They Ask, You Answer

Auteur

MARCUS SHERIDAN is known for inbound and content marketing excellence. He is an international keynote speaker with a unique ability to excite, engage, and motivate live audiences. He also works with hundreds of businesses, helping them to become the most trusted voice in their industry. Marcus has been featured in multiple industry publications, including the New York Times, which featured Marcus as a "web marketing guru," and Forbes, which named Marcus one of 20 "Speakers You Don't Want to Miss" in 2017.

Texte du rabat

THE SIMPLE MARKETING STRATEGY TO ATTRACT BUYERS IN THE DIGITAL ERA

Today's consumers live in a digital world, with access to all the information they need to make a purchasing decision at their fingertips. To influence the behavior of your buyers, you need to be an authority who can address every question, concern, or fear they may have. You do this by setting aside the "old school" marketing and sales playbooks of yesteryear and embracing the role of a teacher, creating content that provides your buyers with the answers they seek. This is how you grow your business in the digital age. And They Ask, You Answer is your guide to accomplishing that goal.

The first edition of They Ask, You Answer was a massive success, empowering marketing and sales teams across all industries (B2B and B2C), to connect with their buyers online and achieve astounding revenue growth. This revised edition goes even deeper, introducing you to the latest must-have content marketing tools, like real-time conversation technology and video. Inside, you'll also find new case studies and interviews with industry thought leaders. Finally, this book will give you insider insight into the future of digital marketing. With They Ask, You Answer in your pocket, you'll not only be positioned for success today, you'll also be ready for what's on the horizon with buyer behavior and technology.

Contenu

Foreword xv

Introduction xix

Part I A Very Different Way of Looking at Business, Marketing, and Trust 1

Chapter 1 The Fall 3

Chapter 2 A Massive Buying Shift and the Blur Between Sales and Marketing 9

Chapter 3 This Book Won't Work for You If ... 13

Chapter 4 The Discovery of They Ask, You Answer 17

Chapter 5 They Ask, You Answer Defined 21

Chapter 6 Brainstorming the Questions You are Asked Every Day 23

Chapter 7 The Ostrich Marketing Strategy 27

Chapter 8 The CarMax Effect 29

Chapter 9 The Discovery of The Big 5 37

Chapter 10 The Big 5, Topic 1: Pricing and Cost: Why We Must Talk About Money 39

Chapter 11 How One Article About Money Generated More Than $6 Million in Sales 43

Chapter 12 Case Study 1: High-End B2B Technology Company Generates More Than $8 Million in Additional Revenue 51

Chapter 13 The Big 5, Topic 2: Problems: How to Turn Weaknesses into Strengths 59

Chapter 14 Addressing the Elephant in the Room 61

Chapter 15 How Talking About Our Problems Generated More Than $1 Million in Revenue 63

Chapter 16 Case Study 2: An Equipment Financing Company Becomes a Digital David and Conquers the Industry Goliaths 65

Chapter 17 The Big 5, Topic 3: Versus and Comparisons 73

Chapter 18 The Critical Need for Unbiased Content 77

Chapter 19 The Big 5, Topics 4 and 5: Reviews and Best in Class 81

Chapter 20 Using Reviews to Establish Yourself as an Expert 85

Chapter 21 The Impact of Discussing Competition 89

Chapter 22 Case Study 3: Small Retail Appliance Store Dominates Online and Makes Millions 93

Chapter 23 The Competition 101

Chapter 24 How They Ask, You Answer Saved River Pools and Spas 107

Part II The Impact of They Ask, You Answer on Sales Teams 111

Chapter 25 How Great Content Is a Total Game-Changer for Sales Teams 113

Chapter 26 A Dramatic Discovery 117

Chapter 27 Assignment Selling 121

Chapter 28 How One Remarkable Couple Changed My Perspective on the Power of Content to Sell 127

Chapter 29 Content Never Sleeps 131

Chapter 30 How to Use Assignment Selling to Avoid Common Pitfalls 135

Chapter 31 How to Use Assignment Selling to Determine Compatibility 139

Chapter 32 Case Study 4: How a Healthcare Startup Became the Thought Leaders of an Entirely New Industry 143

Part III Implementation and Making It a Culture 149

Chapter 33 The Power of Insourcing and Using Your Team to Create Incredible Content 151

Chapter 34 Case Study 5: How Block Imaging Embraced a Culture of Insourcing 155

Chapter 35 Starting Off They Ask, You Answer with a Bang: Company Workshops 159

Chapter 36 The Content Manager: Qualities to Look for, How to Hire One, and More 165

Chapter 37 The Importance of Having the Right Tools: Measuring Return on Investment, the Power of HubSpot, and More 173

Part IV Creating a Culture of Video . . . In-House 179

Chapter 38 We're All Media Companies and the Visual Sale 181

Chapter 39 The Selling 7: 7 Videos That Will Immediately Impact Sales and Closing Rates 185

Chapter 40 The Selling 7, Video 1: The 80 Percent Video 187

Chapter 41 The Selling 7, Video 2: Bio Videos for Email Signatures 195

Chapter 42 The Selling 7, Video 3: Product and Service Fit Videos 199

Chapter 43 The Selling 7, Video 4: Landing Page Videos 203

Chapter 44 The Selling 7, Video 5: Cost and Pricing Videos 207

Chapter 45 The Selling 7, Video 6: Customer Journey Videos 209

Chapter 46 The Selling 7, Video 7: "Claims We Make" Videos 211

Chapter 47 Personalized Video for Email: A More Human Approach to Direct Digital Communication 215

Chapter 48 How to Hire an In-House Videographer 221

Chapter 49 Team Buy-In on Video, Performance Tips, and Long -Term Success 229

Chapter 50 Case Study 6: How a Lifting and Rigging Company Became the Ultimate Example of They Ask, You Answer Success and Culture 235

Part V How to Build the Perfect They Ask, You Answer Website 243

Chapter 51 Real-Time Conversations Are Changing How They're Asking and We're Answering 245

Chapter 52 Self-Selection: The Next Phase of Search, Sales, and the Way We Buy 255

Chapter 53 Website Priority 1: Proper Homepage Design and Messaging 263

Chapter 54 Website Priority 2: Obsess Over Honest Education 267

Chapter 55 Website Priority 3: Premium Education 269

Chapter 56 Website Priority 4: An Equal Mix of Textual and Visual Content 271

Chapter 57 Website Priority 5: Self-Selection Tools 273

Chapter 58 Website Priority 6: Social Proof 275

Chapter 59 Website Priority 7: Site Speed 277

Part VI Your Questions Answered 279

Chapter 60 "How Do I Find More Time to Make This Work Within My Organization?" 281

Chapter 61 "How Long Will It Take They Ask, You Answer to Work?" 287

Chapter 62 "Are Content Marketing and They Ask, You Answer Just Fads?" 293

Chapter 63 "How Can I Keep My Team Engaged in the Content Process?" 295

Chapter 64 "I've Been Told If We're Not Adding Anything New to the Conversation, Then We Shouldn't Be Talking About It - Is That Right?" 301

Chapter 65 "Can I Just Hire an Agency to Do This for Me?" 305

Chapter 66 "How Can We Afford to Do This?" 307

Chapter 67 A Revolutionary Marketing Strategy 309

End of Book Resources

Tools to Help You Embark on Your Own They Ask, You Answer Journey 313

Appendix 1 Get Your Scorecard: Grade Yourself on They Ask, You Answer Right Now 315

Appendix 2 More They Ask, You Answer Resources 317

Appendix 3 Accelerate Your They Ask, You Answer Success with IMPACT 319

Acknowledgments 321

About the Author 323

Index 325