How Reddit Became a Font of Knowledge for Alli Reed, Founder of Stratia Skincare

Key Moments:
0:00 Episode start
1:01 What is Stratia
3:37 Formulating products for herself
7:38 Going to Stratia full-time
9:44 Exploring Reddit
19:25 The universal skincare routine and what products Alli uses
24:00 Attracting new customers
27:55 How Stratia differentiates itself
33:15 Educating customers
36:45 What to look forward to at Stratia

Welcome back! On today’s episode, I talked to Alli Reed, the Founder of Stratia Skincare. We discussed how she turned her hours on Reddit into a multi million dollar brand. Plus, how she thinks about attracting new customers, differentiating yourself, and what it takes to educate the consumer. Let’s jump into it.

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 in 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.”

Available Everywhere
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Up Next in Commerce is produced by Mission.org and brought to you by Salesforce Commerce Cloud. To hear more business content, check out all of our shows at www.mission.org or wherever you listen to your podcasts.

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