SugarConnection Boston 2019 is fast approaching and this is the perfect scene to learn about the event’s key speaker: Scott Stratten, a best-selling author and Forbes.com Top 5 Media Influencer with expertise in Viral, Social, and Authentic Marketing.
He now has over 125,000 people follow his daily rantings on Twitter and was just named one of the top 10 social media influencers in the world on Forbes.com.
Scott's book, “UnMarketing: Stop Marketing. Start Engaging” became a national best-seller before it was released. Here are five really cool things from Scott’s unconventional "unmarketing" approach that we found to be eye-opening:
Scott’s first book called Unmarketing: Stop Marketing. Start Engaging was written because he was tired of people hating getting cold calls at home, but then looking to better cold call for their own business.
Thinking that there’s got to be people out there who like to be marketed to in smart ways and in engaging ways, he came up with the “UnMarketing” concept that focuses on authenticity. Being transparent is a great way to differentiate yourself from other people.
Authenticity is about being yourself, being open to your customers and being transparent about what you’re doing. Your customers want to be listened to and validated. If you aim to create a great relationship with them and make yourself the logical choice for their needs, stop trying the same stale marketing moves, unlearn everything and start engaging.
Scott thinks that for a video to go viral, it has to do one thing: evoke strong emotion. Whatever the emotion is that you want to express - uplifting, offensive, funny - through your content, it has to hit hard. If you hit one or more of those emotions, that's when the spread starts.
A lot of times, viral videos spread for the wrong reason. Whether the response is negative or positive, you have nothing to hide behind. Remember that if you are your authentic self, you have no competition.
With so many ways to have instant access to shiny marketing objects, it's so important for each of us to think before we immediately decide to take action by going through the potential intended and unintended consequences of our actions.
Think about your audience and ask yourself: Did he/she come back to your website, or did you lose the person after their first visit?
One of Scott’s most ranted topic on stage is QR codes because these are the perfect example of companies using a marketing tool without thinking it through. The problem is when a company decides to use them in places without a signal, they end up spending money on nothing. The same goes for companies not having a mobile-friendly site with great content.
QR codes can be a brilliant tool when used properly, but if not, they shouldn't be used at all.
Having the right sales strategy will make or break your business — hate it or love it. But UnSelling is about everything but the sale, as Scott views it. He firmly believes that selling has changed and people need to learn a new way by looking at the broader perspective.
Look at the ever-changing relationship between businesses and customers, employers and employees, brands and the market, and see what you can change in the way you sell for the better.
Stop putting all focus on the individual purchase transaction and start seeing the bigger picture. Scott is all about creating repeat customers, not one-time buyers. It’s time to connect with your clients socially, not through social media.
Scott’s entire life revolves around the word “awesome”, including his business as the President of UnMarketing. Your brand is defined by your customers. Engage with your customers and employees. Don’t treat marketing as a job and learn how to be awesome instead.
Scott Stratten brings his voice and understanding of the current media landscape to the conversation. His passion comes out most when speaking on stage, preaching engagement and becoming one of the most sought-out speakers on the subject.
You can see Scott at SugarConnection in Boston this year and be inspired by everything “unmarketing” that he offers.
See you there!