This is a podcast about digital and ecommerce, so you already know we’re big fans of the internet. It’s a portal and a tool to give you direct access to consumers, information, and communication unlike anything that’s ever existed before. And if you’re living here in 2022 and expecting to thrive as a business owner, you better be tapping into every possible resource the internet has to offer. Alli Reed has known that for more than a decade, and her company, Stratia Skincare, got its start in large part thanks to the wealth of beauty and skincare knowledge Alli tapped into to turn an interest into a side hustle and then grow it into a multi-million dollar brand. 

On this episode of Up Next in Commerce, I talked to Alli about how she turned her hours on Reddit into a brand that keeps growing, and we talked about all the ways to attract customers, differentiate yourself, and what it takes to educate the consumer beyond just knowing what your brand is, but also what it stands for and how it operates. Enjoy!

Main Takeaways:

• The Reddit Goldmine: If you are looking for an engaged audience, Reddit is one of the best places on the internet to find some. But beware, not only are Redditors engaged, they are hyper-aware of any kind of inauthentic promotion or pushing of brands. When you show up on Reddit, you have to be authentic, and in return, you will see active, informed, and oftentimes helpful folks who can take your market research to another level.
• Don’t Take Our Word For It: In categories that require a bit more effort to convert customers, it’s helpful to rely on UGC and customer reviews. Rather than asking potential customers to trust you the brand, ask them to trust their peers who are singing your praises. That’s a much easier and quicker way to get someone to pull the trigger than trying to convince them just based on your marketing materials.
• You’re Not What You’re Not: There is always a rush to be the first to be certain ingredient-free. Whether it’s paraben-free, gluten-free, cruelty-free, or anything else, don’t let the marketing angle of being XYZ-thing-free be your crutch. Find a way to differentiate yourself that actually has a basis in need, science, or data rather than being the first to be “anything-free.”

For an in-depth look at this episode, check out the full transcript below. Quotes have been edited for clarity and length.

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For a full transcript of this interview, click here.