Digital Marketing Priorities 2013
Brought to you by:
Youtility: Why Smart Marketing Is About
Help Not Hype
Jay Baer: Presi...
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 ...
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.Blog
C.ebooks...
@jaybaer
@jaybaer
The power of answering questions
30+ pages = 80% conversion rate
Average new customer = 105 pages
• Before: $250,000 adver...
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...
Blueprint #2:
Map needs to
Youtility
executions
blog post (ongoing series)
video (ongoing series)
e-book
printed book
even...
@jaybaer
Poll:
When you create a new marketing asset, like a blog, ebook,
infographic, or mobile application, do you have ...
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 Baer
YoutilityBook.com
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Youtility - A talk by Jay Baer about his new book on Smart Insights

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We invited Jay as a speaker for one of our regular talks.

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Youtility - A talk by Jay Baer about his new book on Smart Insights

  1. 1. 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.
  2. 2. About SmartInsights.com
  3. 3. The difference between helping and selling is just 2 letters @jaybaer
  4. 4. “Sell something and you make a customer today. Help someone and you create a customer for life.” @jaybaer
  5. 5. @jaybaer
  6. 6. @jaybaer
  7. 7. Youtility is marketing so useful, people would pay for it @jaybaer
  8. 8. @jaybaer
  9. 9. Youtility is required because marketing is harder than ever
  10. 10. @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
  11. 11. our personal and professional relationships have converged @jaybaer
  12. 12. our personal and professional relationships have converged @jaybaer
  13. 13. our personal and professional relationships have converged @jaybaer
  14. 14. our personal and professional relationships have converged @jaybaer
  15. 15. You are competing for attention against your customers’ family and friends @jaybaer
  16. 16. “If you create Youtility, your clients will keep you close.” @jaybaer
  17. 17. @jaybaer Poll: How do you currently educate your future customers? (check all that apply) A.FAQ on website B.Blog C.ebooks, infographics, and other assets D.Videos
  18. 18. @jaybaer
  19. 19. @jaybaer
  20. 20. The power of answering questions 30+ pages = 80% conversion rate Average new customer = 105 pages • Before: $250,000 advertising spend = $4 million revenue • After: $20,000 advertising spend = $4.5 million revenue @jaybaer
  21. 21. Now, relationships are created with information not people @jaybaer
  22. 22. Self-Serve Information @jaybaer
  23. 23. Worry less about selling better and worry more about teaching better @jaybaer
  24. 24. Create Your Own Youtility @jaybaer
  25. 25. Blueprint #1: Discover client needs search keywords internal search web analytics social chatter client surveys/interviews @jaybaer
  26. 26. 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
  27. 27. @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.Yes B.No C.Not sure D.Haven’t really launched anything like that
  28. 28. Blueprint #3: Market your marketing @jaybaer
  29. 29. @jaybaer
  30. 30. @jaybaer
  31. 31. @jaybaer
  32. 32. Content is fire, Social media is gasoline @jaybaer
  33. 33. “Use social to promote Youtility first, company second.” @jaybaer
  34. 34. Helping beats selling @jaybaer
  35. 35. Is your marketing so useful, people would pay for it? @jaybaer
  36. 36. Jay Baer YoutilityBook.com
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