Strategy Talks by Funeral Results Marketing

Strategy Talks by Funeral Results Marketing


06 – Stealth Marketing with Hidden Landing Pages on Your Funeral Home Website

April 04, 2017

Have you heard the adage: “If you try to be everything to everyone, you won’t be anything to anyone.” The problem is I still see and hear funeral homes using the line “Serving All Faiths” – but that message when received is received by an individual who is either a particular faith or maybe no faith – but not all faiths. There is no connection. On today’s episode we’ll talk about how you can use hidden landing pages on your funeral home or cremation website to market directly to specific markets.
Topics discussed / In this video: 
01:07 – Importance of hidden landing pages as marketing tool
03:34 – The importance of hidden landing pages
04:25 – Learn more about hidden landing pages
06:18 – How to use hidden landing page in funeral home or cremation provider
14:51 – Benefit of call tracking number and the landing page
17:32 – What URL Builder tool is
19:50 – Other applications for hidden landing pages
23:04 – The pre meeting information page
28:31 – Cremation conference in mid September
 
Links and Resources Mentioned In This Episode:
Google Analytics
Google Adwords
Campaign URL Builder
Transcription:
Robin Heppell: [00:00] Have you heard the adage, if you try to be everything to everyone, you won’t be anything to anyone. The problem is, I still see or hear funeral homes using the line, serving all face. With that message, when it’s received, it’s received by an individual who is either probably a particular faith or no faith at all, but they are not all face. There’s no connection.
[00:26] On today’s episode we’re going to be talking about how we can use hidden landing pages on your funeral home or cremation website to market directly to specific markets.
Brian Young: [00:35] Welcome to another episode of The Strategy Talks by Funeral Results Marketing. Today we’re going to be looking at a very important piece of marketing that doesn’t get used so often here in the death care industry. We’re going to be talking about hidden pages, and how they play into the overall marketing plan. Most people don’t even know what hidden pages are, let alone how to use them.
[00:59] Today we’re going to talk with Robin Heppell. Robin, I’d like to ask you to start out here, why are hidden pages an important marketing tool?
Robin: [01:08] Thanks Brian. First of all, when you’re marketing to a specific audience, you don’t want to drop them right onto your homepage, because there’s too much noise there. We’ve talked about this in the past. There could be 12 to 15 or even up to 20 different possibilities or messages on a funeral home’s home page.
[01:30] If you’re talking to a specific group, you want to continue that conversation with them on a page on your website. There’s a great marketer from the 1900s, Robert Collier. He said you want to enter the conversation already going on in someone’s mind. This is where we can make the connection.
[01:52] When we take someone, when we’re marketing to a specific group and we put them onto our home page, that’s like phoning some support of your telecom company or your cable company, and getting down the channel and then all of a sudden you find yourself back up to the beginning operator and starting the same process again.
[02:16] Putting people on your homepage is just putting them back to the top of the queue. We don’t want this to happen. If we already know something about our market, then we want to take them down to funnel just a little b...