'Invisible Marketing' - It's the idea that you can generate business without the customer feeling like you're trying to sell something to them.

We live in an era where it's practically impossible to avoid seeing advertisements that are often disruptive and annoying, so there's a certain charm and relief to a marketing approach that's subtle, less invasive yet still impactful. I love seeing businesses use alternative approaches to connect with potential customers in a more genuine way.

My favorite example of this is from Chewy, a company that sells pet supplies. Here's a tweet someone wrote after their experience with Chewy customer service:

This tweet alone has 680,000 likes and is just one of countless Chewy reviews and social media posts that went viral online.

Instead of pushing disruptive ads about their products or services, they offered a unique and thoughtful gesture that truly demonstrated their core values. It was the purest form of their mission statement experienced in real life, encouraging not just repeat purchases but also fierce loyalty from their customers.

Their strategy shows that authenticity and kindness can triumph over the most aggressive sales strategy. Invisible marketing, when implemented effectively, can be better for you and your customers.

Authenticity & Trust

So why exactly does invisible marketing work?

Great marketing subtly leans on authenticity and trust-building, rather than resorting to aggressive selling tactics. You’re not twisting arms to persuade people to buy your product or service; instead, you're bidding for their trust. You're finding common ground, empathizing with their needs, and showing them the value they’ll gain by choosing you over everyone else.

You're not just selling a product; you're selling a solution, an experience, and most importantly, peace of mind.

Just as authenticity is a crucial element in building personal relationships, it's equally important in fostering brand-customer relationships. In an increasingly skeptical world, consumers now crave and trust raw, authentic interactions over polished sales pitches.

Consider this in your strategy, show up as you are, and align your actions to your words.

If you're looking for a surefire way to gain consumer trust and loyalty, just try doing something nice for your customers without expecting anything in return. Just one handwritten thank you note could create a lifelong customer for your business.

Trust is not something that can be bought or hustled; it's earned over time with a consistent display of integrity. Trust crushes indecisiveness and insecurity, providing reassurance to consumers that they are making the right choice.

It’s not about starting a one-off transaction, it's about fostering an ongoing relationship based on trust, authenticity, and mutual value. Remember, loyal customers are a product of trusting relationships, not sales pitches.

Value Driven Content

Now, let's talk about how you can start building authenticity and trust. One of the most effective ways of doing this is through value driven content.

Value driven content doesn't convince your customers to buy. It doesn't include a payment page or a special offer or a call to action. It simply involves you giving value out for free.

So, customers like getting value, but how does value driven content actually drive sales?

It all comes down to one word: reciprocity. If you're able to provide something valuable to a potential customer over and over again, eventually they will feel the urge to reciprocate by buying from you. This isn't just my idea, this is social psychology at work.

To use this strategy, use your industry expertise to think of information that your customer base would find useful. If you're a gym owner, you could post YouTube videos about your favorite exercises and nutritious foods, or Instagram posts including your best health tips. After a while, you'll have gained a community of people who want to be connected with you because of the value you provide them for free. You'll have gained their trust, and they'll be much more likely to purchase from you.

Memorable Experiences

Creating a lasting impression on your customers goes beyond just delivering a product or service; it's about crafting an experience that resonates deeply with them.

This approach encapsulates an aspect of marketing that consumers appreciate – one where they don't feel as though they're being persuaded to buy, but rather are part of an engaging journey. When this journey creates a positively unforgettable memory, your customers are not only more likely to return, but they also inevitably become advocates of your brand and can't help but tell their friends and family about how great you are.

In order to be remembered by your customers, you have to craft an experience that goes above and beyond what they've experienced before in businesses like yours.

To get started with a more authentic approach to marketing, here are a few questions you can ask yourself:

• How is my product or service different than what my competitor is offering down the street?
• What can I do to make my customers feel less like customers and more like valued members of my community?
• What's a small act of kindness I can provide to the next customer that walks in the door?

So, now we see how impactful invisible marketing can be. While I'm a huge fan of this type of approach, I don't believe it should completely replace more traditional marketing strategies. Instead, it should work hand-in-hand with them.

You should absolutely still use social media, email marketing, and even paid ads to reach potential customers. But if we want our businesses to improve, we have to ensure that we connect with customers on a deeper level, improve their lives, and provide a truly exceptional experience every time we interact with them.