Category Archives for "real estate agent coaching"

Attention Real Estate Agents & Brokers: Take Back Your Listings & Leads

If you are a real estate agent or broker you understand the power is in the listing. He or she who owns the listing lasts in this business.

With all new technology there are positives and negatives.

Technology helps us do more tasks however, sometimes we are either encouraged to use short cuts and sometimes we are just plain lazy and look for ways to get done faster and with less effort.

This happens with syndicating your listings on the internet.

What started out as a really time saving idea of having our listing syndicated to all the different portals on the internet  but ended up losing sight of owning our listings online.

In this Free Workshop you will discover:

  1. How to own your listings online
  2. How Google determines who owns your listings and why that is important
  3. How to get more leads from your listings when they are properly marketed online

Click here to register for the workshop:

katerinagasset.com/webinar-take-back-your-listings-and-leads

The workshop is on August 25, 2016 on Thursday at  5:00 P.m. Eastern Standard Time

Make sure to register. Being in the webinar live is always the best experience.

However, I do understand life happens!

Make sure you are registered and then if you can not make it, I will post the replay for about 24 hours or so for you to watch or re-watch.

Strategy Sessions now available for Budget Cuts and Expense Reduction

Katerina Gasset Business Consultant

Because you asked me for these sessions 🙂

You can now schedule a strategy session with me to go over your list of expenses and see what you can cut from your budget.

The last few sessions I have had with brokers and business owners, agents and dentists I have saved them a lot of money.

I was able to cut over $1800 a month from my dentist's budget.

I helped a broker cut over $6000 a month from their company budget.

I helped another broker cut $1800 a month from his Google Adwords account and increase his business by 100% in 6 months.

Sometimes you just need another set of eyes to help you cut your expenses.

In many cases, business owners want to make wise investments like on a new website or training or going on a vacation but feel they can not because of their expenses. Trimming their expenses usually frees up a lot of income that can be invested in better places or saved.

Text me your name to 561-502- 1577 along with your time zone and your email address. My assistant will reach out to you to schedule your time to meet with me over the phone.

You can schedule your appointment here as well but please note the appointment must be paid, approved,  and confirmed.

 

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It’s OK to Change Your Mind About Your Business

Digital Marketing Strategies business coaching by Katerina Gasset

You have heard the saying, “Never give up”, many times in your life.  You have heard the saying, “Winners never quit”. So when you begin to have thoughts about quitting your job or closing your business you may get pangs of guilt coming at you from yourself and those around you. There is a stigma that quitting is what losers do.

But what if we don't put the label of “quitting” on the action? Perhaps we are on a journey and now your path is leading you in another direction. Or maybe you want to change your mind. Maybe you thought this was what you were destined to do but now are having second thoughts. Does that make you a loser? Does that make you a quitter?

For instance, you might be a nurse. You became a nurse because you love helping people. You love nurturing and taking care of people. You like to help people heal from injuries and traumatic diseases. Plus, the pay is not bad. The shifts are long but you can work with more flexibility than many other careers. Think back to why you became a nurse. Now, fast forward to your current feelings. You may now feel burned out. Your cup is empty and there is no time to refill it. You are getting fatigued working long shifts and graveyard shifts or swing shifts. You end up getting 3 hours of sleep on those days.  We can go on and on…

You may be at the crossroads. You still want to help people. You still want to assist in their healing. You still love to nurture and take care of people. The vehicle just needs to change. There is nothing wrong and everything right with that. You are not quitting. You are just changing vehicles.

In this time it is also very normal to change careers at least 3 times in our working lives because we are living longer, it is easier to learn to work in another field or career and our lifestyles change to fit our next path.

You might be a Real Estate agent who is wondering if showing and selling houses is really what you are being called to do. Perhaps you became a real estate agent because you enjoyed being with people, you enjoyed the smile on a  new family's face when they purchase their first home, or maybe you got into real estate so that you could invest in properties to build wealth for you and your family. Maybe you became a real estate agent because you like to serve others, help others, make a difference in their lives.

But now you may be wondering… while you love to serve others you also have bills to pay. Maybe you are not making the amount of income you need to make to support your family. And may be you are suffering from burn out because you have been burning the candle from both ends, not delegating your tasks, not creating systems that can be delegated, and not taking right action to reach your financial goals.

I have seen agents who are miserable, barely making enough to pay their bills, struggling with lead generation and getting enough business and yet, they tend to defend their decision to stay in real estate because of the stigma connected to quitting real estate. After all, being altruistic is something you want to be admired for. Being in real estate is not a career but a business. The mistake I see most often is agents who don't treat their businesses like businesses. They treat it like a job. That will never work out. Employee mentalities don't work in entrepreneur settings.

