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Digital Marketing Priorities 2013 Brought to you by:
Youtility: Why Smart Marketing Is About Help Not Hype
Jay Baer: President of Convince & Convert and author of the New York Times best seller, Youtility
In Jay Baer’s presentation Youtility: Why Smart Marketing Is About Help Not Hype he delivers a new approach that cuts through the clutter: marketing that is truly, inherently useful. If you sell something, you make a customer today, but if you genuinely help someone, you create a customer for life.
About SmartInsights.com
The difference between helping and selling is just 2 letters
@jaybaer
“Sell something and you make a customer today.
Help someone and you create a customer for
life.”@jaybaer
@jaybaer
@jaybaer
Youtility is marketing so useful, people would pay for it
@jaybaer
@jaybaer
Youtility is required because
marketing is harder than
ever
@jaybaer
Poll: Who are you competing against online:
A.Other companies in your area that sell the same things
B.Companies in other locations that sell the same things
C.Other companies with similar Google search rankings
D.Everything
our personal and professional relationships have converged
@jaybaer
our personal and professional relationships have converged
@jaybaer
our personal and professional relationships have converged
@jaybaer
our personal and professional relationships have converged
@jaybaer
You are competing for attention against your customers’ family and friends
@jaybaer
“If you create Youtility, your
clients will keep you close.”
@jaybaer
@jaybaer
Poll: How do you currently educate your future
customers? (check all that apply)A.FAQ on website
B.BlogC.ebooks, infographics, and other assets
D.Videos
@jaybaer
@jaybaer
The power of answering questions30+ pages = 80% conversion
rateAverage new customer = 105 pages• Before: $250,000 advertising spend = $4 million revenue• After: $20,000 advertising spend = $4.5 million revenue
@jaybaer
Now, relationships are created with information not people @jaybaer
Self-Serve Information
@jaybaer
Worry less about selling better and worry more about teaching better @jaybaer
Create Your Own Youtility
@jaybaer
Blueprint #1:
Discover client needs
search keywords
internal search
web analytics
social chatter
client surveys/interviews
@jaybaer
Blueprint #2:
Map needs to Youtility executions
blog post (ongoing series)
video (ongoing series)
e-book
printed book
event
need: make better car seat decision
@jaybaer
@jaybaer
Poll: When you create a new marketing asset, like a
blog, ebook, infographic, or mobile application, do you have a specific launch plan and budget for it/
A.YesB.No
C.Not sureD.Haven’t really launched anything like that
Blueprint #3:
Market your marketing
@jaybaer
@jaybaer
@jaybaer
@jaybaer
Content is fire, Social media is gasoline
@jaybaer
“Use social to promote Youtility
first, company second.”
@jaybaer
Helping beats selling
@jaybaer
Is your marketing so useful, people would pay for it? @jaybaer
Jay BaerYoutilityBook.com
