Introduction
In today's fast-paced digital world, traditional marketing techniques are becoming less effective. Consumers are bombarded with advertisements, cold calls, and promotional emails, leading to a general distaste for conventional marketing approaches. Scott Stratten's book "UnMarketing" offers a fresh perspective on how businesses can connect with their customers in a more meaningful and engaging way.
The core idea behind "UnMarketing" is that the best marketing isn't marketing at all – it's about building relationships, engaging in genuine conversations, and providing value to your customers. This book challenges many long-held marketing assumptions and encourages businesses to rethink their approach to customer engagement.
The New Approach to Marketing
Relationships and Communication are Key
Stratten argues that every interaction a company has with its customers or potential customers is an opportunity for marketing. This includes not just official marketing campaigns, but also everyday interactions and even private conversations about the business.
He illustrates this point with a real-life example of a customer in Chicago who had a frustrating experience with a pizza delivery. The customer complained about it on Twitter, and Domino's responded by sending a fresh pizza and creating a personalized video apology from the manager. This video ended up getting over 100,000 views, turning a potential PR disaster into a positive marketing moment.
This example showcases how good marketing focuses on interaction and building relationships that can last a lifetime. Instead of spending resources on attention-grabbing ads, businesses should focus on connecting with customers in meaningful ways.
Another example Stratten provides is the story of a customer who ordered multiple pairs of shoes from Zappos for his sick mother. When she passed away, and he was late in returning the shoes, Zappos not only arranged for the return and full refund but also offered sincere condolences. This exceptional treatment created a loyal customer for life who would spread positive word-of-mouth about the company.
Understanding the Hierarchy of Buying
Stratten introduces the concept of the "hierarchy of buying" – a chart that details the purchaser's decision-making process. Based on interviews with over 1,000 business owners, this hierarchy helps understand why people buy and how to effectively market to them.
At the bottom of the hierarchy are cold calls. While cheap, they're often seen as a nuisance and don't create a good first impression. Customers reached through cold calls are likely to make decisions based purely on price, which is only beneficial if you're the cheapest option.
One step up are customers who buy based on search results. These potential customers use internet searches or click on ads because they don't have personal recommendations. The challenge here is the need to be at the top of search results or spend a lot on ads to grab attention.
In the middle of the hierarchy are people you have contact with but who haven't made a purchase yet. This is a more comfortable position as you've already established some connection with these potential customers.
The fourth level includes people who've been recommended your company by a friend or coworker. This is a great position to be in, as face-to-face recommendations are the second most common reason people buy.
At the top of the hierarchy are customers who have a satisfying relationship with your company. These are the most valuable customers as they guarantee a constant flow of income and will happily recommend your products to others. However, reaching this level requires significant investment in building strong relationships.
Focusing on Existing Customers
The Mistake of Ignoring Current Customers
Many businesses make the mistake of focusing solely on acquiring new customers while neglecting their existing ones. This approach is based on the false assumption that current customers are always satisfied customers.
Stratten points out that potential customers often receive better treatment than current ones. Companies spend huge amounts on ads and deals for new purchasers, while existing customers face long wait times for customer service.
This neglect of existing customers is a critical error. Just because someone bought from you in the past doesn't guarantee they'll choose you over a competitor in the future. While customers understand that mistakes happen, when a company stops paying attention to them and these mistakes accumulate, they're likely to switch to a competitor.
The Experience Gap
Stratten introduces the concept of the "experience gap" – the discrepancy between the best and worst experiences a customer has had with a company. When this gap becomes too wide, customers start looking for alternatives to regain consistency in their experiences.
He shares a personal example of being a loyal customer of Tim Horton's for 20 years before switching to a competitor due to accumulating dissatisfaction. Small issues like forgetting to stir his coffee or using the wrong sweetener, combined with the inconvenience of not accepting credit card payments, eventually led to him leaving for a competitor.
This example highlights the potential cost of losing loyal customers. For a company like Tim Horton's, losing just one loyal customer who spends two dollars daily could cost $700 a year. Multiply this by numerous dissatisfied customers, and the impact on the business becomes significant.
Becoming an Expert in Your Field
The Value of Expertise
In an era of information overload, consumers appreciate expert advice when making purchasing decisions. Experts are seen as reliable sources who can offer an overview of the market without just trying to sell a product. Stratten encourages businesses to position themselves as experts in their field to attract potential customers.