Perhaps you are working in corporate America putting in long hours and climbing the “success” ladder. You chose this path as the vehicle to reach security and have a great retirement. However, years into this grind, you start to see you are giving up too much of yourself and time away from your family. Something is going to have to give.

While the 3 of these scenarios are pretty different, what they have in common, is a chosen vehicle and a road to drive that vehicle on.

Now, maybe you have been thinking about how much you would love to start your own business and leave the 9 to 5. Maybe you are passionate about skiing and want to teach skiing instead of selling real estate. Maybe you are a nurse that knows natural healing alternatives and believe starting an online business coaching parents in how to deal with their child who has ADHD naturally is going to be much more rewarding while still fulfilling your desire to nurture and help others.

As long as you are changing the vehicle on the path you want to be on, that is perfectly fine. I have been hired by real estate agents, business owners and corporate employees to help them get more business only to discover they are not passionate about their business at all and they wish they could be doing something else. If your heart is not into it, the drive and tenacity you need to succeed will not manifest for you.

Interested in having a discovery session to go through your options? If you are contemplating changing horses ( vehicles) the best thing you can do is get an objective opinion and expertise to help assist you to make sure you are making the right decision.

Schedule your session today!

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Free Webinar: Using Trello for Projects | Management | Organization

Free Webinar: Using Trello for Projects | Management | Organization and more.

Trello is free. Please use my invitation link here:

http://KaterinaGasset.com/Trello 

This is one of my most requested tutorials. I created some video tutorials on using Trello. They are among my most popular video tutorials. Based on these requests I decided to offer you a webinar to show you live how we use Trello.

Trello is a very visual organization app. If you are a visual person you will fall in love with Trello. If you like to work fast and easy… all my webinars are about systems and apps that make your work faster, more efficient and not rocket science.

There is so much you can do in Trello and now, even better, you can use Zapier with Trello to streamline even more tasks.

I use Trello for contact management, travel trips, website creation planning and executing, project management, homeschool records, house inventory, recipes and menus complete with shopping lists, Christmas planning and gift logs  and so much more. I run nearly my entire business on Trello.

This will be a live webinar. I will not have slides as this is for hands on learning. You will want to make it to the live training so you can follow along. I will record the webinar but as always, if a technical problem occurs, there is no guarantee the recording will work. So it is always best if you can attend the webinar live.

The webinar is on Wednesday January 27, 2016 at 8 p.m. eastern standard time.

Please share this on twitter:

Free Webinar: Using Trello for Projects & Organization in biz & personal life, Click To Tweet

You will get reminders the day before and an hour before you webinar starts from GoToWebinar.

Go here now to get registered:

http://katerinagasset.com/trellowebinar

Also, in the comment section below please comment on what you want to learn in Trello and I will do my best to add that to the webinar. If I don't know the answer, I will find out.

We will also have a question and answer session all during the training, so bring your questions about Trello!

 

Listing Experts Academy RELAUNCH is now open!

Katerina Gasset real estate agent coaching listing agent coaching

Listing Experts Academy RELAUNCH is now open! 

I am getting amazing feedback from the core video trainings I put together for you prior to the relaunch of Listing Experts Academy. 

From Barbara Todaro: 

“Katerina, you have no idea how excited I am that I have your modules and other information about listing and marketing listings….after seeing the amount of information one gets from participating in your Listing Experts Academy, I decided it was NOT equivalent to a Masters program but rather very close to a PhD in this area…. thanks again, Katerina….the material will give me a real “workout”….”

In case you have not signed up to receive your 4 videos I made for you- go here now to start watching: 

http://www.listingexpertsacademy.com/esignup/

Here is what you will be learning inside of the 4 training videos which you can access without a credit card: 

Video 1: The 4 Core Essentials of a Top Listing Agent

Video 2: How to become an Authority in your Niche 

Video 3: Tech Savvy Agents get more listings and you can too! 

Video 4: Moving forward- what your lifetime membership in Listing Experts Academy includes.

After you sign up for Listing Experts Academy you will have access to my private Facebook group for members only which is a huge support group where you will learn a lot and be able to ask questions. I am in the group every day helping to answer your questions. 

You will also have access to all the Listing Experts Academy core modules from our last live sessions which were all recorded. This will give you a great head start for when we start our relaunch of the live sessions. 

You will also have access to your main bonus course which is Fast Track SEO! This is a very in-depth SEO course which will change the course of your online marketing. Just ask anyone who has completed these courses. 

