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INSPIRATIONS WEBINAR: Smart marketing is about help, not hype. If you’re wondering how to make your company seem more exciting, you’re asking the wrong question. You’re not only competing for attention only against other similar products, you’re competing against your customers’ friends and family, viral videos, and cute puppies. To win attention these days you must ask a different question: “How can we help?” Drawing from his experience, Jay Baer, provides a groundbreaking recipe for how to use information and helpfulness to transform the relationship between companies and customers. Youtility is a new marketing framework for the age of the information overload. Speaker: Jay Baer, President of Convince & Convert Moderated by: Joel Book, Principal, Marketing Insights, ExactTarget Marketing Cloud
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Youtility: Why Smarter Marketing is about Help,
not Hype
October 7, 2014
#ETWEBINARS
Webinar Follow-up Watch your inbox! Presentation will be recorded and shared in a follow-up email.
Power the Customer Journey Text “JOURNEY” to 56237
Tips | Strategies | Trends
*Msg&Data Rates Apply. Get 1msg/week. HELP for help. STOP to Stop. T&Cs avail at http://pages.exacttarget.com/etsmshelp/
Speakers
President
Convince & Convert
@jaybaer
Jay Baer Joel Book Principal, Marketing Insights
ExactTarget Marketing Cloud
@joelbook
YOUTILITY Why Smart Engagement is About Help not Hype
The difference between helping and selling is just 2 letters
@jaybaer
In the engagement phase of the customer journey you can play the looong game
@jaybaer
@jaybaer
Embrace the power of eventually
@jaybaer
@jaybaer
YOUTILITY
Youtility is marketing so useful, people would pay for it
@jaybaer
@jaybaer
The best and most engaging experiences are useful experiences, and we crave them
@jaybaer
“Useful articles are forwarded 30% more
than average.”
@jaybaer
Youtility is Required
@jaybaer
If you create Youtility, your customers will keep you close
@jaybaer
@jaybaer
4 types of Youtility for Engagement
@jaybaer
1. Self-Serve Information
@jaybaer
5.3
10.4
Sources Needed Before Making a Purchase
2010 2011
Google!
Mobile data usage doubled in 2013
@jaybaer
@jaybaer
@jaybaer
@jaybaer
Blue Mountain Resorts uses “Social Engage” from ExactTarget to convert Twitter Followers to email subscribers.
@jaybaer
Blue Mountain uses email to stay connected to guests, deliver exclusive offers, and drive repeat bookings.
Relationships are created with information, not just people
@jaybaer
2. Radical Transparency
@jaybaer
Trust is the prism through which all business success must pass (even post-sale)
@jaybaer
@jaybaer
@jaybaer
@jaybaer @jaybaer
3. Humanity
@jaybaer
The best way to keep your customers is to make THEM the stars
@jaybaer
Behold the wonders of Cooperative Content
@jaybaer
@jaybaer
@jaybaer
@jaybaer
@jaybaer
@jaybaer
@jaybaer
4. Real-Time Relevancy
@jaybaer
@jaybaer
Long-term engagement is all about transcending the transaction
@jaybaer
@jaybaer
Give yourself permission to make the story bigger
@jaybaer
What do you create to engage?
@jaybaer
We are surrounded by data, but starved for insights
@jaybaer
Market your marketing and create customer
journeys
@jaybaer
@jaybaer
Marketing so useful, people would pay for it
@jaybaer
Questions? This presentation was recorded and will be shared with all participants via email!
President | Convince & Convert @jaybaer jay@convinceandconvert.com
Jay Baer
Power the Customer Journey Text “JOURNEY” to 56237
Tips | Strategies | Trends
*Msg&Data Rates Apply. Get 1msg/week. HELP for help. STOP to Stop. T&Cs avail at http://pages.exacttarget.com/etsmshelp/
Mark Your Calendars for Upcoming Webinars
REGISTER: http://pages.exacttarget.com/thefutureisnow !
October 23rd !Leveraging a Single View of the Customer for Stellar Marketing !
November 11th !Cost of the Customer: !5 ways to Personalize Your Customer Experience!
November 20th!Leveraging Customer Experience to!Retain and Re-engage Customers !
Thank You This presentation was recorded and will be shared with all participants via email!
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