resources on the strategies that produce the most leads and revenue.

6
We have to be in the right place. At the right time.
With the right information.

9
36.7HOURS
90VISITS
3,238
PAGES
Canadian Internet Usage
Sources:
1) ComScore: 2015: Canada Digital Future in Focus, March 2015
2) Statista: 2016: Distribution of internet users in Canada as of 4th quarter 2014, by age group

12
11% of 45-54yr olds
Instagram
47% check more than once a day
26% check once a day
Facebook
60% of Female
59% of Males
Facebook
31% of 35-44yr olds
23% of 45-64yr olds
Twitter
63% of 45-54yr olds
47% of 55-64yr olds
Facebook
41% of 45-54yr olds
31% of 55-64yr olds
LinkedIn
Social Media Adoption
Source: eMarketer.com: Forum Research, “The Forum Poll”, Jan 6, 2015

14
37%
28%
28%
67%
Company Website
Internet Yellow Pages
Print Yellow Pages
Search Engines
Source: DAC Group/Kantar, Canada, January 2015
What media source did you go to FIRST or Second?

17
Yellow Pages Tracking & MeasurementFacebook Page
Google Business ListingPPC ProgramOptimized Website
Your Findability Strategy
Refer to handout

19
REVENUE &
FAMILIES SERVED
# of APPOINTMENTS
# of CONTRACTS
# of LEADS
Develop Your Marketing Plan

20
REVENUE &
FAMILIES
SERVED
# of APPOINTMENTS
# of CONTRACTS
# of LEADS
Work Your Marketing Plan
LEAD SOURCES &
RESOURCES REQUIRED

21
On Property Phone Web Referrals Marketing
• Newsprint, Radio,
TV, OOH (billboard,
bus etc..)
• Direct response
(traditional, digital &
social)
• Consumer shows
• Web form
submissions
• Offers &
Downloadable
content
• Phone
• Enquiries
• Enquiries
• Visitors
• Families at Services
• Funeral Homes /
Cemeteries
• Churches / places of
worship
• Families served
Main Sources of Leads
The goal is getting the mix that is right for your goals and resources

22
Yellow Pages Tracking & MeasurementFacebook Page
Google Business ListingPPC ProgramOptimized Website
Findability and Lead Strategy
Marketing Partnerships & ReferralOn Property
Refer to handout

24
SYNERGY
LEADS
FINDABILITY
FACEBOOK
FOCUS
SALES
REFERRALS
STRATEGY
MEASURE
YELLOW
PAGES
GOOGLE
TARGET
PPC
Be consistent in
your message.
Focus
Facebook first, others second.
Social Media
Both online and offline.
Channels
Test and measure
lead sources.
Traffic
Know who you are targeting.
Audience
Think beyond desktop.
Mobile
Summary

25
ANY QUESTIONS?
What you do today, can improve all of your tomorrows.
@jeffhumjeffhum

The document summarizes the results of a survey of 340 Canadian companies about their digital marketing behaviors and strategies. It finds that while most companies have begun engaging in digital marketing, few have clear strategies or dedicate sufficient resources to it. Most lack an understanding of their target audiences and goals. The top barriers to further digital adoption are budget and staffing constraints. The document provides recommendations for developing a digital strategy, focusing on audience knowledge, building expert teams, implementing initiatives, and measuring success.

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OACFP 2016 - Marketing Presentation

1. 1 Creating Synergy in Your Marketing

2. 2 Why consumers buy

3. 3 Pleasure and Enjoyment

4. 4 Pain Avoidance

5. 5 How We Serve Families

6. 6 We have to be in the right place. At the right time. With the right information.

7. 7

8. 8 Findability

9. 9 36.7HOURS 90VISITS 3,238 PAGES Canadian Internet Usage Sources: 1) ComScore: 2015: Canada Digital Future in Focus, March 2015 2) Statista: 2016: Distribution of internet users in Canada as of 4th quarter 2014, by age group

10. 10 Search

11. 11 Image of an iphone Mobile

12. 12 11% of 45-54yr olds Instagram 47% check more than once a day 26% check once a day Facebook 60% of Female 59% of Males Facebook 31% of 35-44yr olds 23% of 45-64yr olds Twitter 63% of 45-54yr olds 47% of 55-64yr olds Facebook 41% of 45-54yr olds 31% of 55-64yr olds LinkedIn Social Media Adoption Source: eMarketer.com: Forum Research, “The Forum Poll”, Jan 6, 2015

13. 13 Are Yellow Pages still relevant?

14. 14 37% 28% 28% 67% Company Website Internet Yellow Pages Print Yellow Pages Search Engines Source: DAC Group/Kantar, Canada, January 2015 What media source did you go to FIRST or Second?

15. 15 Google Ranking of YP.ca

16. 16 Google Business Listings

17. 17 Yellow Pages Tracking & MeasurementFacebook Page Google Business ListingPPC ProgramOptimized Website Your Findability Strategy Refer to handout

18. 18 Lead Generation

19. 19 REVENUE & FAMILIES SERVED # of APPOINTMENTS # of CONTRACTS # of LEADS Develop Your Marketing Plan

20. 20 REVENUE & FAMILIES SERVED # of APPOINTMENTS # of CONTRACTS # of LEADS Work Your Marketing Plan LEAD SOURCES & RESOURCES REQUIRED

21. 21 On Property Phone Web Referrals Marketing • Newsprint, Radio, TV, OOH (billboard, bus etc..) • Direct response (traditional, digital & social) • Consumer shows • Web form submissions • Offers & Downloadable content • Phone • Enquiries • Enquiries • Visitors • Families at Services • Funeral Homes / Cemeteries • Churches / places of worship • Families served Main Sources of Leads The goal is getting the mix that is right for your goals and resources

22. 22 Yellow Pages Tracking & MeasurementFacebook Page Google Business ListingPPC ProgramOptimized Website Findability and Lead Strategy Marketing Partnerships & ReferralOn Property Refer to handout

23. 23 Do One Thing Really Well

24. 24 SYNERGY LEADS FINDABILITY FACEBOOK FOCUS SALES REFERRALS STRATEGY MEASURE YELLOW PAGES GOOGLE TARGET PPC Be consistent in your message. Focus Facebook first, others second. Social Media Both online and offline. Channels Test and measure lead sources. Traffic Know who you are targeting. Audience Think beyond desktop. Mobile Summary

25. 25 ANY QUESTIONS? What you do today, can improve all of your tomorrows. @jeffhumjeffhum

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