Listing Experts Academy SEO works for Real Estate agents

Listing Experts Academy will be all live webinar trainings for 9 modules plus Question and Answer sessions over the webinar platform where you get to ask questions. All these will be recorded so long as we don't have recording issues with the gotowebinar platform, which has happened on occasion but not very often. If we ever have a recording issue I will redo the main module by screencast and the post the module however the Q& A part obviously would be lost. I have 3 people recording the trainings so 99% of the time we end up with a recording. I just like everyone to be aware that technology glitches can and do happen. 

Yes, there is a lot of content because I believe in under-promising and over-delivering. 

No, you don't have to do it all. One of the perks of being in Listing Experts Academy is being able to hire the virtual assistant team I trained to do all the tasks in Listing Experts Academy. If you are a busy broker or team leader or a solo agent you will get the systems to delegate to the team. 

In order to be a successful real estate agent in this technology age of doing business I can not stress enough how important it is for you to gain some type of online marketing knowledge. You must make the time. 

At the very least you must do your avatar work, know your target niche market and keywords and then map out a strategy to get your online marketing up and running correctly and efficiently. 

Listing Agent training courses online branding

The core course training in Listing Experts Academy consists of:

  • Module 1: Avatar Deep Training

 

  • Module 2: Niche Markets Deep Dive 

 

  • Module 3: Listing Presentations 


  • Module 4: Expired Listings 


  • Module 5: Open Houses 


  • Module 6: Branding 


  • Module 7: Reputation Management 


  • Module 8: Mental Triggers 


  • Module 9: Bonus Training: Facebook Marketing 

To find out more about each of these modules please watch video #4 in your training videos. 

Every Listing Experts Academy member also receives my Fast Track SEO course which replaced my SEO To The Top course. This course will work for newbies to experienced bloggers and SEO knowledge.

From Stephanie Anson, Broker: 

“When google required all websites to be mobile friendly I missed the deadline to convert my site for several months.  

Due to this delay in making the necessary changes to a mobile friendly theme and update my SEO, I fell from page 1 to page 3 on google.

I was very behind on SEO updates and retook Katerina Gasset’s SEO webinars and applied the recommended changes to my site.  It took me about 12 hours to clean up the site, fix the SEO and get rid of what might cause google to flag my website (what was previously considered optimal for rankings). 

It took about a week after the changes that it went from page 3 back to being in the top three on page 1.  It just shows how a little bit of dedication and applying the correct techniques Katerina teaches to rank once again!  Thanks Katerina, I am a fan for life!”

You also receive surprise bonus trainings. I love to surprise my members with relevant listing experts content. Some of the bonuses are YouTube SEO and Image SEO. 

Just a couple days ago I had this strong impression to add a bonus training to Listing Experts Academy which is: Blab and Periscope for Real Estate. So I am now adding that bonus training to be included in the LEA course.

Testimonial for Katerina Gasset Listing Experts Academy review

There are only 21 seats remaining because there were 2 agents who jumped on board right before the doors opened. I only allow 23 new members in live webinar settings so that you each can feel like you are being paid attention to. Then 

Sign up to watch your free training videos here: 

http://www.listingexpertsacademy.com/esignup/

Then watch your email for the delivery of each of your 4 videos. They come every other day in your email inbox. So please check! Don't miss out on any of these videos! 

When you get to the fourth video you can sign up for Listing Experts Academy. There will be a button to click to sign up on the 4th video web page. 

I look forward to seeing you in class! Teaching is my passion and making a difference in the lives of others is my life's work. Watching the members grow really brings a smile to my face and a tear to my eye. I wish each and every one of you the wildest and best success you are designed to achieve! 

See you at the top! 

 

Discover How You Can Be a Top Listing Agent in Your Market

Listing agent training- listing experts academy

Discover how you can be the top listing agent in your market! 

I created a series of 3 FREE training videos for you to learn the 4 core essentials of a successful listing agent. 

We will go over the new changes in the real estate landscape and how you can establish yourself as an authority and position yourself in your niche to not only survive the changes but to thrive. 

You will also learn the 2 killers to your success as a listing agent in the new real estate landscape. 

