"Unmarketing" is one of those terms that makes you scratch your head. After all, you’re trying to sell your products and services, so doesn’t marketing them make sense? In contrast, unmarketing invites you to dive into a deeper relationship with your customers by taking the time to get to know them and by establishing a relationship of trust.
Unmarketing requires businesses to be authentic with their customers in order to focus on building relationships as the foundation of business growth. Scott Stratten, the creator of the concept of unmarketing, talks about this process as "pull and stay" marketing, which draws potential customers toward your business and gives them reason to stay there. This is in contrast to what he calls "push and pray" marketing, which is the traditional method of pushing a message at a viewer and praying it makes an impact.
Unmarketing focuses on building relationships by providing content that adds value to consumers’ lives rather than constantly bombarding them with ads. One way to do this is to position your company and brand as experts in your field. When you do that, consumers come to you for the valuable information you provide even if they’re not currently in the market for your product.
Building a presence on social media is another tentpole of unmarketing. By picking one social media platform, you can avoid spreading yourself too thin. From there, you should plan to upload content on a regular basis, staying engaged with anyone who strikes up a conversation. The goal here is to strengthen connections between your brand and your customers not just to amass likes or followers. As you focus on creating valuable content, you gain your followers’ trust, which you can keep by continuing to provide an excellent customer experience.
Tapping into the concept of unmarketing allows you to build authentic relationships with customers that can pay off later with deep brand loyalty.