Podcast
Zig When They Zag
Hosted by Jessica Scanlon and Kevin Ring · EN
Zig When They Zag is a podcast that encourages a growth mindset for business leaders. Hosts Jessica Scanlon and Kevin Ring discuss leadership, marketing, and sales topics that help small and middle-market businesses scale. Each episode equips listeners with new resources to help businesses move forward when they feel stagnant. Jessica Scanlon is the founder and CEO of Hot Dog Marketing, a marketing agency in Austin, TX that has served hundreds of growing service businesses in the last eight years. Jessica and her co-host Kevin, Hot Dog Marketing's Director of Strategy, interview each other and discuss topics that CEOs, Founders, and Operational leaders at organizations trying to achieve their next phase growth will find interesting, thoughtful, and inspiring.
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Episodes
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Zig When They Zag - Season 2, Episode 8: Why Asking, “Should I Be on Facebook?” is the Wrong Question to be Asking
Jun 22, 202100:29:55Tap to summarizeWhether it's creating a Facebook page for your business or jumping on the hottest new social media or marketing trend, the answer is (unsurprisingly) "it depends."However, each business is unique. There's no "one-size-fits-all" approach that can yield consistent results across products, industries, and demographics. What to Ask InsteadPlatforms and marketing tactics will change over time, but one thing that remains consistent is your business's need for a website.Why is your website so important? You own your website (as opposed to content posted on social media platforms), and it's the 24/7 digital salesperson for your business. Some better questions to ask:Is my website working?What's wrong with my website?How to Get People to My WebsiteSEOSocial MediaContentThe Bottom LineInstead of asking "should I be on Facebook," ask these questions:How can I make my website work better?How can I create better content?What's the overall strategy that ties it all together?What are the overall channels we'll utilize?________________Hot Dog Marketing is a digital marketing agency in Round Rock, TX serving small and medium-sized businesses. We excel in delivering marketing strategy, digital marketing, website design and development, and outstanding customer service.
Transcribe →Zig When They Zag - Season 2, Episode 7: 5 Reasons Marketing Takes Time
Jun 8, 202100:35:56Tap to summarize"How long will marketing take to start working?" The truth is that marketing takes time to produce results because it's not a switch you flip on and off. It's more like an engine you have to get going up to speed slowly.1. No One Knows Who You AreAs with person-to-person relationships, becoming familiar takes time. You wouldn't jump right into marriage on the first date. The same applies to developing a relationship with your audience before they become customers.2. Your Customers Have Different TimelinesThe typical customer journey looks like this:Awareness ConsiderationDecision DelightMarketing effectively meets people where they are in the customer journey and guides them to the next step at their own pace. Your marketing plan should address all the different stages of the customer journey and be flexible enough for someone to drop in and out as necessary. 3. Show Up In More Than One PlaceHave you ever seen an ad online for a product and realize later that you have no idea how to find that company again? Businesses that don't effectively use their marketing to hold their audience's attention and turn them into qualified marketing lead end up losing customers. Instead, a brand can better retain its audience's attention by showing up in front of them in many different places. 4. Brand Messaging and Visual Identity are WrongPoor functionality, lousy design, irrelevant messaging, and an outdated look in your website can distract your audience from considering your solution.If a competitor's website looks and works ten times better than yours, customers will likely go back to the competitors when making a purchase decision.5. You're Not Optimizing Your Marketing as it RunsUnfortunately, many treat marketing as a 'set it and forget it' lever they can let run and revisit next year. However, to optimize your marketing (and marketing budget), it's vital to course-correct as you go.The Bottom LineThe longer you take to start marketing, the longer it takes to start working. Don't waste any time. Get your company or brand in front of the right audience with the right message. ________________Hot Dog Marketing is a digital marketing agency in Round Rock, TX serving small and medium-sized businesses. We excel in delivering marketing strategy, digital marketing, website design and development, and outstanding customer service.
