Recap: Emma goes live with marketing experts Scott and Alison Stratten

October 31, 2018 Kaitlin Wernet
 
 
At Emma, you could say that marketers are our people—they get us, we get them. 
 
That’s why we’re excited to introduce you to two of our favorite marketing experts, Scott and Alison Stratten.
 
Scott and Alison Stratten will be joining us once a month for a livestream on our Facebook page. This means you’ll have an opportunity to hear first-hand what they’ve been working on, insider marketing tips, and ask questions of your own. 
 
And if you’re unable to make the Facebook Live, here’s a recap of what you missed—you know, in case you forgot to bring your headphones to work.
 

This week: Live video, crowdfunding, cause marketing and more

In our very first Facebook Live with Scott and Allison, we covered everything from live video to crowdfunding and cause marketing, and it was all fueled by your questions. (Don’t forget, if you have a specific question you’d like the Strattens to answer, “like” our Facebook page to get details about next month’s livestream.)
 

What’s your opinion of crowdfunding in general? Is it a marketing technique?

Scott and Alison note that crowdfunding sites, like Indiegogo, are wonderful in terms of marketing and getting eyeballs on your product. While it’s a great way to create attention, they also recognize that this can go both ways—if a lot of people are watching, you’re also in the spotlight while your product is still being developed and for any mistakes or mishaps along the way.
 
They emphasize that eyeballs on your product isn’t an end, but rather a means to a different end and that the marketing of a bad product won’t fix a bad product, so make sure you’re really confident in your execution if you’re going to create a crowdfunded project.
 

How do you prepare your keynotes, and how did you initially develop a presentation when you first started out?

Scott gave us one of the best presentation pro-tips we’ve heard in a while: Like a comedy act, he thinks of his presentations in terms of ten-minute “bits”—and they’re all interchangeable. So instead of rewriting a new talk for each event, he adds or takes away segments that may be especially relevant to a particular audience.
 
He believes in the power not only of being able to tell a story, but also to know how to expand and contract it on-the-fly. Scott always begins his presentation brainstorming sessions by establishing the three takeaways he hopes the audience will remember from his keynote. 
 

How do you settle on the next book idea, and what is your process for sourcing the content/organizing the ideas? 

Alison answers this question in a way that sounds great to our idea-loving marketing brains: She says that, when looking for ideas for their next book, they simply go back to what makes them excited. They begin with broad ideas that they discuss on the podcast, and the ones that begin a longer conversation are those that usually end up in a book. As for the organization of ideas, they love the classics—spreadsheets and word docs! 
 

What do you suggest as best practices for short video presentations?

Scott and Alison emphasize that there are two parts to video—the content you present, and what you do behind and around the camera—and you need to be equally prepared for both. They say that the prevalence of short videos on social media can make it seem like anyone can do it with ease, but you never know how much people have been practicing. The key is knowing the information you’re presenting as well as a story from your childhood, and to practice, practice, practice.
 

What trends are you expecting to see in marketing in 2019?

Hilariously, Scott and Alison answered this question in wildly different ways. Scott says that what he wants for 2019 is for marketers to be better than 2002—there’s great potential, but we still need to take advantage of what we have. We’re still not taking the time to do email marketing correctly, many websites don’t load properly on mobile devices, even though that’s the most commonly used device in North America. He hopes to see marketers maximize the tools we already have in 2019. 
 
On the other hand, Alison approaches this question by saying she believes 2019 will see an even bigger uptick in cause marketing. She says she thinks brands will continue to take social and political stances, as well as make even bolder decisions than before.
 

How would you go about marketing to a specific audience?

This question was by someone specifically looking for advice for reaching college sorority and fraternity life, but we think the answer applies to any demographic: Go to where they are. Instead of forcing your target audience to stop what they’re doing and come to you, find out where they’re hanging out online and go there. 
 
And, this is something that specifically applies to marketing toward a younger audience—don’t do something, like join SnapChat, just to “be cool.” That’s probably the number one indication that you’re not. Create a strategy, meet your people where they are, and tell them how you can meet their needs.
 

Quotable moments

On the customer journey

“What I want everybody to do right now is go through [the customer journey] yourself and be a ‘lead’. Go down the funnel, sign up for the newsletter, try to buy something, go through it all. Walk through your customer’s shoes, walk through that path-to-purchase or path-to-conversion and see how easy it is, and most likely, it’s not. You don’t realize how your own stuff and your own site doesn’t work.”-  Scott Stratten 
 

On data-driven newsletters

“We send out these newsletters because we think we should. We need to be compelling, we need to look at our stats, our data, our click-through rates, instead of just sending it into the endless vomit of content.” - Scott Stratten 
 

On channel-specific content

“We have to be conscious about content and consider how it’s going to be consumed.”-Scott Stratten 
 

On brands taking a stand

“What we’ve seen this year is a growing lack of fear of brands not being afraid to take a stand. I think [we’ve reached] a tipping point where big brands are making bold decisions.” - Alison Stratten 
 

Show notes

  • In this episode, Scott mentions Emma HQ, our newest solution for restaurants, universities and franchises. If you’re interested in finding out more, click here.
  • More about Scott and Alison: Scott and Alison Stratten are co-authors of 5 best-selling business books, co-owners of UnMarketing Inc and co-hosts of The UnPodcast. Experts on the changing world of business and marketing through entrepreneurship, you can connect with them at unmarketing.com. 

Wrap up

This is where we usually tie our blog posts up with a nice conclusive bow, but when we’ve got so many experts around, we’ve got to keep the conversation going. Tell us—what did you learn from Scott and Alison? And make sure to like us on Facebook to make sure you join us for next month’s livestream! We’ll see you then.

About the Author

Kaitlin Wernet

Kaitlin Wernet is a content specialist on Emma's marketing team. When she's not restraining herself from using too many exclamation points or grabbing one more La Croix from the office kitchen, she can be found working on her first book or planning her next big travel adventure.

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