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In the ever-evolving world of digital marketing, the ability to effectively generate leads, tell compelling stories, and build a recognizable brand is crucial. On a recent episode of the Marketing Without Rules podcast, host Lewis Vandervalk sat down with Blake Snodgrass, an experienced agency consultant, to explore the complexities of marketing strategies, advertising, and customer acquisition.
Blake shared hard-hitting insights about the different approaches businesses take when it comes to marketing—some actively build their presence, while others passively wait for leads. The conversation also dove into SEO vs. PPC, the power of storytelling, and why every business owner should strive to become the “digital mayor” of their community.
Here’s what we learned and how you can apply these principles to take control of your marketing efforts.
This podcast is sponsored by Blue Crocus Solutions, a marketing agency offering website design, branding, and Search Engine Optimization (SEO) services for Home Service businesses.
When a business seeks out an agency to help with marketing, one of the biggest challenges is finding a team that truly understands the company’s operations and goals. Blake stresses that agencies shouldn’t just be service providers; they should act as strategic consultants. The best marketing teams ask the right questions, digging deep into a company’s unique selling points, customer journey, and long-term objectives.
A major red flag? Agencies that rush into offering solutions without first understanding the business model. If a marketing firm isn’t asking about your margins, business cycles, or sales process, they might not be able to generate meaningful results.
“When you meet with an agency, what kind of questions are they asking you? Are they understanding your business at a high level?” — Blake Snodgrass
Businesses generally fall into two categories when it comes to lead generation: hunters and gatherers. Hunters are proactive, constantly investing in their marketing assets, testing new strategies, and creating their own client pipelines. Gatherers, on the other hand, rely heavily on referrals, word-of-mouth, and external lead providers.
While referrals can be a great source of business, they aren’t predictable or scalable. If you rely solely on them, you’re putting your success in the hands of others rather than taking control of your own marketing destiny.
Shift from gathering to hunting by:
“You can’t just pray to the referral gods for more business.” — Blake Snodgrass
One of the biggest marketing debates is whether businesses should invest in search engine optimization (SEO) or pay-per-click (PPC) advertising. Blake explains that both have their place, but their effectiveness depends on business goals and timelines.
For local service businesses, the best approach often involves a combination of both. SEO helps establish long-term credibility, while PPC delivers immediate results.
“Google Ads can be turned on like a faucet, but SEO is the long-term investment that pays off over time.” — Blake Snodgrass
One of the most underutilized marketing tactics is storytelling. Too often, businesses focus on technical details—services, pricing, and features—without addressing the emotions behind a customer’s buying decision. The truth is, people connect with stories far more than they do with sales pitches.
Blake points out how platforms like TikTok have made it easier than ever to tell compelling stories that reach a massive audience. Businesses that embrace this concept can build stronger emotional connections with their customers and make their brand memorable.
Instead of just listing services, businesses should highlight:
“Your ads don’t need to be about features and prices alone; they should highlight the achievement of an outcome or the relief of a pain point.” — Blake Snodgrass
Blake believes that business owners should aim to be recognized as the go-to figure in their community, both online and offline. The concept of the “digital mayor” means showing up consistently, engaging with people, and positioning yourself as a trusted authority.
This doesn’t mean you need to be a social media influencer, but rather, you should use digital platforms to interact with your audience in an authentic way.
Ways to become the digital mayor of your industry:
✅ Show up in Facebook community groups and local forums.
✅ Be active in conversations about your industry and area of expertise.
✅ Share stories, insights, and lessons learned through content marketing.
“Let people see you as the digital mayor of your town. Be a part of the community.” — Blake Snodgrass
Marketing success is not accidental. Businesses that thrive don’t wait for leads to come in—they create them.
Instead of relying on unpredictable referral traffic, business owners must take an active role in their marketing strategy. That means telling great stories, building a long-term acquisition plan, and positioning themselves as industry leaders.
To make this shift, business owners should focus on:
By implementing these strategies, businesses can take control of their marketing destiny and build a brand that stands the test of time.
“Marketing isn’t just about getting leads; it’s about building a long-term system that makes your business the obvious choice.” — Blake Snodgrass
To learn more about Blake Snodgrass and how Agency Collective can help you build a predictable client acquisition system for your business, visit this page and start your free 7-day trial today!
This Podcast is sponsored by Blue Crocus Solutions, a marketing agency offering website design, branding, AEO (Answer Engine Optimization) and Search Engine Optimization (SEO) services for Home Service businesses.
To see more episodes of the Marketing Without Rules Podcast, visit the podcast here:
