May 19, 2016
Greg Elwell, host of the Expert Interviews Podcast interviews Jay Baer of Convince and Convert on Youtility: Why Smart Marketing is about Help not Hype - Part 1.
In this episode, Jay talks about the need for turning marketing upside down, three approaches and what's challenging for marketers in today's fractured and information-rich marketplace.
Hear Jay's case for marketing sideways by creating friend-of-mind awareness, aka: Youtility.
We then discuss a couple approaches to creating Youtility by marketing in a self-serve environment and providing radical transparency to remove friction and the barriers to purchase.
This episode will leave you challenging your approach to common tactics such as lead nurturing and the effort you're putting into the top of the funnel to drive awareness and generate leads.
What if your ideal customer already knows more about you and your business solutions than you think they do? Then what? How do you market to today's B2B (or B2C) customer who already has 70% of the information they need to make a buying decision?
What kind of content should you then be providing in your emails, blog, website to fill the gaps and give them what they need?
What are your thoughts on mixing some Youtility into your marketing at the top, middle and bottom of your funnel?
Could you do me a favor and help others discover this podcast? Subscribe on iTunes and give it an honest rating and review. Thanks!