QUICK SUMMARY: We are big fans of Scott Stratten’s book UnMarketing: Stop Marketing. Start Engaging because it is an entertaining and informative guide to a wide variety of important business topics such as: social media, customer service, and viral content. However, Twitter is the most extensively covered topic. At the heart of every insight is the philosophy that authentic, thoughtful engagement with prospects and customers is the key to effective marketing. The tone is conversational and fun to read, and the tips are still relevant in 2014 even though UnMarketing was published in 2010. We recommend UnMarketing for novice marketers, or marketing professionals who need a quick refresher on marketing fundamentals.
Marketing happens any time a company representative engages with a client or prospect.
Do not use social media to bombard people with ads.
Do use social media to connect to people.
Pull visitors to your online hubs by offering valuable content.
Don’t overwhelm website visitors with too many path options.
Twitter is valuable for businesses because it is a “no-barrier” social platform.
Create viral content by being funny, evoking emotion, or making people say “Wow.”
Use social media to engage in authentic conversations that make audience members feel special.
Provide valuable content by becoming an expert in topics that relate to your field.
Know what you want people to do when they arrive at your website, and design your website accordingly.
If you believe business is built on relationships, make building them your business.
If you are your authentic self, then you have no competition.
Satisfied customers are the best way to market your business, because they are the ones who become your word-of-mouth army—they are your customer evangelists.
This is where you want to be in any business—in front of your market positioned as an expert.
It’s the “no barrier” to communication from Twitter that really sold me. Because both LinkedIn and Facebook are permission-first sites, I need to “know” you before getting to know you, which makes no sense when you’re trying to meet other business owners. I use Facebook and LinkedIn as secondary levels. Once I’ve gotten to know someone on Twitter, we can go to the next level on either of those two sites because I now “know” them.
Marketing is not a task. Marketing is not a department. Marketing is not a job. Marketing happens every time you engage (or not) with your past, present, and potential customers.