Lowe’s Vine videos usually feature at-home DIY projects that you can do without a trip to the store, like turning an empty milk jug into a watering can. Why share tips like these that might prevent people from buying an actual watering can from Lowe’s? Because their Vine strategy is about giving their customers something useful, not selling watering cans. (And it’s won Lowe’s some prestigious awards, including a Cannes Cyber Lion.)

According to Jay Baer, author of Youtility: Why Smart Marketing is about Help Not Hype, your marketing has to ask the question, “how can I help?”

In his presentation at SocialMedia.org’s Brands-Only Summit, he says that instead of looking for a quick sale, you have to try and make your customers’ lives a little bit easier. He explains that creating useful content like this is the key to building relationships and trust with your customers.

Jay also shares:

  • What your customers’ friends and family have to do with your Facebook content
  • Why Hilton helps out people who aren’t even staying with them
  • How to re-create old stories instead of telling new ones

Watch the video below:

"Youtility," presented by Jay Baer from SocialMedia.org on Vimeo.


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