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

2020-11-25

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 com...

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 over the last two years. It’s changed their margins, closing percentages—it’s changed everything.

If customers are willing to leave you a review, you want to request they do it on Google (at the bare minimum). You need Google my Business in order to do that. The easiest thing you can do is send your customer a link to fill out. Steven likes to use Grade.US to make the process easier.

How do you incentivize customers to complete reviews for you? One thing that Steven loves to do is reach out between Thanksgiving and Christmas. He’ll ask them to fill out a review and he’ll send them a $25 gift card to use for Christmas shopping if they do. It’s worth the investment. Another tactic he uses? When he drops off a final invoice he mails brownies or cookies—or a Nothing Bundt Cake. The ROI of reviews is worth the cost.

What other traditional and digital marketing options does Steven leverage for his business? How can designers implement them? Listen to the whole episode to find out!

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