Helping beats selling. If you sell someone, you can make a customer today. If you help someone, you can make a customer for life. So says social media speaker, author and coach Jay Baer, in the opening of his “Youtility” presentation at NMX Las Vegas.
What is Youtility and why do marketers need to get on board? Audiences have become fragmented, there is far more competition for their attention, he says. Frame of mind awareness is all about inbound marketing, but this doesn’t create demand; it fulfills it. It’s half the cake – it’s a great thing for consumers for already know what they want. In 2004, 83% of people used search engines to find websites, but in 2012, it fell to 2011. The funnel of knowledge is fragmenting; there are so many more places for people to go to find information. We have Siri, Angie’s List, Cha Cha, etc.