UnMarketing Summary

Business is built on relationships, not transactions. Connecting with customers is the pathway to lasting success.

1. Focus on Connections, Not Just Sales

Many businesses concentrate on conventional marketing methods like ads, cold calls, or mass emails, which often frustrate customers. Instead, fostering genuine, long-term connections with clients creates loyalty and goodwill.

Building strong relationships means addressing customer concerns promptly and meaningfully. For instance, Domino’s responded to a disappointed customer’s tweet with not only a replacement pizza but also a heartfelt video apology, demonstrating care and turning a mistake into a viral PR win. This approach favors authentic engagement over impersonal outreach.

Every interaction with a customer, whether positive or during a mistake, is a chance to market your values and service. Companies that prioritize these interactions build rapport and attract customer loyalty that purely promotional campaigns cannot achieve.

Examples

• Domino’s directly addressed a tweet complaint with an apology video, earning trust and positive publicity.
• Zappos set up a special pick-up service for an overwhelmed customer, ensuring a lifelong advocate for their brand.
• Acknowledge small errors politely, like a cafeteria addressing complaints about a sour apple, to convey attentiveness.

2. Understanding the Hierarchy of Buying

People purchase based on a hierarchy of factors, which starts with impersonal options like cold calls and progresses toward relationships. At the top is trust, built by consistently delivering satisfaction.

While cold calls and ads might reach large audiences, buyers prefer recommendations from their peers or interacting with brands they already trust. You’re likelier to make a sale from repeat customers who’ve had positive past experiences than someone unfamiliar with or indifferent to your company.

To reach customers effectively, build relationships rather than chasing first-time buyers through generic ads. It’s these loyal customers who will keep returning and spread your reputation through word-of-mouth.

Examples

• Referrals account for major purchasing decisions because they evoke trust.
• Dizzying online ads grab attention but can miss fostering long-term customer ties.
• Frequent buyers tend to contribute steady revenue, unlike intermittent seasonal shoppers.

3. Stop Neglecting Current Customers

Sometimes businesses focus too much on attracting new customers, forgetting to nurture their loyal base. By failing to value loyal clients, companies lose trust and revenue.

Existing customers expect reliable, quality service to maintain their confidence in the brand. Yet, when businesses pay less attention to their usual clients or offer rewards solely to first-time buyers, the experience gap widens. Unresolved complaints or sloppy service make customers reconsider staying.

Neglecting loyal clients can mean daily revenue loss over time. Showing appreciation to current customers isn’t just wise—it’s essential to maintaining long-term stability.

Examples

• A loyal Tim Horton’s customer left due to repetitive mistakes in his orders over two decades.
• Rewards exclusively for new customers alienate long-term customers, sowing discontent.
• Losing one regular coffee buyer can cost businesses hundreds yearly in repeat purchases.

4. Position Yourself as an Industry Expert

In today’s noisy market, becoming a trusted advisor helps brands stand out. Customers want genuine advice, not a sales pitch, and being an expert lets you provide exactly that.

By consistently contributing valuable insights about your field, you build credibility. It draws in an audience who might not need your products immediately but will consider you when the need arises. Being a voice of authority keeps your brand trustworthy and relevant.

Your expertise doesn’t need to be groundbreaking—just honest, practical, and helpful for your audience. Sharing thought leadership regularly establishes you as a go-to resource.

Examples

• Writing practical blogs on specific shopper pain points solves issues before they escalate.
• Experts often secure credibility when delivering unbiased insights or tutorials.
• Resources like financial planners' articles help demystify complex topics like retirement.

5. Create Content That Customers Trust

To appear credible, it isn’t enough to call yourself an expert—prove it through actionable, detailed content tailored to your audience's concerns.

Start by identifying common customer problems. Write practical guides addressing those problems with clear advice, backing claims with data or real-world examples. By becoming a source of trusted knowledge, your content not only informs but also builds customer loyalty.

The structure of your content matters. Using methods such as “point, prove, perform” ensures your articles deliver real solutions while inspiring readers to take the next step toward trusting your expertise.

Examples

• Blogs offering step-by-step guides on retirement savings engage readers seeking clarity.
• Chiropractors educating about pain relief lead discussions rather than selling treatments.
• Using examples boosts trustworthiness and motivates readers to act on guidance.

6. Develop Shareable Content

Creating videos or content that evokes emotion, humor, or awe makes sharing your message more likely. Viral campaigns amplify brand visibility when they genuinely resonate.

When designing shareable content, avoid focusing solely on sales. Instead, create something authentic that aligns with what your audience finds relatable or entertaining. Appealing to emotions—whether laughter, amazement, or empathy—can connect on a deeper level.

While not every post will go viral, the content that does have widespread impact, like Volvo’s truck split ad or heartfelt emotional videos, happens because it strikes a chord.

Examples

• Volvo’s Van Damme "epic splits" landed viewership because of its "wow" factor.
• Humorous campaigns like Chewbacca Mask Mom connected through laughter.
• Uplifting videos emphasizing universal emotions like gratitude often resonate worldwide.

7. Interact Actively on Social Media

Many companies miss the mark by using social platforms only to broadcast messages rather than engage customers. Real-time conversation, however, creates stronger bonds than pre-approved updates.

To build this bond, engage directly with customers’ comments, suggestions, or questions where possible. Instead of responding generically, personalize your interactions. Treat social media as an extension of customer service, ideally one that’s approachable and responsive.

Dedicating time to social media interaction fosters goodwill and ensures customers feel valued. Companies that listen and respond thoughtfully build deeper relationships.

Examples

• Brands like Zappos excel here by replying promptly and personally on social media.
• Companies responding with personality rather than PR lingo win wider appreciation.
• Twitter and Facebook serve as two top examples of exchanging useful back-and-forth communication.

8. Keep Profiles Authentic and Well-Maintained

Consistency is key to building a memorable social media presence, but customers also want to sense authenticity behind every interaction.

Pay attention to details like profile pictures—face photos feel more approachable than generic logos. Similarly, be ready to share genuine thoughts and opinions. A bot-like profile bores, but a dynamic, conversational approach lures curious viewers into becoming followers.

Using tools like Hootsuite can help manage consistent conversations, ensuring no comments or stories are overlooked.

Examples

• Switching to profile photos of actual team members humanizes social media conversations.
• Consistently refreshed, interactive posts hold visitors’ attention longer.
• Engaging in light-hearted polls or public challenges keeps customer interest alive.

9. Sincere Responses to Complaints Matter

No company is flawless, but customers judge how errors are handled. Instead of avoiding complaints, respond calmly while accepting responsibility.

Apologize clearly and offer simple, actionable solutions. Resolving issues through social media shows others you stand by your promise of reliable service. It can even transform a critic into a loyal partner.

Good public responses also boost customer confidence. You’re not just fixing one issue—you’re showing reliability to anyone watching the interaction.

Examples

• Staff at Tufts dining addressed a customer complaint by explaining fresh-food protocols.
• Honest problem resolution encourages others when deciding where to shop.
• Avoid inflammatory replies—courteous professionalism counts when diffusing tension.

Takeaways

1. Prioritize existing customers by maintaining consistent, quality service rather than fixating solely on new acquisitions.
2. Build authority in your field by regularly sharing actionable content tied to common industry problems.
3. Develop an authentic social media voice, focusing on meaningful customer engagement and approachable communication.