Is your company growing well, but do you think you could still do better? Are you looking to truly embrace the digital environment to engage your audience?
If the answer is yes, then They Ask, You Answer may be for you. It’s a business philosophy that can help you draw in and qualify new leads and buyers by creating informative, unbiased, and helpful content.
We’ve recently become certified coaches and have put together this easy guide to help you understand all the ways in which They Ask, You Answer can be used to stimulate growth within your company.
This article will first provide a brief overview of what They Ask, You Answer is, before outlining how it can stimulate business growth, particularly in medical devices.
They Ask, You Answer is a digital sales and marketing framework designed to take the common questions your audience is asking and turn them into leads.
It does this by transforming these questions into honest and unbiased content that educates your audience during their buyer’s journey. By addressing your audience’s fears, worries, and concerns in simple-to-understand articles, you can start to build deep trust with your audience and become a thought leader in your industry.
In this digital age, 80% of the buyer’s journey happens before they even reach out to your business. This means you need to start influencing your buyer’s decisions before they get to you. This is where They Ask, You Answer can step in.
By learning how to optimise your website content, you can start pulling in a higher quality of leads, which will ultimately lead to a higher conversion rate.
Knowing how this transformational business philosophy works is imperative, so start your They Ask, You Answer journey with our full breakdown of how it works, or go straight to the source with Marcus Sheridan’s book, They Ask, You Answer.
There are three main ways in which They Ask, You Answer drives business growth:
They Ask, You Answer reduces sales cycles by using content to pre-qualify and educate your audience during the sales process. This means your sales team isn’t spending time answering the same questions repeatedly, which will rapidly advance the sales cycle.
Another way They Ask, You Answer stimulates business growth is by increasing your SEO rankings and website traffic. At its core, They Ask, You Answer is all about creating the content that your healthcare audience is looking for, allowing them to move onwards through their buyer’s journey.
This includes publishing at least three articles a week. This increased website traffic acts as a runway to business growth. When more of your ideal audience visits your website, there’s a greater chance they’ll become customers, leading to increased revenues. Additionally, more traffic enhances brand visibility, helping a business become more recognised and trusted.
Ultimately, the They Ask, You Answer digital sales and marketing framework will establish you as an authoritative voice in your industry. By creating relevant, unbiased, and educational content, you’ll become the place your audience turns to for answers, both online and in person.
Building trust with your audience by talking about things in a way others don’t will only help your medical device company build brand awareness, website traffic, leads, and finally, revenue.
Need help implementing revenue-driving content?
Now you may be wondering, “This all sounds amazing, but it won’t work for my business or in my industry.” This is where we tell you that you’re wrong. They Ask, You Answer has worked across hundreds of industries, including healthcare and medical devices.
Fundamentally, every business is the same—sales and business success are built on client trust. It doesn’t matter what your industry is or what you’re selling, if no one trusts you, no one will buy from you.
Issues, concerns, and fears are the one thing that all buyers share; if you can address these early in the process, they’ll be in a better position to convert.
If this has still not convinced you, then ask your sales team if they ever get asked questions on a sales call. If your sales team is being asked any questions at all, then this is the right business philosophy for you. How much time could they save by having these questions addressed before they even met with a potential customer?
The medical device industry is a great fit for the They Ask, You Answer business philosophy because everyone is always asking questions. It’s an ever-growing learning industry that could benefit from a thought leader.
At the moment, there are very few companies using this framework, and even fewer are doing so successfully, which is why it’s important for you to start this journey now before your competitors do.
Here are a few examples of companies in your industry that are doing it successfully:
When it comes to running this philosophy, there are a few key things that might hinder your journey to growing your business:
The biggest problem we see as coaches is companies not fully understanding that this is a company-wide philosophy that requires support, help, and work from everyone in the business.
While marketing is the primary team that’ll be working on this, they’ll need support from other teams like sales, regulatory, and management. Without this support, these companies never reach their full potential.
Consistency is a crucial part of running a successful They Ask, You Answer campaign. It’s estimated that your audience has to see your message up to 15 times before they convert into buyers. This means that not only do you need to be putting out the same content, but similar content to reach this.
If your content is always changing, then that number 15 resets, or at best rolls backwards, and your audience will be thrown back to the beginning of the buyer’s journey.
If consistency is something that you want to learn more about, check out our guide to consistent marketing, and make sure you keep your marketing on track.
Now that we’ve explained how They Ask, You Answer can help drive business growth, you may be wondering what your next steps should be.
At Podymos, we’ve recently become certified They Ask, You Answer coaches, which means that we’d be able to help you on your content journey. We run workshops to help integrate it into company culture and assist you in creating your first 90-day content plan.