Youtility: Why Smarter Marketing is about Help, not Hype
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Transcript of Youtility: Why Smarter Marketing is about Help, not Hype
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 [email protected]
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!