The future of marketing is helping. Helping will bring you new customers, and forge trust in you and your brand for future customers. Jay Baer explains how and why the help marketing concept works here:
Transcript:
0:01 I’m going to try and make this
0:10 is entertaining as possible to start a full video watch this for me
0:16 in the right and yet he’s up
0:19 today we’re gonna show you how to remove viruses and spyware
0:22 your computer all home
0:27 the best way to remove viruses and spyware Caldwell where
0:30 video is awesome and you can see if amis it’s a guy
0:35 talking about mall so Geek Squad in addition to that sort of weird video
0:41 about viruses and spyware has YouTube channel the couple have 100
0:46 other videos on it all can you how to install Windows 8 not kinda crazy stuff
0:51 and I was at a conference
0:52 a few years ago and Robert Stevens who is the founder and Geek Squad was the
0:57 keynote and some in the audience
0:59ask him a question he was talking about the series videos
1:02 it’s Robert now let me see if I can get this straight
1:05 Geek Squad is in the business
1:09 fixing stuff for money it’s a kid that’s
1:14 that’s more or less what we do physical but you’ve got all these videos that
1:19 show people how to fix stuff themselves
1:22 how does that make any business sense at all in Stephen civil
1:27 you know first of all you gotta understand our best customers are the
1:32 people who think
1:33 they can fix it themselves
1:36 which is absolutely true right that is me I am I K
1:41 hot water heater repair in like four thousand dollars into trip to the
1:44 emergency room later we’re good to go
1:45 told effect and he said second of all eventually
1:49 everybody gets out of their depth right eventually you can’t do it yourself and
1:53 at that point who are you gonna call
1:55 but even a randomly dialed up the yellow pages or are you going to call Geek
1:59 Squad
1:59whose videos you’ve been looking at for 46
2:038 10 12 minutes because robert stevens a Geek Squad
2:09 understand a very important business principle
2:13 which is that the difference between helping
2:17 and Celine is just two letters
2:21 but those two letters make all
2:24 the difference in modern business
2:28 because if you sell something
2:32 you can create a customer today but if you help someone
2:37 you can create a customer
2:41 for life now so we’re going to talk about this evening
2:47 we are at a conference we’re talking a lot
2:50 about content and content creation and marketing automation
2:55 in feeding information to customers but the reality is
3:00 the content that will be effective is content that is truly
3:05 and inherently useful and I call that information
3:10 a utility yooo utility
3:14 and the definition of utility is simple it’s just this its market team that is
3:19 so useful
3:20 people would pay for it
3:24 now you’re not going to actually make them pay for that would be bold
3:28 but it’s so useful that if you ask them to you they actually work
3:33 me give you an example Hilton Hotels has a program
3:39 on Twitter called act Hilton suggests
3:43 they started as a couple years ago as a trial program they
3:47 they took 25 hotels across the United States took a volunteer from each ot
3:51 else was on a full-time job it was in addition to the regular duties
3:54 is that who’s we want you to do we want to listen on Twitter
3:57 pay attention to what’s been said on Twitter and if you can find a way to
4:01 help
4:02 just help so that’s what they did
4:07 here’s an example at Lt Houston
4:12 says on Twitter good places to eat your the Magnolia Hotel
4:17 downtown Dallas on Saturday Hilton suggest
4:21 jumps into this conversation note that this was an address templeton
4:25 they just thought they were strategically eavesdropping
4:28 if you will they saw this they leaped into the conversation said hey at LT
4:32 Houston
4:33 wild salsa on major camp easy’s on elmer awesome
4:36 both within walking distance of your hotel in Dallas enjoy
4:42 but here’s the fat the Magnolia Hotel
4:47 is not a Hilton property so now you have Hilton Hotels using staff time and staff
4:53 resources
4:54 to assist somebody that they know for a fact is not
4:57 a customer but eventually this guy’s gonna be in a different city and your
5:02 hotel recommendation
5:03 and at that point who’s it gonna think I’m first
5:06 Hilton because they helped him when
5:10 he needed it it’s a utility
5:15 a couple days later Melanie J who was at Rockstar
5:18 extreme on Twitter tweeted out
5:21 anybody know who’s hiring in Orlando for professional positions at this time
5:25 seems like it’s at a standstill
5:29 Hilton suggest jumps into that and says at Rockstar extreme check out Orlando
5:33 jobs dot com for a comprehensive list now
5:36 no I think what I would have said is Haley Melanie maybe if your Twitter
5:39 handle wasn’t at Rockstar extreme
5:42 you would have some additional interviewed maybe this is sending the
5:45 wrong message
5:48 it’s just one of many reasons I’m not in customer service
5:51 but now they’re trying to help her find a job and eventually maybe she’s gonna
5:55 get a job and he’s gonna have disposable income
5:57 and she’s going to want to travel and he’s going to need a hotel and at that
6:00 point
6:01 who is she gonna pinko first
6:04 Hilton because they helped her when she needed help.
