QUICK SUMMARY: In Youtility: Why Smart Marketing Is about Help Not Hype, Jay Baer proposes that the best way to connect with customers is to be genuinely helpful and informative instead of constantly trying to push a sale during every interaction. Baer teaches that by being useful, business professionals can make lasting and authentic connections with clients, and ultimately increase sales as a result.
We are big fans of all of Jay Baer’s marketing insights, and Youtility is no exception. We love this book, and highly recommend it to anyone who wants to revolutionize their approach to marketing plan
1. To stand out as a company, either be amazing/viral (very difficult), or helpful.
2. There are three types of marketing:
– Top-of Mind: Promote your business constantly (can turn-off customers).
– Frame-of-mind: Reach ready-to-buy customers; doesn’t create demand).
– Friend-of-Mine: Become like a helpful friend to take advantage of this style.
3. Genuinely ask: How can we help our clients? when selecting marketing initiatives.
4. Two barriers to Youtility marketing:
– Psychological: Understanding value of providing service without immediate return
– Operational: Who should fill this role? One person? Department? Entire company?
5. Let customers become informed without funneling through lots of signup forms.
6. Customers will do 60% of research before contacting company/sales rep.
7. Build loyalty with information; keeps you top-of-mind in a good way.
8.With so many blogs/apps, you must be comprehensive and truly helpful to succeed.
1. Use Google Trends: search volume patterns; provides related search terms and comparative volume.
2. Use Google Suggest: better understand how consumers see your products and services; type in company name; add word ‘versus.’
3. When developing a marketing strategy, ask: “Why do clients need us, want us, like us?”
– Example: Candle company learned that customers buy not only for smell, but also for decoration so they focused on their design.
4. Consider requiring all employees to help with useful content.
“The first thing I tell anybody; any client I’m working with who wants to focus on this stuff, I explain to them, ‘This is not a short-term play. It requires a long-term, ongoing initiative to be done right,” says C. C. Chapman. “You have to be constantly thinking, ‘Okay, well what are we going to do next? What are we going to do down the road?’”