Get Scrappy: Smarter Digital Marketing for Businesses Big and Small

by Nick Westergaard

It’s an exciting time to be in marketing: The Internet, social media, and content marketing are powerful equalizers, resetting the playing field for businesses large and small. Yet, it’s also a challenging time, with much work to do and an ever-changing array of platforms, features, and networks to master—all on a tighter budget than before.

Don’t get discouraged, get scrappy! Shattering the myth that only big brands can do big things, Get Scrappy will help you:

Demystify digital marketing in a way that makes sense for your business Do more with less Build a strong brand with something to say Find inspiration in unexpected places Create relevant and engaging content and promote it via Twitter, Facebook, and other channels Integrate strategy and message across touchpoints for a unified brand experience—both online and off Spark dialogue with your community of customers Measure what matters

The result is a reliable, repeatable system for reinventing your marketing as marketing reinvents itself. Featuring frameworks, hacks, tips, idea starters, and more, Get Scrappy is the map you need to take your marketing from good to great.

Genres: Business, Nonfiction

240 pages, Hardcover

Published May 12, 2016

About the author

Nick Westergaard is chief brand strategist at Brand Driven Digital, where he helps build better brands at organizations of all sizes—from small businesses to Fortune 500 companies to the President’s Jobs Council. An in-demand speaker at conferences throughout the world, he also teaches branding and marketing at the University of Iowa and hosts the popular On Brand podcast. Nick lives with his family in Coralville, Iowa. Connect with him online at NickWestergaard.com and on Twitter @NickWestergaard.

Reviews

[Laura Metro · Rating 5 out of 5]

A no brainer! This is a fantastic book that all members of any organization can benefit from. Nick also practices what he preaches with his Facebook group and personal emails. I serve on the board of a non-profit org and I'm using this book as an unofficial "text" to take them through a branding and marketing process. All parties can understand and implement the concepts and tools Nick discusses. But don't take my word for it, Get Scrappy!

[David Smith · Rating 3 out of 5]

This is one of those books that if you are not familiar with digital marketing and leveraging social media, then this will open your eyes to some of the options out there. There is a lot of info on branding and that you should brand for social media, but there is very little in the actual nuts and bolts of what to do, how to do it and how to get results. There are mentions of success stories but no case studies on what they did. I know that "Secret" antiperspirant used "linked" in as their main platform. I have no idea why other than "It fit what they were aiming for." Again, I don't even know what they were aiming for? The basic philosophy of the book is you don't need a lot of money for marketing, but you have to brand and stay consistent with that brand across the social media platforms. Also take every opportunity to brand. Your youtube videos should include branding thumbnails and structure. This was stuff I was already doing, so this book basically taught me close to nothing. If you are just getting started, This is a good starting point but it just gives you some bread and not very much meat. If you are looking for a book that says things to do, this will help. If you are looking for a book that actually tells you how to implement the ideas in the book, this isn't the book that gives that info.

[Theo · Rating 4 out of 5]

Solid book about marketing. I really love Nick's take on being scrappy - having lots of heart, even when you don't have all the resources in the world. He does a great job at balancing the "how tos" with practical case studies and inspiration. Would recommend for marketers, especially those working on or running small teams (or working as solo marketers).

Disclaimer: I know the author, and he sent me a copy of his book without strings.

[Amanda Munday · Rating 4 out of 5]

This book has more strategic marketing advice than I expected! I approached this business read thinking it would heavily focus on tactics, but actually the overall marketing approach and strategies for leadership buy-in are worthwhile.

[Mark · Rating 4 out of 5]

A very detailed book about marketing strategies, especially if you're just starting out., or if you are an entrepreneur who would rather focus on the other aspects of running your small business, or start-up. There are considerable lists and real-world examples. But a few drawbacks: well, none of the real-world examples fail. What do you do if your digital marketing plan hits the skids? (Not really addressed). Although the writing is good, well documented, and with additional references.....a few pages where it seemed the goal was to cram as much as possible into 2oo pages. In other words, the pace of relentless opportunity does not slow, or allow the writer/or reader to take a step back. And if there is ever an Updated, 2nd edition of Get Scrappy, a chapter on measuring the results of your plan would be a good addition. (3.5-4 stars/5)

[Aubrey · Rating 3 out of 5]

3.5 rounded down

[L · Rating 3 out of 5]

This book primarily focuses on high level strategies for digital marketing. I think this is pretty good for a beginner in digital marketing. It's tactical, has good examples and is up to date. A worthy read!

