Category Archives for "Marketing"
What fun to write a post about two of my favorite companies on the planet!
If you are a listing agent, studying marketing should be on your list of business education tasks to do.
Studying the best in marketing helps you refine your own listing marketing and branding of your company.
The company that I love to study is Apple. Before we changed over to all Apple computers – Macs, iPhones, iPads… we could not really relate to the fans that seemed so over the top in their love of anything Apple.
The minute we opened the box to our first big 27 inch Mac desktop computer we were not just hooked, but became fanatical fans as well. Now we relate!
Apple commercials are the best designed messages and people and companies around the world continually copy the look and feel of the Apple website, store and commercials. Studying Apple messaging is a must for any serious marketer.
One of the fun things that comes from this is the Apple commercial parodies from other companies. There are some great ones out there.
This year, with the new Apple iPhone6 being announced to the new i08 update to the Yosemite OS, companies are jumping at the chance to grab a piece of the messaging moment and bring it to their own audiences.
Thumbs up to my another one of our favorite companies- IKEA, who we choose as the winner of the Apple parody this year!
IKEA takes their new 2015 paper catalog and creates a hilarious commercial parody that will have you laughing for a while!
Oh, I should also mention that this IKEA video has over 10,000,000 views!!!! That just goes to show how much of a hit not just this commercial is but also goes back to the amazing success marketing of Apple.
Here is the commercial:
Instagram Releases Hyperlapse App- Awesomeness!!!
Instagram just released their new stand alone app called Hyperlapse. This is like have a $15,000 Steadicam and tracking rig all rolled into one app. No longer do you need expensive over the top video equipment!
And Hyperlapse is FREE!
Now with your iPhone you can create tracking shots and time lapsing with fast forward style speed.
Thomas Dimson who works in Instagram's data department was inspired by a movie he had seen that showed people time lapsing from all around the world. Here is the gif of that movie over at Wired.com.
He approached Karpenko who had created the first- ever- image- stabilization technology. But how to put all this to use in a small iPhone? Large movie studios could use this technology but it just seemed quite far fetched for smart phone users. This is SUPER complicated technology that we all take for granted. I don't think we give much of our technology much thought.
These two guys from Instagram created the most amazing video app to date.
Check out the app in motion below:
All you have to do is to click record, then choose the speed you want your video to run on, there is an easy slider for that. Then you can share the video directly to Facebook or Instagram!
This is so cool. I don't know if you have ever tried time lapsing video but it is NOT easy! With this app, you will see the world in a whole new way!
The other feature is the amazing stabilizer this app has. You can see the side by side of videos and see how much this helps in your final production of video.
Imagine filming one of your listings and moving from panning in with a slower shot and then moving into the speed 2x up to 12 x speeds to super speed by time to keep the attention of your viewer as you are filming the street on the way to the house.
I have seen this done in high end luxury video that cost a lot of money to produce.
How To Create Real Estate Flyers with Canva.com
Canva.com is a free service on the web where you can create all kinds of visual materials like your real estate flyers, graphics for your blog like watermarked images, infographs, images with text for Pinterest and memes.
You can also change out your Facebook timeline cover every month for free using Canva.com.
It is all free to use, to download and they don't put their logo or ads on your content!
The only thing that has a cost is canva does offer clipart for sale for $1 each if you want to use it but they have plenty of free clipart and you can also upload your own.
I am sure you have seen my blog images that have the title of my post on them and visual images to relate to in regards to the message of the blog. These are great to post on Facebook to get more attention to your blog but also these are excellent for you to put on your blog board on Pinterest because it shows a visual of what your blog post is about. This encourages people to click on your image and read your blog post.
Canva.com just came out with Real Estate flyers. These are very high end looking and if you print on nice brochure paper they will look very professional.
The real estate flyers are free but almost all of the built in images on the templates have a small fee. But for like $2. you can create an amazing flyer for your listings or you can create your own.
You can make a real estate flyer in about 5 minutes!
There are 3 video tutorials below that I created for you:
1. The basics of Canva.com
2. Creating a real estate flyer on Canva.com
3. Creating a meme ( visual for Pinterest and Facebook) for your blog posts.
The other thing that we do is to make this process even faster is we create themed templates.
