15 min read

What Is the They Ask, You Answer Approach to Inbound? (+ Examples)

Picture of George B. Thomas George B. Thomas Jul 23, 2024 2:35:23 PM

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What Is They Ask, You Answer?

"They Ask, You Answer" is a business philosophy and approach to inbound marketing developed by Marcus Sheridan, an exceptional human whom I was blessed to work with back at his previous company, The Sales Lion.

As a company, your goal with a They Ask, You Answer approach to inbound is simple — to establish yourself as the #1 trusted voice in your space with the buyers you seek, through selfless, proactive educational content that answers their most pressing questions about what it is you do or sell. 

They Ask, You Answer is undeniably powerful, in terms of the results it can drive for you. But if you're new to inbound or HubSpot — or maybe you've only just heard of They Ask, You Answer for the first time — you might have a few critical questions before diving in ...

Common They Ask, You Answer Questions

  • Is They Ask, You Answer's approach to inbound right for your organization?
  • If it is, what should your They Ask, Your Answer strategy look like?
  • Who from your team needs to be involved, and will you need to hire new team players?
  • What tools and technology will you need to be successful with They Ask, You Answer?
  • What are the key topics and videos you need to be creating?
  • And how should you set your business website up for success with They Ask, You Answer?

Well, that's exactly what this guide is for. To give you an unbiased overview of They Ask, You Answer, and how it can work for your inbound-powered organization.

💥 Related: HubSpot Is a Customer Platform Now ... But What Does That Mean?

So, as I like to say, "grab a snack and a backpack!" Because we're about to embark on an exciting adventure into the world of They Ask, You Answer — and don't worry, you've got me (your inbound pal, George!) here as your guide. Together, we'll explore key principles of customer-centric content, transparency, and trust, as well as the importance of optimizing your website, so it's a lean, mean, trust-building machine with your ideal buyers.

Key Principles:

  1. Customer-Centric Content: Focus on understanding what your customers are thinking and create content that answers their questions.
  2. Transparency and Trust: By addressing customer inquiries honestly and openly, businesses can build trust and become the go-to source for information in their field.
  3. Digital Presence: Leveraging the internet to educate customers can significantly enhance a company’s web presence and brand advocacy.

Is They Ask, You Answer Right for You?

I'll be honest, I'm struggling to think of a company — no matter what your industry is — that wouldn't benefit from a human-centric approach, where your goal is to build trust by selflessly educating and empowering your ideal buyers they need, on their terms. (If you've been around these Sidekick Strategies parts long enough, you know I love to say, "It's all about the humans," when it comes to developing your organization's growth strategy.)

💥 Related: AI Content Best Practices for Inbound Marketers (+ Examples)

Look, I know I'm not saying anything groundbreaking here by talking about important your ability to build trust is, if you want to succeed in today's hyper-competitive, volatile economy. But I think some folks love talking about the idea of building trust with their buyers, but get anxious when they actually have to put it into practice.

Trust-building requires work, a servant's heart, doing (and saying) things that are uncomfortable, and saying goodbye to the days of having "secret sauce" you hide from buyers and competitors. So, when you're evaluating whether or not They Ask, You Answer is for you, I need you to check your fears and scarcity tendencies at the door. For example, thinking your pricing is too complicated or too high to talk about publicly isn't a reason to say "no" to They Ask, You Answer. 

So, how do you determine if They Ask, You Answer is right for you? Let's talk about it.

Signs They Ask, You Answer Might Be a Good Fit

  • You're a customer-centric business that believes in educating your customers and addressing their concerns transparently.

  • You're a service-oriented business (e.g., professional services, home services, B2B, B2C) where your ability to address common pain points, what value you that you bring to the table, and your differentiators is absolutely essential.

  • You're focused on long-term, sustainable growth that's built on the foundation of trust and authority with your ideal buyers, and you're willing to invest the time, resources, and focus required to create incredible content.

