Youtility | Jay Baer

Summary of: Youtility: Why Smart Marketing Is about Help Not Hype
By: Jay Baer


Grab your attention with this summary of ‘Youtility: Why Smart Marketing Is about Help Not Hype’ by Jay Baer, exploring the importance of trust in marketing and how social media plays a vital role in building audience for companies. Delve into the significance of relationships, the power of providing unbiased advice, the advantages of mobile and location-based technologies, how to use analytics software to discover trends, and the impact of well-maintained and informative blogs. Learn from examples of successful companies, as well as those who have faltered, to understand the importance of transparency and employee engagement in building an online presence.

Building Trust on Social Media

Social media is an essential tool for companies to build a large audience. However, to be successful in promotions, a company needs to establish a relationship of trust with its customers. People rely on reliable sources on social media when making purchasing decisions. Companies can lose customers’ trust by bombarding their news feeds with intrusive or irrelevant messages. This is the most common reason for people to “unlike” a company on Facebook. It is crucial to preserve the reputation for reliability that an organization has built. Charmin, a toilet paper company, developed an app called Sit or Squat to show users nearby public toilets and their cleanliness. The app encouraged users to leave toilet reviews that ended up on their profiles on social media, leading to undesirable status updates. Users vented their anger against the app and the company. Companies must avoid bombarding people with unwanted messages to build the trust that is essential for building audiences on social media.

Building Trust Through Impartial Advice

Providing customers with impartial information can boost business in the long-term. Scotts Miracle-Gro has successfully adapted to this policy and follows three key principles. Firstly, they provide self-serve information. Secondly, dialogue with customers should be transparent, accurate, and honest. Finally, the help provided should be relevant, localized, and appropriate to each customer’s immediate situation. By implementing these principles, companies can gain trust and provide a helpful and well-regarded service. Companies should focus on offering accessible, impartial, and relevant information to their customers to build trust and maintain long-lasting relationships.

The Power of Mobile Technology

Mobile technology has become a significant part of our daily routine. With the ability to perform various tasks on the go, we have become increasingly reliant on our mobile phones. Location-based mobile technology is another feature that has made our lives more comfortable by providing real-time information about our locale. This technology also benefits companies, providing them with a platform for targeted advertising. One example of this is buses in New York and Chicago displaying digital adverts on their sides that change every time they stop, based on social media check-in data of people nearby. Although concerns about privacy exist, the highly customized and relevant information supplied by mobile technology helps companies build customer knowledge by tailoring information to customers’ precise location and interests. It is no surprise that the number of mobile internet users is set to overtake desktop internet users soon.

Harnessing Technology to Know Your Customer

In today’s digital age, knowing what your customers want is crucial for developing the best products and services. However, extracting specific information from the vast online network can be tricky. The solution lies in software tools that analyze websites, web searches, and social media. These technology-driven tools help companies target their products and services to the right groups, making them more useful. Google Analytics is one such tool that helps analyze visitor behavior on the website, while search engine analysis software can help identify competitors. Social media analysis provides a collective insight into the perceptions, attitudes, and trends surrounding products. By tapping into these insights, companies can adjust their products and services to stay current and stay ahead. In short, by harnessing technology to tap into the zeitgeist, companies can create more valuable opportunities and stay relevant in today’s fast-paced digital economy.

Blogging to Attract Customers

Companies must invest time and attention to capture and retain customer attention among increased competition in the digital age. One powerful strategy is to maintain and update a detailed blog with information on product types and prices, which educates potential customers, reducing the need for extensive conversations and demonstrating a company’s authority. Moreover, companies that invest a minimum of 15 days per month in their blog get five times the traffic that inactive blogs attract. A good example is the pool-building company River Pools and Spas that began writing detailed blog posts during the 2008 financial crisis, which attracted customers needing a self-education on the pool building process. Soon after, River Pools and Spas became more successful, with 80% of the visitors who had read at least thirty posts buying a pool. A frequently updated and informative blog can differentiate a company from their competitors and position it as an authority in its industry.

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