Click here now to get your 3 free training videos:

http://www.listingexpertsacademy.com/signup/

This series of FREE video trainings is for you if: 

  • You are a buyer's agent shifting into becoming a listing agent
  • You are a listing agent who understands the power of the internet for your business
  • You are an agent moving up in price ranges of listings to earn more income with less sales 
  • You are an agent with no experience in SEO or internet marketing but understands the real deal that the internet is the future of real estate and so is ready to learn and apply effective strategies
  • You are a tech savvy agent who wants to get more listings from online positioning 
  • You are a broker who want to offer technology to your agents to stay ahead of your competitors 
  • You are an agent moving into a new geographical area 
  • You are an agent determined to become the authority in your market niches! 

In the 3rd video after the training I will explain what we do in Listing Experts Academy and all the upgrades to this one of a kind training program. 

This is very exciting as we get ready to RELAUNCH the LIVE webinar trainings in Listing Experts Academy.

On October 8th at 10 a.m. the doors will open for Listing Experts Academy for a very short time!

Because these are live webinar trainings that we will be starting..

I am limiting the number of new members. I will only allow 23 new members to join us in our best academy ever, Listing Experts Academy.    

There is no other training like this specifically for listing agents in the real estate industry. 

Listing Experts Academy was created for real estate agents who want to get more listings from their: 

  • Internet marketing 
  • Listing Syndication 
  • Listing Presentations 
  • Expired Listings 
  • SEO and Social Media 
  • Press Releases 
  • Dominating your market niche 
  • Becoming an authority in your market 
  • Reputation management 
  • and more… 

Traditional marketing is on its way out and internet marketing and positioning your brand is where the future of marketing is going. Content marketing is the fastest growing occupation and the most requested hire of companies today. Content marketing services charge between $3,000 and $20,000 per month for small to mid-size companies. So for a solo real estate agent you are looking at about $3,000 per month. This is on the low side. 

So moving forward you have 2 choices- hire a content marketer in-house or outsource the work OR learn how to do this work yourself and then delegate the parts of it that make sense to outsource. 

I am so excited to share these 3 free videos with you and hope you gain a lot of knowledge from them!

Go here now:http://www.listingexpertsacademy.com/signup/

 

How to Build Your Brand on Facebook without Annoying Your Friends & Family

Facebook marketing outsourcing social media plans

How to Build Your Brand on Facebook without Annoying Your Friends & Family

This webinar was one of my favorite webinars I attended a few years ago. I am excited to be able to host this webinar training for you.

Facebook marketing outsourcing social media plans

This webinar is popular and space will fill up fast.

Make sure you register today!

Date:  Wednesday September 2, 2015

Time: 1 p.m. – 2 p.m.  EST

This is a totally FREE webinar. Just bring yourself to a computer near you:).

Register now: : https://attendee.gotowebinar.com/register/600054441474036481

I am inviting you to hear REALTOR® Shaun Nilsson, the social media expert behind CityBlast walk us through how he used his time-saving secrets to attract new buyers and sellers while NOT annoying the rest of his social media peeps.

This is a 100% FREE workshop. We will show you how to close more real estate deals using only your Facebook while projecting an image of confidence and a seasoned professional.

You will learn how you can outsource this part of your marketing to others and avoid wasting your valuable time each day searching for great content to share.

You will also learn:

  • The secret of Inbound Marketing &  how to use it to make more money.
  • How a rookie agent used Facebook to close 24 deals in his first year of business with over $165,000 in income.
  • How to 100% systemize your Facebook marketing, so you don't have to spend all your time on it.
  • What major factor makes Inbound Marketing especially critical for real estate professionals.
  • Live Q & A with the expert!

Reserve your space NOW for Wednesday's Totally FREE workshop and start doing more business through your social media.

Register Now: : https://attendee.gotowebinar.com/register/600054441474036481

 

 

Survey- What Do You Need to Know Now- Digital Marketing Strategies

Digital Marketing Survey

Survey – What do you need to know now- Digital Marketing Strategies 

We get so many requests for different topics that marketers, REALTORS®, entrepreneurs, small business owners need to learn.

So far on the survey the requests are:                                                                                                     Digital Marketing Survey                           Digital Marketing Survey Digital Marketing Survey

  • Lead generation
  • Lead follow up
  • More SEO
  • YouTube Paid Ads and how to monetize your YouTube channel
  • How to start your own WordPress blog
  • How to market correctly and effectively on Facebook
  • Creating Facebook ads and so on
  • Delegating and using our Virtual Assistant team

Go here to take my survey now: https://www.surveymonkey.com/r/PZQYQGL

Please fill in the top 5 things you want to learn about in the order of importance to YOU.

I will be collecting the survey responses and putting the requests in order of the most popular request to the least. They are all important!

Then I will share with you how I will create your courses!

