Companies can use Question Marketing to get more qualified sales leads faster and at lower cost. Traditional marketing and sales processes are not working as well. People use caller ID to avoid sales calls, emails from unknown people go into the email SPAM bin and creating high-value content such as white papers, guides and other media can be costly and take a long time to create. A great solution is to do question marketing.
Key Question Marketing Benefits:
– Better Qualified Leads – question searchers are in the buying process
– Faster Sales – already have answers to many questions
– Company Engagement – get questions from multiple departments & partners
Question marketing involves developing a list of 100+ questions and answers (Q&As), publishing them on multiple media channels (Tweets, Blog Posts, Discussion Groups, etc) and following up with the continual leads generated from the published media posts.
Question Marketing Success Evidence – River Pools – used question marketing (blog content marketing) to turn a $4M loss business into a $16M profitable business with lower marketing costs and faster conversion rates. In addition to reducing advertising costs by over 75%, the sales time also reduced because interested customers had many of their questions already answered. –
Story: https://copyblogger.com/brick-and-mortar-content-marketing/
Question Marketing Sales Process
Question Gathering – create a shared list of questions. Talk to your sales agents, product managers, customer support, partners, friendly customers and prospective customers.
Buying Questions – give priority to questions that are usually part of the product solution search and purchase considerations.
Question Answers – create helpful responses to the questions and include a surprising value factoid if possible.
Sales Question Lead Content Media Posts – for each Q&A, create a media post. The media post title should contain searchable and influential benefit keywords. Include an offer for additional material and/or provide a way to request more information.
Question and Answer Promotion – make a list of 10-20 media channels that you own or can publish to. Publish multiple media posts (Tweets, blog posts, discussion groups, Youtube video clips, etc) to multiple media channels each month – it fills up search results with your Q&As.
Question Response Followup – when information requests are received, rapidly reply. People who are searching with buying questions often have an urgent need (buying intent). If you have some additional value information related to their specific question, provide it to them in the response (relationship value build).
If you would like help to with rapid business development or to create or promote your content (business development, targeted marketing), please contact me at LHarte@LawrenceHarte.com