Some takeaways:
- Be creative and remember it's a team effort to continuously generate ideas.
- Answer the why, what, who, how, when and where of your marketing.
- Don't go after shiny new channels without integrating into overall strategy.
- Align efforts to SMART goals.
- Create a marketing map of branding, community building, public relations, market research, customer service and lead generation/sales.
- Ask and engage your customers.
- Simplify! Repurpose content, utilize historical content, curate content and encourage user generated content.
- What gets measured gets managed. Metrics are to help you take tangible actions.

[Aaron Slack]

Every Company Needs to Brand

Excellent. Worth the time to read it even if only pick up a few useful ideas (and you'll probably walk away with a bunch). It also helped assure me that I am on the right path with my marketing. While there is a focus on digital advertising, the author does not neglect traditional methods. The branding emphasis is particularly helpful.

[Shuva · Rating 5 out of 5]

I'm a bit biased. I photographed the jacket cover of Nick. But I did read the book and found it full of great examples. He does a great job of enforcing going back to the foundation of why businesses should market, who their audiences is and how they can best market. A great read for any marketing student or anyone in business who needs a wakeup reminder on the basics of effective marketing.

[Kary Perry · Rating 5 out of 5]

Love the case studies! This book is filled with great guides, thought-provoking ideas, and how-tos to get your started today! Although the book can be a bit repetitive, try to think of it as a fun reference guide. And by fun, I mean funny! The author is hilarious.

[Dante · Rating 3 out of 5]

Good advice for organizations above a certain size

If Goodreads allowed half-star increments, I would probably rate this a 3.5-star book. There is a lot of good advice to be found here in terms of a general approach to marketing — both traditional and digital — with a "scrappy" mindset. However, as an entrepreneur running a business with only one full-time employee (me), I thought Westergaard's advice was tilted more towards organizations that have a dedicated marketing staff rather than a small business owner like myself.

Also, while I appreciate the necessity of leveraging digital/social media marketing tools as a key component of the "scrappy" approach, I think the book was a bit light on how to integrate old-school marketing efforts with today's digital/social media tools.

[Olivia Barrow · Rating 2 out of 5]

"Why do you read marketing books when you know they are useless?" my fiancée asked me.

"Because they help remind me that nobody else has any more answers than I do," I replied.

I keep realizing that there aren't any 5-simple recipes for success in marketing that work for everyone. It's always changing and I'm just as capable of figuring it out as anybody who calls himself a marketing expert.

This book was useless - but the process of reading it was also kind of useful. Nick Westergaard, at least, does not have any good answers for your burning marketing questions.

[Emily A. · Rating 4 out of 5]

This was my very first marketing book, and I was a little worried it was going to feel like a homework assignment I didn’t want to do. Luckily, I actually enjoyed it and plan to read Many More Marketjng Books. Get Scrappy definitely helps with shifting your perspective on what truly matters when it comes to the Wild West of digital marketing.

[Justine Ecker · Rating 5 out of 5]

Many business and organizations can benefit from reading this book. Nick explains a simple way of thinking about marketing, connecting content and various different content ideas that can be used multiple time. Even if you’re not a business owner or marketer by any means, he explains how you can get everyone on the team to get on the same page, working towards a common goal.

[Waleed · Rating 3 out of 5]

Good perspective on not falling for the myth of big, and a useful framework for digital branding, but this book serves more to opening your eyes to the possibilities, and not so much on showing you how to capitalize on them.

[Ravi Warrier · Rating 3 out of 5]

Ignoring that this book is 6 years old and almost obsolete with regards to a few tactics mentioned, this is a good book tying the basics under one book. -0.5 point only for obsolescence (not the author's fault).

[Kayla · Rating 5 out of 5]

I read this book for one of my MBA Marketing class at University of Iowa with the author as the instructor. This book has a little of great tips and tricks that I've now began to incorporate into my social media plan for some non-profit organizations I am a member of.

[Spire Metro · Rating 3 out of 5]

Nothing poor about the book. If you have read a few books in this category, then you have probably covered everything in this book. But if you are new to this genre, it gives some good details in an overview perspective.

[Dianne · Rating 3 out of 5]

Bit of a rehash of my marketing degree but it's well written and was a nice refresher. I'd recommend this to anyone who has found their way into the profession and hasn't studied marketing formally.

[Chris Humphrey · Rating 3 out of 5]

The book is fine if you want to roadmap on what to do, but surprisingly and disappointingly thin on how to get scrappy and even provide adequate examples of companies who have done it successfully

[Abby Epplett · Rating 4 out of 5]

This eBook is a good resources for small businesses and nonprofits