Unmarketing | Scott Stratten

Summary of: Unmarketing: Stop Marketing. Start Engaging.
By: Scott Stratten


In the age of social media, traditional marketing techniques are rapidly becoming obsolete. Unmarketing: Stop Marketing. Start Engaging. by Scott Stratten offers a groundbreaking approach to promoting your business through building genuine relationships, instead of relying on cold calling or the yellow pages. In this summary, we will explore the essential principles of Unmarketing, the importance of building trust with potential customers, and the necessity of engaging with others in a genuine and meaningful manner. You will also discover practical steps to build a successful online platform, leverage social media effectively, and recover from negative publicity in the digital world. Let your journey towards authentic engagement begin!

Building Trust Through Unmarketing

Unmarketing offers a new approach to traditional marketing techniques by prioritizing building relationships and engaging with potential customers. Rather than relying on cold calling or ads, businesses using unmarketing suggest potential customers subscribe to email newsletters or visit blogs to gain trust. Small-scale free offers can entice customers to try a product or service, gaining their loyalty, which traditional ads cannot. To build relationships, unmarketing encourages artists to engage with prospective clients, offering a preview of their work through email and requesting feedback. The key to successful unmarketing is to prioritize building long-term relationships with customers by showing that businesses care about them.

Building a Strong Online Presence

Building a brand online requires more than just posting ads on social media platforms, such as Twitter and Facebook. To join online conversations correctly, companies should focus on helping others, responding to blog comments, and solving issues on Twitter. Regardless of whether a company chooses to participate in a conversation or not, individuals will discuss the brand. To build a rapport with potential customers, companies should use three building blocks: traction, momentum, and expansion. Traction starts and fosters conversations, whereas momentum expands relationships outside of online platforms by managing and meeting customer expectations. The expansion stage involves continuing the conversation elsewhere online, such as in blogs, which can have a beneficial impact on the brand. The book stresses that blogs and tweets are easy to circulate and can immensely impact a brand via word-of-mouth. The book believes that the first step towards customer loyalty begins by developing a bond of trust and likeability between the brand and the customers.

Mastering Customer Relations

In the digital era, negative publicity can spread fast through social media, but companies can turn the situation around. The first step is to continuously monitor social network postings and respond in a considerate manner. An example from Tuft University demonstrates the effectiveness of acknowledging and engaging with criticism. Responding without understanding, or worse, ignoring a complaint can result in damaging the brand’s image, as seen in a response from a coffee shop spokesperson. The key takeaway is that your level of engagement with the customers matters more than the number of followers you have. By responding promptly and effectively, you can create publicity opportunities from negative feedback. A successful example is a pizza delivery company that went the extra mile to convert an unhappy customer into a loyal one. With this in mind, tuning in to what your customers say online turns customer complaints into communication opportunities, enhancing product offerings and improving customer satisfaction.

Building Trust on Social Media

The summary emphasizes the importance of trust-building and valuable content creation for effective engagement on social media. The author advises against using social media solely for self-promotion or commercial activities that reflect poorly on a brand’s image. Instead, the focus should be on providing enough value to encourage people to stay connected and learn more. The summary also cautions against demanding reciprocal endorsements and support or using social media as a platform for anger and frustration. Building trusting relationships through regular and timely interaction can provide access to a wide pool of experts for valuable feedback when needed the most. The timing of communication also plays a critical role, with prompt responses within a few days helping establish a responsive and engagement-friendly image.

Effective Twitter Strategies

The book suggests some effective strategies for using Twitter to boost your visibility and presence on the platform. These strategies include frequent tweeting, responding to others, personalizing your profile with a real photo, and talking about your personal activities. The summary also emphasizes the importance of being authentic and transparent on social media platforms, owning up to your mistakes, and offering free products to encourage influencers to share their honest opinions. The book suggests that social media marketers can measure the success of their campaigns by analyzing the online conversations before and after the campaign. Overall, the book recommends using Twitter consistently and strategically to improve your chances of being heard in a crowded social media landscape.

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