Get Scrappy

1. What is "Get Scrappy: Smarter Digital Marketing for Businesses Big and Small" by Nick Westergaard about?

• Practical Digital Marketing Guide: The book provides a hands-on framework for businesses of any size to approach digital marketing more effectively and efficiently, regardless of budget or resources.
• Scrappy Mindset: It introduces the concept of being "scrappy"—using will, persistence, and creativity to overcome marketing challenges, rather than relying solely on big budgets.
• Step-by-Step System: The book is structured into three main parts: Smart Steps You Can’t Skip, Do More with Less, and Simplify for the Long Haul, each offering actionable strategies.
• Real-World Examples: Westergaard uses case studies and stories from both big brands and small businesses to illustrate how scrappy marketing works in practice.

2. Why should I read "Get Scrappy" by Nick Westergaard?

• Actionable Advice: The book is designed for marketers who want to get things done, offering practical steps rather than just theory.
• Applicable to All Sizes: Whether you’re a solo entrepreneur, a nonprofit, or part of a large corporation, the scrappy approach is relevant and adaptable.
• Overcoming Common Obstacles: It addresses real-world challenges like limited budgets, overwhelming technology choices, and the myth that only big brands can succeed online.
• Focus on Results: The book helps you focus on what matters most in digital marketing, so you can achieve measurable outcomes without wasting resources.

3. What are the key takeaways from "Get Scrappy" by Nick Westergaard?

• Brains Before Budget: Success in digital marketing comes from creativity and strategic thinking, not just spending more money.
• Build a Strong Brand: A clear brand blueprint—spark, promise, story, voice, and visuals—is essential before launching any marketing efforts.
• Map Your Marketing: Use a simple, strategic map (based on the Five Ws and One H) to align your marketing with business objectives.
• Do More with Less: Leverage questions, people power, and integration to maximize impact with limited resources.
• Simplify and Measure: Focus on what works, relentlessly repurpose content, and measure what matters to continuously improve.

4. What is the "Scrappy Mindset" in Nick Westergaard's "Get Scrappy"?

• Brains Before Budget: Prioritize smart thinking and resourcefulness over simply spending more money.
• Market Like a Mousetrap: Strive for marketing that is both effective (achieves goals) and efficient (uses minimal resources).
• See Ideas Everywhere: Look beyond your industry for inspiration and be open to adapting ideas from unexpected places.
• Underdog Attitude: Even if you’re not the smallest player, approach challenges with the determination and creativity of an underdog.

5. How does "Get Scrappy" define and build a strong brand?

• Brand Blueprint: The book outlines a five-part blueprint: Spark (core purpose), Promise (what you do for whom), Story (three-word narrative), Voice (distinctive language), and Visuals (consistent imagery).
• Beyond Logos: Branding is more than just a logo or slogan; it’s the sum of all touchpoints and the emotional connection you create.
• Internal Alignment: The blueprint should be shared with your team to ensure everyone understands and represents the brand consistently.
• Brand as Foundation: A well-defined brand is the starting point for all effective digital marketing efforts.

6. What is the "Map Your Marketing" method in "Get Scrappy"?

• Strategic Mapping: Use Rudyard Kipling’s Five Ws and One H (Why, What, Who, Where, When, How) to create a clear, actionable marketing plan.
• SMART Objectives: Set goals that are Specific, Measurable, Attainable, Relevant, and Time-related to guide your efforts.
• Focus on Business Outcomes: Align marketing activities with core business objectives like branding, community building, PR, market research, customer service, or sales.
• Customer-Centric: Incorporate customer needs and feedback into your strategy from the outset.

7. How does "Get Scrappy" recommend choosing digital marketing channels and tools?

• Digital Compass Framework: Let your business objective (the “why”) and your audience (the “who”) guide your choice of channels (the “what”).
• Avoid Shiny New Things: Don’t chase every new platform; focus on what aligns with your goals and where your audience is active.
• Channel Fit Examples: The book provides case studies showing which channels work best for different objectives (e.g., Facebook for community, Twitter for customer service, LinkedIn for B2B branding).
• Continuous Reassessment: Treat your plan as a living document, ready to adapt as new tools and platforms emerge.

8. What is the "Question Engine" concept in "Get Scrappy" and how does it fuel content and engagement?

• Questions as Currency: Use customer questions to generate content ideas and spark social media conversations.
• Listen First: Actively listen to your audience to identify their needs, pain points, and interests.
• Content Creation: Answering real questions leads to more relevant, helpful, and engaging blog posts, videos, and social updates.
• Team Involvement: Encourage your team to collect and share customer questions to keep your content pipeline full.

9. How does "Get Scrappy" suggest leveraging people power and team resources for digital marketing?

• Embrace Internal Talent: Involve employees from different departments in content creation, social media, and idea generation.
• Flexible Staffing Models: Use the RACI model (Responsible, Accountable, Consulted, Informed) to clarify roles and share workload.
• External Resources: Tap into fans, customers, and agency partners for user-generated content and additional support.
• Culture of Participation: Foster a culture where everyone feels empowered to contribute to marketing efforts.

10. What does "Connect Your Digital Dots" mean in "Get Scrappy" and how do you achieve integration?

• Holistic Integration: Ensure all digital channels—social media, email, website, paid ads, and earned media—work together seamlessly.
• POEM Framework: Balance Paid, Owned, and Earned Media for maximum reach and impact.
• Cross-Promotion: Use each channel to promote and reinforce the others (e.g., share blog posts in email newsletters, promote social channels on your website).
• Consistent Messaging: Maintain a unified brand voice and message across all touchpoints, both online and offline.

11. How does "Get Scrappy" recommend simplifying content and social media marketing for long-term success?

• Relentless Repurposing: Reuse and adapt content across formats and platforms to maximize value.
• Content Creation Hacks: Utilize historical content, curate relevant third-party material, and encourage user-generated content.
• Focus on Quality: Prioritize creating better, more engaging content over simply producing more.
• Advocate Engagement: Develop systems to identify, reward, and elevate your most passionate fans and brand advocates.

12. How does "Get Scrappy" by Nick Westergaard approach measurement and continuous improvement in digital marketing?

• Measure What Matters: Align metrics with your business objectives, focusing on outcomes like leads, sales, engagement, or brand awareness.
• Simplified Scorecards: Use easy-to-understand scorecards to track and share key performance indicators with your team.
• Iterative Improvement: Treat failures as learning opportunities and continuously refine your strategy based on data.
• Holistic View: Recognize that marketing success is the result of multiple touchpoints and channels working together, not just the last click or impression.