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Cision Webinar: Educating Prospects and Customers Through Content

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Join The Sales Lion and Partner of River Pools & Spas Marcus Sheridan as he walks through the benefits of creating helpful content. Sheridan has the perfect case study to showcase the return on …

Join The Sales Lion and Partner of River Pools & Spas Marcus Sheridan as he walks through the benefits of creating helpful content. Sheridan has the perfect case study to showcase the return on educational content: his own business.

In 2009, Sheridan’s pool business was hit hard by the recession and he looked to new marketing and business concepts to generate leads and sales. He started a blog, saved his pool business and on the way, made himself an international content marketing icon.

In this complimentary one-hour webinar, Sheridan will discuss:
• How content marketing helped his business swim instead of sink
• What consumers expect to find on the Internet
• Why he thinks like a swimming pool consumer instead of a swimming pool installer when creating content
• How educating prospects and customers is a benefit, not a hindrance

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Transcript

  • 1. Educating Prospects and Customers Through Content Marcus Sheridan & Laurie Mahoney @TheSalesLion | @ChannerMahoney | #cision
  • 2. Follow us! @cision
  • 3. During today’s web seminar, attendees will be in listen-only mode. If you are experiencing audio issues, please contact: GoToWebinar: 1-800-263-6317 Any Q&A not addressed during will be addressed at the end of today’s session Everyone will receive an email within 24 hours with a link to view a recorded version of today’s session How to Participate Today
  • 4. Guest Speaker: Marcus Sheridan • Aka “The Sales Lion • Started River Pools & Spas in 2001 • 2010, RP&S becomes the biggest pool installer in the US and has most visited swimming pool website in the world
  • 5. I used to be a pool guy…
  • 6. In every industry, we have a problem and this is what it looks like…
  • 7. Are there any exceptions listening in today? B2B, B2C, B2G It’s all P2P
  • 8. This is a conversation about principles… It’s not about “blogging” or “content marketing” or “social media…
  • 9. The game has changed, and so have your expectations
  • 10. What will truly make your website and digital brand stand out? 1. Honesty in Content 2. Honest in Approach 3. Honesty in Sales
  • 11. Part I Honesty in Content
  • 12. Burying your head in the sand is officially a dumb blogging strategy
  • 13. The most essential content marketing philosophy in the world: They ask. You answer.
  • 14. “The Big Five” 1. Cost 2. Problems 3. Versus 4. Reviews 5. Best
  • 15. $2,500,000+
  • 16. Part II An Honest Approach
  • 17. “Used Car Salesman” What’s the emotion you experience when you read this?
  • 18. Just because it has always been done that way doesn’t make it right. Why are most companies so afraid of this?
  • 19. The Triangle of Influence The Competition
  • 20. The Triangle of Influence The Competition Bad Fits
  • 21. The Triangle of Influence The Competition Bad Fits The Customer This Ain’t Right
  • 22. Part III Honest Selling (w/content)
  • 23. Assignment Selling
  • 24. Stop Wasting Email Opportunities!
  • 25. Honest, transparent, and helpful content is the greatest sales and trust building tool in the world. Period.
  • 26. The average River Pool & Spas customer read 105 pages of the website in 2013
  • 27. Thank you! Questions? Get the book. It’s free. It’s awesome. But you already knew that. TheSalesLion.com Marcus1@thesaleslion.com