They Ask You Answer: A Revolutionary Approach to Inbound Sales, Content Marketing, and Today's Digital ConsumerA 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.
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. |
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Contents
The Fall | 3 |
A Massive Buying Shift and the Blur between Sales and Marketing | 9 |
This Book Wont Work for You If | 13 |
The Discovery of They Ask You Answer | 17 |
They Ask You Answer Defined | 21 |
Brainstorming the Questions You Are Asked Every Day | 23 |
The Ostrich Marketing Strategy | 27 |
The CarMax Effect | 29 |
A Dramatic Discovery | 117 |
Assignment Selling | 121 |
How One Remarkable Couple Changed My Perspective on the Power of Content to Sell | 127 |
Content Never Sleeps | 131 |
Using Assignment Selling to Avoid Common Sales Pitfalls | 135 |
Using Assignment Selling to Determine Compatibility | 139 |
How a StartUp Company in the Health Care Space Became the Thought Leaders of an Entirely New Industry | 143 |
Implementation and Making It a Culture 151 | 153 |
The Discovery of the Big 5 | 37 |
Why We Must Talk about Money | 39 |
How One Article about Money Generated More Than | 43 |
HighEnd B2B Technology Company | 51 |
Problems How to Turn | 59 |
An Equipment Financing Company | 65 |
Versus and Comparisons | 73 |
Reviews and Best in Class | 81 |
The Impact of Discussing the Competition | 89 |
The Competition | 101 |
How They AskYou Answer Saved River Pools and Spas | 107 |
How Block Imaging Embraced a Culture of Insourcing | 157 |
Company Workshops | 161 |
The Content Manager Qualities Hiring and More | 167 |
Measuring Return on Investment the Power of HubSpot and More | 175 |
Your Questions Answered | 183 |
How Do I Find More Time to Make This Work within My Organization? | 185 |
Just How Important Is Video to Inbound and Content Marketing? How Does It Relate to They Ask You Answer? | 191 |
How Long Will It TakeThey AskYou Answer to Work? | 197 |
Ive Been Told If Were Not Adding Anything | 211 |