Displaying expertise differs from direct marketing. While ads only attract people who need your product at that moment, positioning yourself as an expert helps you reach people who are generally interested in your products or services, even if they don't have an immediate need.
Moreover, when you write an informative article published on a specialized website, you're reaching people who specifically searched for information about your product or service. This targeted approach is more effective than broad advertising methods like newspaper ads.
Overcoming the Expert Syndrome
Stratten addresses the common hesitation people feel about calling themselves experts. He refers to the Merriam-Webster dictionary definition of an expert as "having, involving or displaying special skill or knowledge derived from training or experience." This broad definition means that anyone can be an expert in their field based on their experience and knowledge.
He encourages readers to overcome their shyness about claiming expertise. Simply by starting a business or filling a particular role, you gain valuable knowledge about your field. You don't need to be the ultimate expert – just one of many who can provide valuable insights.
Creating Valuable Content
Identifying Customer Problems
To establish yourself as an expert, you need to create content that your customers will find valuable. Stratten suggests starting by identifying the types of problems your customers face. Consider the biggest pain point your product or service solves for people in your market.
He advises thinking broadly about this problem so that you can write several specialized articles that fit into one big category. For example, if you're a chiropractor, your broad mission might be to alleviate physical pain. If you're a financial planner, your goal might be to help people better manage their money.
The Three Ps of Content Creation
Once you've identified a broad topic, Stratten introduces the "Three Ps" method for creating content:
Point: Start your article with the main point. For instance, in an article about saving for retirement, you might lead with the recommended percentage of income to save each month.
Prove: Offer examples to prove your point. You could discuss clients who followed your advice and succeeded in having a financially secure retirement.
Perform: Provide practical tips that make it easy for anyone to follow your advice. For a retirement savings article, you might describe tools like automatic monthly bank deductions that go directly into a savings account.
This structured approach helps ensure that your content is not only informative but also practical and actionable for your audience.
Creating Viral Content
Types of Successful Viral Messages
Stratten discusses the potential of viral content to boost publicity for your business. He references the famous Jean-Claude Van Damme "epic splits" commercial for Volvo trucks, which garnered over 80 million views on YouTube. To replicate such success, Stratten outlines three types of messages that tend to go viral:
Hilariously Funny: Content that is so funny it makes people laugh uncontrollably. He cites the "Chewbacca mask mom" video as an example of content that went viral due to its humor.
WOW Factor: Content that showcases something incredible or unexpected. An example is the news reporter talking about car accidents while a car crashes behind her in real-time.
Emotional: Content that evokes strong emotions, regardless of whether they're positive or negative. Stratten mentions his own "Time Movie" video, which has over 4 million views, as an example of emotionally evocative content.
Making Content Relatable
Stratten emphasizes that successful viral content should always be relatable to the audience. It's not about what you find funny or touching, but what resonates with your viewers. He advises putting yourself in your customers' shoes, showing your ideas to others, and seeking feedback to ensure your content appeals to your target audience.
Engaging Through Social Media
The Importance of Interaction
Stratten stresses the importance of using social media as a tool for genuine interaction rather than just a platform for broadcasting messages. He uses the example of a hypothetical Italian restaurant that disappoints its Facebook followers by posting infrequently and not engaging with customer comments or suggestions.
He argues that many companies make the mistake of trying to control their message too tightly, using social media only for PR-approved content. However, in today's digital landscape, people want to be heard, and social media should be a two-way communication channel.
Choosing the Right Platform
When it comes to selecting a social media platform, Stratten advises businesses to consider how they can engage customers regularly and make them feel valued. He categorizes social media platforms into three types:
Conversational Social Platforms: These include Facebook, Twitter, and LinkedIn, where people go for updates about their interests. These platforms are suitable for sharing links, talking to customers, and starting discussions.
Visual Social Platforms: Platforms like Instagram and Pinterest focus on images and video content.
Dark Social Platforms: These are platforms where interactions happen solely between users, such as WhatsApp and Snapchat. While they have many users, they pose challenges for businesses trying to use them for marketing.
Stratten advises choosing a platform based on your strengths and goals. If visual content is your forte, Instagram might be the best choice. If you want your social media to serve a customer service function, Facebook could be more suitable.
