They Ask, You Answer: A Revolutionary Approach to Inbound Sales, Content Marketing, and Today's Digital Consumer, Revised & Updated
- 9h 32m 14s
- Marcus Sheridan
- Gildan Media
- 2019
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.
In this Audiobook
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Chapter 1 - The Fall
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Chapter 2 - A Massive Buying Shift and The Blur Between Sales and Marketing
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Chapter 3 - This Book Won't Work for You If…
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Chapter 4 - The Discovery of They Ask, You Answer
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Chapter 5 - They Ask, You Answer Defined
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Chapter 6 - Brainstorming the Questions You are Asked Every Day
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Chapter 7 - The Ostrich Marketing Strategy
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Chapter 8 - The CarMax Effect
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Chapter 9 - The Discovery of The Big 5
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Chapter 10 - The Big 5, Topic 1: Pricing and Cost: Why We Must Talk about Money
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Chapter 11 - How One Article about Money Generated More Than $6 Million in Sales
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Chapter 12 - Case Study 1: High-End B2B Technology Company Generates More Than $8 Million in Additional Revenue
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Chapter 13 - The Big 5, Topic 2: Problems: How to Turn Weaknesses into Strengths
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Chapter 14 - Addressing the Elephant in the Room
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Chapter 15 - How Talking about Our Problems Generated More Than $1 Million in Revenue
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Chapter 16 - Case Study 2: An Equipment Financing Company Becomes a Digital David and Conquers the Industry Goliaths
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Chapter 17 - The Big 5, Topic 3: Versus and Comparisons
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Chapter 18 - The Critical Need for Unbiased Content
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Chapter 19 - The Big 5, Topics 4 and 5: Reviews and Best in Class
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Chapter 20 - Using Reviews to Establish Yourself as an Expert
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Chapter 21 - The Impact of Discussing Competition
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Chapter 22 - Case Study 3: Small Retail Appliance Store Dominates Online and Makes Millions
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Chapter 23 - The Competition
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Chapter 24 - How They Ask, You Answer Saved River Pools and Spas
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Chapter 25 - How Great Content is a Total Game-Changer for Sales Teams
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Chapter 26 - A Dramatic Discovery
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Chapter 27 - Assignment Selling
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Chapter 28 - How One Remarkable Couple Changed My Perspective on the Power of Content to Sell
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Chapter 29 - Content Never Sleeps
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Chapter 30 - How to Use Assignment Selling to Avoid Common Pitfalls
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Chapter 31 - How to Use Assignment Selling to Determine Compatibility
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Chapter 32 - Case Study 4: How a Healthcare Startup Became the Thought Leaders of an Entirely New Industry
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Chapter 33 - The Power of Insourcing and Using Your Team to Create Incredible Content
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Chapter 34 - Case Study 5: How Block Imaging Embraced a Culture of Insourcing
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Chapter 35 - Starting Off They Ask, You Answer with a Bang: Company Workshops
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Chapter 36 - The Content Manager: Qualities to Look for, How to Hire One, and More
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Chapter 37 - The Importance of Having the Right Tools, Measuring Return on Investment, the Power of HubSpot, and More
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Chapter 38 - We're All Media Companies and the Visual Sale
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Chapter 39 - The Selling 7: 7 Videos That Will Immediately Impact Sales and Closing Rates
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Chapter 40 - The Selling 7, Video 1: The 80 Percent Video
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Chapter 41 - The Selling 7, Video 2: Bio Videos for Email Signatures
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Chapter 42 - The Selling 7, Video 3: Product and Service Fit Videos
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Chapter 43 - The Selling 7, Video 4: Landing Page Videos
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Chapter 44 - The Selling 7, Video 5: Cost and Pricing Videos
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Chapter 45 - The Selling 7, Video 6: Customer Journey Videos
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Chapter 46 - The Selling 7, Video 7: “Claims We Make” Videos
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Chapter 47 - Personalized Video for Email: A More Human Approach to Direct Digital Communication
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Chapter 48 - How to Hire an In-House Videographer
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Chapter 49 - Team Buy-In on Video, Performance Tips, and Long-Term Success
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Chapter 50 - Case Study 6: How a Lifting and Rigging Company Became the Ultimate Example of They Ask, You Answer Success and Culture
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Chapter 51 - Real-Time Conversations are Changing How They're Asking and We're Answering
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Chapter 52 - Self-Selection: The Next Phase of Search, Sales, and the Way We Buy
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Chapter 53 - Website Priority 1: Proper Homepage Design and Messaging
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Chapter 54 - Website Priority 2: Obsess Over Honest Education
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Chapter 55 - Website Priority 3: Premium Education
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Chapter 56 - Website Priority 4: An Equal Mix of Textual and Visual Content
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Chapter 57 - Website Priority 5: Self-Selection Tools
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Chapter 58 - Website Priority 6: Social Proof
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Chapter 59 - Website Priority 7: Site Speed
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Chapter 60 - “How Do I Find More Time to Make This Work within My Organization?”
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Chapter 61 - “How Long Will it Take They Ask, You Answer to Work?”
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Chapter 62 - “Are Content Marketing and They Ask, You Answer Just Fads?”
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Chapter 63 - “How Can I Keep My Team Engaged in the Content Process?”
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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?”
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Chapter 65 - “Can I Just Hire an Agency to Do This for Me?”
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Chapter 66 - “How Can We Afford to Do This?”
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Chapter 67 - A Revolutionary Marketing Strategy
