Have you ever come across a brand offering a free tool or resource so useful you have to stop and ask yourself- What’s the catch?
I recently read a book called ‘Youtility’ by marketing guru Jay Baer. The concept of Youtility states that companies should stop trying to be amazing and instead try to be useful and “Build loyalty with information.”
Baer speaks of how many modern companies are hesitant to take the time and resources to create useful content for free as they do not see an immediate, monetary return on investment from these efforts.
While I understand that all businesses are first and foremost in the business of making money, I also understand that with the abundance of choices provided to consumers today these companies need to do everything in their power to differentiate themselves.
Baer makes the point that “Consumers’ desire to consume inherently useful information has never been greater.” We like to consumer information on our own terms in the form that suits us best. People don’t like to be told what to do- we like to think that our ideas and solutions are our own.
Yet Brands today are scared to empower consumers in the fear that we may no longer need them.
The truth is that we as modern consumers will actively consume as much knowledge as we can before be making any kind of decision. (Just today I spent 3 hours researching which heart rate monitor to buy.) If your company isn’t actively providing the information we need we will find it elsewhere. And when time comes for the purchase decision who do you think will be the frontrunner? The brand that actively provided answers to any conceivable question and helped me make better, more informed decisions or the brand that made me jump through hoops?
When I started my career as a social media manager I knew little about what tools and platforms were available to help me do my job to the best of my ability. Naturally, I found myself on Google in the hope that just maybe there was a platform out there that could help a girl out.
Cue Hootsuite.
When I first came across Hootsuite’s scheduling tool and endless pool of useful resources I had to stop and ask myself- what’s the catch? I simply could not believe that one single brand was offering me a solution to all my problems- and for free.
The fact that Hootsuite is my go to source of ANY kind of industry related content means that when it is time for me to invest my money in a paid social management tool I wouldn’t think twice before turning to Hootsuite.
Hootsuite didn’t spin a tale and try make me believe that I would be a billionaire overnight by using their services. They were simply there when I needed them. Providing me with resources and support at every stage of my journey. By simply being useful (and not trying to force me to take action before I was ready) I have formed feelings for the brand.
I am gratefully indebted to the brand, for helping me improve my knowledge and advance at my career day by day. And for that I will reward them will the ultimate gift- the gift of a loyal customer.
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