I will break this down more in future posts and tutorials so make sure you are subscribed to our blog!
Basics and Overview of Canva.Com:
Creating a FREE Real Estate Flyer on Canva.Com:
Creating a Meme- Visual for Facebook Wall, Blog and Pinterest
Make sure you are subscribed to my blog for future tutorials!
Understanding Keyword Research and How it Relates to Your Content
It is best if you can create a balance between doing your keyword research and actually blogging, adding value and content.
If you are very analytical person you might get really hung up trying to discover the exact and best keywords for you to develop your content. This can really hold you back. I like the saying”Good is good enough”.
While you should not start a website or blog blindly without any knowledge or thought into what your keywords would be and without any research into whether anyone is actually looking for keywords that you're blogging about, you shouldn't overthink it either.
I find that many business owners, agents and brokers who hire me to do keyword strategy sessions with them are on the wrong track as to which keywords they really should be writing with.
So for instance buyers will type into Google totally different keywords phrases than sellers will. Do you want buyers or do you want listings? That is the first decision to make.
The first thing that you need to decide is who you're going to be writing to. A lot of people start to randomly type into Google keyword tools different keywords just to see which ones are the most popular, the most searched, have the most traffic and the least competition.
You can buy all the different types of software that they are selling on the Internet to do keyword research with and even use Google's Adwords but none of that is can make a difference if you're speaking to the wrong audience because you're just going to get a high bounce rate.
Before you start any keyword research, the first order of business is to develop your avatar. This is the one thing that most people will not do. And even if they do they only scratch the surface. You really need to go deep with this. Successful marketing campaigns create avatars that are very specific down to even the way that their avatar looks, what they say, what they eat and drink. They put a face to their avatars by cutting out of picture they have found that is that look of their avatar in the demographic that they're going after.
In Listing Experts Academy we have two modules dedicated to working on your avatar. That is how important this process is for marketing online.
Engagement, transparency, authenticity and tuning into your avatar's frequencies is how you will connect with your target market.
Developing credibility and expertise in your niche is more important than keyword research. When you really get to know your avatar you will instinctively know what keywords they use when they type phrases in Google to find you.
Once these steps have been finished you want to make sure that your keywords have high commercial intent within your niche.
You don't need high-volume keywords if you have high commercial intent keywords. More on that in another blog post. For more information click to learn about Listing Experts Academy– including a set of 4 free tutorials to help you develop you get more listings.
Marketing in 2014 is all About Your Avatar- Dove Gets it Spot On
We started blogging on ActiveRain in 2007. It will be 7 years this year. During the past 7 years Google has made numerous updates to the way that their algorithm finds content on the internet and how it verifies the validity of that content, quality of that content and authority of that website.
The one thing that has remained a constant has been: write good quality content that your reader would like to read.
That has not changed in the last 10 years. For SEO purposes you still need to add keywords and become an authority site.
But once your blog or site is found~ there must be a reason for your reader to stay there to read what you wrote.
Companies, agents, writers and marketers who get this one part right will weather any SEO storm that Google decides to send out.
Your avatar is the one person who wants to buy a house from you ~ not hundreds of people who want to buy a house in your market.
Your avatar is the one person who wants to sell your house with you ~ not hundreds of people who have a home to sell.
Once you know and understand your avatar~ you then write directly to your avatar invoking emotion, establishing a relationship of trust and helping the avatar to understand and know you.
This goes back to the original reason that never changes of how people buy: know, like, trust.
An example of this that I found recently was the Dove company. They have really embraced social media that speaks to their avatar and they have done a brilliant job of this.
In this particular campaign the Dove company speaks to their avatar ~ who is a woman who is prettier than she believes herself to be. So the avatar is a middle aged woman who does not have the greatest self esteem. There is a lot more to their avatar but we won't go into the entire phsyche of the avatar at this time.
This video to the Dove avatar is effective and invokes emotion. It touches a woman in her heart and soul. This connection develops an emotional attachment that can even become one of defending Dove creating a “fan”. This video has nearly 62 million views.
