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kade wilcox

Growing a Digital Marketing Agency from $100K to $3 Million+

Kade Wilcox is the owner and CEO of Primitive Social, a digital marketing agency in Lubbock, Texas, focused on helping companies grow through software development, website design and development, inbound marketing, and sales enablement.

In 2011, Kade and his wife Lacey started Primitive Social, providing social media support to small local businesses. In 2013, Kade and Lacey connected with Jerred Hurst (now co-owner of Primitive Social) and decided to focus on growing the company. Over the past six years, Kade has helped transform Primitive Social from a 2 person team into a multi-million dollar company with nearly 50 employees.

Kade is happily married to Lacey and has a beautiful 7 year old daughter named Selah and an incredible 5 year old son named Kase.

Learn More About Kade Wilcox & Primitive Social

 

Kade Wilcox’s Journey

Phil Singleton: I’d love to have you like fill in the blanks and just kind of tell us how you started down your path and kind of arrived where you are today.

Kade Wilcox: Sure. So I struggled through college. I went to college because that was the thing to do and was one of those guys that changed degrees multiple times really just trying to figure out what I was good at and what I should do for my life and with my life. And along the way in trying to figure that out, I ended up going to seminary at Southern Seminary in Louisville, Kentucky, and worked at several churches and ended up moving to Lubbock to be an executive pastor of a church here locally called Redeemer Lubbock. And several things happened between college and trying to figure it out and landing in Lubbock in August of 2011, and that is I was given multiple opportunities to kind of express my entrepreneurial skillset. I didn’t know I was entrepreneurial.

Kade Wilcox: I didn’t know I had certain things and certain skillsets that helped … Well, our typical or profile of entrepreneur … high tolerance for risk and a dreamer and a planner and the ability to sell and to build and execute on things. And so in between college and coming here to Lubbock, I ran a church camp for four years. The camp was about 75 years old. The buildings were kind of a complete mess. The programming was a complete mess, and here I was 25 years old and single, and I was kind of entrusted with being the executive director of this facility. And so over those four years was the first time I was really ever entrusted with leadership and kind of given a blank slate to create out of. And so that was really my first opportunity and exposure to going, hmm, maybe this is something that I could be good at.

Kade Wilcox: So fast forward, we moved to Lubbock, I go on staff at a church. I was really excited to do that, but I didn’t want to live on that salary. And so my wife and I were brainstorming some ideas, we could create some supplemental income and kind of have a side hustle. And one of my best friends recommended that we approach this local hospital, or this rural hospital rather, about managing their Facebook page. And so what’s cool about that is one of the things my wife and I had been researching in kind of 2009, 2010 was we were following two guys. We were following Michael Hyatt, which I’m sure most of your listeners have heard of-

Phil Singleton: Sure.

Kade Wilcox: … and we were following this guy named John Saddington. And both of them were kind of, in my opinion, pioneering making money by blogging. So our initial journey started out down this path of figuring out how could we leverage my wife’s a skillset of writing to produce an extra income for our family?

Kade Wilcox: And that ultimately translated into approaching small businesses to manage their social media platforms. So we picked up one client in 2011 and thought, okay, we’ll give this a shot, see if we can add value to them. And if we can, we’ll try to pick up two clients, then three clients, then four clients … You get the idea. So we ended up doing that for about three years, and we got about a dozen customers. And one of my best friends, we were talking about it one day, and he called what we were doing kind of a hobby, and it really pissed me off. I’m really competitive, and so it kind of pissed me off. And as I reflected on what he was saying and the heart behind what he was saying, I realized he was right. Here I was working full time at the church, I’d pick up a client and then hand it to my wife, and then kind of step outside of it.

…we did it. We did a $98,000 in revenue, then we did $460,000 of revenue, and then we did $1.3 million of revenue.

-Kade Wilcox

Kade Wilcox: We had no sales goals. We have no goals in terms of building out a team. We had no vision of what we could become beyond what we were doing in that moment, and so that was a real pivotal time in that 2013 … towards the end of 2013. So I did what I knew to do at the time, which was okay, let’s start with some goals. And so I’ll never forget this, I was driving with my dad to one of his business projects about four hours away from where we lived. And I had a yellow legal pad, and I wrote down three sales goals. I wanted to make $100,000 in 2014, I wanted to make $250,000 in 2015, and I wanted to make a half a million dollars in 2016. And that was as sophisticated as it got at that time.

