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

04/28/21 • 28 min

5 Reasons Why Your Marketing Isn't Working

In 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 Positioning

Are you talking about your business in a way that your customers are willing to learn about it? Many business owners struggle with marketing because they didn't position the company from their customer's perspective.

2. Lacking a Customer-Centric Approach to Messaging

Who is the best at communicating the value customers get from the business? Why, customers, of course!

3. Your Investment is Too Low

A business owner may see a new company (or competitor) with a great marketing strategy that makes them very successful. However, this competitor is only "new" to the business owner; they don't understand how long and how much planning and execution it took that company to get to that point.

4. Not Enough Time Has Passed

Similar to point number three, your marketing may not be working simply because you haven't been doing it for long enough.

5. It Doesn't Look Good

A B2B IT company around for 40 years may have an outdated website and branding that doesn't connect with a modern audience. This poor customer experience leaves the audience wondering whether the company is trustworthy and can deliver on the promises they make.

The Bottom Line

Just because you haven't been successful with marketing in the past doesn't mean it won't work for you in the future. The issues plaguing your marketing efforts are often difficult to identify from inside the company. That's why companies hire marketing experts and professionals to help them.

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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.

5 Reasons Why Your Marketing Isn't Working

In 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 Positioning

2. Lacking a Customer-Centric Approach to Messaging

Who is the best at communicating the value customers get from the business? Why, customers, of course!

3. Your Investment is Too Low

4. Not Enough Time Has Passed

Similar to point number three, your marketing may not be working simply because you haven't been doing it for long enough.

5. It Doesn't Look Good

The Bottom Line

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Previous 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.

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Next Episode

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. 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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