Digital Marketing Survey: What do you want to learn about marketing online? Click To Tweet

It can be anything from newbies to advanced.  What matters is you being able to get the information honestly and without a bunch of shiny objects so you can move forward with your marketing online.

Lessons to Learn from Cecil the Lion and Reputation Management

Reputation Crisis Plan for Brands

What does Cecil the Lion have to do with your reputation management? A lot. 

We don't take kindly to the dentist killing Cecil the Lion. We don't condone his behavior. We don't agree with what he did. I want to make that perfectly clear since mob mentality seems to run ramped these days. 

There are good things and bad things about social media just as there is with nearly everything, you can call it: Ying and Yang. 

There are of course consequences to all of our actions. However, we have judges and juries set up for this purpose in our country. Although we all have our qualms about our justice system, we still do have one. 

Back in the wild west days someone could be accused of a crime whether they did it or not.  The mob would gather and someone would lead in the instigtaion and incite the mob to hang the person. Most often, the punishment did not fit the crime.  We have come a long way from the mob mentality, or have we? History has shown us that mobs are not the best instruments of justice. 

With the speed of rumors that fly, the news that flies and gossip - facts get twisted out of shape quite quickly. Remember the game we played when we were younger, "Telephone". In this game one person would whisper a sentence into the person's ear sitting next to him, then the person who just heard the sentence would whisper into the next person's ear and this would go on until you reached everyone in the circle. The last person would then state what the sentence was. It most often was not even remotely the same as the initial sentence. 

Reputation Crisis Plan for Brands

People will complain in a heartbeat but be very slow to give a compliment, especially on the internet. Social media is even worse. 

You MUST be proactive in your reputation management. 

Let's actually take a look at how fast the dentist's business, livelihood and life was destroyed: 

When the news hit social media that Cecil had been killed the internet manhunt spread like a wildfire and included trying to kill anything along the path to find this dentist. But not only was the anger so infused as to attack his business and threaten his life and those of his children and his wife but also anyone who had helped him ever in his business. 

There was a local SEO company that had his account at one time but currently the dentist is not their client. However, as you know from history of how mobs behave, this did not matter to the angry crowds. They started to attach the local SEO company online and writing bad reviews. 

What is the one way that you can take down someone you hate that is faster than any other? Writing bad reviews. 

All review platforms have rules and algorithms in place, filters to keep out spam.  The TOS of all the companies is Reviews must be about the business, not about the person and not about their family, etc.  Reviews must be done ONLY by customers who have actually been to the place of business and therefore have a reason to write the review. 

We do the Local SEO for our chiropractor.  Some person called the chiropractor's office to make an appointment to come into the office but did not ever come in. The person did not like the way the receptionist spoke to her so she left a scathing review on Yahoo reviews and yet, she had never even stepped foot inside of his office.  The doctor contacted Yahoo and explained what happened and Yahoo could then remove the bad review as the person who left the review violated their terms of service. 

Page 1 Solutions had Red Bluff Dental as a client back in 2013. The angry people were trying to find out who did his website and his online marketing. If you pay enough money you can find out what you want to find. So the vicious attacks started against Page 1 Solutions. Their Facebook page was being attached with horrible threats and vile language.  Page 1 Solutions acted swiftly to protect their reputation. This is not easy against a mob. 

The president of the company came out with a statement: 

"We started receiving calls and social media posts attacking Page 1 Solutions. Then the angry social media posts and negative reviews started to appear. Initially, this took our staff by surprise because nobody was familiar with the doctor's name. Although River Bluff Dental had been a client of ours, we always referred to the client by the name of the practice and not by Dr. Palmer's name. Brad, our Senior IT Specialist, took three angry calls from people who were upset that we were marketing Dr. Palmer's website. This was confusing since our contractual relationship with River Bluff Dental was terminated in 2013 and we had not even hosted his website since then."

This can put any company on the defensive and wondering what the heck to do to save their reputation. The guilt by past association was ringing strongly. This is why we have due process in this country. 

The mobs found the dentist's Facebook page and started attaching the dentist there. His Facebook page was shut down. So then the angry people went over to Yelp and Google Local Reviews. 

At first I wondered, how did all those people get past the spam filters and the algorithm  that makes sure the reviews are about the businesses and not about the people. No personal attacks are allowed in the reviews. In fact, Google local requires the review to be ONLY about the business itself.  The reviews were coming in so fast and furious I think the systems failed. I saw hundreds of reviews that were full of death threats, foul and filthy language and threats against his family. None of those should have passed the filters. 

One of the ways I noticed people getting through the filters was by using dental terms in between the foulness, filth and death threats to trick the filters. It worked. 

