Get Scrappy | Nick Westergaard

Summary of: Get Scrappy: Smarter Digital Marketing for Businesses Big and Small
By: Nick Westergaard

Introduction

Get ready to embrace the ‘scrappy’ approach to digital marketing as we dive into the summary of Nick Westergaard’s book, Get Scrappy: Smarter Digital Marketing for Businesses Big and Small. Throughout this summary, you’ll learn about the carefully designed tactics, innovative strategies, and effective tools needed to transform your marketing mindset and boost your business performance. Discover how to create meaningful relationships with your target audience, break the cycle of ‘checklist marketing,’ and optimize your marketing dollars by adopting a persistent and resourceful approach to engaging and retaining customers.

Eddie the Terrible

In late 2014, the Humane Society of Silicon Valley took in a Chihuahua named Eddie the Terrible. Eddie was an unappealing, pugnacious animal with no saving graces. Humane societies have a hard time getting people to adopt stray dogs and cats, and it becomes infinitely more difficult with a difficult-to-love pet like Eddie. To market Eddie, the shelter tried to convince people why they should not adopt him by creating social media posts titled “Three Reasons You Don’t Want to Adopt Eddie the Terrible.” The counterintuitive message went viral, and the story had a happy ending when Eddie was adopted by a family with no kids. Through ingenious and inexpensive messaging, the Humane Society of Silicon Valley accomplished its marketing goal with the perfect “scrappy” campaign.

Mastering Scrappy Marketing

Scrappy marketing is not about having a small budget, but rather being resourceful, clever, and inventive in your approach to marketing. Small companies can make the most of their marketing efforts by adopting a “scrappy mindset.” The key is to have a clearly distilled statement of purpose to rally your troops. Use digital marketing tools and web platforms strategically to target specific consumers and build meaningful relationships. Don’t succumb to the “myth of big,” and instead rely on the three concepts of scrappy marketing: “brains before budget,” “market like a mousetrap,” and “see ideas everywhere.” By planning, acting, and measuring, small companies can turn relatively weak market positions into strengths.

Plumbers’ Science Newsletter

Hawkeye Sewer and Drain’s owner Jeff Waite distributes their newsletter, “Sewer Science,” on house calls, offering informative articles to consumers at the right moment. Instead of prioritizing budget, he created relevant content which plumbers could offer consumers. The strategic thinking that goes into scrappy marketing requires a thorough understanding and planning for the big picture before executing tactics. Therefore, Waite’s tactic of distributing high-quality content at the perfect time exemplifies the opposite of checklist marketing. The lesson? Start from scratch and examine what the audience is already searching for before retrofitting the objective to their needs. Keep marketing as straightforward and coherent as possible.

The Power of Branding

Scrappy marketing begins with branding, which can range from a business to a product, person, place, or spirit. Your website should be the hub of your online brand ecosystem and experience, integrating social content as the main point of entry. The five key elements of branding are the spark, promise, story, voice, and visuals. The spark represents the belief in the brand, while the promise outlines the mission and beneficiaries. The story features defining ideas, paralleling Apple’s iPad with “thinner, lighter, faster.” The voice concerns communication with the marketplace through various channels, including tweets and e-books, while visuals include logos, colors, and corporate icons.

Creating a Marketing Strategy Map

To create a comprehensive marketing strategy map, answer essential questions such as your business goals, preferred marketing channels, your audience, team members, and project timeline. It would be best to segment your marketing activities and set specific end goals. By doing so, you can efficiently and effectively achieve your intended marketing outcomes. The marketing strategy map aims to guide you towards your desired marketing goals, improve customer satisfaction, and enhance brand awareness through various marketing channels such as Twitter, Facebook, and Snapchat.

Digital Compass for Marketing Goals

Your digital marketing compass points towards various social networks that aid in achieving marketing objectives. Facebook is ideal for attracting a diverse range of consumers, whereas Twitter responds promptly to customer queries. LinkedIn, being the oldest, serves as an online Rolodex to cater to B2B marketers. Pinterest empowers women to showcase their ideas of lifestyle products and Instagram caters to photo-sharing to promote businesses relying on visuals. Chobani Greek Yogurt, for example, uses Instagram to share creative photo-based recipes, and thrive accordingly.

Drive Traffic with Consumer-Driven Content

Engage with your online audience by listening to their questions and providing solution-oriented content. Utilize social media platforms to ask thought-provoking questions and start conversations with potential customers. Create blog posts, videos, and podcasts that address consumer inquiries and provide value to your audience. By responding to inquiries and providing quality content, your online presence will organically attract traffic to your website. Stay attentive to online feedback and adapt your content strategy to meet your consumer’s needs.

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