Youtility - PCC - ebook

The New York Times best seller, and #1 Amazon best seller "Jay Baer's Youtility is arguably the greatest contribution to the field of social media marketing since 2012."  ~ Dr. Jim Barry, Top 25 Social Media Books for Academia" If you haven't bought Jay Baer's book "Youtility," stop what you're doing and do that. I swear, this is the next big thing."  ~ Chris Brogan, Owner Magazine  The difference between helping and selling is just two letters, but those two letters make all the difference.    What if - faced with more competition than ever before - you stopped trying to be amazing, and just started being useful?  Jay Baer's Youtility offers a new business 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.   Drawing from real examples of companies who are practicing Youtility as well as his experience helping more than seven hundred brands improve their marketing strategy, Baer provides a groundbreaking plan for using information and helpfulness to transform the relationship between companies and customers. See why Jay Baer's Youtility framework is now a standard part of the marketing framework in many of the world's leading companies, powers the marketing approach of thousands of small businesses, and is part of the curriculum of dozens of college and university business schools.

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Liczba stron: 31

Part 1

Three types of consumer awareness strategies

One of the ongoing challenges of being in business has always been to find cost-effective ways to generate awareness of the product or service you offer. Throughout history, companies have used three general marketing approaches. Youtility falls fairly and squarely in the third, most enduring category.

Approach 1Advertising: Top-of-mind awareness

At first, companies sent messages out into the marketplace which said in effect: "We're here. We've got great stuff. Buy it!" Traditionally, companies would buy advertisements in print media or air time in broadcast media and blast messages into the marketplace. Companies then hoped enough consumers would see those messages, and be so wowed they would run to the store and buy the product.

There's nothing inherently wrong with advertising but there are some problems with it today:

■ Advertising is expensive.

■ The media landscape is fracturing. It's becoming harder and harder to reach the people you want because they have a wide variety of choices now. You can't promote to people you can't find.

■ Many consumers are skeptical of claims made in advertisements. They don't trust advertising.

Key Thoughts

"Top-of-mind awareness requires companies to send messages consistently, but today’s consumers are besieged with every company of every type, size, and description jostling for attention, making pleas to friend, follow, subscribe, read, watch, and click. Unimaginative marketers attempt to stand out with message frequency, or by exchanging bribes for attention (resulting in an explosion of Facebook contests and giveaways, among other tactics)." — Jay Baer

Approach 2Search engines: Frame-of-mind awareness

Once it became clear traditional advertising was not as effective as it used to be, companies then embraced frame-of-mind marketing with a passion. This is all about trying to reach potential customers when they in active buying and/or shopping mode. The main frame-of-mind marketing vehicles have been:

■ The Yellow Pages – which started in the 1880s.

■ Web browsers – which were popularized starting with Netscape in 1994 and 1995.

■ Search engines – which really came to prominence when Google launched in 1999.

For a while, it was thought inbound marketing – making it easy for your company to be found by search engines and social media – would be the marketing vehicle of choice but the problem with that approach is findability is always limited to those who are searching. Making your company easy-to-find only has value if people are actively looking for a product or service like yours. Findability doesn't grow your market.

Key Thoughts

"You do not go to Google and say, “I’m in the market to buy something. I’m not sure what. Anything, really. Just surprise me.” By definition (and even by name), searching is a very specific, self-directed behavior. You need something, you go get it. You don’t introduce products and concepts and categories while searching, using frame-of-mind awareness." — Jay Baer

“Most small businesses believe that they’re too small to have an impact on the whole market, so they resort to picking the fruit that’s already grown instead of planting their own seeds. It’s far easier to wait until someone is ready to buy than it is to persuade them to buy. Except the answer isn’t to poach demand at the last minute. The answer is to redefine the market into something much smaller and more manageable." — Seth Godin