Kade Wilcox: And we did it. We did a $98,000 in revenue, then we did $460,000 of revenue, and then we did $1.3 million of revenue. And so we were able to not just accomplish our goals but exceed them and really capitalize on this incredible opportunity of building out kind of a digital solutions company. The last thing I would say about our journey, and then we can move on I guess, would be about that exact same time we really started thinking about our hobby as a business for just supplemental income and a side hustle. I met what is now my really, really good friend, Jarred, and co-owner of Primitive Social. Jarred, for the last 10 to 15 years, has been building websites. And he was just doing it as his own side hustle as he worked full time at his family’s business, and we partnered up. It’s a long story, but we met through church and some CrossFit.

And my wife and I outsourced all of our website design and development, and it always a miserable experience to be honest with you because I’d sell a website to one of our customers or someone else, but then the project was completely out of my control, right, because I was depending on other people to do the work. So I depend on them for outsourcing … We’re outsourcing, and it was a terrible experience because we couldn’t control the experience for the customer because we were completely dependent on the field, and so it was really perfect timing. So I just asked Jarred if he wanted to do a project together and he said, “Sure.”

Kade Wilcox: And it was kind of just love at first sight. He answered my emails promptly. He was really quick. The quality of his work was exceptionally good. He cared as much about the end result as I did, and so we just kinda hit it off. So for about a year in 2014, we just kind of partnered loosely. So he was still his thing, we were still our thing, but we began to work consistently together. And then in 2015, we had a kind of a business coach come into Lubbock, and we were really wrestling with if we should become official business partners. Most of the time you hear about partnerships, they’re train wrecks and people really discourage you from being in a partnership.

Getting a Business Coach

And our business coach, Jason Blumer, he just asked us a really great question, “Are you better together or apart?” And both of us unequivocally believed we are better together than we were apart, and so we decided to partner. And that’s really when our growth took off. Our skillsets really balance each other, and we’ve been able to leverage each other’s skillsets to really grow the company. So we’ve gone from $100,000 in revenue, and we’re on track this year to do over $4 million. And so it’s been a lot of fun. We have an incredible team, and it’s been a really fun journey and in many ways feels like we’re just getting started.

Phil Singleton: That’s so awesome. So that’s a great time to maybe step back a little bit, and tell us like in terms of products and services and things you guys are selling them, it sounds like … I heard initially you guys got involved with Facebook and kind of doing some social media marketing. And then your partner, Jarred, came in. He’s a little bit more kind of on the website development side. So I’m hearing those two things. What else are you guys doing today in terms of the full package or-

Kade Wilcox: Yeah, that’s good insight. We started out, like you said, just doing social media, And that’s really why our company is called Primitive Social is when we first started, we were just working with companies on their social media platforms, and a couple of things happened. One, like you said, we partnered with Jarred, and so he brought a certain level of expertise from a design and development standpoint that we’d never had. And so we started getting a lot more customers, not just for social but for website design and development. When we started getting serious about our business, we started trying to identify what our customers actually needed versus what we were just selling them based on our own kind of knowledge and expectations for what we wanted them to do. And that’s when we started getting into more creating solutions and strategy versus just selling our customers tactics.

Kade Wilcox: And so when we started really approaching our value proposition to our customers as a solutions oriented offering versus just social media or just website design and development, we started to expand our services into more what people would know as inbound marketing. And so that was really the first thing that kind of expanded our offering beyond just social and web was we became HubSpot partners. We drank that Kool-aid for sure and really kind of took our agency to the next level. Our next kind of iteration was when we really started piecing all of our strengths together as a team. So now we built custom software. So we have a project right now that’s north of $2 million. It’s literally going to run the entirety … Well anyway, I can’t really go into the details of it.

Phil Singleton: Sure, sure.

Kade Wilcox: It’s a huge piece of software. And so our company, we don’t really refer to ourselves as a marketing company. We refer to ourselves as a solutions company because what we’re able to do is we go into a business, and we try to understand, okay, what are their pain points? What are their problems? What are their challenges or what are their opportunities? What are their goals? And then we create digital solutions around that. And at this point, what that looks like is either custom software, website design and development, sales enablement, inbound marketing, this comprehensive approach to digital marketing with content. And then we still do a lot of social media management for our customers. We probably have around 60 customers where we just manage their social media. So those are all the different things that we do in order to help the totality of a business and not just little slivers.

Primitive Social’s Ideal Clients

Phil Singleton: Awesome. So would you say … Do you have a mix of ideal clients? Are we talking about a million dollars in sales to a billion dollars kind of-

Phil Singleton: … ideal clients, are we talking like million dollars in sales to a billion dollars, kind of everywhere in between, or are they kind of grouped up in a different area? Do you guys serve verticals too, or is it kind of general in terms of just maybe more?

