They Ask You Answer: A Revolutionary Approach to Inbound Sales, Content Marketing, and Today's Digital Consumer

Description

A revolutionary marketing strategy proven to drive sales and growth They Ask You Answer is a straightforward guide to fixing your current marketing strategy. Regardless of your budget, you are almost certainly overspending on television, radio, and print ads, yet neglecting the number-one resource you have at your disposal: the Internet. Content marketing is no longer about keyword-stuffing and link-building; in fact, using those tactics today gets your page shuffled to the bottom of the heap. Quality content is the key to success, and you already have the ingredients in-house. This book shows you how to structure an effective content strategy using the same proven principles that have revolutionized marketing for all types of businesses, across industries. Author Marcus Sheridan's pool company struggled after the housing collapse; today, they're one of the largest pool installers in the U.S., turning away millions of dollars in business they simply cannot accommodate every year. How did he manage it? He answered questions. This book shows you how Marcus's strategy can work for your business, and how to use your keyboard to bring customers through the door. Boost your company's web presence with methods that work Build a level of trust that generates customer evangelism Leverage your in-house resources to produce winning content Utilize tactics that work, regardless of industry or sector When people have questions, they ask a search engine. If you have answers, the right content strategy will get them to the top of the search results and seen by millions of eyes every day. Drop the marketing-speak, stop "selling," and start answering. Be seen as an authority, not just another advertisement. They Ask You Answer describes a fresh approach to marketing and the beginning of big things for your business. Foreword Introduction Part I A Very Different Way of Looking at Business, Marketing, and Trust Chapter 1 The Fall How I Became a “Pool Guy” 2001 to 2008: The False Economy 2008: The Wheels Start to Fall Off Chapter 2 A Massive Buying Shift and the Blur Between Sales and Marketing Chapter 3 This Book Won’t Work for You If … Chapter 4 The Discovery of They Ask, You Answer Chapter 5 They Ask, You Answer Defined Chapter 6 Brainstorming the Questions You Are Asked Every Day Putting It into Action Chapter 7 The Ostrich Marketing Strategy Chapter 8 The CarMax Effect The Beginnings of CarMax and a New Way to Sell Putting It into Action Chapter 9 The Discovery of The Big 5 Chapter 10 The Big 5, Topic 1: Pricing and Cost: Why We Must Talk About Money “Every Solution Is Different” “Our Competitors Will Find Out What We Charge” “We’ll Scare Customers Away” Chapter 11 How One Article About Money Generated More Than $6 Million in Sales Putting It into Action Chapter 12 Case Study 1: High-End B2B Technology Company Generates More Than $8 Million in Additional Revenue About Segue Technologies The Snowball Begins Segue Technologies’ Astounding Growth Improving the System to Produce Content Chapter 13 The Big 5, Topic 2: Problems: How to Turn Weaknesses into Strengths Chapter 14 Addressing the Elephant in the Room Chapter 15 How Talking About Our Problems Generated More Than $1 Million in Revenue Putting It into Action Chapter 16 Case Study 2: An Equipment Financing Company Becomes a Digital David and Conquers the Industry Goliaths About Smarter Finance USA Smarter Finance USA Embraces They Ask, You Answer Smarter Finance USA Focuses on Educating Small Business Owners Searching for Equipment Loans Online Smarter Finance USA’s Educational Content Pays Off in a Big Way Chapter 17 The Big 5, Topic 3: Versus and Comparisons The Results Putting It into Action Chapter 18 The Critical Need for Unbiased Content Disarmament: The Quickest Way to Build Trust Chapter 19 The Big 5, Topics 