Zig When They Zag
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.
Episodes
26 episodes
Zig When They Zag - Season 2, Episode 8: Why Asking, “Should I Be on Facebook?” is the Wrong Question to be Asking
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 ...
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Season 2
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Episode 8
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29:55
Zig When They Zag - Season 2, Episode 7: 5 Reasons Marketing Takes Time
"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....
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Season 2
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Episode 7
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35:56
Zig When They Zag - Season 2, Episode 6: 5 Reasons Why Your Marketing Isn't Working
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 Positio...
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Season 2
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Episode 6
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28:43
Zig When They Zag - Season 2, Episode 5: 5 Marketing Things To Start Doing Right Now
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...
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Season 2
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Episode 5
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30:50
Zig When They Zag - Season 2, Episode 4: The Difference Between Brand Building and Lead Generation
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 g...
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Season 2
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Episode 4
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27:20
Zig When They Zag - Season 2, Episode 3: What Are Marketing Goals?
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,
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Season 2
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Episode 3
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23:16
Zig When They Zag - Season 2, Episode 2: The Importance of Doing Things In Order
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,
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Season 2
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Episode 2
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35:08
Zig When They Zag - Season 2, Episode 1: Keys to Success in 2021
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
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Season 2
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Episode 1
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21:07
Zig When They Zag - Episode 18: What is Brand? Part 3: Customer Experience
In this episode, Jessica Scanlon and Kevin Ring discuss the customer experience aspect of a company's br...
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Season 1
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Episode 18
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29:01
Zig When They Zag - Episode 17: What is Brand? Part 2: Value Proposition
What is a Brand?: Value PropositionWhat do customers value from your company?In this episode, Jessica Scanlon and
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Season 1
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Episode 17
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29:02
Zig When They Zag - Episode 16: What is a Brand? Part 1: Mission, Vision, and Purpose
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
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Season 1
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Episode 16
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25:11
Zig When They Zag - Episode 15: Is Now the Right Time?
Is Now the Right Time?Short answer: yes.In this episode, Jessica Scanlon and Kevin Ring ta...
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Season 1
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Episode 15
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27:04
Zig When They Zag - Episode 14: The Cost of Doing Nothing
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
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Season 1
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Episode 14
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21:36
Zig When They Zag - Episode 13: Why Great Business Leaders Get Stuck on Marketing
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 probl...
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Season 1
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Episode 13
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32:42
Zig When They Zag - Episode 12: Misconceptions of Working with a Marketing Agency
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 star...
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Season 1
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Episode 12
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24:44
Zig When They Zag - Episode 11: Common Marketing Myths Part 2
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...
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Season 1
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Episode 11
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24:44
Zig When They Zag - Episode 10: Holding Internal Marketing Teams Accountable
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.&nb...
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Season 1
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Episode 10
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24:35
Zig When They Zag - Episode 9: Common Marketing Myths Part 1
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 on...
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Season 1
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Episode 9
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22:25
Zig When They Zag - Episode 8: What is Brand Equity?
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 m...
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Season 1
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Episode 8
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30:44
Zig When They Zag - Episode 7: How to Pivot Your Marketing During a Crisis
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 yo...
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Season 1
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Episode 7
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31:16
Zig When They Zag - Episode 6: Healthy Leadership
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. Befo...
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Season 1
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Episode 6
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20:46
Zig When They Zag - Episode 5: How to Thrive in a Slowdown - Know Your Best Customer
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 cl...
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Season 1
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Episode 5
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24:33
Zig When They Zag - Episode 4: How to Thrive in a Slowdown Part 1
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 compa...
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Season 1
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Episode 4
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24:14
Zig When They Zag - Episode 3: Leadership in a Crisis - Community Leadership
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 marke...
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Season 1
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Episode 3
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20:44
Zig When They Zag - Episode 2: Leadership in a Crisis Part 2
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 va...
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24:36