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Youtility: Smart Marketing is About Help, Not Hype [On-Demand Webinar]

UserTesting  |  May 08, 2015
Jay Baer is a digital marketing expert and the author of Youtility: Why Smart Marketing Is about Help Not Hype. UserTesting invited him to present the ideas behind his NY Times bestselling book during a recent webinar. We’ve summarized our favorite quotes and takeaways here.

Being great at business is harder than ever.

Audiences are fragmented more than before, which means that businesses have to find their audiences through more channels (social networks, email, television, music, etc.). While trying to reach audiences in these various channels, companies have to compete with so many other messages, many of which are from within the target audience’s own network. Businesses also have to manage the fact that customer experience has now become a spectator sport.

Stop trying to be amazing and start being useful.

“The difference between helping and selling is just two letters.”  You can either sell something to a customer today or help them and create a customer for life. A customer will remember the help you provided more than what you sold them.

Unfortunately, you won’t always be able to help someone and sell something at the same time.

“You have to embrace the power of eventually.”  You’ll have to understand the helping someone now is an investment in their conversion later. This may take more trust in the ROI than your company is used to. However, the more helpful your efforts are, the more you can bank on the return later on.

“Youtility is marketing so useful, people would pay for it.” If your help is beneficial, people will actually seek out your help without other incentive.

3 ways you can create Youtility

1. Self-serve information

“Relationships today are created with information first, people second.” People want to be able to find as much information as they can on their own. Once they have all the information they need, they are then ready to speak to someone about converting. Providing as much content upfront only helps with conversion.

2. Transparency and humanity

“Trust is the filter through which all success must pass.” If the audience trusts you are putting everything you have on the table, they’ll be willing to convert. Having a trustworthy, helpful reputation will help spread the word through your audience’s own networks.

3. Real-time relevancy

“Give yourself permission to make the story bigger.” Don’t limit your storyline to your little corner of the world. How is your business related to the rest of the world? How can your business help a bigger audience?

To learn more from Jay Baer about providing helpful marketing, check out the on-demand webinar here.

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About the author:

With UserTesting’s on-demand platform, you uncover ‘the why’ behind customer interactions. In just two hours, you can capture the critical human insights you need to confidently deliver what your customers want and expect.