It seems like about every couple months somebody will
jump up and down and wave their arms and proclaim “You HAVE to have a
____________.” Fill in the blank; Facebook page, Twitter account, Instagram,
Pintrest, blog, Snapchat and the list goes on and on. My response always goes
something like this…Okay, great…what are you gonna say? Post? Oh and why?
It’s what I call “running around the room” as business
owners scramble from one thing to the next trying to latch on to the next big
thing. I laughed when I read Nick Westergaard label this as “shiny new things.”
That nails it! All too often businesses big and small fall under the siren call
of these shiny new things and because some whiz bang guru said we have to have
it, it must be true!
In Get Scrappy:
Smarter Digital Marketing for Businesses Big and Small, Westergaard, a
marketing whiz in his own right, makes the case that smart marketing starts not
with building a Facebook page, but with doing some heavy lifting like defining
your brand…and NO! that doesn’t mean creating a nifty logo or cool business
card.
Get
Scrappy is a great primer not just for digital marketing, but
also for developing your overall plan, strategy and then the tactics to achieve
your goals. It really doesn’t make sense to be on Facebook (or anything other
site for that matter) if your customers aren’t there. Westergaard makes the
case that you really have to understand who you customers/audience are and then
develop the best strategy/vehicles to help you reach the people you want to talk
to.
For any business/marketing book to be worth the
investment it has to deliver actionable steps that you can put into play today
and Get Scrappy knocks it out of the
ballpark with loads of things you can jump into out of the box. Don’t be
surprised if you copy quickly becomes a highlighted, sticky-noted mess pretty
quickly and land on your shelf of go to resources.