Transcribe →Zig When They Zag - Season 2, Episode 6: 5 Reasons Why Your Marketing Isn't Working
Apr 28, 202100:28:43Tap to summarize5 Reasons Why Your Marketing Isn't WorkingIn this episode, Jessica and Kevin discuss how brands that are pursuing growth may be missing the mark when it comes to some of their marketing efforts.1. Incorrect Brand PositioningAre you talking about your business in a way that your customers are willing to learn about it? Many business owners struggle with marketing because they didn't position the company from their customer's perspective.2. Lacking a Customer-Centric Approach to MessagingWho is the best at communicating the value customers get from the business? Why, customers, of course!3. Your Investment is Too LowA business owner may see a new company (or competitor) with a great marketing strategy that makes them very successful. However, this competitor is only "new" to the business owner; they don't understand how long and how much planning and execution it took that company to get to that point. 4. Not Enough Time Has PassedSimilar to point number three, your marketing may not be working simply because you haven't been doing it for long enough. 5. It Doesn't Look GoodA B2B IT company around for 40 years may have an outdated website and branding that doesn't connect with a modern audience. This poor customer experience leaves the audience wondering whether the company is trustworthy and can deliver on the promises they make.The Bottom LineJust because you haven't been successful with marketing in the past doesn't mean it won't work for you in the future. The issues plaguing your marketing efforts are often difficult to identify from inside the company. That's why companies hire marketing experts and professionals to help them.________________Hot Dog Marketing is a digital marketing agency in Round Rock, TX serving small and medium-sized businesses. We excel in delivering marketing strategy, digital marketing, website design and development, and outstanding customer service.
Transcribe →Zig When They Zag - Season 2, Episode 5: 5 Marketing Things To Start Doing Right Now
Apr 13, 202100:30:50Tap to summarize5 Marketing Things You Should Be Doing Right NowJessica and Kevin discuss the 5 Marketing Things You Should Be Doing Right Now. Why do them now? Remember the "Roaring Twenties?" Well, we're about to enter another "Roaring Twenties" in this century.Here are the five marketing things you should be doing right now.1. Talk to Your CustomersWe've been asking our clients what they need now and what they think their business will need in the future. In addition to current clients, we also ask these same questions to people who would be ideal clients but don't work with us yet. 2. Focus on How You're Going to Reach Business GoalsConcentrate on taking steps towards your goals every day or risk being in the same position this time next year.3. Get Your Website Working for YouCustomers demand a fast, beautiful website, but your time is better spent elsewhere than maintaining a website.Also, your website should speak to the customer's needs and desires and paint the picture of a better future for them. Customers visit your website because they have a problem to be solved.4. Show Off Your Employees in Your MarketingCommunicate to your audience that your team is there to help make things better as we all adjust to the new normal.5. Outmarket Your CompetitorsMany businesses have permanently closed, leaving many customers without the solution they need. Let them know you're ready to serve them.The Bottom LineGet in front of your audience and talk to your customers. If you find talking to customers challenging, Hot Dog Marketing can handle it for you. We love talking to the customers of our clients. ________________Hot Dog Marketing is a digital marketing agency in Round Rock, TX serving small and medium-sized businesses. We excel in delivering marketing strategy, digital marketing, website design and development, and outstanding customer service.
Transcribe →Zig When They Zag - Season 2, Episode 4: The Difference Between Brand Building and Lead Generation
Mar 23, 202100:27:20Tap to summarizeDifference Between Brand Building and Lead GenerationThere’s more than one kind of digital marketing approach. While most companies will benefit from brand building activities, not all businesses are a great fit for digital lead generation. In this episode, Kevin and I discuss the differences between the two styles of digital campaigns. Enjoy!What is Brand Building?Brand building is delivering a consistent message, look, feel, and story through consistent channels to the right audience. Many companies haven't thought through what their brand message is.What is Lead Generation?Lead generation is getting new people into your sales funnel so they develop into customers. Having a lead generation program setup can be much more effective in terms of reach and costs than hiring another outbound salesperson.Effective Lead Generation Needs Brand Building and Vice VersaIf a movie is uninteresting, it doesn't matter how much it turns up in front of people, they won't want to watch it. On the other hand, a fantastic movie needs the word to be spread. Do BothBuild your brand with audiences who aren't ready to buy yet. Use lead generation to provide a clear path for those who are ready to buy. The Bottom LineMost small businesses don't have the bandwidth or expertise to focus on both brand building and lead generation activities. They don't have the time or resources, either. The best option is by sticking to what they do best and trust their marketing actions to an expert partner like Hot Dog Marketing.________________Hot Dog Marketing is a digital marketing agency in Round Rock, TX serving small and medium-sized businesses. We excel in delivering marketing strategy, digital marketing, website design and development, and outstanding customer service.