  • You've got sales and marketing teams who need to collaborate closely, because you recognize how buying has changed, and those two teams are more reliant upon each other than ever before.

  • You're open-minded and willing to embrace changes to the ways it's "always been done" with your growth strategies, because you know it's time to put your customers first.

  • You're already on board with (or you've caught the vision) of driving business online with a powerful website that (at its best) will be your #1 salesperson, generating and closing business for you every day of the year.

Signs They Ask, You Answer Might Not Be Right for You

  • You're looking for quick fixes, silver bullet solutions, at short-term wins. If you've got a sinking ship or aren't looking at They Ask, You Answer with an eye toward the horizon of long-term growth, you may be disappointed. Yes, it can and does deliver short-term wins, but They Ask, You Answer is about rethinking how you do business and show up for your buyers. It's not a set of one-dimensional tactics.

  • You've got limited resources or budget constraints. They Ask, You Answer will deliver the ROI you seek with revenue, but not without investing the resources (time, focus, people, budget) to make it happen. 

  • You don't think you need to change. Look, "Who Moved My Cheese" is one the best books out there. And as a business owner myself, I also struggle with change. But if you've got one foot in the past and are refusing to seek out tomorrow's solutions to solve today's problems for your marketing and sales, you will struggle with They Ask, You Answer. 

  • Online isn't that big of a deal for you. If you've got more of a brick-and-mortar focus with your business, They Ask, You Answer may not be the right choice for you. 

💥 Related: How to Measure Content Marketing ROI the Right Way (+ Examples)

What Does a They Ask, You Answer Strategy Include?

Now, if you're familiar with inbound marketing, the idea of creating content to organically attract and convert qualified leads isn't exactly a new concept, right? It's all about providing information that resonates with your ideal buyers and guides them towards making informed decisions. Everyone wins with inbound when you focus on building trust, establishing authority, and ultimately driving meaningful engagement with your brand. 

They Ask, You Answer doesn't disagree with inbound at all. Instead, a They Ask, You Answer strategy to inbound simply adds dimension and specificity. It answers the question: 

"OK, we should be creating content, but what about?"

Back when the first edition of They Ask, You Answer came out in 2017, the answer to that question was much simpler, as those were the days of written content being king. (Written content is still very much alive, though, so don't make any rash decisions!) Today, however, the answer is a touch more complex, because we're living in a much more multimedia, visuals-driven consumer reality.

💥 Related: Are Blogging + Written Content Actually Dead for Inbound? No! 

To address this, there are two categories of content that make up the vast majority of your They Ask, You Answer strategy — the Big 5 and the Selling 7.

What Are the Big 5 Content Topics?

"The Big 5," are essential content category pillars that businesses should prioritize when developing content to address their customers' most gnawing questions — like, these are the questions they're wanting answers to the most, even if they don't feel as sexy and as fun at first to answer.

By focusing on these key areas, companies can effectively engage with their audience, build trust, and establish themselves as authoritative voices in their respective industries. These topics serve as a roadmap for creating valuable and informative content that resonates with customers and helps address their needs and concerns.

The Big 5 topics are ...

Cost/Pricing

Have you ever gotten annoyed when you can't find a simple pricing guide on a company's website? Your buyers feel the same way! Customers always want to know how much a product or service will cost. that's why proactively addressing pricing in your content not only helps alleviate customer concerns but also demonstrates transparency and honesty.

Berry Insurance's pricing page is a great example of how to do this well, even if your pricing structures are super complicated and variable-dependent. Do I walk away from that page with a super-custom quote just for my business? No, but their selfless education about pricing makes me feel more confident, and I have a better feel for what the numbers might be, as well as the factors that influence insurance costs.

Problems/Issues

Identifying and discussing common problems or issues related to your product or service is crucial for building transparency and trust with potential customers. By openly addressing these drawbacks, you not only demonstrate a proactive approach to problem-solving but also showcase how you effectively mitigate any challenges that may arise.

💥 Related: Is HubSpot Content Hub Still a Business Website CMS?

