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.

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Zig When They Zag

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

September 29, 2020 • Jessica Scanlon and Kevin Ring • Season 1 • Episode 7

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 quicker they'll abandon the purchase.

Kevin discusses the framework we use at Hot Dog Marketing to help clients craft their strategic marketing plans.

Who is your customer?
Who is your buyer?
Who is your user?
How do they use your service?
What value does your service create for them?

Kevin discusses the "value chain": the process of developing, producing, selling, and delivering your product. Knowing the entire value chain of your product, including who the buyers and users are, can help you identify how COVID-19 has impacted your customers.

Key questions:

Where are the new needs that are arising?

How is your customer's plight impacted by the complexity of the pandemic?

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Link to Pivot Workshop Download

https://sales.hotdogmarketing.net/pivot-workshop-download

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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