The New Marketing is not about you…
It’s about YOUtility!
The concept isn’t that difficult to understand. But if you don’t, you might as well close up shop.
The number 1 most important fact that you need to wrap your head around is…
…consumers of all types expect to find answers on the Internet now, and companies that can best provide that information garner trust and sales and loyalty.~Jay Baer in Youtility.
To have success in marketing, you must become a Youtility.
Let’s say you provide a service — like computer repair, plumbing, home remolding, etc. — you should record videos showing people how to do something. Most folks are do-it-yourselfers — they think that they can do it themselves, but a one point, they get in over their heads and need help. Who are they going to call? Someone from the Yellow Pages? (Who uses those anymore?) They’re going to ask Google, Siri or Alexa for a solution or rely on someone whoes videos they’ve been watching and they trust? The guy who really looks like the expert and is trustworthy.
When you look at your Facebook feed, you see the posts from your friends and family as well as those from companies and organizations who’s pages you’ve liked. Any fan page that you’re a fan of, has to compete with baby pictures, check-ins, political rantings, you name it. Moreover, they’re not just competing with their competitors for your attention, they’re competing with the grandkids and your best friend from college!
To succeed, your prospective customers must consider you a friend. And if, like their friends, you provide them real value, if you practice Youtility rather than simply offer a series of coupons and come-ons, they will reward your company with loyalty and advocacy, the same ways we reward our friends. ~Jay Baer in Youtility
Zero Moment of Truth
…that instant when you grab your laptop, mobile phone, or some other wired device and start learning about a product or service you’re thinking about trying or buying.
… if your company isn’t trying to win the zero moment of truth, you’re losing customers you didn’t even know you had a chance to get. ~Jay Baer in Youtility