For example, what are the most common challenges your customers face when onboarding with your service? Are there particular drawbacks or problems someone might encounter? By openly discussing potential issues and showcasing your solutions, you can effectively address any concerns or hesitations that potential customers may have, ultimately leading to a stronger connection and more confident purchasing decisions.

And if you're worried that talking about your problems, remember that if you don't, your competitors will. Own the conversation proactively and watch that trust score soar with buyers.

Comparisons

Do you have competitors? I bet you do! That means your potential buyers are on the hunt for comparisons. Honestly, this one is super straightforward. For example, we've published a massive head-to-head comparison of six of the biggest HubSpot alternatives.

"But George! Isn't it bad business to talk about our competitors?" Not at all! Your potential buyers have an internet connection, so you not talking about your competitors isn't going to prevent those buyers from finding them. Again, just like with problems content, you want to own the conversation! 

Reviews (Duh)

This one is super simple. Create content that provides reviews and testimonials from customers. Case studies may be more your thing if you're in the B2B space with a long sales cycle and lots of stakeholders who need to be enabled with insights about your brilliance. Sharing honest feedback helps build credibility and reassures potential buyers about the quality of your offerings.

💥 Related: How to Write a Killer Blog Post Outline (Step-by-Step Process + Examples)

Best in Class/Best of Lists

Finally, create content that highlights the best products, services, or practices in your industry. This type of content is highly shareable and positions you as an authority in your field. For example, you can create content about the top companies in what you do or sell (again, don't be afraid to mention competitors!), or simply your favorite tactics and strategies for what you do that show off your expertise.

What Are the Selling 7 Sales + Marketing Videos?

"The Selling 7" are seven types of videos that businesses can use to help educate their potential customers, build trust, and drive sales. These video types are designed to address specific stages of the buyer's journey and common questions that prospects have.

Incorporating these videos into your content strategy can effectively guide prospects through the sales process by providing valuable information and addressing their concerns at each step of their decision-making journey. From addressing common queries to showcasing real-life success stories, these video types serve as powerful tools to engage with your audience, establish credibility, and ultimately drive conversions.

💥 From IMPACT: The Selling 7: Real-World Examples to Inspire Your Content Strategy

By leveraging the Selling 7, businesses can create a seamless and informative experience for their potential customers, ultimately leading to increased sales and customer satisfaction.

80% Videos

Address 80% of the most common questions your prospects have about your product or service. These videos help streamline the sales process by preemptively answering frequent inquiries. 

Product/Service Page Videos

Embed videos on your product or service pages to explain features, benefits, and use cases. These videos help prospects understand what you offer and how it can meet their needs.

Landing Page Videos

Use videos on landing pages to improve conversion rates. These videos should be engaging and provide a clear call-to-action, helping to capture leads more effectively.

Cost Videos

Create videos that address pricing and cost-related questions. Transparency about pricing helps build trust and can reduce friction in the buying process.

Comparison Videos

Compare your products or services to competitors. These videos help prospects make informed decisions by highlighting the differences and advantages of your offerings.

Customer Journey Videos

Showcase customer testimonials and case studies. These videos provide social proof and demonstrate real-world success stories, helping to build credibility and trust.

Claims We Make Videos

Address and validate the claims you make about your products or services. These videos can include demonstrations, third-party endorsements, and other forms of evidence to back up your assertions.

Who's on Your They Ask, You Answer Team?

Your Sales Team Is Your Content Strategy Compass

There is no way for me to overstate how critical your sales team will be to the success of your They Ask, You Answer strategy. Unlike other approaches that lean heavily on a more top-down (marketing to sales) approach, They Ask, You Answer begins with sales to inform all of your activities.

💥 Related: Why Your Sales Enablement Strategy Is Failing (+ How to Fix It)

Identifying Common Questions and Concerns

The sales team is on the front lines and interacts directly with prospects and customers. They are in a unique position to identify the most common questions, concerns, and objections that potential buyers have. This right here is where your company's content strategy is born — directly from the mouths of your sales team who know the most about what your buyers are asking.

