July Book Recommendation: They Ask. You Answer By Marcus Sheridan

"They Ask, You Answer" by Marcus Sheridan is a guide for businesses on how to thrive in the digital age through content marketing. Sheridan, who successfully implemented these strategies with his pool company, emphasises the importance of transparency and addressing customer questions directly. This approach not only builds trust but also positions a company as an industry leader.

Core Principles:

1. Transparency and Honesty:The foundation of Sheridan's strategy is radical transparency. By openly answering customer questions, even the difficult ones about pricing, problems, and comparisons, businesses can build trust with their audience. This approach demystifies the buying process and positions the business as a trustworthy source of information.
2. Content Creation Based on Customer Questions: The book suggests that businesses should create content that answers the specific questions their customers are asking. This can be achieved through blogs, videos, and other content forms. Sheridan highlights five key topics to cover: cost, problems, comparisons, reviews, and best practices. Addressing these areas helps attract and retain customers by providing them with valuable, relevant information.
3. Educational Approach: Educating customers is crucial. Businesses should aim to be teachers rather than salespeople. By providing thorough, unbiased information, companies can empower customers to make informed decisions, leading to higher satisfaction and loyalty. This educational approach fosters a deeper connection with the audience and differentiates the business from competitors.
4. The Role of Social Media: Sheridan highlights the importance of using social media to engage with customers. Being active and responsive on social platforms helps build a community and enhances the company's visibility. Transparency and responsiveness on social media can further strengthen trust and credibility.
5. Measuring Success: It's essential to measure the effectiveness of content marketing efforts. Sheridan advises using metrics like website traffic, engagement rates, and conversion rates to assess performance and refine strategies. Patience and consistency are key, as it may take time to see significant results.

Implementation Strategies:

1. Assignment Selling: Sheridan introduces the concept of assignment selling, where prospects are required to engage with content (such as eBooks or videos) before a sales meeting. This strategy ensures that potential customers are well-informed and serious about the purchase, leading to higher conversion rates.
2. Creating a Content Culture: A successful content marketing strategy requires buy-in from the entire organisation. Sheridan recommends insourcing content creation, involving everyone in the company, and hiring a dedicated content manager with journalism skills to maintain quality and consistency.
3. Handling Competitors and Price Concerns: Sheridan advises businesses not to fear competitors or worry about losing customers due to pricing transparency. Instead, focus on educating customers about the value they receive. This approach helps filter out bad fits and attracts the right customers who appreciate the honesty and quality of the service.
4. Building Trust Through Honesty: Addressing the "elephants in the room" by discussing potential drawbacks or challenges openly can disarm scepticism and build trust. By admitting when a product or service might not be the best fit, businesses can enhance their credibility and foster a more trusting relationship with their audience.
5. Iterative Improvement: Continuous improvement based on feedback and data analysis is crucial. Businesses should regularly review their content strategy, make necessary adjustments, and stay updated with industry trends to ensure they meet the evolving needs of their audience.

Additional Strategies:

Content for every stage of the buyer's journey: The book emphasises creating content that caters to potential customers at different stages of their buying journey, from those who are just starting to research to those who are close to making a purchase.

The power of video: The book highlights the importance of video content in engaging with your audience and answering their questions in a clear and personal way.

Building a They Ask, You Answer website: The book offers practical guidance on structuring your website to prioritise content that addresses customer questions and showcases your expertise.

Takeaways: Five Actions to Implement Immediately:

1. Create Content Addressing the Big 5: Start by creating blog posts or videos that answer the most common questions about your products or services, focusing on cost, problems, comparisons, reviews, and best practices.
2. Engage on Social Media: Increase your activity on social media platforms. Respond to customer queries promptly and share informative content regularly to build a community and enhance trust.
3. Implement Assignment Selling: Develop comprehensive content (like an eBook) that prospects must read before a sales call. This ensures they are well-informed and more likely to convert.
4. Foster a Content Creation Culture: Encourage employees at all levels to contribute to content creation. Appoint a content manager to oversee the process and maintain quality.
5. Measure and Adjust: Regularly analyse metrics such as website traffic, engagement rates, and conversion rates to assess the effectiveness of your content marketing strategy. Use this data to make informed adjustments and improve your approach.