Transcribe →Zig When They Zag - Season 2, Episode 3: What Are Marketing Goals?
Mar 9, 202100:23:16Tap to summarizeWhat are Marketing Goals?How can a company set intentional growth goals for the year after simply making it through the year 2020? In this episode, Jessica Scanlon and Kevin Ring dive into marketing goals. Know Where You Want Your Business to go this YearMost business leaders have their goals in mind and know where they want to go, but they don't know how marketing applies to those goals. Even more so, they often aren't aware of the marketing tactics available.Preparing the Business and the LeaderAlong with putting together the marketing machine that drives growth, we help our business leader clients level up their marketing knowledge and skills. Favorite Business Goals We SeeGrow by $10MM in 7 yearsDiversify channels where leads come fromDiversify client baseMove to a higher-value client baseExamples of Good Marketing GoalsBuilding brand equityIncreasing the value of leadsIncreasing the quality of leadsDiversifying leadsAccount growthExamples of Bad Marketing GoalsRanking #1 on Google10k Instagram followersBottom Line for Setting Marketing GoalsSocial media and SEO will certainly be a part of the strategy, but they are just tools to use to help a business achieve its true, underlying goals.________________Hot Dog Marketing is a digital marketing agency in Round Rock, TX serving small and medium-sized businesses. We excel in delivering marketing strategy, digital marketing, website design and development, and outstanding customer service.
Transcribe →Zig When They Zag - Season 2, Episode 2: The Importance of Doing Things In Order
Feb 23, 202100:35:08Tap to summarizeThe Importance of Doing Things in OrderWhy not jump into all the marketing services at the same time?Is marketing strategy worth it?In this episode, Jessica Scanlon and Kevin Ring discuss how important it is to do things in order when it comes to executing on marketing.Focus on How You Deliver the Maximum ValueJessica talks about the early days of Hot Dog Marketing when she began charging for the strategic aspect (instead of doing all that work for free!), she had some clients that would choose to skip the strategy and move straight into services.This would always end up in poor performance in the client's marketing efforts and, predictably, disappointment.Don't Market Without PlanningIt's important to follow the steps and do them in order because marketing works best that way. It seems simple to jump right in with ads or another marketing service, but the outcomes will fall short of the business goals. Leading to either abandoning marketing, or having to pay even more to redo the services.Bottom Line for Following the Marketing StepsThe main idea is that as a business leader, you don't want to miss any opportunities in acquiring customers because of a poor acquisition process. A typical gap for small businesses is having a poor website. At Hot Dog Marketing, we often use the analogy of a website (and entire marketing plan) being like a house. For people to feel comfortable entering and walking through the house, they need to know what to expect. Have a marketing plan that walks people through the whole experience, one step at a time.________________Hot Dog Marketing is a digital marketing agency in Round Rock, TX serving small and medium-sized businesses. We excel in delivering marketing strategy, digital marketing, website design and development, and outstanding customer service.
