Whether 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 ca

Zig When They Zag - Season 2, Episode 7: 5 Reasons Marketing Takes Time

Jun 8th, 2021 35m 56s

"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

Zig When They Zag - Season 2, Episode 6: 5 Reasons Why Your Marketing Isn't Working

Apr 28th, 2021 28m 43s

5 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 abou

Zig When They Zag - Season 2, Episode 5: 5 Marketing Things To Start Doing Right Now

Apr 13th, 2021 30m 50s

5 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 cent

Zig When They Zag - Season 2, Episode 4: The Difference Between Brand Building and Lead Generation

Mar 23rd, 2021 27m 20s

Difference 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

Zig When They Zag - Season 2, Episode 3: What Are Marketing Goals?

Mar 9th, 2021 23m 16s

What 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 g

Zig When They Zag - Season 2, Episode 2: The Importance of Doing Things In Order

Feb 23rd, 2021 35m 8s

The 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

Zig When They Zag - Season 2, Episode 1: Keys to Success in 2021

Feb 9th, 2021 21m 7s

How 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 learne

Zig When They Zag - Episode 18: What is Brand? Part 3: Customer Experience

Dec 15th, 2020 29m 1s

In 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 hav

Zig When They Zag - Episode 17: What is Brand? Part 2: Value Proposition

Nov 27th, 2020 29m 2s

What 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 do

Zig When They Zag - Episode 16: What is a Brand? Part 1: Mission, Vision, and Purpose

Nov 13th, 2020 25m 11s

Wondering how your brand is perceived?Trying to figure out what should be at the heart of your brand?In this episode, Jessica Scanlon and Kevin Ring talk about what branding truly is. Many business owners think branding simply means what their

Zig When They Zag - Episode 15: Is Now the Right Time?

Oct 21st, 2020 27m 4s

Is Now the Right Time?Short answer: yes.In this episode, Jessica Scanlon and Kevin Ring talk about knowing when the right time is to make marketing moves. Kevin mentions a line that our marketing director at Hot Dog Marketing often uses with cu

Zig When They Zag - Episode 14: The Cost of Doing Nothing

Oct 20th, 2020 21m 36s

Are you hesitant to engage in marketing campaigns during COVID-19?Do you know what the penalty for inaction is?Turns out, the cost of doing nothing can be really high.In this episode, Jessica Scanlon and Kevin Ring talk about what can happen to

Zig When They Zag - Episode 13: Why Great Business Leaders Get Stuck on Marketing

Oct 19th, 2020 32m 42s

Do you have an unsolvable marketing problem?Did you know a marketing agency could probably solve this issue?In this episode, Jessica Scanlon and Kevin Ring talk about why great business leaders, people who solve all sorts of problems, often get

Zig When They Zag - Episode 12: Misconceptions of Working with a Marketing Agency

Oct 16th, 2020 24m 44s

Do you think marketing is just creating content?Or do you think you need to know the solution before approaching an agency?In this episode, Jessica Scanlon and Kevin Ring discuss the misconceptions many clients have when they start working with

Zig When They Zag - Episode 11: Common Marketing Myths Part 2

Oct 16th, 2020 24m 44s

More marketing myths dispelled? You got it!See/Listen to part 1 here: https://hotdogmarketing.net/zigzags/common-marketing-myths-part-1/In this episode, Jessica Scanlon and Kevin Ring take down more marketing myths that many small business owne

Zig When They Zag - Episode 10: Holding Internal Marketing Teams Accountable

Oct 16th, 2020 24m 35s

Internal marketing teams: do they actually work for small businesses?Are they worth it?In this episode, Jessica Scanlon and Kevin Ring talk about how small businesses can suffer when they choose to use internal marketing teams. Hiring one or tw

Zig When They Zag - Episode 8: What is Brand Equity?

Sep 29th, 2020 30m 44s

The term "brand equity" is thrown around a lot, but what does it really mean?In this episode, Jessica Scanlon and Kevin Ring focus on brand equity. They discuss not only what it is but how you can obtain brand equity for your small or medium-si

Zig When They Zag - Episode 5: How to Thrive in a Slowdown - Know Your Best Customer

Sep 29th, 2020 24m 33s

Who is your best customer? Hint: it's not just anyone with money.In this episode, Jessica Scanlon and Kevin Ring discuss how to identify your ideal customer as a small business owner. Many business owners incorrectly think their ideal client is

Zig When They Zag - Episode 2: Leadership in a Crisis Part 2

Sep 29th, 2020 24m 36s

In this episode, Jessica Scanlon and Kevin Ring discuss how to dig into your company's mission, values, and vision. Just because a crisis hits doesn't mean your mission, values, and vision should be thrown out the window.Mission: Your value pro

Zig When They Zag - Episode 6: Healthy Leadership

Sep 29th, 2020 20m 46s

What happens when your annual business plan goes out of the window?In this episode, Jessica Scanlon and Kevin Ring discuss how business leaders should reevaluate their business and marketing plans during times of crisis. Before a crisis occurs,

Zig When They Zag - Episode 3: Leadership in a Crisis - Community Leadership

Sep 29th, 2020 20m 44s

Community involvement helps your business build trust, accountability, and authority with your audience and the community. Jessica Scanlon and Kevin Ring discuss how community giving can build brand equity just like consistent marketing. Beyond

Zig When They Zag - Episode 9: Common Marketing Myths Part 1

Sep 29th, 2020 22m 25s

Who is your ideal customer? (Hint: it's not everyone)In this episode, Kevin Ring and Jessica Scanlon dispel some of the marketing myths we hear often. Unfortunately, there are many occasions where business owners fall into the trap of one or mo

Zig When They Zag - Episode 7: How to Pivot Your Marketing During a Crisis

Sep 29th, 2020 31m 16s

In business, you solve a problem for your customer. Pivoting means that you anticipate your customers' new concerns and adjust to solve their problems in a new way.Customer effort score: the harder it is for customers to interact with you, the

Zig When They Zag - Episode 4: How to Thrive in a Slowdown Part 1

Sep 29th, 2020 24m 14s

Having a customer-centric value proposition is critical to making a real impact with your audience.In this episode, Jessica Scanlon and Kevin Ring discuss focusing your messaging on the customer's values, instead of your own. Kevin compares thi