Content, video, and estimators: generate more leads

Content, video, and estimators: generating more leads

Introduction: A revolution in marketing approach

In a world where consumer expectations are evolving rapidly and where technological tools are redefining marketing strategies, it becomes crucial to reinvent the way we present our products and services. Marcus Sheridan, a recognized author and expert in digital marketing, shares in a recent discussion his innovative approach to capturing prospects' attention, generating quality leads, and building a trusted brand. This methodology, known as "They Ask, You Answer", goes beyond traditional strategies by focusing on transparency, educational content, and the use of interactive tools such as price estimators.

This article explores the key ideas shared by Marcus while providing useful insights for SMEs, large companies, and organizations based in French-speaking Switzerland.

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Understanding today's consumer

An informed and impatient consumer

The behavior of buyers has changed: they have more information than ever, are impatient, and often prefer a direct experience. According to Sheridan, 75% of buyers prefer a sales experience without a salesperson, meaning they want to be able to explore and understand products/services autonomously before interacting with a company.

This trend implies a rise in self-service tools on websites, such as interactive price estimators and personalized configuration tools, which allow prospects to inquire and stay engaged without immediate human intervention.

Transparency as a pillar of modern marketing

Why displaying prices is essential

Historically, many companies hesitate to display prices on their websites, fearing being "trapped" or losing prospects to cheaper competitors. However, as Sheridan explains, this lack of transparency is a major mistake. Consumers actively seek information on costs from the early stages of their buying journey.

Sheridan proposes 5 levels of price communication, ranging from complete absence of information (level 0) to advanced tools like interactive price estimators (level 3) or even precise online quotes (level 4). These strategies allow:

• To attract qualified prospects.
• To establish trust from the start.
• To reduce time spent dealing with irrelevant prospects.

Innovative example: Through tools like interactive estimators, a visitor can, in a few clicks, get a price range for a given project, such as installing a patio or creating a garden. This enhances the user experience while increasing the number of converted leads.

Content as the main differentiation lever

The five themes your customers are looking for

Sheridan identifies five universal subjects that consumers search for online (referred to as the "Big Five") and encourages companies to master them. These themes include:

1. Cost and prices: How much does it cost? What factors influence prices?
2. Potential issues: What are the risks or disadvantages associated with the product/service?
3. Comparisons: How does this product/service compare to other options?
4. Reviews and feedback: What are the positive and negative customer feedback?
5. Rankings and superlatives: Who is the best, most reliable, or most recommended in this sector?

By producing content that answers these questions in detail, companies can establish themselves as trusted leaders in their field.

Using video to humanize and engage

Seeing is believing

In the current digital era, video is king. Sheridan emphasizes that every company should consider itself a "media company." By regularly producing explanatory videos, demonstrations, and testimonials, companies can not only educate but also establish an emotional connection with their audience.

Tips for integrating video:

• Show what others don't show: For example, explain in a video why your method or materials are superior.
• Highlight transparency: Create videos about costs and what influences project prices.
• Invest in storytelling: Tell stories that demonstrate your expertise and inspire trust (e.g., a before/after renovation project).

Sheridan recommends producing 3 to 5 videos per week to maximize impact, which may seem ambitious for SMEs. However, outsourcing editing or hiring a versatile videographer can significantly simplify the process.

Disruption and strategic differentiation

Dare to challenge traditional practices

The companies that stand out are those that dare to question the established practices of their industry. Sheridan calls this "the art of disruption".

Example: In the pool sector, Sheridan criticized the use of sand as a base for fiberglass pools, showing that gravel offered a more durable and resistant alternative. This educational approach not only disrupted the industry but also positioned his company as a thought leader.

How to apply it in your sector?

1. Analyze what is poorly done or inefficient in your industry.
2. Propose a superior and educational alternative.
3. Use articles, videos, and case studies to share this information with your prospects.

The future: Integration of AI and interactive tools

Artificial intelligence (AI) is already redefining how customers search for information and interact with companies. Tools like priceguide.ai, mentioned by Sheridan, allow companies to create personalized estimators in just 30 minutes, making this technology accessible even to small businesses.

Here are some key predictions:

• Interactive price estimators will become standard in the next 5 years.
• Configuration tools (such as online garden or interior renovation design) will become commonplace.
• Companies that adopt these innovations now will have a competitive edge over their rivals.

Key Takeaways: Insights and concrete actions

• Transparency on prices: Integrate a page or interactive tool explaining your prices clearly.
• Invest in video: Produce video content regularly to educate your prospects and humanize your brand.
• Master the Big Five: Create content around the five essential themes: costs, issues, comparisons, reviews, best choices.
• Adopt AI tools: Use interactive price estimators to significantly increase your leads.
• Dare to disrupt: Identify what doesn't work in your sector and position yourself as an expert by offering superior solutions.
• Engage a versatile videographer: If possible, hire a professional capable of producing video content and managing your social media.
• Be proactive with AI: Do not underestimate its impact; position yourself now to remain relevant.

Conclusion: Building a brand of trust and visibility

In an increasingly digital world, the key to success lies in your ability to anticipate consumer needs, strategically use technology, and build a trusted brand. Whether you are a local SME or a large company based in French-speaking Switzerland, applying the principles shared by Marcus Sheridan can transform your marketing approach and position you as a leader in your market.

Take control of your brand today and prepare to thrive in this ever-evolving digital landscape.

Source: "They Ask, You Answer: The Secret to Content Marketing, with Marcus Sheridan" - Jeffrey Scott, YouTube, May 22, 2025 - https://www.youtube.com/watch?v=_rK3VE0cZZY