In his presentation "Youtility: Why Smart Marketing Is About Help Not Hype", Jay Baer introduces the concept of Youtility, which is marketing that is genuinely useful to customers. If a company solely sells products, they will only make customers temporarily, but if they help customers through useful information and resources, they can create customers for life. Baer advocates for creating highly useful content like eBooks, videos, and blog posts to help educate customers, rather than just focusing on sales and promotions. When companies provide great customer service and information, it leads to stronger relationships, higher conversion rates, and more sales over the long run compared to traditional advertising.

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. About SmartInsights.com

3. The difference
between helping
and selling is just
2 letters
@jaybaer

4. “Sell something and
you make a
customer today.
Help someone and
you create a
customer for life.”
@jaybaer

5. @jaybaer

6. @jaybaer

7. Youtility is
marketing so
useful, people
would pay for it
@jaybaer

8. @jaybaer

9. Youtility is
required because
marketing is harder
than ever

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. our personal
and professional
relationships
have converged
@jaybaer

12. our personal
and professional
relationships
have converged
@jaybaer

13. our personal
and professional
relationships
have converged
@jaybaer

14. our personal
and professional
relationships
have converged
@jaybaer

15. You are
competing for
attention against
your customers’
family and friends @jaybaer

16. “If you create
Youtility, your
clients will
keep you close.”
@jaybaer

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. @jaybaer

19. @jaybaer

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. Now,
relationships are
created with
information not
people
@jaybaer

22. Self-Serve
Information
@jaybaer

23. Worry less about
selling better and
worry more about
teaching better
@jaybaer

24. Create Your
Own
Youtility
@jaybaer

25. Blueprint #1:
Discover
client needs
search keywords
internal search
web analytics
social chatter
client surveys/interviews
@jaybaer

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. @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. Blueprint #3:
Market your
marketing
@jaybaer

29. @jaybaer

30. @jaybaer

31. @jaybaer

32. Content is fire,
Social media
is gasoline
@jaybaer

33. “Use social to
promote Youtility
first, company
second.”
@jaybaer

34. Helping
beats selling
@jaybaer

35. Is your marketing
so useful, people
would pay for it?
@jaybaer

36. Jay Baer
YoutilityBook.com