Details

They Ask, You Answer

A Revolutionary Approach to Inbound Sales, Content Marketing, and Today's Digital Consumer
2nd Edition Revised and Updated

von: Marcus Sheridan
18,99 €
Verlag:	Wiley
Format:	PDF
Veröffentl.:	30.07.2019
ISBN/EAN:	9781119611004
Sprache:	englisch
Anzahl Seiten:	352

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Beschreibungen

Titelbeschreibung

The revolutionary guide that challenged businesses around the world to stop selling to their buyers and start answering their questions to get results; revised and updated to address new technology, trends, the continuous evolution of the digital consumer, and much more In today’s digital age, the traditional sales funnel—marketing at the top, sales in the middle, customer service at the bottom—is no longer effective. To be successful, businesses must obsess over the questions, concerns, and problems their buyers have, and address them as honestly and as thoroughly as possible. Every day, buyers turn to search engines to ask billions of questions. Having the answers they need can attract thousands of potential buyers to your company—but only if your content strategy puts your answers at the top of those search results. It’s a simple and powerful equation that produces growth and success: They Ask, You Answer. Using these principles, author Marcus Sheridan led his struggling pool company from the bleak depths of the housing crash of 2008 to become one of the largest pool installers in the United States. Discover how his proven strategy can work for your business and master the principles of inbound and content marketing that have empowered thousands of companies to achieve exceptional growth. They Ask, You Answer is a straightforward guide filled with practical tactics and insights for transforming your marketing strategy. This new edition has been fully revised and updated to reflect the evolution of content marketing and the increasing demands of today’s internet-savvy buyers. New chapters explore the impact of technology, conversational marketing, the essential elements every business website should possess, the rise of video, and new stories from companies that have achieved remarkable results with They Ask, You Answer. Upon reading this book, you will know: <ul> <li>How to build trust with buyers through content and video.</li> <li>How to turn your web presence into a magnet for qualified buyers.</li> <li>What works and what doesn’t through new case studies, featuring real-world results from companies that have embraced these principles.</li> <li>Why you need to think of your business as a media company, instead of relying on more traditional (and ineffective) ways of advertising and marketing.</li> <li>How to achieve buy-in at your company and truly embrace a culture of content and video.</li> <li>How to transform your current customer base into loyal brand advocates for your company.</li> </ul> They Ask, You Answer is a must-have resource for companies that want a fresh approach to marketing and sales that is proven to generate more traffic, leads, and sales.

Inhaltsverzeichnis

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

Autorenportrait

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.

Back cover copy

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.