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

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John Wiley & Sons, Jan 17, 2017 - Business & Economics - 240 pages
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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.

 

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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
Copyright

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About the author (2017)

MARCUS SHERIDAN is Founder and President of The Sales Lion, a coaching and consultancy firm synonymous with inbound and content marketing excellence. The Sales Lion is also a Platinum HubSpot Partner. Marcus is an award-winning speaker and named a "web marketing guru" by The New York Times.

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