Internet vigilantism can take any business down within 24 hours. Even the crisis management  company that the dentist sent his message through to the press, was attacked and he had to withdraw from doing anything with the dentist.   The dentist name and information had to be scrubbed from every dental organization. 

Yelp received thousands of reviews on the dentist's page with death threats and all kinds of really nasty comments, even showing pictures of the home where his two children live. Yelp started to delete the reviews because the nastiest ones were getting 5 stars so they were moving up to the top of the reviews. Then the mobs virtually attacked Yelp for removing the reviews. 

Yelp told BuzzFeed : 

“Media-fueled reviews typically violate our Content Guidelines. One of these deals with relevance. For example, reviews aren’t the place for rants about a business’s employment practices, political ideologies, extraordinary circumstances, or other matters that don’t address the core of the consumer experience. Yelp reviews are required to describe a firsthand consumer experience, not what someone read in the news. Our user support team ultimately removes reviews that violate these guidelines.

Although most instances like these do not reach the current level of scrutiny and media attention, Yelp has proven policies in place to deal with such events and will remove content that violates our Terms of Service.”

Yelp has been able to scrub over 2000 of the reviews so far. 

Google reviews were also bombarded with thousands of horrible reviews. Google local Specialists started escalating the issue once they saw how badly these were violating Google's terms of service. 

Warning: there are bad words in this screenshot. Please don't read them around children. 

Google had to start deleting the reviews manually. They said they had to read each review to see if it violated the TOS. We are talking about thousands!  The only reason I added the screenshot was to show the severity of this mob mentality. 

The casualties also include people who have names similar to the name the mobs are virtually and physically hunting down.  Businesses who ever have an association with anyone the mobs decide to come after are at the mercy of those mobs.  You are being held guilty by association.  We each need to act and put safeguards and steps into place in case this should ever happen to any of our companies. 

Take the steps now to be prepared should you ever be associated with anyone that has committed a malicious act. Page 1 Solutions did a very good job of being transparent about their past relationship with Red Bluff Dental and also with hiding the nasty threats their Facebook page was attacked with. They received 9 ( 1 star) reviews within 20 minutes on their Facebook page. They unpublished their Facebook page.  They are waiting for Facebook to remove those reviews. 

Get management approval ahead of time for the following: 

  • Unpublished your Facebook page right away 
  • Prepare a plan of defense- how are you going to respond to the comments 
  • Immediately send Facebook the requests to remove your reviews 
  • Contact Yelp about the violations of TOS
  • Contact Google Reviews about the violations of TOS immediately

You need to regain the public's trust by coming clean, make amends and get back confidence. If you are guilty by association, you have a client who needs to make amends, remember to be transparent, come clean and state the facts. 

ACT QUICKLY 

Follow the example of Page 1 Solutions and act swiftly and decisively.  The biggest mistake businesses make is being slow to act and not having assigned a point person to execute your Reputation Crisis Plan. 

Another company that was swift to act when they were guilty by association is Subway and how they dealt with the scandal of their  Jared when he was investigated for child pornography. Subway did the right thing to get rid of all things Jared from their website and marketing.  They had a point person who made the calls, they held press conferences and acted quickly. 

A part of your social media plan needs to be to listen and then to respond. Put out all the fires. Sometimes it takes hiring an entire team of people to just do that 24/7. 

You must get ahead of the news. Do NOT let the news lead. That is going to end up in a disaster. End the speculation by getting out there and telling your story. Don't blame. Don't point fingers. That will not solve anything.  

No matter what you think about Cecil and the dentist- use this as a wake up call to create a plan of action for your reputation risk management. 

Content Creation Strategies

Digital Marketing Strategies with Katerina Gasset

In this article I am going to go over the what is working now when creating content. I will share with you what we are doing to get our content to rank quickly and get the Google bots to crawl our site often and index it. 

Creating Content Google Likes

Creating content should be at the top of your list of marketing priorities. Content creation has always been important. But since the Panda update which is in a constant roll out content creation has never been more important.

Google loves not just fresh content but also frequently updated content and also long content. You can also curate content with your added commentary and your own images.

Longer content is the new metric. We used to be able to write 300 to 500 word posts and they would fly to the top of the SERPS. That is changing. Also, searching behavior changes over time. Looking for answers to our questions is taking on a new meaning in search. We want to know in depth answers and how to’s not just a gloss over.

41% of businesses struggle with creating enough content according to Contently.

Obstacles Facing Content Creators


Testing Long Form Content 

Our Wellington Chiropractor is on page one for many chiropractor terms but he was not on page one for Wellington Acupuncture which is another part of his practice.

