Critical Chamber Building Tips From Jay Baer, Author of Youtility

This week on the Chamber Focus Show we had the great good fortune to have Jay Baer as our special guest.

Jay is the author the new book Youtility, why SMART MARKETING is about HELP not HYPE.

Check out Utility by Jay Baer

We had a wide ranging discussion on how chambers and chamber professionals should utilize social media and digital channels better to grow their organizations.

Jay Baer and Youtility

We learned from Jay the importance of transcending the transaction by focusing on the needs of your members and prospects. Your social media usage shouldn’t be strictly membership driven but rather service driven. For example, answer the questions of business people in the community without regard if they are currently members. The focus should be on being generally useful rather than selling your members your next non-dues revenue item or event.

We discussed “Gated Communities” that chambers and associations have a habit of creating. Many organizations have decided to restrict their digital communities (such as LinkedIn groups) to a members-only status, effectively closing off their main source of new relationships and members.

Other topics covered include:

  • Giving away knowledge snacks
  • Forms being the enemy of spread
  • Trusting your future members
  • Flipping the script on email marketing
  • The importance of member Twitter Lists
  • Repackaging your chambers content for multiple platforms
  • What to do about chamber poachers
  • Your chamber’s blog and how to make it work
  • Content and Youtility being fire while social media is the gasoline
  • Being a farmer rather than a hunter
  • Podcasting and interviewing your future members
  • The 4 different categories of ROI
  • So much more. Watch it now!

Jay Baer, Author of Youtility on the Chamber Focus Show


About Jay Baer and Youtility

The difference between helping and selling is just two letters. But those two letters are critically important to your company’s success. If you’re wondering how to get more attention and how to make your products seem more exciting online, you’re asking the wrong question.

You’re not competing for attention only against other, similar products. You’re competing for attention against your customers’ closest friends and family members, and against viral videos and cute puppies. To win in this hypercompetitive environment, you must ask a different question: “How can we help?”

It’s a new approach that cuts through the clutter: marketing that is truly, inherently useful. If you sell something, you make a customer today, but if you genuinely help someone, you create a customer for life. This is Youtility.

Drawing from his experience consulting for more than 700 brands, and rich with case studies and examples, in Youtility Jay Baer provides a groundbreaking recipe for how to use information and helpfulness to transform the relationship between companies and

Youtility is a new marketing framework for the age of information overload.Jay Baer is a hype-free marketing strategist, speaker, and author and President of the social media and content marketing consultancy Convince & Convert. A digital marketing pioneer, Jay has consulted with more than 700 companies since 1994, including Caterpillar, Nike, Visit California, Allstate, Petco, Columbia Sportswear, and 29 of the Fortune 500.

He was named one of America’s top 3 social media consultants by Fast Company magazine, and his Convince and Convert blog is ranked as the world’s #1 content marketing resource. He’s also co-host of the popular weekly Social Pros podcast.

He’s the author of the forthcoming new book Youtility: Why Smart Marketing is About Help not Hype and is the co-author of The NOW Revolution a best-selling book about social media’s impact on businesses of all sizes and types.


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