youtility: why smart business is about help not hype
DESCRIPTION
#SoMeT13US Session. Presenter: Jay Baer, Convince and Convert, @JayBaerTRANSCRIPT
YOUTILITYWhy Smart Marketing is About Help not Hype
#SoMeT13US
The difference between helping and selling is just 2 letters
@jaybaer
#SoMeT13US
@jaybaer
#SoMeT13US
@jaybaer
#SoMeT13US
Youtility is marketing so useful, people would pay for it
@jaybaer
#SoMeT13US
Be a farmer, not just a hunter
@jaybaer
#SoMeT13US
friend of mine awareness
@jaybaer
#Infusioncon
YoutilityBook.com
@jaybaer
Personal and Commercial Collision
@jaybaer
#SoMeT13US
@jaybaer
#SoMeT13US
@jaybaer
#SoMeT13US
@jaybaer
#SoMeT13US
@jaybaer
#SoMeT13US
You are competing for attention against everything
@jaybaer
#SoMeT13US
173
35
Number of Blogs (in millions)
2006 2011
@jaybaer
#SoMeT13US
If you create Youtility, your visitors will keep you close
@jaybaer
#SoMeT13US
Friend of mine awareness is replacing top of mind awarness
@jaybaer
#SoMeT13US
3 types of Youtility
@jaybaer
#SoMeT13US
1. Self-Serve Information
@jaybaer
#SoMeT13US
10.4
5.3
Sources Needed Before Making a Purchase
2010 2011
#SoMeT13US
“In 2012, 66% of leisure travelers said they plan to spend
more time researching travel”
Google, 2012
@jaybaer
#SoMeT13US
if you make a bad decision now, you’re just lazy
@jaybaer
#SoMeT13US
@jaybaer
@jaybaer
#SoMeT13US
@jaybaer
@jaybaer
Average new customer reads 105 pages
#SoMeT13US
@jaybaer
Holiday World video
@jaybaer
#TAIC
Relationships are created with information not people
@jaybaer
#SoMeT13US
2. Radical Transparency
@jaybaer
#SoMeT13US
Trust is the prism through which all business success must pass
@jaybaer
#SoMeT13US
@jaybaer
#SoMeT13US
@jaybaer
McDonald’s video
@jaybaer
@jaybaer
#SoMeT13US
Promote your destination less. Teach about your destination more.
@jaybaer
#SoMeT13US
3. Real-Time Relevancy
@jaybaer
#SoMeT13US
@jaybaer
#SoMeT13US
@jaybaer
#SoMeT13US
Give yourself permission to make the story bigger
@jaybaer
#SoMeT13US
How to create
Youtility
@jaybaer
#SoMeT13US
@jaybaer
What Do They Need?
#SoMeT13US
We are surrounded by data, but starved for insights
@jaybaer
#SoMeT13US
#SoMeT13US
How Can You Address That Need?
@jaybaer
#TAIC
150
50
Monthly Active Instagram Users (in millions)
Feb 2013 Sept 2013
@jaybaer
Twitter: 232 Million
Market Your Marketing
@jaybaer
#SoMeT13US
Content is fire, social media is gasoline
@jaybaer
#SoMeT13US
Use social to promote Youtility first, destination second
@jaybaer
#SoMeT13US
“Useful articles are forwarded 30% more often than average.”
Contagious, 2013
Youtility is a Process Not a Project
@jaybaer
#SoMeT13US
Inspiration doesn’t respond to meeting requests
@jaybaer
#SoMeT13US
Is your marketing so useful, people would pay for it?
@jaybaer
#SoMeT13US
Jay BaerConvinceAndConvert.com