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.

All Episodes

Zig When They Zag

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

March 23, 2021 • Jessica Scanlon and Kevin Ring • Season 2 • Episode 4

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.