YOUTILITY

Why Smart Marketing Is About Help, Not Hype

The difference between helping and selling is just two letters. But those two letters are critically important to your company’s success.

You’re not competing for attention only against other, similar products. You’re competing for attention against everything. To win in this hyper-competitive environment, you must ask “How can we help?”

If you sell something, you make a customer today, but if you genuinely help someone, you create a customer for life. This is Youtility.

Includes interviews with dozens of companies practicing Youtility, and provides 6 blueprints for building Youtility in your company.

Available for pre-order soon (get up to 7 exclusive bonuses) at http://YoutilityBook.com
Integrated Marketing and Media 25  |  Add Yours

Holding Hands and Pointing Fingers – Promoting Social Outposts with Specificity

Specific promotion works. Vague promotion fails.

I learned this first-hand when I ran azfamily.com, a pioneering local website in Phoenix powered by several TV and radio stations. We strongly encouraged our TV news anchors to reference the website on-air. I tracked traffic to the site on a second-to-second basis when it was mentioned on TV, to see the impact those mentions had on visits and length-of-stay. (This was in 1997-ish, and I used some crazily expensive tracking software that did about 50% of what today’s free Google Analytics can do. Viva progress!)

switches 300x225 Holding Hands and Pointing Fingers Promoting Social Outposts with SpecificityWhat I found EVERY SINGLE TIME is that when an anchor directed the TV audience to visit the website to accrue some sort of specific benefit: a longer video interview with the police chief; all the high school football scores; address of that awesome new Italian restaurant, et al, traffic went up considerably and immediately. But, when an anchor said something amorphous like “get more information on our website, azfamily.com” traffic didn’t spike at all.

Don’t Be Afraid to Give Directions

I’m glad I tested this proposition, and have the spreadsheets to prove the findings. But in reality, I shouldn’t have had to test it, and neither should you. If you don’t tell people WHY they will benefit personally from taking an action, they typically WILL NOT take that action. The notion that your audience will instantly self-motivate and “connect the dots” is a fallacy, and it always has been. After watching the news for just one day, the viewers know you have a website. Maybe they’ve even visited it. WHY should they go back?

Unfortunately, I see the same patterns unfolding with social outpost promotion. Scores of ads, signs, email newsletters and other communiques now contain the iconography of Facebook and Twitter – two mediocre logos standing like little sentries in the right hand corner, vigilantly guarding against notions of the company in question being unhip and out of touch. square donuts 300x224 Holding Hands and Pointing Fingers Promoting Social Outposts with SpecificityHere’s an example from Square Donuts, a local chain of fried dough emporiums based here in Bloomington, Indiana. The large sign in the front window includes the ubiquitous Facebook and Twitter icons, listed above the website address for the company.

Why exactly do I care that they are on Facebook or Twitter? What will happen if I visit the social outposts of Square Donuts? Consumers are staring up a mountain at an oncoming Invitation Avalanche, as companies of all shapes, sizes, and iterations fight for followers and friends. If your company wants to cut through that clutter, an icon is simply too dull a knife to do so.

This issue of vague promotion of social outposts is exacerbated by many companies not having consistency in the naming conventions of those outposts. At least Square Donuts tells sign gazers that their website (under construction) is www.squaredonuts.com. However, if you go to facebook.com/squaredonuts (reasonable guess, right?) you get the page for this guy:

Erik Isthur Abird 27 Holding Hands and Pointing Fingers Promoting Social Outposts with Specificity

Nope. I am not the Facebook page for a donut store.

Instead, the correct Facebook page for the business is Facebook.com/SquareDonutsBTown, which is considerably less intuitive.

On Twitter, the @SquareDonuts handle is mysteriously some sort of evil donut spam bot. The business’ actual Twitter name (which took some digging to find) is @SquareDntsBTown which is complicated, abbreviated, and truncated (since they’ve never tweeted from it). I’m not sure why you would use sign space to promote a Twitter account from which you’ve never tweeted?

The good news is that the donuts are indeed square, are flat-out amazing, and (local tip) are just 25 cents every day during happy hour from 1pm – 2pm.

Behold the Promotional Might of the Airport

For an example of how to better promote social outposts, I stumbled upon a sign in an inter-terminal train at the Minneapolis airport. For some reason, this place is my aeronautical muse, as this is the third post I’ve written based on stuff I’ve seen at MSP.

MSP social outpost promotion Holding Hands and Pointing Fingers Promoting Social Outposts with Specificity

Yep. Doing it right at MSP.