Steve Jobs and Apple did this same marketing strategy brilliantly. Apple “fans” ( including myself) are more than just buyers, we become salespeople for Apple and don't even get paid a commission to do so. That is a raving fan.
You may need to get your tissue ready as you watch this video from Dove. While it is hard to watch this video from just purely a marketing standpoint, because it will draw you in emotionally, try to. I had to watch it a few times before I could separate the emotion from the strategy. But once you can do this, I want you to see HOW Dove is speaking and connecting with their avatar. The engagement is key.
Engaging your avatar and forming that relationship with you is how you know you are adding the right content so that when your ideal prospect finds your blog or website, they will stay to read what you spent your time writing.
And as an aside ~ If you don't think you are pretty or beautiful then you most definately must watch this video. You should show this video to your daughters and your sisters.
How To Use Trello as a CRM for Entrepreneurs- Consultants- Coaches- Small Business Owners
Are you just starting out in business? Are you looking for a simple solution to keep track of your contacts, leads and customers?
Trello is a free. Here is the link to Trello. There are very few reasons to upgrade to a paid version, however they do offer a business class and a gold class. But for most people, they can use the free version of Trello.
Now granted, Trello is not a professional CRM program like Infusionsoft is. If you need really robust applications then you will have to look at solutions like Infusionsoft.
Trello is a great project management app that can be used for many different things in your home and in your business. We use Trello for remodeling our home. We use it for homeschool projects and household chores. We use it to run our company projects on and keep track of listing syndication projects.
I created this video tutorial below to show you how easy it is to set a Trello board up as a CRM, contact management system.
Trello is very beneficial to visual learners and tactical learners. I don't like spreadsheets. They drive me crazy. But I love the boards and cards that you use on Trello. It is visually appealing to me. You can use it on your desktop, iPad and iPhone. I like the app for it on the phone.
I go to Lowe's and snap a photo of something I want for the home and add it right into my home remodeling board. We went to Ikea and we took photos of the furniture and kitchen cabinets we want to buy and then placed them on my Trello board for Ikea hacks in home remodeling.
I recommend that you sign up for Trello through your gmail account; that way it is very easy to login and you can also email directly from Trello- it will open your default email program.
For Listing Experts Academy I will be doing a tutorial on how to set up your listing syndication board. Our VA team is being trained to use Trello so shortly they will be able to run your tasks in Trello for you.
Please use my link to sign up for Trello. I get credits, no money, just credits towards their gold service if you use my link. Since I don't use the gold version it really does not matter to me however I like to keep track of who is getting Trello because of my recommendation.
Welcome to another podcast episode with Katerina Gasset. This is my first podcast. Be patient with me as I learn this process. In this episode I was using an app on my iPhone called ‘Podcast'. When I started to record, I had already said a few words before the recording actually started. So you're not missing anything.:)
Creating outside of the box is a form of marketing that you need to embrace in order to achieve your full potential in your business.
Thank you for listening to another podcast. Subscribe to my podcast channel so you never miss an episode.
This is a great logo for my speaking, training, consulting, coaching business. My colors are lavendar and black but with this logo I wanted to have a statement of richness, thus the gold.
The gold microphone symbolizes the profits in your business and in your life you get if you put into practice what I speak about or consult with you about.
The lavendar color signifies healing. It is a very healing color. This fits into who I am. I am a healer of businesses and lives. I strive to make a difference in the world by helping one business person at a time to reach their full potential and live with passion.
Altogether the colors symbolize the energy with which I speak and share of my expertise and experiences. I motivate the audience into action. I am passionate when I am speaking and that is very evident when you hear me speak. My new logo speaks to that.
I am very excited about redesigning my logo and the rest. Be patient, my website is a long work in progress:( but it is getting there.
Google is Unleashing Penguin 2.0 Soon
The buzz all around the SEO forums and google webmasters forums is all about the anticipation of Google's actual announcement that they are rolling out a new update to their penguin update. It has been nearly a year since the last update to the algorithms so this has been expected.
