Mastering Marketing Strategy with Brianna Duckworth

In this episode of the Kanawha Valley Hustlers podcast, I talk with Brianna Duckworth, CEO and owner of Go Duck Marketing and Media. Based in Beckley, her company serves businesses across West Virginia and surrounding states, helping them develop and implement marketing strategies.

Brianna explains that many businesses struggle with consistency in their marketing and knowing where to allocate their budgets. Her company works to create structured plans, ensuring businesses reach their target audiences effectively. She emphasizes that marketing strategy is more than just purchasing billboards or placing random advertisements. Instead, it’s about understanding where customers are and tailoring campaigns accordingly.

She shares the story behind the company name. Her last name, Duckworth, inspired “Go Duck,” and the phrase represents movement and dedication to clients. She highlights that successful marketing requires a planned approach rather than what she calls “random acts of marketing.” Instead of businesses spending money sporadically on ads without direction, her team ensures their clients’ ad dollars are used effectively.

We discuss the ability to target specific audiences with digital marketing tools like Google and Facebook ads. Brianna acknowledges that while Meta is the official name for Facebook’s parent company, most people still refer to it as Facebook. She compares it to how people in Charleston still call the Coliseum the Civic Center, despite the name change.

Brianna points out that marketing involves breaking through habits and patterns. Ads can be disruptive, and people often find them annoying. Her goal is to create marketing content that engages audiences without feeling like an interruption. With consumers exposed to thousands of ads daily, she stresses the importance of making content that stands out.

She also discusses ad fatigue, where repeated exposure to the same ad causes it to lose effectiveness. Businesses must keep their content fresh and relevant to maintain audience interest. She connects this to major marketing events like Super Bowl commercials, where companies invest significant time and effort into crafting messages that resonate.

As we wrap up, Brianna offers advice for business owners who have tried boosting posts or placing ads but haven’t seen results. She encourages them to develop a comprehensive strategy, ensuring their marketing efforts align with their goals and target audiences.