The copy on the sign (which I had plenty of time to read when the train broke down) reads:

Get the inside scoop on MSP airport, plus special deals from our 100+ shops and restaurants

That’s how to do it. The fact that the AIRPORT is on Facebook isn’t consequential for me. But, considering I fly through MSP quite a lot with long-ish layovers, special deals from shops and restaurants is potentially worthwhile.

Also, MSP does a great job on this sign of showing travelers flummoxed by train mechanical failures specifically where to find the airport on the social Web, taking the trouble to list out: facebook.com/mspairport twitter.com/mspairport and youtube.com/user/shopsatmsp.

If you’re going to promote your social outposts (and hopefully the considerable time you’ve invested creating and maintaining them make promoting them a given), please take the time and make the effort to promote specific benefits.

Remember, in a world where every company has a special offer, what makes yours so special? Get specific to get results.

(Switches images by Shutterstock, a Convince & Convert sponsor)

pf button both Holding Hands and Pointing Fingers Promoting Social Outposts with Specificity
About Jay Baer

Jay Baer is a hype-free social media and content strategist & speaker, and author of Youtility: Why Smart Marketing is About Help not Hype. Jay is the founder of http://convinceandconvert.com and host of the Social Pros podcast.

Join 21,000 of your peers

Receive "One Social Thing" our daily email with a single, important social media or content marketing topic. Plus, as a free gift, get our ebook on how to measure content marketing.

Genesis Theme Framework

Convince & Convert Runs on
the Genesis Framework

The Genesis Framework, which powers this site, offers a huge selection of amazing designs which can change the way your site looks. They are easy to customize and include layout options as well as custom widgets, so get Genesis now!

  • http://fbml-templates.net Tim Soulo

     Totally agree to that! Simply placing those logos everywhere you can is not much effective.

    Referring to the recent study, the top 3 reasons why people “like” brands on Facebook: to receive discounts/promotions, to show their own friends that they have relation to that brand, to receive freebies.

    Unless you put any of those 3 in a copy next to your social buttons your “vague promotion” will definitely FAIL!

  • Amber

    I’ll bet someone at Square Donuts said, “Oh no. We’re not on Twitter. We have to be on Twitter!” So they got online in order to be hip and cool, without thinking twice about what they were doing. And now they just look dumb. Unfortunately, too many local businesses do…

    I think eventually everyone’s going to figure out that social media has a lot in common with direct response – if you don’t have an offer to, well, offer, whether it’s coupons or even just insider news, there’s no reason for anyone to take the time to look you up.

    But now you’ve got me craving Square Donuts…

  • Dave

    This is the way of the future, people just have to take the time to do it right… 

  • http://www.WebPro360.com Roger Stanton, WebPro360

    I always learn something new when I read your blog, Jay. Thank you for this splash of cold water! Again, it takes only a moment to step back from a campaign and ask “Would I be moved to action with this?” You’ve included some pristine examples, as usual. Thanks!

  • http://www.WebPro360.com Roger Stanton, WebPro360

    I always learn something new when I read your blog, Jay. Thank you for this splash of cold water! Again, it takes only a moment to step back from a campaign and ask “Would I be moved to action with this?” You’ve included some pristine examples, as usual. Thanks!

  • http://twitter.com/ecenci Erica Cenci

     Good post, Jay. Like Chuck commented below, I hate seeing the icons on ads and then be directed to “search” or “find” a company on Facebook. Why wouldn’t you tell me where to find your business right from the start?

  • http://www.digitalmarketingva.com Michelle Ogrady

     Thanks @JayBaer:disqus, reminds me of the way I talk to my young children. At the risk of comparing adults to children, it’s really more about the psychology of talking to people. In a business environment, when we’re seeking to gain followers, fans, leads and customers, we better make sure to think about their benefits first. Thanks for the reminder. Your posts alway makes sense and inspire. , reminds me of the way I talk to my young children. At the risk of comparing adults to children, it’s really more about the psychology of talking to people. In a business environment, when we’re seeking to gain followers, fans, leads and customers, we better make sure to think about their benefits first. Thanks for the reminder. Your posts alway makes sense and inspire. 

  • http://www.digitalmarketingva.com Michelle Ogrady

     Thanks @JayBaer:disqus, reminds me of the way I talk to my young children. At the risk of comparing adults to children, it’s really more about the psychology of talking to people. In a business environment, when we’re seeking to gain followers, fans, leads and customers, we better make sure to think about their benefits first. Thanks for the reminder. Your posts alway makes sense and inspire. , reminds me of the way I talk to my young children. At the risk of comparing adults to children, it’s really more about the psychology of talking to people. In a business environment, when we’re seeking to gain followers, fans, leads and customers, we better make sure to think about their benefits first. Thanks for the reminder. Your posts alway makes sense and inspire. 