Kade Wilcox: That’s a great question. I don’t know if this is the right way to do it, but it’s the way we’re doing it right now. One of the things we’ve always kind of prided ourselves on is the ability to work with a small business, medium business, or a large business. And so at this point in our story, our journey, we primarily serve local customers. I mean, Lubbock’s a pretty small city, about 250,000 people. Almost, I would say, 95 plus percent of our business is just here locally, which is really exciting because, as you know, in your work, we can work with anyone, anywhere.
And so at this point, we’re not niched. We don’t have specific verticals. We’re not trying to focus on certain sizes of businesses. We really just focus on what are the goals and objectives of the customer, and can we help them. And we create solutions around that, with different price points, and then the customer picks what they can afford. Right? And so we’re not niched. We don’t really have an ideal client, in that sense. And so that’s kind of where we’re at right now, but…

Phil Singleton: Well, I love it. I hear people all the time tell me that you can’t win or grow by not focusing on verticals, and it’s like we’re the same kind of as you, in our case. We’re here. You can’t serve a vertical if your markets like a city or maybe even a region. It gets real tough to hit a micro-vertical on that.

Kade Wilcox: I think your right. Yeah. For us, we live in a very agriculturally-based region, and if all we did is focus on agriculture, I can assure you we wouldn’t be doing four million dollars this year, and we wouldn’t have 50 teammates. There’d be three of us, and we might be doing a couple hundred thousand dollars a year. You know what I mean?

Phil Singleton: Right.

Kade Wilcox: So for us that would really … it would not be an effective strategy for us at this point. So I’m encouraged to hear you say that.

Phil Singleton: No. Man, that’s awesome. And tell us how, for guys like even myself or … We’re seven people, and I’ve been doing this a long time, so we don’t have near 50 employees like that, but we’re happy with our growth. And I’m probably in the classic E-myth, difficult to scale type of a person, because I’m a control freak.

But in your … How do you manage … What works for you in terms of your own lead generation? And do you guys do outbound stuff? Are you doing workshops? Do you do trade shows? Are you working on your SEO? I mean, are you doing it all? What things are working for you in terms of getting new clients?

Kade Wilcox: That’s a great question. It’s pretty simple for us at this point. We really focus on two things. First of all, we’re extremely connected to our community. So I do a lot of political consulting in kind of campaign management, and I do a lot of … I would just call it kind of strategy consulting. I’m not very good at very many things, to be honest with you, but I’m fairly decent at identifying what our goal and objective is, and creating a game plan and a strategy around accomplishing it. And so I do a lot of that work, even if it’s for free, or if it’s a short-term project, or if it’s for a nonprofit, or for a political candidate. And so that has given us a lot of exposure to relationships in our community-

Phil Singleton: Ah-ha. Okay.

Kade Wilcox: And by doing that work, I would call it really strategic networking. We’ve become kind of known as the people that, if this is the service, or this is what you’re looking for, Primitive Social is who you should work with. And so that’s been, honestly, the single greatest impact on our growth. I still do 100% of our sales at this point, and it’s purely that. It’s building relationships. It’s adding value. It’s trying to be helpful. It’s gaining trust and credibility. And then when that relationship needs what you have to offer, you’re top of mind, and you’ve already built credibility, and so they come to you to help them accomplish their goal or create.

Phil Singleton: That’s so awesome. So you’re giving yourself out, but it’s kind of a little bit more of on the kind of political consulting. They get to know you and they’re like, “Hey, this guy’s a really smart guy, and he’s helping out, and he’s contributing. Hey, what do you do, Kade?” “We do this.” “Oh, wow. We’ve got this person and we have this need.”

Kade Wilcox: Precisely.

Phil Singleton: And then it turns into … That’s great.

Kade Wilcox: Yeah. I mean, it’s a lot more than just political campaigns, but that certainly has played a role in it. But just trying to be helpful, and being kind of a thought leader without them even knowing you’re a thought leader has been really helpful. That’s the first thing that we’ve done. And we’ve done that aggressively the last three plus years, and it’s worked.
Now, that has a life span. Right? I mean, I think there’s always going to be a place for that, and I don’t think we’ve come anywhere close to reaching our ceiling in that regard, but that’s not a great strategy because, what happens when we have 100 team members? Am I going to have time to do that? I’m not for sure.