Since we already have links going to his main website for chiropractic terms and I did not want to start a niche website just for acupuncture we decided to test out Google’s apparent love for long page content of over 2000 words.

I named a main page instead of a post the acupuncture terms that we want to rank for. Then I did the research for acupuncture and wrote over 3000 words of content on this page: Wellington Acupuncture Treatments. I added alt tagged imaged throughout the content for visual appeal, added bullets and sub-titles so readers can easily scan the content.


Research- People Read Long Form 

What Google research has found is that people who are really studying, researching, learning are staying on long content pages. Yes, they are still skimming and scanning but they are staying longer and tend to read more than average if the topic is relevant to their search.

So in this case, someone searching for information about whether they want to get acupuncture treatments or not is going to want to know everything about acupuncture in order to make a decision to call for an appointment or not.

Within 3 hours of publishing the page he was on page one for several geo tagged terms revolving around acupuncture. The phone is already ringing with patients who want to book acupuncture appointments.

Getting Indexed in Google's In-Depth

The added benefit to writing long form content of over 2000 words is you can get an extra indexing spot in Google’s “in-depth” article index. That is something your competitors are most likely NOT doing!


How To Write 2000- 3000 Words 

But how do you write 2000 to 3000 words of content on a topic?

It takes time and research.

My goal is to write one 2000 - 3000 word article each week.

A solution for you might look like this:

  • Week 1- Choose topic, do your research, write 500 words of content
  • Week 2- Write 500 more words of content = 1000 words total
  • Week 3 - Write 500 more words of content = 1500 words total
  • Week 4 - Write 500 more words of content = 2000 words total

Add images to the page at one time instead of with each section to save time with the exception of your featured image. 

You can also publish your content on week 1 and then add to it each week until you have the word count you want to achieve. This way you are only going back into your article to edit it, to save some time.

Personally I like to write my content at one or two sittings. Everyone has their own particular writing structure so follow what is best and most comfortable for yourself.

The biggest tip I can give you about content creation is to write first and edit last. If you suffer from perfection paralysis you need to get over it. Good is good enough. Struggling from sentence to sentence is going to take so long you won’t be able to write 2000 + word articles or blog posts or page content on your website.

Not sure how you are going to write to think of 2000 - 3000 words on one article?

  • Choose a main topic.
  • Create some subtopics.
  • Gather up your images.

Use Images to Add Interest

Images will spark your imagination with more content you can write.

We process images way faster than we do text. Humans process images 60,000 times faster than text. That is a lot! Take lots of photos in your niche and also other things that you can use in your posts like:

  • Graphs
  • Infographs 
  • Charts
  • Cartoons 
  • Memes 
  • Stock Images ( make sure to follow the TOS of each company.) 

Research shows that you should have one image for every 350 words of text you write.

You can follow the format I used for the Acupuncture page.

Add Video to Long Form Content 

Add a video or a slideshow to your post, article or page for visual appeal and to interest the visual learners and viewers. Get on YouTube now- there is still plenty of room. Engagement on video is growing fast and furious.  Don't miss out on this. 

Read more about YouTube SEO and Periscope tips here. 

Make sure to stay within one main keyword topic and its related keywords and use plenty of semantical terms throughout your content.

Google’s algorithm is smart but not no smart that it can read your mind. You still need to make it clear what topic you are writing about. Another perk to writing long content is that you have more areas and places within your content to sprinkle in your keyword phrases, their related semantical terms and topical relevant textual content.

To this point in this article we are at 625 words of content so far.


Adding Different Forms of Content 

Here are some more ways to add more content to add to your article:

  • Find thought leaders in the topic you are writing about.
  • Read their articles.
  • Find a couple of quotes from the thought leader and quote him or her in your content.
  • Make sure to add his quote in quotes and credit the source.

This technique also gives a nice visual appeal to your article along with helping you attain more credibility.

"When we talk about "content marketing," we mean the creation of storytelling material that attracts readers, viewers and listeners to a brand.     Mashable 

Writing in-depth articles which are quality rich and add value are more likely to get shared than short posts. Educating, informing and entertaining; these are the keys to getting your content shared across the social medial platforms.

Add quotes to your content articles, source your quote for credibility.

Click to Tweet

Answer questions. Make a list of all the questions that your customers, buyers, sellers ask you.

Gather your answers and write articles answering those questions. You don’t really need to create your titles in question format because the algorithms are now smart enough to know what question you are answering.

Ask and Answer Questions 

To write longer content write about more questions and answers.