Collaboration with Content Creators

Sales teams should work closely with content creators (we'll get to who that is in a moment!) to ensure that the content produced is relevant and useful for the sales process. They can provide insights and feedback on what types of content would be most effective in moving prospects through the sales funnel.

Content Utilization ("Assignment Selling")

Once you've got your content created, it's time for your sales team to actually use it! That's right, this content will immediately be put to work to help shorten the length of time it takes to close a deal. This is a sales strategy called "assignment selling."

💥 From IMPACT: What Is Assignment Selling? (Using Content to Close Deals Faster)

Assignment selling is the practice of using educational content during the sales process to address major objections and questions that buyers have. This method involves requiring prospects to engage with specific content before a sales call, ensuring they are well-informed and more likely to convert.

Providing Subject Matter Expertise

Salespeople often have deep knowledge of the product or service and can contribute as subject matter experts. They can help create detailed and accurate content, such as blog posts, videos, and FAQs, which can be used to educate prospects and build trust.

Feedback Loop

There should be a continuous feedback loop between the sales and marketing teams. Sales teams can provide feedback on how well the content is performing in terms of addressing customer questions and objections. This feedback can be used to refine and improve the content strategy.

Personalizing Content

Sales teams can help personalize content for individual prospects based on their specific needs and interests. This might involve tailoring existing content or creating custom content to address unique situations.

Training and Enablement

Sales teams should be trained on how to effectively use the content in their sales process. This includes understanding what content is available, how to share it with prospects, and how to integrate it into their overall sales strategy.

The Case for the Content Manager, Your Content Ringmaster

What the heck is a content manager? Your next hire and new best friend, if you're going to kill it with They Ask, You Answer. This role is essential for driving traffic, leads, and sales through consistent, high-quality content creation. They Ask, You Answer rightly asserts that content production is a full-time job that requires a dedicated in-house professional, rather than relying on freelancers or overloading existing team members.

💥 Psst! We Can Help:

Benefits of an In-House Content Manager

  • Better alignment with the brand's voice and expertise.

  • More efficient production and faster turnaround times.

  • Direct collaboration with the sales team to integrate content into the sales process.

  • Continuous monitoring and improvement of content performance.

Qualities of Great Content Managers

  • Strong writing, editing, and storytelling skills.

  • Creativity, organization, and the ability to meet deadlines.

  • Effective communication and collaboration skills.

  • Passion for learning and educating others.

The Case for the In-House Videographer, Your Visual Storyteller

What the heck is a videographer? Your next hire and new best friend, if you're going to excel with They Ask, You Answer. This role is essential for driving traffic, leads, and sales through consistent, high-quality video content creation. They Ask, You Answer rightly asserts that video production is a full-time job that requires a dedicated in-house professional, rather than relying on freelancers or overloading existing team members.

Benefits of an In-House Videographer

Almost exactly the same as the content manager, honestly! 

  • Better alignment with the brand's voice and expertise. An in-house videographer will have a deep understanding of your brand’s voice and values, ensuring that all video content consistently reflects your company's identity and messaging.

  • More efficient production and faster turnaround times. Having a videographer on staff means quicker production times and the ability to respond promptly to new content needs or market changes without the delays associated with coordinating with freelancers. And you don't have to rely on on costly third-party agencies! 

  • Direct collaboration with the sales and marketing teams. An in-house videographer can work closely with sales and marketing teams to create video content that directly addresses customer questions, integrates into the sales process, and enhances marketing campaigns.

  • Continuous monitoring and improvement of content performance. With someone focused on video content full-time, there is ongoing oversight of performance metrics, allowing for regular updates and improvements to optimize engagement and conversion rates.

Qualities of Great Videographers

  • Strong technical skills in filming and editing. 

  • Creativity and storytelling ability. 

  • Organization and ability to meet deadlines. 

  • Effective communication and collaboration skills. 

  • Passion for learning and educating others. 