And so about a year or so ago, a little over a year ago, we decided to invest heavily in our own inbound content marketing strategy. It was one of those things where we were starting to feel really disingenuous because we always had this lame excuse like, “Okay. We’re so busy.” And you have heard this, I’m sure.

Phil Singleton: The Cobbler’s shoes. The cobbler shoe story.

Kade Wilcox: I hate that analogy. I’m so tired of it, but it’s 100% right, isn’t it? You kind of make this excuse like, “Oh, I’m just focused on our customers, and we don’t have time for that.” And it’s like … I kind of started to feel like a fraud, to be honest. And so we just made the decision like, “Look. We’ve never really done this for ourselves, and so we’re going to fully commit to this.” So we built out an entire team, and we’re making tremendous progress on all fronts, on our organic traffic, on our advanced SEO, on creating content offers. I mean, our team has made really great strides.

Phil Singleton: It works. Right?

Kade Wilcox: It does. It does. And it’s starting to work in … It’s one of those things … How many times have you told your customer, “Hey. It’s not a magic bullet. It’s not pixie dust. It takes time. You have to stay the course. You have to do the right things. And it’s gonna pay off.” And so it’s been fun having to take my own advice, and just stay the course, and be patient, do your best work, and watch content begin to really change a course. And so those are the two things, at this point, really exclusively that we do to focus on our growth.

Phil Singleton: Awesome. A couple things, and this probably doesn’t apply to you, but I’ve seen it, and I’ve been doing this awhile. Here in town, you get agencies that sometimes will grow fast. I think it used to because the model was a lot different. They’d get a bunch of clients, but in the old days, semi-old days, people would get one or two big projects that didn’t have the recurring revenue part of it. So they’d get a new office … Based on a couple new clients, they’d get a new office space. They’d hire a bunch of people. Then they couldn’t feed the beast. And then they would kind of collapse type of thing.
But I think what’s happened now is most people are trying to get client relationships where there’s an ongoing relationship, like you’re their partner. Right?

Kade Wilcox: Mm-hmm (affirmative).

Phil Singleton: So if you produce for them, they’re going to be there for a long time. Have you guys thought about that? Do you do it that way? Do you see that kind of a stuff? What’s your model like? I mean, obviously, it sounds like you guys are … you’ve got more of the inbound solution. It’s not like a, “Hey, we’re done in 12 months, move on type of a thing.”

Kade Wilcox: We’ve worked on really being diverse. So if you look at our 2017 revenue … Obviously, I don’t have the percentages in front of me, but our top two revenue streams were both in the low 30% of our income, and then our others were around … We had two in the kind of mid to low 20% of our income. And then we had kind of an other category that was like 10%. And so you looked at our 2017 revenue, which is just under three million dollars, it was really diverse.

And so we have a good bit of kind of what I would call … I hate to call it project-based work because it’s not like designing some flyers. It’s a custom software projects that have a beginning and end, or a custom design, development project that has a beginning and end. So we have a lot of that, but we also have a lot of reoccurring revenue as it relates to inbound marketing clients, and what we would call our digital marketing clients.

And so I think that’s been our approach, and it’s really worked because, obviously, everyone wants reoccurring revenue, but there’s a lot of customers, at least based on our experience, who aren’t ready for that. And so we’ve been able to establish relationships with customers that are like “one-time projects”, but then when they do get ready for more advanced SEO, or inbound marketing, or digital marketing, who do you think they’d come to?

Phil Singleton: Right. So you’ll do one-off, just build a website type of thing?

Kade Wilcox: Absolutely. Absolutely. Yeah.

Phil Singleton: Yeah. I mean, we do too. When your foot is in the door, you’re the guy, if they’re ready for it, like you said.

Kade Wilcox: That’s right. Yep. That’s right. I think in most cases, not to oversimplify it, but in most cases, if you are accessible, if you are collaborative, if you do good work, if you deliver what you said you’re going to deliver, and you’re just pleasant to work with, often times that’s all it takes in order to establish a great relationship. And in the future, it buds into a more advanced relationship, and more work.

Phil Singleton: I’ve got a shop-talk question for you too. It’s like one of the toughest thing for me in growing our business is actually hiring people because when it doesn’t work out, it’s just heartbreaking for me. And you’ve got a lot more employees than I do. So can you talk about some of that experiences, how you guys do it? I mean, even the hiring process, obviously, not everybody’s going to work out all the time. How do you deal with that kind of stuff? Is it … probably this doesn’t sound like it kind of affects you like it does me, and maybe that’s part of it. Can you talk to some of that stuff?

