“The way we sell has to change.”
You know how important content marketing is to your success, but how do you actually use it as a tool to build trust? Joining us to answer that question and others is my great friend and two-time visitor to the show, Marcus Sheridan. Marcus is a best-selling author of several books, and is also the quintessential case study in successful content marketing.
I’m bringing him back because he is the de facto expert on this topic. Today we cover the five ways to build trust with content marketing, the biggest mistakes most companies make regarding content marketing, and his latest book, They Ask You Answer. I know you’re going to love this talk, and you’re going to learn a ton on today’s edition of Grow My Revenue!
Listen to this episode and discover:
- Who has to be involved in your content marketing if you are to be ultra-successful?
- Why doing content marketing right means starting at the bottom of the sales funnel, not the top.
- What you can learn from CarMax.
- How to become a purple cow in your field, and why that’s a good thing.
- What is the concept of the anti-persona?
- And so much more!
Before we get into the five ways to build trust with your clients through content marketing, Marcus and I uncover the biggest mistakes businesses make regarding content marketing. Although Marcus says there are lot of missteps he sees, we talk about three in particular.
1. Content marketing is not just a tactic.
Content marketing is a culture based on being the most helpful teachers possible. When we use words like “content marketing” it becomes a culture. However, no sales manager or CEO says: “I want us to be the best content marketers in the world!” So how we define and discuss content marketing is important. We have to make it less marketing-centric and instead focus on making content marketing our company’s ability to be the best and most helpful teacher in the world in our industry.
2. Content marketing should be company-wide.
Continuing off of #1, content marketing should not just be handled by the marketing department handling, as is the typical approach. Marcus explains we miss the mark when we don’t include everyone, especially our sales team. Generally our sales teams are our subject matter experts. They hear our customers’ biggest questions, resolve their greatest concerns, and have their fingers on the pulse of the clients, prospects, and customers. Yet they are not usually involved in the creation and execution of content marketing. They have to be involved if we are going to be ultra-successful.
3. Avoid fluff, create content that matters.
Create content that matters and will help draw in clients who are ready to buy. Too many companies focus on fluff: stuff that might be nice but isn’t sales-centric. If you are doing content marketing the right way, you start at the bottom of the sales funnel and work your way up, not the other way around.
Marcus gives an example from when he used to run a pool company, a company he is still a silent partner in today. He saw a lot of pool companies put out fluff pieces like 5 Fun Games to Play in Your Swimming Pool. The reason pieces like this don’t work is because you don’t know if the reader actually wants to buy a pool! They could be throwing a kid party at another pool somewhere and may not even be in the market to buy a pool.
But if you focus on swimming pool buyer-based questions, like “How much does a fiberglass pool cost?” and write a piece on that, you will get readers who are in the market to spend money on a pool.
After discussing the biggest mistakes in content marketing, we discuss into the top five things that move the needle and build trust with content marketing. These are all covered in Marcus’ book They Ask You Answer, and we briefly cover them on this episode.
1. Price, cost, or salary.
Be authentic about pricing, about costs, and about salaries both online and offline. Too often companies and sales teams are reluctant to share pricing, fearing they will scare off customers. But being transparent from the start makes you stand out from the crowd, because so few companies do this.
2. Negative issues or problems.
It’s important to understand and apply this concept. This is about sharing the potential problems and issues that a prospect could have with something you offer. The problem and issue already exists with your customer; it’s the proverbial elephant in the room.
So if you bring that elephant to the front door when you meet the customer (i.e. you talk about it in your content and on your web site), you immediately show you are different from your competition. And you also show yourself to be trustworthy and honest. Marcus gives some great examples on this episode.
Whenever we are buying something, we want something to compare it with; it helps us feel like we’ve done our due diligence. So be sure to offer your prospects comparison options and address any of their comparison-based questions.
The number one phrase people search for regarding you is your company name, and that is followed closely by a search for your name plus the word “reviews.” They want to see reviews of your products, your services, your methodologies, your technologies, etc.
5. Best questions.
Let’s say you are going out for Mexican tonight and want to try a new restaurant. Most likely you’re going to get online or on an app, and search for the terms “best Mexican restaurant” plus your city, area code, or neighborhood. You don’t search for the worst; you want to know what restaurant is the best! When we buy, we want to know what the best option is, even if that’s not the one we go with.
Also on today’s show, Marcus and I talk about how to frame negatives in such a way that you can address them while keeping everyone in your company okay with that, specifics about what his latest book They Talk You Answer has to say about removing “elephants” in the room, and a simple strategy and activity that can revolutionize your relationship with customers. Tune in for all of that and more on today’s Grow My Revenue with Marcus Sheridan.
Also Sponsored By:
Check out John Ruhlin’s new book Giftology. John is a brilliant guy, and his book is sure to be an instant bestseller.
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What’s On Your Mind
As always, this episode provides inspiration, entertainment, and especially an actionable message that can drive remarkable results – and if you have any questions for a future episode, contact me.