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 - Season 2, Episode 7: 5 Reasons Marketing Takes Time

June 08, 2021 • Jessica Scanlon and Kevin Ring • Season 2 • Episode 7

"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 Are

As 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 Timelines

The typical customer journey looks like this:

Awareness
Consideration
Decision
Delight

Marketing 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 Place

Have 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 Wrong

Poor functionality, lousy design, irrelevant messaging, and an outdated look in your website can distract your audience from considering your solution.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 Runs

Unfortunately, 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 Line

The 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.

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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.