  • http://www.facebook.com/profile.php?id=10618874 Chase Sherman

    Jay, I’m sure you’ve heard about Brendon Burchard, author of Expert’s Academy.  I mention this because he’s now promoting a new product, “Total Product Blueprint” and is giving away excellent content in his videos.  His last video showed the structure of teaching anything to your audience.  I thought I’d let you know that this was an excellent post if you compare it to his framework.

    Below is the 8 step framework:

    1. Introduction + I Help X Do / Understand Y So That Z2. Ask the audience, “Have you ever had these challenges?”
    3. I had those challenges too – Here’s MY story of struggle
    4. Transition – my story of finding a solution
    5. Results
    6. Old world / new world / myths + trends
    7. THE SOLUTION FRAMEWORK (80% of product / program)
    8. Most Common Mistakes

  • http://www.facebook.com/profile.php?id=10618874 Chase Sherman

    Jay, I’m sure you’ve heard about Brendon Burchard, author of Expert’s Academy.  I mention this because he’s now promoting a new product, “Total Product Blueprint” and is giving away excellent content in his videos.  His last video showed the structure of teaching anything to your audience.  I thought I’d let you know that this was an excellent post if you compare it to his framework.

    Below is the 8 step framework:

    1. Introduction + I Help X Do / Understand Y So That Z2. Ask the audience, “Have you ever had these challenges?”
    3. I had those challenges too – Here’s MY story of struggle
    4. Transition – my story of finding a solution
    5. Results
    6. Old world / new world / myths + trends
    7. THE SOLUTION FRAMEWORK (80% of product / program)
    8. Most Common Mistakes

  • http://www.facebook.com/profile.php?id=10618874 Chase Sherman

    Jay, I’m sure you’ve heard about Brendon Burchard, author of Expert’s Academy.  I mention this because he’s now promoting a new product, “Total Product Blueprint” and is giving away excellent content in his videos.  His last video showed the structure of teaching anything to your audience.  I thought I’d let you know that this was an excellent post if you compare it to his framework.

    Below is the 8 step framework:

    1. Introduction + I Help X Do / Understand Y So That Z2. Ask the audience, “Have you ever had these challenges?”
    3. I had those challenges too – Here’s MY story of struggle
    4. Transition – my story of finding a solution
    5. Results
    6. Old world / new world / myths + trends
    7. THE SOLUTION FRAMEWORK (80% of product / program)
    8. Most Common Mistakes

  • http://www.facebook.com/profile.php?id=10618874 Chase Sherman

    Jay, I’m sure you’ve heard about Brendon Burchard, author of Expert’s Academy.  I mention this because he’s now promoting a new product, “Total Product Blueprint” and is giving away excellent content in his videos.  His last video showed the structure of teaching anything to your audience.  I thought I’d let you know that this was an excellent post if you compare it to his framework.

    Below is the 8 step framework:

    1. Introduction + I Help X Do / Understand Y So That Z2. Ask the audience, “Have you ever had these challenges?”
    3. I had those challenges too – Here’s MY story of struggle
    4. Transition – my story of finding a solution
    5. Results
    6. Old world / new world / myths + trends
    7. THE SOLUTION FRAMEWORK (80% of product / program)
    8. Most Common Mistakes

  • http://www.facebook.com/profile.php?id=10618874 Chase Sherman

    Jay, I’m sure you’ve heard about Brendon Burchard, author of Expert’s Academy.  I mention this because he’s now promoting a new product, “Total Product Blueprint” and is giving away excellent content in his videos.  His last video showed the structure of teaching anything to your audience.  I thought I’d let you know that this was an excellent post if you compare it to his framework.

    Below is the 8 step framework:

    1. Introduction + I Help X Do / Understand Y So That Z2. Ask the audience, “Have you ever had these challenges?”
    3. I had those challenges too – Here’s MY story of struggle
    4. Transition – my story of finding a solution
    5. Results
    6. Old world / new world / myths + trends
    7. THE SOLUTION FRAMEWORK (80% of product / program)
    8. Most Common Mistakes

  • http://www.facebook.com/profile.php?id=10618874 Chase Sherman

    Jay, I’m sure you’ve heard about Brendon Burchard, author of Expert’s Academy.  I mention this because he’s now promoting a new product, “Total Product Blueprint” and is giving away excellent content in his videos.  His last video showed the structure of teaching anything to your audience.  I thought I’d let you know that this was an excellent post if you compare it to his framework.

