By Gary Lavin, CEO Juice – I am a big fan of Marcus Sheridan‘s book, They Ask, You Answer, any owner looking to expand marketing should read it. For our clients getting into marketing, I have been saying for years to stop sales reps attaching PDFs in emails to prospects and instead include links to the information. This has several advantages, the sales rep can see who clicks the link and this will help with your CRM adoption. It forces you to document information correctly and you know the rep is passing accurate information.

It also means you are building up a library of important documents. The concept behind Marcus’ book is that you should think of all the questions a prospect might search for and then post the answers on your website. Don’t rely on your manufacturer to say which model is best, you write the blog. If you write it well and without bias, then lots of people will read it and then Google will serve you up higher in the results.

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