Transcribe →Zig When They Zag - Season 2, Episode 1: Keys to Success in 2021
Feb 9, 202100:21:07Tap to summarizeHow do you balance a strategic plan and flexibility?How can you plan for a year that already seems like it'll be unpredictable?Jessica Scanlon and Kevin Ring discuss how to win in business in 2021. They talk about how to take the lessons learned from the wild ride that was 2020 and apply them to have a successful year in business, even when things don't turn out like you expected (or wanted).Business owners and decision-makers that lead teams and companies through 2020 saw many projects that weren't finished and deadlines that weren't met. This can be a very emotional experience as business leaders may find themselves reassessing their business's direction due to diminished demand (e.g. event venues), or even a disappearing audience (e.g. office workers). Focus on the Goal, be Flexible on the MethodAlthough the means and methods might change, being solidly rooted in the end goal of meeting customers' needs will be a much more worthwhile perspective. Don't Put It Off - Act NowStopping marketing and communication efforts with customers will disconnect businesses from their target audiences, losing points and making them much more difficult to win back.Bottom Line for Winning in 2021Key takeaways for surviving and thriving in 2021:Stay aliveUnderstand the value that you provideDon't hold too fast to your plans to deliver valueRemain flexibleGive yourself a breakPlan for successRemember to focus on the big goal-the light at the end of the tunnel. ________________Hot Dog Marketing is a digital marketing agency in Round Rock, TX serving small and medium-sized businesses. We excel in delivering marketing strategy, digital marketing, website design and development, and outstanding customer service.
Transcribe →Zig When They Zag - Episode 18: What is Brand? Part 3: Customer Experience
Dec 15, 202000:29:01Tap to summarizeIn this episode, Jessica Scanlon and Kevin Ring discuss the customer experience aspect of a company's brand. Customer experience is the holistic experience customers feel and encounter with your brand, product, or service. It's important to have a framework built around the customer experience so it can be protected, no matter who the customer is interacting with.Customer experience can include:LogoWebsiteColor paletteBusiness materialsCustomer giftsMessagingProduct/service deliveryWhat customers say when talking about the brandHow to Create a Customer Experience Aligned with Your BrandThe brand identity informs the customer experience. Identifying your particular brand elements takes a mix of organic and constructed components. You'll want to tie in your brand's mission, vision, and values, as well as the value proposition you offer customers.Messaging Strategy and Visual Brand StrategyAfter deciding who your brand is, you can then put the words in place that communicate that. That's where having a messaging strategy comes into play.Visual brand strategy typically comes after messaging because the words used in your messaging strategy will give your designer direction. In addition to aligning with your brand identity, the visuals need to be easy enough to comprehend yet exciting enough to hold someone's attention and be memorable.Bottom Line: When Your Marketing, Messaging, and Visual Brand Work Together, Your Customers Become Better CustomersUsing your messaging and visual branding as the foundation of your customer experience will inform your customers on what to expect when working with your company.Great marketing helps to retain customers and make them more valuable to your company. ________________Hot Dog Marketing is a digital marketing agency in Round Rock, TX serving small and medium-sized businesses. We excel in delivering marketing strategy, digital marketing, website design and development, and outstanding customer service.To work with us, visit www.hotdogmarketing.net
Transcribe →Zig When They Zag - Episode 17: What is Brand? Part 2: Value Proposition
Nov 27, 202000:29:02Tap to summarizeWhat is a Brand?: Value PropositionWhat do customers value from your company?In this episode, Jessica Scanlon and Kevin Ring talk about the value proposition aspect of a company's brand. The value proposition is what the customer needs to be done and what your company does. A value proposition is not just meeting the needs of the customer, it's creating an experience.Knowing where you can deliver the most value helps you craft a marketing message that communicates that to your audience.Bridging the Communication GapKevin says marketing messaging is like taking care of household chores when living with someone else. We've all experienced where one person's definition of a chore being completed differs from the other person's. In business, owners may think they know and understand what the customer wants and values, but their audience interprets their messaging or value proposition differently.How to Know When Your Value Proposition Messaging is Off:Your sales team has to spend much time explaining your product or services to leads.Incoming leads aren't qualifiedToo many leads are turning away because they're initial understanding of your product or service was misalignedGet to Know Your CustomerThis can be difficult because customers will likely hold a bias when communicating directly with you. Bring in a third party to conduct surveys and interviews that provide genuine, helpful feedback.Bottom Line: Know What You Do For Your CustomerInstead of guessing and testing, smart marketing homes in on your specific audience with a compelling, specific message based on customer feedback.________________Hot Dog Marketing is a digital marketing agency in Round Rock, TX serving small and medium-sized businesses. We excel in delivering marketing strategy, digital marketing, website design and development, and outstanding customer service.To work with us, visit www.hotdogmarketing.net
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