4 and 5: Reviews and Best in Class Putting It into Action Chapter 20 Using Reviews to Establish Yourself as an Expert Chapter 21 The Impact of Discussing Competition Putting It into Action Chapter 22 Case Study 3: Small Retail Appliance Store Dominates Online and Makes Millions About Yale Appliance A CEO Becomes Head of Business Development Yale Appliance Tackles the Tougher Questions Yale Appliance’s Success with Inbound Marketing Chapter 23 The Competition The Bad Fits The Customer Chapter 24 How They Ask, You Answer Saved River Pools and Spas Part II The Impact of They Ask, You Answer on Sales Teams Chapter 25 How Great Content Is a Total Game-Changer for Sales Teams The 7 Major Benefits of Sales Teams Embracing They Ask, You Answer Chapter 26 A Dramatic Discovery Chapter 27 Assignment Selling An Example of Assignment Selling in Action The Special Rights of the Teacher What Homework Can Tell Us About a Prospect Chapter 28 How One Remarkable Couple Changed My Perspective on the Power of Content to Sell Chapter 29 Content Never Sleeps Chapter 30 How to Use Assignment Selling to Avoid Common Pitfalls Chapter 31 How to Use Assignment Selling to Determine Compatibility Chapter 32 Case Study 4: How a Healthcare Startup Became the Thought Leaders of an Entirely New Industry About Health Catalyst Phase 1: Uniting the Marketing and Sales Silos Phases 2 and 3: Live Webinars and Events Success and Plans for the Future Part III Implementation and Making It a Culture Chapter 33 The Power of Insourcing and Using Your Team to Create Incredible Content Chapter 34 Case Study 5: How Block Imaging Embraced a Culture of Insourcing The Silos Must Be Eliminated Understanding the What, the Why, and the How Chapter 35 Starting Off They Ask, You Answer with a Bang: Company Workshops Principle 1: Buyer Expectations Have Changed Principle 2: The Way Search Engines Work Principle 3: The Way Consumers Search and The Big 5 Principle 4: Group Brainstorming of Content Ideas Principle 5: The Impact Content Can Have on the Sales Process and Closing Rates Principle 6: The Reason Why Everyone’s Voice, Talents, and Knowledge Are Critical for Success Principle 7: The Editorial Guidelines Going Forward Principle 8: A Look into the Future Chapter 36 The Content Manager: Qualities to Look for, How to Hire One, and More Someone Must Own It Choosing the Right Leader of Your Content Marketing Efforts Trained Journalists May Be a Perfect Match for Your Content Marketing Needs How to Make Sure Your Potential Content Manager Is the Right Fit for Your Company and Brand Chapter 37 The Importance of Having the Right Tools: Measuring Return on Investment, the Power of HubSpot, and More 1. The Continuous Ability to Measure ROI of Your Digital Marketing Efforts 2. The Ability to Track Lead Behavior and Use This Advanced Intelligence Throughout the Sales Process 3. The Ability to Test Your Website Part IV Creating a Culture of Video… In-House Chapter 38 We’re All Media Companies and the Visual Sale Chapter 39 The Selling 7: 7 Videos That Will Immediately Impact Sales and Closing Rates Chapter 40 The Selling 7, Video 1: The 80 Percent Video Putting It into Action Common Questions Regarding the 80 Percent Video Chapter 41 The Selling 7, Video 2: Bio Videos for Email Signatures Common Questions Regarding Bio Videos Chapter 42 The Selling 7, Video 3: Product and Service Fit Videos Common Questions Regarding Product and Service Fit Videos Chapter 43 The Selling 7, Video 4: Landing Page Videos Common Questions Regarding Landing Page Videos Chapter 44 The Selling 7, Video 5: Cost and Pricing Videos Common Questions Regarding Cost and Pricing Videos Chapter 45 The Selling 7, Video 6: Customer Journey Videos Common Question Regarding Customer Journey Videos Chapter 46 The Selling 7, Video 7: “Claims We Make” Videos Common Questions Regarding “Claims We Make” Videos Chapter 47 Personalized Video for Email: A More Human Approach to Direct