By hiring an in-house videographer, your business can fully leverage the power of video content, ensuring alignment with your brand, faster production times, and continuous content improvement. This strategic role will enhance your They Ask, You Answer efforts, driving greater traffic, engagement, and sales.

The Website 6 for They Ask, You Answer Success

In the world of They Ask, You Answer methodology, the "Website 6" refers to six critical elements that every business website must have to effectively attract, engage, and convert visitors into customers. These elements ensure that the website addresses the most common questions and concerns of potential customers, builds trust, and provides a seamless user experience. By implementing the Website 6, businesses can enhance their online presence and drive better results from their digital marketing efforts.

💥 Psst! We Can Help: Business Website Strategy + HubSpot CMS Design Support

The Website 6 Elements

Sales Driven

Your website should be viewed as a sales tool, not just a marketing tool. It’s your best salesperson, available 24/7, always ready to collect data on your most qualified customers. To make your website a valuable sales tool, ensure your sales team views it as their most valuable resource, and make it easy for website visitors to identify themselves as prospects. Your website should answer the questions that your sales reps typically answer during the sales process.

Customer Driven

Focus on making your website user-friendly and valuable to your customers. Since 70% of the buying decision is typically made before a customer speaks to a sales rep, your website needs to build trust during this phase. Provide value on every page, answer real questions honestly, and use video to humanize your brand. Make your customer the hero by using “you” statements rather than “we” statements to ensure they see themselves in your content.

Search Driven

Ensure your website is optimized for search engines, as they bring customers to your site. Provide valuable content, use the right keywords, and organize your content into clusters by topic. Focus on user engagement metrics like Time on Site and Page Depth, keep your content fresh, and ensure a positive user experience across all devices. Pay attention to website load speed, mobile-first design, and site security with SSL certificates.

💥 Related: The Last SEO Content Strategy Guide You'll Ever Need

Experience Driven

Treat website visitors like customers in a store. Make it easy for them to find what they need quickly and with minimal effort. Ensure the design of your website speaks to their preferences and is free of clutter. Aim for a structure that requires the least number of clicks to achieve their goals and create a familiar yet unique experience.

Conversion Driven

Your website should drive revenue by converting anonymous visitors into known contacts. Use self-selection tools to help visitors customize their experience and qualify themselves without sales assistance. Ensure every page has a goal to move visitors to the next step in their journey, and make it easy for users to convert with tools like Live Chat and Messenger Bots to provide immediate assistance.

Marketer Driven

For your website to be effective, it must be easy to update and maintain. If maintaining your website is a hassle, you won’t do it often. The backend should be intuitive and flexible, allowing for easy page creation, content updates, and structural changes. Use a content management system (CMS) like HubSpot CMS, WordPress, WooCommerce, or Shopify to ensure regular updates and content production.

Tools and Technology for "They Ask, You Answer"

Content Management System (CMS)

A robust CMS — like our favorite, HubSpot! — is essential for creating, managing, and publishing content efficiently. It should support easy content updates, SEO optimization, and integration with other tools.

Customer Relationship Management (CRM) System

They Ask, You Answer can really rock your world, when it comes to hitting your most ambitious sales and marketing goals. But you've gotta be all in on humans, folks! By focusing on answering the most pressing questions your customers have, you build trust, establish authority, and drive meaningful interactions that lead to conversions. 

💥 Psst, We Can Help!

This customer-centric strategy requires a commitment to transparency, quality content creation, and active collaboration between your marketing and sales teams. That means investing in the right tools and technology, such as a robust CMS, CRM, and SEO tools, is crucial to support this approach. Additionally, having dedicated roles like a content manager and an in-house videographer ensures that your content production is consistent and aligned with your brand’s voice and goals. 

By embracing this methodology, your company can create a strong online presence, foster customer loyalty, and achieve sustainable growth. It’s not just about producing content; it’s about becoming the most trusted voice in your industry. Start answering your customers' questions today, and watch your business transform.