Establishing a Social Media Presence
Three Stages of Social Media Presence
Stratten outlines a three-stage approach to establishing a successful social media presence:
Getting Attention: In this initial stage, the goal is to attract attention to your profile. Post engaging content consistently and be present on the platform regularly. Stratten suggests spending a few hours a day on your chosen platform, following accounts, and starting conversations to increase awareness of your presence.
Building Momentum: Once you've gained some attention, focus on consistently engaging your fan base. Stratten recommends using tools like Hootsuite to manage posts and comments efficiently, schedule new posts, and maintain the quality of your interactions.
Expansion: After mastering one platform, you can consider expanding to others. However, Stratten advises taking it one step at a time, applying the same structured approach you used for your first platform.
Authenticity in Social Media
While following a structured approach, Stratten emphasizes the importance of remaining authentic on social media. People want to get to know the individuals behind the business, so don't be afraid to share personal opinions or connect with customers on a more personal level.
He shares a personal example of using a friendly profile picture of himself on Twitter instead of his company logo. This approach made people feel like they were talking to a real person rather than just a company trying to make a sale, which improved engagement.
Handling Customer Complaints on Social Media
The Changed Landscape of Customer Complaints
Stratten discusses how social media has transformed the way customers voice their complaints. In the past, complaining required writing a letter or calling a hotline, which many people weren't willing to do. Now, anyone can easily complain online, creating new challenges for businesses.
He points out that when a customer complains via a private hotline, only the company and the customer are aware of the issue. However, when complaints are posted on social media, they become visible to other customers and can even appear in Google search results. This visibility can be beneficial when customers share positive experiences or answer questions, but it can be disastrous when complaints are mishandled.
Strategies for Responding to Complaints
Stratten emphasizes that in the age of social media, it's no longer true that any publicity is good publicity. Mismanagement of social media complaints can severely damage a company's reputation. He advises that when a mistake is made, it's best to apologize promptly and sincerely.
He illustrates this point with an example from Tufts University's cafeteria. When a student complained on social media about eating a "DISGUSTING apple," the cafeteria staff didn't ignore the complaint. Instead, they apologized, asked for more information about where the apple was obtained, and acknowledged that while fresh fruit can sometimes go bad, they should have caught it before it reached the student. This response not only calmed the complaining student but also made a positive impression on other observers.
Final Thoughts
Stratten's "UnMarketing" presents a paradigm shift in how businesses should approach marketing in the modern world. The key takeaway is that marketing is no longer about pushing messages to consumers but about building relationships and engaging in meaningful conversations.
Here are the main points to remember:
- Every interaction with customers is an opportunity for marketing.
- Focus on building long-lasting relationships rather than making quick sales.
- Understand the hierarchy of buying and aim for the top levels where customers have a satisfying relationship with your company.
- Don't neglect your existing customers in pursuit of new ones.
- Position yourself as an expert in your field by creating valuable content.
- Use social media as a tool for genuine interaction, not just broadcasting messages.
- Be authentic in your social media presence and engage with customers personally.
- Handle customer complaints on social media promptly and sincerely.
By adopting these principles, businesses can move away from traditional marketing techniques that consumers have grown to dislike and instead create meaningful connections that lead to loyal, long-term customers.
Stratten's approach encourages businesses to stop thinking about marketing as a separate function and start seeing it as an integral part of every aspect of their operations. It's about creating a culture of engagement that permeates every level of the organization.
The book challenges businesses to rethink their approach to customer service, content creation, and social media presence. It's not just about selling products or services anymore; it's about creating experiences and building relationships that make customers want to come back and recommend your business to others.
In essence, "UnMarketing" is about humanizing your business. It's about showing the people behind the brand, engaging in real conversations, and truly listening to what your customers have to say. This approach may require more time and effort than traditional marketing methods, but the rewards – in terms of customer loyalty and word-of-mouth marketing – can be significant.
As businesses navigate the ever-changing landscape of digital marketing, the principles outlined in "UnMarketing" provide a solid foundation for building a marketing strategy that resonates with modern consumers. By focusing on engagement rather than promotion, businesses can create a loyal customer base that not only buys their products but also becomes advocates for their brand.
In conclusion, "UnMarketing" offers a refreshing and practical approach to marketing in the digital age. It encourages businesses to stop interrupting what people are interested in and start becoming what they're interested in. By following the principles outlined in this book, businesses can transform their marketing from a necessary evil into a powerful tool for building lasting relationships with their customers.