UnMarketing Buchzusammenfassung - das Wichtigste aus UnMarketing

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Zusammenfassung von UnMarketing

Name: UnMarketing
Rating: 4.5 (25 reviews)
Author: Scott Stratten and Alison Stratten

Scott Stratten and Alison Stratten

Everything Has Changed and Nothing is Different

4.5 (25 Bewertungen)

22 Min.

Kurz zusammengefasst

'UnMarketing' by Scott and Alison Stratten is a marketing book that focuses on building relationships with customers, rather than traditional marketing techniques. It offers practical advice for creating genuine connections and engaging with audiences through social media and other channels.

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What’s in it for me? Learn how to truly engage with your customers.

Do you enjoy getting cold calls from telemarketers? Do you relish finding flyers in your mailbox? Do you simply love receiving marketing email after marketing email? Well, if you answered yes to even one of these questions, you are truly a rare specimen. Practically no one likes marketing in any of these forms.

If you want to keep your business relevant, your approach to marketing must adapt to this reality.

In these blinks, we look at marketing from a new perspective and challenge many of the shopworn marketing assumptions. It’s time to start thinking about business in a new way – and that’s precisely what these blinks will help you do.

You’ll also learn

why you should focus more on existing customers than on acquiring new ones;
what the hierarchy of buying is; and
that you should showcase your expertise via content.

The best marketing is based on relationships and communication with your customers.

Imagine getting home after a stressful day on the job; all you want to do is relax on the couch with a delivery pizza and your current Netflix favorite. You order dinner and prepare to decompress, but 30 minutes go by, and your pizza still hasn’t arrived. Then it’s been an hour. And then, when the delivery guy finally does show up, he’s brought the wrong order.

Clearly, the restaurant is not doing well and could use a serious dose of unmarketing, a new take on how companies should interact with their customers.

In most companies, marketing is discussed in secret meetings run by specialized departments. But, actually, every single engagement your company has with current or prospective customers, including private conversations about your business, is a moment for marketing.

Just consider the pizza scenario. This actually happened to a customer in Chicago and, unsurprisingly, she complained about the frustrating experience on Twitter. When Domino’s saw her post, they sent a fresh pie and even made a personalized video of the manager apologizing for the mistake – and that video ended up getting over 100,000 views.

This is a great example of how good marketing focuses on interaction. But interaction in the service of what?

Well, your primary focus should be building relationships, specifically those that can last a lifetime. So rather than focusing on attention-grabbing ads, you should spend your limited resources on connecting with customers.

Then there’s the story of the guy who ordered nine pairs of shoes from Zappos for his sick mother because he didn’t know her size. When she eventually passed away, he kept forgetting to return them and, after several weeks, pleaded with the site to take them back.

Zappos arranged a UPS truck to pick them up, refunded the full purchase amount and offered their sincere condolences for his loss. Because of this special treatment, this customer will be loyal for life, spreading the word about Zappos to everyone he knows.

People buy things for different reasons, some of which are more powerful than others.

Any good marketer will ask herself the question, “How do people make purchasing decisions?”

This seemingly complicated question becomes pretty simple if you use the hierarchy of buying – a chart that details the purchaser’s decision-making process. The authors formulated this chart based on interviews with over 1,000 business owners centered around a crucial question: “Why do you buy?”

Focus on your existing customers and never let them down.

For most businesses, bringing in new customers is goal number one. However, once a business establishes a stable customer base, it often thinks it can sit back and watch the money roll in. This is a big mistake based on an erroneous assumption: that current customers are always satisfied customers.

Marketing approaches tend to center on acquiring new customers and ignoring existing ones. As a result, potential customers often receive much better treatment than current ones. For instance, companies spend huge amounts of money on ads and deals for new purchasers, yet existing customers have to wait in long lines to reach a customer-service representative.

Attract potential customers by becoming an expert in your field.

In an era of ad overload, every consumer likes to have a little help when making a purchasing decision. And when faced with such a quandary, who better to advise you than an expert?

After all, experts are reliable, can offer an overview of the total market and aren’t just trying to sell stuff. If a customer is trying to decide between two similar products, an expert opinion may be what tilts the scales. And this is why you should become an expert.

Prove your expertise by creating content your customers will value.

So it’s important to build a reputation for yourself as an expert in your field. But you can’t just go around calling yourself an authority and expect people to listen.

Rather, people need to see you as an expert. Here's how to make that happen:

Shape shareable viral content to boost your publicity.

Do you remember that commercial where Jean-Claude Van Damme landed the “epic splits” between two Volvo trucks? In 2013, the internet exploded over the video and, to this day, more than 80 million people have viewed it on YouTube. So how can you reproduce Volvo’s success?

Well, the first step is to find the right kind of message for your video. Videos only go viral if they communicate in a particular way.

Use social media to engage with your customers, one conversation at a time.

Imagine that your favorite Italian restaurant has a Facebook page. You like the page so that you can stay abreast of any exciting updates, but, after a few weeks, you’re disappointed with the results; the restaurant only posts a single photo every week and doesn’t reply with so much as an emoji to your thoughtful dessert suggestion.

Rather than making you a bigger fan of the restaurant, your engagement with its social media presence is making you think that it doesn’t care about its customers. Clearly a failure on their part.

Establish your social media presence through a structured, but authentic approach.

From showing off your awesome camping trip to making new friends with shared interests, social media can be an incredible, exciting space. And putting together a profile for your business can be even more exciting. To do this successfully, make sure you follow three general stages.

At first, your primary goal should be getting attention for your profile. Do this by posting things that potential customers will find engaging while being both present and consistent. To accomplish this, it’s a good idea to spend a few hours a day on your platform.

Respond carefully to customer complaints on social media to maintain your reputation.

Back in the day, it was hard to voice your complaints about a poor customer service experience. If you as a consumer wanted to get your point across you had to write a letter or call up a hotline, which most people weren’t willing to do.

But these days just about anyone can complain, a development that’s transformed the terrain for businesses. In today’s world, you better have a good strategy for responding to disgruntled customers.

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Worum geht es in UnMarketing?

UnMarketing (2009) lays out a new approach to marketing that goes beyond typical methods like cold calling and ads. These blinks explain how, with the help of new, more sophisticated tools, businesses can build relationships with their customers to engage them in a more natural and effective way.

Bestes Zitat aus UnMarketing

No matter how many new ways exist today to deliver content, its the content itself that matters most.

—Scott Stratten and Alison Stratten

Wer UnMarketing lesen sollte

Owners of service-based businesses
Marketers looking for new ways to appeal to customers
Students of marketing

Über den Autor

Scott Stratten and his wife, Alison Stratten, are well-known guest speakers at corporate events all around the world. Scott previously worked as a professor at Sheridan College School of Business. In 2012, he was listed as number five on Forbes’s list of the world’s top 50 social-media power influencers. Together with Alison, who previously ran a maternity lingerie business, he has written four best-selling books, including UnSelling and The Book of Business (UnAwesome).

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