How to Fuse Traditional + Digital Marketing with Steven Glaze - Episode 196

Have you found the perfect blend of traditional marketing and digital marketing in your business? How do you know what to leverage—and when? In this episode of the Wingnut Social podcast, Steven Glaze shares how his business blends the two styles of marketing to create a highly successful marketing process.

Steven is an expert in the home exterior remodeling industry. He started working at his father’s roofing company at the age of 16 and was managing crews by 18. Today he is the VP of Sales at Smart Exteriors LLC, an award-winning design company in Kansas City. He’s also the author of The Home Owner's Buying Guide to Exterior Siding in Kansas City. Don’t miss his innovative marketing ideas—give it a listen!

What You’ll Hear On This Episode of Wingnut Social

• [1:27] Snap Connect
• [3:42] Who is Steven Glaze?
• [4:35] Steven Glaze’s background in marketing
• [8:13] Facebook marketing: you can’t beat it
• [8:56] Direct mail marketing vs. digital marketing
• [10:23] Community outreach as a marketing tool
• [13:33] Leveraging organic SEO
• [16:33] How the pandemic impacted their marketing
• [18:46] What their marketing budget looks like
• [21:55] Why you NEED to ask your clients for reviews
• [27:52] Write a book
• [28:58] What up Wingnut! Round
• [33:14] All about Houzz
• [36:00] Blooper Reel!

Connect with Steven Glaze

• Smart Exteriors
• Connect on LinkedIn
• Follow on Twitter
• Steve’s eBook

Resources & People Mentioned

• Episode #37: Get Your Foot in the Door
• Episode #144: Digital Marketing Budget
• Episode #191: Writing a Book
• Kansas City Web Designer
• Snap Connect
• Houzz
• Thumbtack
• HomeAdvisor
• Google My Business
• Grade.us
• Nothing Bundt Cakes
• BOOK: Rich Dad, Poor Dad

Community outreach as a marketing tool

Steven has been highly successful with seasonal direct mail marketing. But another innovative idea that he’s found to be successful is community outreach. His company will go into a neighborhood where they’ve recently done a siding or roofing project (because they can often see that everyone in the neighborhood needs work done as well).

So they come into the community and bring in a food truck and a bounce house for the kids. They’ll promote the event through that particular neighborhood’s Facebook page. They provide it as a meet and greet to get to know the neighborhood. It’s a great way to connect with people, create networking relationships, and bring in new business.

Steven shares that a local organization hosts a fundraiser where they get 5 houses to host an event where you move from house to house and eat food and drink wine. It’s the hottest ticket in town. They bring in designers to stage each house. So people are drinking wine and walking through these beautifully staged homes. It’s a great opportunity for designers to show off their skills and bring in new business.

How does Steven leverage organic SEO as part of his marketing strategy? How did the pandemic impact their business? What does their marketing budget look like? Listen to learn more!

Why you NEED to ask your clients for reviews

Is your review game strong? Steven emphasizes that reviews of your business are incredibly helpful as a marketing tool. Steven didn't request them for customers in the beginning. But they’ve gained close to 50 reviews ove...