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

03/23/21 • 27 min

Difference Between Brand Building and Lead Generation

There’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 Versa

If 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 Both

Build 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 Line

Most 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.

Difference Between Brand Building and Lead Generation

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?

Effective Lead Generation Needs Brand Building and Vice Versa

If 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 Both

Build 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 Line

________________

Previous Episode

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, Jessica Scanlon and Kevin Ring dive into marketing goals.

Know Where You Want Your Business to go this Year

Most 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 Leader

Along 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 See

Grow by $10MM in 7 years
Diversify channels where leads come from
Diversify client base
Move to a higher-value client base

Examples of Good Marketing Goals

Building brand equity
Increasing the value of leads
Increasing the quality of leads
Diversifying leads
Account growth

Examples of Bad Marketing Goals

Ranking #1 on Google
10k Instagram followers

Bottom Line for Setting Marketing Goals

Social 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.

________________

Next Episode

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

5 Marketing Things You Should Be Doing Right Now

Jessica 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 Customers

We'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 Goals

Concentrate 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 You

Customers 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 Marketing

Communicate to your audience that your team is there to help make things better as we all adjust to the new normal.

5. Outmarket Your Competitors

Many businesses have permanently closed, leaving many customers without the solution they need. Let them know you're ready to serve them.

The Bottom Line

Get 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.

________________