Customers don’t just search for great reviews. They search for content that businesses don’t like to discuss: problems, pricing, bad feedback. So why not blog about it and attract a ton of search traffic?

1. How Brutally Honest
Content Can Generate
Trust, Traffic, and Sales
T t T ffi dS l
eslion.com
By Marcus Sheridan
By Marcus Sheridan
www.thesale
www.TheSalesLion.com
@TheSalesLion
@ h S l Li

2. Why do most
Why do most
companies stink at
companies stink at
eslion.com
content marketing?
content marketing?
www.thesale

3. Great Content is the Modern Day
David v Goliath…
D id G li h So don’t be Goliath!!!
eslion.com
www.thesale

4. Your Business in NOT the
Exception to Great Content
Hey Marcus.
Hey Marcus.
I’m super busy today, but I was thinking about you. First off…THANK YOU!!! We spoke in
the fall about (content marketing) for 15 minutes or so and you convinced me that smart
people in a blue collar industry can dominate online with the help of smart blogging and a
lot of hard work.
lot of hard work.
…..Blogging has been amazing for us. We started in October 2010
eslion.com
We had 300 visitors in November. We had 14,000 in April. Our business has basically
changed overnight. My boss is AMAZED. We’ve had to hire new people, buy new truck and
machines, etc. Its been a crazy season. I also got promoted to Vice President.
machines etc Its been a crazy season I also got promoted to Vice President
www.thesale
Sincerely,
Jason
And what does Jason do???

5. eslion.com
www.thesale
B2B, B2C, blah, blah…

6. I was a Pool Guy on the Brink
y
eslion.com
www.thesale
• Housing collapse of 2008
Housing collapse of 2008
• There were 80% less customers to choose from
• Financially, we were in BIG trouble

7. The Magic that is Content Marketing
eslion.com
www.thesale

8. From Pool Guys to Teachers
From Pool Guys to Teachers
• 8 years of business
y
• 1000+ Sales
Appointments
• 100,000+ emails
eslion.com
, p
• 400,00+ phone calls
www.thesale
• How many consumer
questions???
This is how you start a blog!

9. What has content/blogging done for me?
eslion.com
www.thesale
www.RiverPoolsandSpas.com

10. Pools Sales Through Content
Pools Sales Through Content
eslion.com
www.thesale
So how does it happen?

11. The Most Popular Marketing
Strategy in the World
eslion.com
www.thesale

12. Your customers want the truth, so give it to
them!(Transparent Marketing)
eslion.com
www.thesale

13. 7 Transparent Strategies
that will Change Your
h ill h
eslion.com
Business Forever
B i F
www.thesale

14. #1. Tell Me What It Costs!
#1 Tell Me What It Costs!
eslion.com
www.thesale
When you go to a website, and it doesn’t answer your
questions, what’s your next move?

15. www.thesale
eslion.com

16. Search Anything That Has to Do With
‘Fiberglass Pool Cost’
‘Fib l P l C ’
eslion.com
www.thesale

17. #2. Some Say Cost, Others Say Price
#2. Some Say Cost, Others Say “Price”
eslion.com
www.thesale

18. Numbers Don t Lie…
Numbers Don’t Lie
eslion.com
www.thesale

19. #3. Everyone Wants to Know
Problems…
eslion.com
www.thesale

20. In Google We Trust
I G l W T
eslion.com
www.thesale

21. Trust, Traffic, Links
Trust Traffic Links Links!
eslion.com
www.thesale

22. www.thesale
eslion.com

23. #4, #5 Versus/Compare
#4 #5 Versus/Compare
eslion.com
www.thesale

24. Again, it s about listening…
Again it’s about listening
• So Marcus which is better concrete or
So Marcus, which is better, concrete or
fiberglass?
• How do Viking Pools compare to Leisure
How do Viking Pools compare to Leisure
eslion.com
Pools?
www.thesale
• Sh ld I
Should I get stamped concrete or pavers?
d ?

25. The Numbers and Links…
The Numbers and Links
eslion.com
www.thesale

26. Electrolux vs. Bosh: Immediate Results
Electrolux vs. Bosh: Immediate Results
eslion.com
www.thesale
If your sales people are being asked the question,
you should be answering it…on your website!

27. Think exactly like a consumer…
Think exactly like a consumer
eslion.com
www.thesale

28. #6 Awards
#6 Awards
www.thesale
eslion.com

29. How it works…
How it works…
eslion.com
www.thesale
How did the “Big Boys” react?

30. Everybody wants to be
invited…
eslion.com
www.thesale
WOW!!!!

31. #7. Breaking News
#7 Breaking News
eslion.com
www.thesale

32. Industry News…
Industry News
eslion.com
www.thesale

33. www.thesale
eslion.com

34. Always be on the lookout…
Always be on the lookout
eslion.com
www.thesale

35. Looking Back….
Looking Back
• 1. Cost If you do this, you will
y ,y
• 2. Price not only become the
• 3. Problems
3. Problems respected voice of
your industry, but the
eslion.com
• 4. Vs. impact it will have on
• 5 Compare
5. Compare your sales cycle will be
your sales cycle will be
www.thesale
• 6. Awards unbelievable.
• 7 Breaking News
7. Breaking News
• 8. Best***

36. The Bottom Line Is….
The Bottom Line Is
Dare to think like a
D hi k lik
consumer.
eslion.com
www.thesale

37. Get the dang book. It’s free. It’s awesome.
And it will change your business forever.
• www.TheSalesLion.com
eslion.com
www.thesale
www.TheSalesLion.com
www TheSalesLion com
@TheSalesLion
marcus1@thesaleslion.com
Questions?? (I’m ready! ☺)

38. About Vocus
About Vocus
Vocus is a leading provider of cloud-based marketing and PR software
that helps organizations reach and influence buyers across social
networks, online and through the media. Vocus provides a suite of
software for online marketing, social media and PR that makes it easy
for organizations to generate online visibility, build their social
networks and attract new customers in today’s new customer-led
buy g cycle.
buying cyc e
Vocus
Twitter: @Vocus
Blog: www.vocus.com/blog
Facebook: www.facebook.com/Vocus
Website: www.vocus.com
inVocus
Twitter: @invocus
Blog: www.vocus.com/invocus
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Email: invocus@vocus.com