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FDAK Newsletter 09/01/17


Creating a Digital Marketing Plan

Source: The Michigan Funeral Directors JOURNAL by Kylie Rogers-Strahan, Digital Marketing Specialist

Everyone knows you need a business plan, yet many forget about a strong marketing plan that incorporates both traditional and digital marketing.  According to the Managing Digital Marketing study by Smart Insights 44 percent of brands don’t have a defined digital plan integrated into their overall marketing plan.  In an ever-changing digital landscape, success in business can often depend on what a brand does, or sometimes doesn’t do, to market itself on online.

To craft a plan that can pack a powerful punch, here are four important points to keep in mind to ensure your digital marketing plan will have a real impact on your bottom line.

Know where you are and where you’re going

To create an effective digital marketing plan, you need to understand where your brand is currently in the digital landscape and where you’d like to be.  Three questions to evaluate this are:

What is the long-term plan for the brand?  What is the objective you want your digital marketing efforts to achieve?

Is your band leveraging digital channels such as Google search, social media, email, and websites to connect with current and prospective customers?

By understanding your company’s long-term goals, you can incorporate them into the digital marketing plan and measure their effectiveness along the way.  There is no reason you should go into this blind.  Use your resources to evaluate your current efforts by analyzing your website traffic, open email rates and social engagement:  this will help you better understand where you can improve to make your digital marketing strategy stronger.  For example, maybe your Facebook page has a larger and more interactive audience that Twitter.  If this is true, the digital marketing plan will outline a stronger content plant for Facebook.

Understand your market

Your audience is the heart of your digital marketing strategy, and it is important to know your target audience the people you are trying to reach.  Your band communicates with your customers through blog posts, marketing copy, email newsletter, and more.  The entire content marketing strategy should be audience-centric.  The best way is to know your audience, uncover the channels they are using, identify the lingo that resonates with them, and create content pieces that include their tone of voice, most used hashtags, etc.  Most likely you already know who they are, but it’s time to put it down on paper.  Start with understanding the basics like age, gender and where they live.  Then, you’ll want to dig a little deeper and uncover where and how they spend their time, and how they interact with your brand currently.  Most importantly, who are their influencers, what are their hobbies and how will you communicate?  No matter who your target audience is, be sure to narrowly define them because it will be your guide as you plan campaigns.

Keep an eye on the competition

Take a moment and analyze the competition.  How are they leveraging their digital marketing efforts?  Compare your progress to your competitors.  A simple way to do this is by creating a spreadsheet of their online activities, outlining the number of emails they send out, the number of blogs they post quarterly, their social audience growth, etc.  By understanding what the competition is doing, your company can position your products or services to show how you provide a better value in the marketplace.


Make time for analyzing and optimizing, it is essential to growing your digital marketing plan and your business.  By examining your digital marketing efforts, you can understand your successes, failures, or identify new opportunities.  Create a measurement and monitoring plan that fits your goals by first clearly identifying key performance indicators (KPIs).  For example, keeping track of the most viewed blog pages gives you insight into the topics that resonate with your viewers, offering helpful direction in future social content or blog articles.  Rarely will users find your site by typing in the URL directly.  Most site rely on referral traffic, by understanding where users are coming from, you can build your digital marketing plan around this optimize exposure of the brand.  If traffic is frequently entering your site as a referral from Facebook, it would be important to increase the frequency of social posting to the digital marketing plan.

2017 FALL Continuing Education Classes

This year’s Fall CE classes will be held during the week of November 6th

Mr. Poul Lemasters of Lemasters Consulting in Cincinnati, OH will be the featured speaker this year.  Poul will be presenting the New Updated Kentucky Funeral Declaration Law as well as an Update on all of the Kentucky Funeral Director Laws, Rules and Regulations.  Poul is a funeral director and attorney specializing in funeral service law.


 Mark your calendars now!

Six (6) hours of in-class CE is being requested. 

* Online Registration Coming Soon*

Classes will be held from 12:00 noon-6:00p.m.:

Monday, November 6 – KY Dam Village State Resort Park, Gilbertsville

Tuesday, November 7 – Holiday Inn University Plaza, Bowling Green

Wednesday, November 8 – Crowne Plaza Louisville Airport, Louisville

Thursday, November 9 – Jenny Wiley State Resort Park, Prestonsburg


State Office Closures

The Kentucky Office of Vital Statistics and the Kentucky Board of Embalmers and Funeral Directors will be closed on Monday, September 4, 2017 in observance of the Labor Day Holiday.


The FDAK Office will be closed on Monday, September 4, 2017 in observance of the Labor Day Holiday. 

If you have an emergency and need to speak with someone, you can call Sidney Fogle at 502-727-0706 or Mark Crawford at 859-608-9295.


Kentucky Night at the NFDA Convention

Mark your calendars for Tuesday, October 31, 2017 for the Kentucky Night Dinner at the upcoming NFDA Convention in Boston, MA.  The evening’s festivities will take place at Joe’s Waterfront American Bar and Grill on the Boston Harbor. 

We will once again be joined by our friends from the Iowa Funeral Directors Association.  Hospitality will begin at 7:00p.m., followed by dinner served at 8:00p.m. 



* * Sponsors * *

Matthews Aurora Funeral Solutions

PFA Tax & Accounting Professionals

 State Auto Insurance Companies



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