Digital Communication 1. Choose a Simple Technology 2. Show Your Team Exactly How to Use It Until They’re Proficient 3. Teach the Power of More Effective Subject Lines 4. Learn How to Create the Perfect Thumbnail 5. Stick to the “Don’t Stop” Rule 6. Leaders Must Set the Tone with Their Internal Communications Chapter 48 How to Hire an In-House Videographer Identifying Personality Traits of a Videographer What a Good Videographer Candidate Should Demonstrate Extra Interview Questions for Your Videographer Candidates A Simple Video Assignment as Part of the Interview Process Chapter 49 Team Buy-In on Video, Performance Tips, and Long-Term Success 1. Don’t Stop 2. But You Can Do It Again 3. The 3-Second Smile The Problem with Scripts Getting Buy-In and “Embracing the Messy” Chapter 50 Case Study 6: How a Lifting and Rigging Company Became the Ultimate Example of They Ask, You Answer Success and Culture Mazzella’s Initial Approach to They Ask, You Answer Their Commitment Began to Pay Off Mazzella’s Success Came Down to Hiring the Right People Why Insourcing Outperforms Outsourcing Every Time There Are No Silos at Mazzella Educating Customers, Employees, and Entire Industries The Results Part V How to Build the Perfect They Ask, You Answer Website Chapter 51 Real-Time Conversations Are Changing How They’re Asking and We’re Answering The Way We Communicate Has Fundamentally Changed What Is Conversational Marketing and Where Did It Come From? You Can’t Dictate the Buying Process How to Start Conversational Marketing for Your Business Your Questions Answered About Conversational Marketing Chapter 52 Self-Selection: The Next Phase of Search, Sales, and the Way We Buy Wix: A Classic Case Study on Giving Buyers What They Want in Real-Time How to Use Self-Selection Tools for Your Business Common Questions Regarding Self-Selection Tools Chapter 53 Website Priority 1: Proper Homepage Design and Messaging Homepage Layout Chapter 54 Website Priority 2: Obsess Over Honest Education Chapter 55 Website Priority 3: Premium Education Chapter 56 Website Priority 4: An Equal Mix of Textual and Visual Content Chapter 57 Website Priority 5: Self-Selection Tools Chapter 58 Website Priority 6: Social Proof Chapter 59 Website Priority 7: Site Speed Part VI Your Questions Answered Chapter 60 “How Do I Find More Time to Make This Work Within My Organization?” Create Blog Posts from Emails That Answer Questions Very Well Start Talking to Yourself Out Loud. A Lot. Participate in Blogathons or Videoathons with Employees Hire a Content Manager Yesterday Remember That Insourcing Is a Very Big Deal Learn How Each Employee Best Communicates and Run with It Turn on the Camera and Hit Record Stop Doing the Thing That Does Not Bring the Greatest Returns Is It Really About Time, or Is Something Else Going on Here? Chapter 61 “How Long Will It Take They Ask, You Answer to Work?” Content Marketing the “Right” Way 5 Stages of Content Marketing Success Chapter 62 “Are Content Marketing and They Ask, You Answer Just Fads?” What Is Content Marketing Exactly? Chapter 63 “How Can I Keep My Team Engaged in the Content Process?” 10 Ways to Keep Your Employees Motivated to Participate in Content Marketing 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?” Chapter 65 “Can I Just Hire an Agency to Do This for Me?” Chapter 66 “How Can We Afford to Do This?” Chapter 67 A Revolutionary Marketing Strategy End of Book Resources Appendix 1 Get Your Scorecard Grade Yourself on They Ask, You Answer Right Now Appendix 2 More They Ask, You Answer Resources They Ask, You Answer Scorecard Real-World Results They Ask, You Answer Playbooks Recommended Digital Sales and Marketing Software and Tools Free Templates and Downloads Recommended Books and Further Reading Appendix 3 Accelerate Your They Ask, You Answer Success with IMPACT Consulting Workshops IMPACT Live IMPACT Elite Acknowledgments About the Author Index End User License Agreement