In his book, Youtility, Jay Baer discusses the importance of becoming a useful resource for your customers in the digital age. And as we head into 2019, this philosophy has never been more relevant. When your business fundamentally relies on making people’s lives easier, more enjoyable and/or less stressful, it makes complete sense to serve them further than your competitors.

Back before Charmin rebranded and became Cushelle, they sponsored an app called sit or squat. This app was designed as a way for people (predominantly parents) to leave reviews on certain bathrooms so that other people (other parents) could determine whether the bathroom was hygienic or not. In providing a platform for users to help each other, Charmin indirectly became a youtility for their audience in an area of life that people who buy their product benefit from. Whilst the sit or squat app doesn’t push sales to its user, it does acquire the attention of the user.

Another example of helpful marketing is Hilton Hotel who have their own dedicated Twitter profile to assist holiday-makers in their travels. @HiltonSuggests is an account that employees of The Hilton can access to provide recommendations to people visiting their city. The beauty of this strategic positioning lies in the fact that, whilst visitors may be staying elsewhere this time around, you just know that someone who benefits from this service is going to give The Hilton a second thought on their next visit or even in their next destination.

Both of the examples listed above show examples of helping your customers through a proprietary app or social media account but even starting to create content that helps your user is a good way of garnering glowing reviews from customers.

Hold on a minute… I don’t have any online reviews… Should I?

Well, actually… yes. You should.

According to Heinz Marketing 92% of B2B buyers are more likely to purchase after reading a trusted review in 2018 with 97% of shoppers saying that their purchasing decisions are affected by reviews that they read. That’s not even the most exciting statistic. Spiegel Research Centre says that displaying reviews can increase conversion rates by 270%.

So, if you’re not already displaying reviews of your business, products and/or services then perhaps it’s time to consider adding them to your website. Even the way in which you handle a bad review can reflect well on your brand and positively influence your prospect’s buying behaviour.