Youtility: Why Smart Business is about Help not Hype.

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YOUTILITY Why Smart Marketing is About Help not Hype #SoMeT13US

description

#SoMeT13US Session. Presenter: Jay Baer, Convince and Convert, @JayBaer

Transcript of Youtility: Why Smart Business is about Help not Hype.

Page 1: Youtility: Why Smart Business is about Help not Hype.

YOUTILITYWhy Smart Marketing is About Help not Hype

#SoMeT13US

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The difference between helping and selling is just 2 letters

@jaybaer

#SoMeT13US

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@jaybaer

#SoMeT13US

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@jaybaer

#SoMeT13US

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Youtility is marketing so useful, people would pay for it

@jaybaer

#SoMeT13US

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Be a farmer, not just a hunter

@jaybaer

#SoMeT13US

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friend of mine awareness

@jaybaer

#Infusioncon

YoutilityBook.com

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@jaybaer

Personal and Commercial Collision

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#SoMeT13US

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@jaybaer

#SoMeT13US

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@jaybaer

#SoMeT13US

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@jaybaer

#SoMeT13US

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@jaybaer

#SoMeT13US

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You are competing for attention against everything

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#SoMeT13US

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173

35

Number of Blogs (in millions)

2006 2011

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#SoMeT13US

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If you create Youtility, your visitors will keep you close

@jaybaer

#SoMeT13US

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Friend of mine awareness is replacing top of mind awarness

@jaybaer

#SoMeT13US

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3 types of Youtility

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#SoMeT13US

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1. Self-Serve Information

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#SoMeT13US

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10.4

5.3

Sources Needed Before Making a Purchase

2010 2011

#SoMeT13US

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“In 2012, 66% of leisure travelers said they plan to spend

more time researching travel”

Google, 2012

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@jaybaer

#SoMeT13US

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if you make a bad decision now, you’re just lazy

@jaybaer

#SoMeT13US

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@jaybaer

@jaybaer

#SoMeT13US

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@jaybaer

Average new customer reads 105 pages

#SoMeT13US

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@jaybaer

Holiday World video

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@jaybaer

#TAIC

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Relationships are created with information not people

@jaybaer

#SoMeT13US

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2. Radical Transparency

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#SoMeT13US

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Trust is the prism through which all business success must pass

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#SoMeT13US

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@jaybaer

#SoMeT13US

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@jaybaer

McDonald’s video

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Promote your destination less. Teach about your destination more.

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3. Real-Time Relevancy

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@jaybaer

#SoMeT13US

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@jaybaer

#SoMeT13US

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Give yourself permission to make the story bigger

@jaybaer

#SoMeT13US

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How to create

Youtility

@jaybaer

#SoMeT13US

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@jaybaer

What Do They Need?

#SoMeT13US

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We are surrounded by data, but starved for insights

@jaybaer

#SoMeT13US

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#SoMeT13US

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How Can You Address That Need?

@jaybaer

#TAIC

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150

50

Monthly Active Instagram Users (in millions)

Feb 2013 Sept 2013

@jaybaer

Twitter: 232 Million

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Market Your Marketing

@jaybaer

#SoMeT13US

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Content is fire, social media is gasoline

@jaybaer

#SoMeT13US

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Use social to promote Youtility first, destination second

@jaybaer

#SoMeT13US

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“Useful articles are forwarded 30% more often than average.”

Contagious, 2013

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Youtility is a Process Not a Project

@jaybaer

#SoMeT13US

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Inspiration doesn’t respond to meeting requests

@jaybaer

#SoMeT13US

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Is your marketing so useful, people would pay for it?

@jaybaer

#SoMeT13US

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Jay BaerConvinceAndConvert.com