Most of the time Google just makes updates and does not really announce that it is going to take place. However, this is supposed to be a big algorithm update, so big that Matt Cutts said you can you look at Penguin as 1.0 and the new update as Penguin 2.0.
There has been some movement in the SERPS already since the announcement so most people who are keeping an eye on their SEO are noticing the shifts.
Google did talk about a few things they wanted to work on in this update. It all remains to be seen for the most part.
What we do know is that Google has made a HUGE shift towards brands. That is why they took out patents related to detecting brands. The bad part for the real estate agent is that that means the big 4 took over most of the top spots you used to dominate for in the SERPS.
For hyper-local content this is not what the consumer, the searcher normally wants. When a searcher is looking deep for information on the hyper local level they are not interested in clicking on zillow or trulia. Those sites don't get to the real nitty and the gritty about lifestyle in specific neighborhoods and certainly don't have a voice that the searcher can relate to.
Google says they are trying to work in this update to be able to discover sites that are not as authoritative as far as pagerank goes but that are more what the searcher is looking for making the smaller site the authoritative voice for that brand. The brand equals the keywords. The keywords when used correctly signal to Google that they are that brand.
We hope to see some shift back to real estate agent and broker websites for the content that the searcher is looking for.
But we saw something very unnerving in several areas this past week where most SEO folks believe the algo shift and update have already started to take place:
1. We ranked for a keyword phrase for over 4 years now, totally dominate page one for this keyword holding 8 out of 10 spots. Two competitors each have one spot on this SERP. Suddenly, lo and behold, this past Monday- guess who showed up on page one? Yep, zillow. And they were given a spot without the keyword being in their title. The phrase match was not even in the description or the title tag. Google could only pull up a word here and there throughout a page that somehow they considered authoritative enough to rank on page one. This goes to our original theory that the fear is to make the big brands even stronger rather than the small companies have a shot at page one on the SERPS.
2. The next concerning SERP situation was Debbie Gartner's keywords that she uses. She owns a flooring store. She sells hardwood floors and carpet, etc. She has ranked for a cherry wood flooring for a long time. She dominates the SERPS for this keyword. Suddenly there was zillow when you do a search for looking for hardwood cherry flooring in her town which is in New York. Zillow was given a spot on page one of the serps for a listing of a home in Boca Raton Florida with hardwood flooring. Now, the obvious search is that someone is looking to remodel their home in New York and wants to put hardwood floors in their house so they do a search for hardwood flooring in their town so that they can find a store that sells the wood flooring and get the prices, etc. So either Google is too stupid in their algorithm to be able to figure that one out or they are so far bent in preferring the big brands over anyone including Debbie Gartner who sells flooring. And the listing from zillow was not optimized either for the keyword phrase!
3. The worst part came when Debbie posted about the flooring keyword on her google plus page. Google now assigns hashtags to your posts. You have the option to delete the hashtags that google puts there but most people don't know that. What really bothered me is that Google put the hashtag of zillow on Debbie's posting. Now, even if the algorithm could see that there was discussion about zillow why did Google choose that hashtag instead of the main topic hashtag which was hardwood flooring.
I am hoping that I am wrong, very wrong. I am hoping this new shift is back to the good quality content websites that agents and brokers have worked hard to offer good content to consumers serious about moving, selling and buying homes and properties in their respective areas.
But I am not holding my breath in light of what we have encountered over this past week.
Google street views around the world is a really interesting and beneficial feature. We own property right near the Baltic Sea in Latvia. We wanted to get a different 3D style view of the property and the surrounding land and homes. I have photos that we have had taken of the property and where it is in relation to the waterfront. It is considered waterfront property in Latvia because you can not build directly on the water any more. So there is a short path to the beach from our property.
We discovered that Google street cars have been down our road! We were able to place our little person marker, step down on the street and walk up to our property and all around the surrounding streets in a very clear and consise way. I was very impressed. Here we are in Florida virtually walking our beach front property in Jurmala Latvia!!!
The clarity is amazing! The only thing missing is the smell of the pine trees and the sound of the sea. I am sure that is all coming along one of these days too!