youtility - jay baer

[...]... It will continue to do so, but it’s not all-powerful, and it now needs to share the stage with other forces that impact consumer recommendation and preference Most important among them is a whole new way to market, Friend-of-Mine Awareness CHAPTER 3 Friend-of-Mine Awareness Top-of-mind awareness is an overripe banana, tenuously clinging to relevancy Frame-ofmind awareness is an apple, worthy of eating,... activities: transparency, employee engagement, listening to your customers, and putting them ahead of profits.” CHAPTER 2 Frame-of-Mind Awareness T he second type of marketing we’ve embraced doesn’t have the history of top-of-mind awareness, but it certainly has the hype This is frame-of-mind awareness, and it is based on the strategy of reaching potential customers when they are in an active shopping and... interruption marketing has never been more acute In this climate, Youtility is not an option; it’s necessary In this book, I’ll explore the three types of historical consumer-awareness strategies, including the new one that supports Youtility, and explain the three facts of Youtility marketing I’ll also describe the six-step process you can use to build Youtility in your business Throughout, I’ll show you examples... has increased roughly twenty-fold since 2007.5 Inbound marketing is a powerful tool I’ve spent sizable chunks of my own career helping companies improve in this arena, which is why I know that the power of frame-of-mind awareness isn’t absolute There are more than a few companies that believe findability is the sole fulcrum of success, and it simply isn’t true because frame-of-mind awareness doesn’t create... where you can reach everybody, not like you used to be able to, which makes top-of-mind awareness much more difficult as a marketing approach The decline of the American newspaper industry is accelerating, with century-old publications partially or wholly giving up on ink and paper, trying to cling to the life preserver of online-only distribution According to the Pew Internet Center, 2011 advertising revenue... messages over a period of time, and they slowly get suppressed by Facebook You simply won’t show up anymore, even if your brand is still technically “liked.” Distrust Chips Away at Top-of-Mind Awareness The other reason top-of-mind awareness is in peril as a marketing tactic is that many consumers don’t trust businesses Each year since 2000, the global public relations consultancy Edelman conducts a comprehensive... something, you make a customer today; if you help someone, you make a customer for life I call this Youtility Not “utility,” because a utility is a faceless commodity Youtility is marketing upside down Instead of marketing that’s needed by companies, Youtility is marketing that’s wanted by customers Youtility is massively useful information, provided for free, that creates longterm trust and kinship... perhaps-too-convenient legend holds that in 1883 a Wyoming printer ran out of white paper and used yellow instead, 1 inadvertently spawning the global, multi-billion dollar telephone directory industry A more reliable genesis is Reuben H Donnelley’s production of the first Yellow Pages in 1886 2 After that, it was off to the races, with Yellow Pages circa 1990 being as close to a marketing must-do as... companies, of all sizes and categories, that are successfully using this framework to build profitable and long-lasting relationships with customers Let’s go PART I Turning Marketing Upside Down CHAPTER 1 Top-of-Mind Awareness T hroughout history we’ve embraced three categories of marketing The first is top-ofmind awareness I suspect you’ve heard of it The idea is that you need to have a sustained level of... 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 It’s not a browsable medium that you’re going to curl up with on a bearskin rug in front of a cozy fire It’s wham, bam, thanks for the link, ma’am Small businesses, in particular, are often guilty of over-reliance on search . Upside Down Chapter 1 Top-of-Mind Awareness Chapter 2 Frame-of-Mind Awareness Chapter 3 Friend-of-Mine Awareness PART II The Three Facets of Youtility Chapter 4 Self-Serve Information Chapter. ZMOT. By permission of Google Inc. Here and here: By permission of Marketoonist LLC ISBN 97 8-1 -1 0 1-6 338 8-5 For my brother Jeff, who was so useful I used to pay him to fix my bike. CONTENTS Title. Marketing Chapter 10 Insource Youtility Chapter 11 Make Youtility a Process, Not a Project Chapter 12 Keeping Score Youtility: An Easy Reference Guide Acknowledgments Author’s Note: E-mail Me Notes Index About