Hailey Hawkes, owner of Horsetooth Marketing, joined The Snoball Effect podcast to share her expertise in digital marketing, branding, PPC, and SEO. With over a decade of experience, Hailey offered actionable insights into the art and science of marketing, from leveraging psychology to standing out amidst noise and crafting powerful branding strategies.
In this episode, Hailey dives into her passion for marketing psychology, why marketers should embrace disruption, and the importance of branding consistency. Along the way, she shares fascinating personal stories, including a brush with basketball legend Michael Jordan and her advocacy for self-help books.
Key Takeaways
- Marketing Psychology: Understanding what makes people choose one product or service over another is central to Hailey’s marketing approach. She emphasizes curiosity and continuous learning as tools for success.
- Digital Disruption: In today’s competitive landscape, stopping the scroll and capturing attention requires bold and creative strategies. Hailey stresses the importance of short, punchy content and testing innovative ideas.
- Branding Consistency: Branding is not just about logos; it’s about creating a reputation that resonates with customers. Hailey advises businesses to consistently monitor and improve their brand to build trust and recognition.
The Intersection of Psychology and Marketing
Hailey’s fascination with psychology is what kickstarted her journey into marketing. "What makes people choose a product over this product or a business over this business or any kind of service over this service… that absolutely fascinates me,” she shared, talking about her passion for psychology and marketing.
Hailey Hawkes
owner of Horsetooth Marketing
"What makes people choose a product over this product or a business over this business or any kind of service over this service… that absolutely fascinates me.”
Her curiosity about what drives people’s decisions has been the foundation of her marketing approach, helping her dig into the "why" behind consumer behavior.
It all clicked for Hailey during a college business class. Unlike the other classes she found dull, this one brought marketing to life with real-world examples and practical strategies. “My neurons just went off. I loved it. I absolutely loved it,” she recalled. That moment flipped the script on her career plans, steering her away from being a traveling nurse and into the world of marketing.
What makes Hailey’s approach stand out is her ability to blend creativity with behavioral insights. She uses her understanding of psychology to craft strategies that not only catch attention but also connect on a deeper level. It’s not just about selling a product—it’s about creating real connections that build trust and loyalty. Whether it’s shaping a campaign or crafting a brand’s message, Hailey’s work goes beyond the surface to resonate with audiences in meaningful ways.
Disruption in a Crowded Digital World
In the podcast, Hailey dives into the importance of embracing disruption—finding ways to stand out and make people stop and take notice. “Stopping the scroll is what we use a lot… putting people in their tracks,” she said, pointing out how crucial it is to create attention-grabbing content that cuts through the noise.
To make this happen, Hailey’s all about bold, creative strategies that work in today’s fast-paced digital world. Here are her top tips:
- Keep it short and sweet: Attention spans are shrinking, so your ad copy and videos need to get to the point fast. Every word and second counts!
- Start with a killer hook: Whether it’s a striking image or an unexpected visual, those first few seconds have to grab people’s attention before they scroll away.
- Test and tweak: Hailey recommends keeping an eye on your data. See what’s working, refine it, and do more of that. The more you learn, the better your campaigns will perform.
When it comes to industries like home services, Hailey sees a ton of missed opportunities on platforms like TikTok and Instagram. She thinks contractors should lean into these spaces where homeowners are already spending loads of time. “Why wouldn’t you want to be showing up where most homeowners are spending their time on social media?” she asked, encouraging businesses to get creative and make a splash on these platforms.
For Hailey, disruption is all about being bold, standing out, and meeting people where they are. It’s not just about marketing—it’s about connecting in a way people can’t ignore.
The Power of Branding
For Hailey, branding isn’t just a logo or catchy tagline—it’s the backbone of a successful business. “Reputation is critical to a business’s success,” she emphasized, pointing out that platforms like Google Reviews and the Better Business Bureau (BBB) are often the first places customers go to size up a company. Those gold stars and testimonials? They can make or break a deal.
Pro Tip:
Schedule time every month to review and respond to Google Reviews, BBB comments, and other feedback. Engaging with customer feedback shows you care and helps reinforce a consistent and trustworthy brand image.
Hailey takes a practical yet insightful view of branding, challenging the typical notion that it’s all about what the business says about itself. “Brand isn’t what you tell people you are, but brand is what your customers say you are 30 days into that relationship,” she explained. For her, branding is a blend—60% of it comes from what the business actively communicates through its values, services, and customer touchpoints, and 40% is shaped by customer feedback and experiences.
This means businesses need to stay on top of their reputation, actively managing reviews and seeking feedback to refine their image. Hailey stressed that it’s not enough to rely on a polished website or a strong social media presence. If the customer experience doesn’t match the promise, the cracks will show—and fast.
Know Your Audience
Hailey’s journey from a psychology enthusiast to a seasoned marketing expert underscores the value of curiosity, creativity, and continuous improvement. Her insights offer a clear path for marketers and business leaders: disrupt the status quo, refine your branding strategies, and prioritize meaningful connections with your audience.
A key takeaway from Hailey’s approach is the importance of leveraging your existing customer base as a powerful marketing tool. Whether it’s generating referrals, collecting reviews, or crafting authentic stories, happy customers can be your greatest advocates. At Snoball, we share this philosophy and make it easier than ever to turn those insights into action.
Want to take your word of mouth marketing efforts to the next level? Let Snoball help! Schedule a demo to see what Snoball can do for your business.
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