Instead of the usual Top 3 or Top 5, change the content to Top 20 and Top 25, etc.

To a serious searcher, what do you think they would be more interested in, 3 or 20 things they can learn right now? Also, which one would Google like better?

Since Google is looking for “better” content it is natural that the math adds up to : longer content = better content. We know this is not necessarily true but to a math equation it is.

Check out this graph from SerpIQ from an in-depth study they did:

There is a perk you typically can get from writing longer content: more people tend to share longer content. This helps bring traffic to your site.


Tips To Creating Long Form Content

Digital Marketing Strategies with Katerina Gasset

Keep a notebook, notes on mac or Trello with a running list of ideas to write about. Some of those you many never write about but the important part is to keep the list and keep on adding to it.


A huge time waster is sitting around trying to think of what to write your next blog post about. You can avoid this by keeping an ongoing list.


Take time aside each day - just 10 minutes will do- to get your idea muscle exercised. I like to keep mine in Trello. Here is a video tutorial playlist I created about using Trello to get organized and more. 

Set a goal to come up with 10 ideas in those 10 minutes. 1 idea per minute.

Don’t judge whether they are good ideas or not. Just write them down. Of course some will be good and some will not be. The point is to get into the practice of writing them down.

Speaking of time, choose to write your content when you write the best. Some people write better at night and others early in the morning. Whenever that time is for you is when you set your time aside to write.

Make an appointment with yourself on your calendar to write and then don’t let other distractions get in your way. This is important marketing time. Your writing time should be sacred. Those around you also need to know this is your time to write, stop the interruptions.


Write for the Serious Searcher 

You can also add more content by using words people who are seriously searching look up:

  • Strategies 
  • Ways 
  • Tips
  • Ideas
  • Places 
  • Tactics

Add your keyword to the end of each of those words to create the layout for longer content.

Look at what your competitors are coming up for on the top 10 on Google SERPS in their lists and tip articles and do it better. Google your longtail keywords in Google’s incognito window. Check what content is ranking on the top 10 in the SERPS. Proceed to write a better, more in-depth article about the same topic. You may just outrank the competition using this technique like we did.

Add more detail to your content. Many writers in your space are not adding detail to their content. This can set you apart from the pack and help get you a spot on page one.

Go into detail on every step you write. This alone will add value and more words:).

Back up your claims with verified industry leaders. Most industry leaders publish all kinds of data, survey results and statistics.


Make Content Visually Appealing 

Structure your content so that it is easy to read and easy on the eyes.

Before you publish your article make sure to apply the ‘Eye Candy’ test.

Digital Marketing Strategies

Is your article visually appealing?

Don’t make your content a wall of words. That is the fastest way to turn your readers off and they will click right off of your blog or website.

Easy ways to make your content visually appealing:

  • Break up the text by adding images 
  • Use lists with bullet points 
  • Add video to your content 
  • Add subheadings 
  • Break up paragraphs 
  • Use italics for attention
  • Use bolding for attention
  • Use red in your screenshots 
  • Bold your subheadings 
  • Add icons before each point 

Some examples of these are throughout this post you are reading. 


Additional Tips For Great Content 

Make sure your content is:

  • User Friendly 
  • Looks good on mobile devices 
  • Readable 
  • Backed up by verifiable data 
  • In-depth 
  • Clear 
  • Simple 
  • Easy to follow 

People who read very fast stay on pages that have about 100 characters per line while those who read slow like to read about 55 characters per line.

Choosing a character count in the middle is best. Some tests show that 66 characters per line is best. Here are some results from some testing: http://webtypography.net/2.1.2

Also, setting your font size to 16 is now optimal. It is much easier to read.

Here are a few tips in capturing the attention of your readers longer:

Ask questions in your content. This causes the reader to hesitate and think on what you wrote.

Add your images and videos to your article or post so they peek “above the fold” encouraging the scroll.

Add down arrows for this same reason. People are curious.

The last step is to sprinkle your content with your long tail keywords and semantics of those longtail keyword phrases. Do this last so as not to stop your creative flow and the intent of your articles.

To learn more about writing with longtail keywords get started with Fast Track SEO.

Finally, make sure your article or blog page or page you are adding the longer content to is valuable to your readers. Make sure it is of high quality and relatable to your niche readers.

You want to write great content that your readers will stay on your page and read, then call you or connect with you to do business with.

By the way, I am now at 2010 words in this article. This is what it looks like to write a post or page or article with 2000 words.

If you would like to take this further ~                  Text me to work with me:  561-502-1577 

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