    Below is the 8 step framework:

    1. Introduction + I Help X Do / Understand Y So That Z2. Ask the audience, “Have you ever had these challenges?”
    3. I had those challenges too – Here’s MY story of struggle
    4. Transition – my story of finding a solution
    5. Results
    6. Old world / new world / myths + trends
    7. THE SOLUTION FRAMEWORK (80% of product / program)
    8. Most Common Mistakes

  • http://www.thegoodnessgrows.com Mimi Meredith

     What? …A call to action and benefit-driven copy…I thought we were through with all those old school strategies and could just deploy the magic bullet of social media presence! I so appreciate the insights you consistently provide that blend the best of both! You might just start a Revolution!

  • http://www.thegoodnessgrows.com Mimi Meredith

     What? …A call to action and benefit-driven copy…I thought we were through with all those old school strategies and could just deploy the magic bullet of social media presence! I so appreciate the insights you consistently provide that blend the best of both! You might just start a Revolution!

  • http://socialbutterflyguy.com/ DJ Waldow

    Jay: Love this. I’ve actually got about a dozen pictures on my iPhone of signs in random places – like those you have above. The only difference is that I’ve YET to find one that actually explains the value, the why. Most are just the icons. 
    As you know, email marketing is my thing, my passion. I’ve been doing these Email Reviews screencasts lately (link drop in 3…2…1… - http://blog.blueskyfactory.com/email-review/email-review-the-speicher-team-screencast/) and that’s a consistent theme. Folks are starting to add the icons – both to follow/friend/like/connect with them on THEIR social networks or to socially share (SWYN), but most fail to give me a reason. Why? What’s in it for me. Also, like your example with the TV anchor, few are very explicit about what I should do. I’m all for putting copy around a SWYN link/button that says, “Press the Facebook button now to share this kick ass offer with your friends.” … or something like that.

    Make it easy. Make it clear. Make me *want* to follow and/or share.

  • http://www.farango.com/farango-catagories/dstt-cards DSTT

    Hand with pointing finger as portrayed on a gravestone from this guide to tombstone symbols and icons. I found a symbol or picture of a hand with a finger pointing out. Make sure your hands are clean.

  • http://www.margieclayman.com Marjorie Clayman

     Oh yes indeedy. I was just talking about this on my own site. There seem to be a fair number of people in the world of Social Media saying, “Hey, I’ve been on here for 6 months, but my business is the same size.”

    I have no idea what business they’re talking about. That’s a problem. I have no idea what they are hoping will happen when I visit their blog. Is my commenting a win, or are they hoping I select one of the 27 e-books they have linked there?

    To quote my FAVORITE athlete (nerf) LeBron James, “What should I do?”

    Great post, Jay.

    • http://www.convinceandconvert.com jaybaer

      You are so dead-on about the comments. I’ve had a few conversations lately with big companies worrying about their blogs not getting enough comments. Everyone likes to get comments, but that’s not really a key success metric in most cases. Secondary or tertiary at best.

  • Anonymous

     Great post Jae – while everything you say makes sense in the best case; do you think squaredonuts would’ve been better or worse if they’d HADN’T have put the logos up? (taking into consideration the positive impact of looking up to date etc)

    Cheers
    Dan

  • http://www.businessesgrow.com Mark W. Schaefer

    This is such a simple and obvious point but beautifully stated.  I often think the same thing … why waste the time to put your Facebook logo up there like a merit badge? But had not thought to do a post on it. Helpful insight and well done Jay!  

    • http://www.convinceandconvert.com jaybaer

      Thanks Mark. I am master of the obvious. ;)

  • http://www.joemanna.com/blog/ Joseph Manna

    Well stated, Jay. I think it’s laughable when brands think it’s ‘good enough’ just to put a Twitter or Facebook logo on their ads and be done. Yup, the checkbox was checked, but did it make a difference? 

    Nope. And thus the marketing leader(s) in these companies will say that social offers minimal return. No surprise there. 

    Here’s a writeup I did about Discount Tire and how they vaguely promote their activity on social media: 
    http://www.joemanna.com/blog/it-takes-more-than-a-twitter-or-facebook-logo/

    Thanks for the supportive and no-nonsense insights! :-)  

    ~Joe

  • letstalkandchat

    I just found a great company that builds websites for info products. To keep your costs low, they’ll mentor you on how to create your site, design a marketing funnel (one of the guys works in Hollywood and makes really slick videos), and the other guy programmed Myspace. If you’re looking to have professional web design for your small business and not waste any time or money then check their site out. Check them out: http://www.mikelmurphy.com/easy-info-product-site-system/