They Ask, You Answer: The Secret to Content Marketing, with Marcus Sheridan

Marcus Sheridan is the author of “They Ask, You Answer” and “Endless Customers,” which show you why and how to use content marketing to become the go-to company on the internet.

In this conversation, Marcus discusses the evolution of marketing and sales in the home improvement industry, emphasizing the importance of understanding today’s buyers, building a trusted brand, and implementing effective pricing strategies. He shares insights from his journey with River Pools and the principles outlined in his brand new book, ‘Endless Customers,’ highlighting the need for transparency, customer education, and adapting to the changing landscape influenced by AI and self-service tools.

Marcus also discusses the importance of pricing estimators and self-service tools in enhancing customer engagement and generating leads. He emphasizes the need for businesses to adapt to modern marketing strategies, including the use of video content and disruption in traditional practices. The conversation concludes with a focus on building trust and taking control of one’s brand in a rapidly changing market.

Takeaways:

Today’s buyers are more informed and impatient than ever.

75% of buyers prefer a seller-free sales experience.

Building a known and trusted brand is crucial for success.

Transparency in pricing can differentiate your business.

Video content is essential for engaging customers.

Understanding the ‘Big Five’ topics is key to customer research.

Referral-based businesses need to invest in marketing to scale.

Your personal brand is more important than your company brand.

Pricing estimators can significantly increase lead generation.

AI tools can simplify the creation of pricing estimators. Consistent, higher quality visits lead to better customer engagement.

Pricing estimators increase customer investment in your company.

AI tools make it easier to implement pricing estimators.

Self-service tools are becoming essential for businesses.

Video content is crucial for brand visibility and engagement.

Disruption can change industry standards and practices.

Building trust is fundamental for long-term business success.

Understanding customer needs is key to effective marketing.

Businesses must adapt to multiple platforms for brand growth.

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