Kade Wilcox: I would say it is probably the most difficult thing I’ve experienced. So Jerred and I own this company. We have Primitive Social, just under 50 employees. And then we own another company called Fastpay, and we have 14 employees there. And I would say unequivocally, in any of our work, the most difficult thing is building a team and a culture. And the reason I … it’s probably obvious, but the reason those things go hand in hand is your team builds your culture. Your culture defines your team. And so you can’t have one without the other. And so it’s by far been the most difficult thing, so I wouldn’t say we’re different in that.

We’ve gotten a lot better at it, but we’ve had some major failure as it relates to that, on our end. We’ve hired too fast. Early on, when we were really rapidly growing over the last 18 months, we would meet someone. We’d feel like we like him, and we would hire him. And we were just making some really boneheaded decisions, and really not at the fault of the candidate. Right? We were just being impatient. We were ready to go. We don’t particularly enjoy the process of hiring and recruiting, and so we went way too fast.

I mean, I could do a whole podcast on all the things we’ve done wrong on this front, but to summarize it, we often times go way too fast. And so as we’ve fallen on our face and have made bad hires, first of all, we’ve slowed down, which has made a tremendous impact. I mean, not rocket science, but when you’re-

Kade Wilcox: -a tremendous impact. I mean, not rocket science, but when you’re responsible for multiple things in a business, sometimes you just kind of rush through something just to get it off your to-do list, so you can move on to the next thing. I think that’s a real mistake, obviously, to treat hiring that way, but that’s what we were doing. We’ve learned to slow down.

The other thing we had to do is we had to make a commitment to being okay with virtual team members. We are really committed to our sense of place. There’s a reason we’re in Lubbock. We love West Texas. We are West Texas. We want to be here. Yet, we want to building a $50 million company, so, therefore, we’re going to have customers other places, and we’re going to have teammates other places.

When we emotionally came to grips with just being okay with hiring people outside of our region and making a commitment to the logistical things that come with having remote teammates, that really changed the game for us because we were able to find the very best regardless of where they are. Right now, it’s about half and half local and then people working full-time, W-2 employees, remotely all over the country. That really changed the game for us.

Phil Singleton: Awesome.

Kade Wilcox: But you’re right to say it’s a huge challenge. We’re learning as we go. But we’re really trying to focus on defining our culture, modeling our culture, and talking about our culture. Lots of places say, “Oh yeah, we have a culture,” but it kind of just stops at saying it. We’ve recently really doubled down on defining it and documenting it, modeling it, making sure that we are modeling for our people exactly what we’re asking for. It’s just a part of our culture.

Then the third thing we’ve tried to get much better at is really talking about it, like obsessively. A lot of times people will say things, and they think people grab onto them, but unless you say it 100 times, you yourself aren’t even going to believe it and model it, much less other people.

Those are the kinds of things we’ve tried to do to get better at building a team and building a culture.

Phil Singleton: That’s awesome, such great advice. I’m lapping it up because I get to the point where it’s like, do you ever … I see myself as … First of all, there’s something that I loved when it was just one or two people.

Kade Wilcox: Sure.

Phil Singleton: Then there’s also cool things about being kind of boutique, maybe less than 10 people. But then everybody who’s got any kind of entrepreneurial sense wants to just keep going and get bigger and better. But then are there things you look at … Are there certain things you missed when you were smaller? Does it just get better when you get bigger? Any kind of insight there? Some people say you get bigger, and you do stuff that’s great, but there’s also more headaches. Be careful what you wish for. Any kind of insight there, just on both sides of the coin?

Kade Wilcox: Man, I think that is such a remarkable question and really good insight. I mean, it’s funny because, as humans, we’re always looking for what we don’t have, so it’s possible that some of your listeners are like, “Oh, I wish I did that revenue or had that number of employees.” And I’m over here, sitting, remembering when it was just like 10 of us, and we were in a small office. I worked with every customer and touched every project. We ate lunch together every day. Things were just much smaller, and there’s some things you can do when you’re smaller you can’t do when you’re large.

I think my advice on that and my insight on that would be … this might sound disconnected, but I personally think it’s really important. You have to understand who you are and what your skills are. I am a builder. I have to be building and growing and changing to be my very best self, so that’s what we’re doing for our company.

But some people, that’s not your skill set, and you have other skill sets. That self-awareness lends itself to what actually would be best for your company and your customers and your term. To me, it’s not so much about 50 employees versus seven employees as much as it is what are our team’s unique skill sets, and how can we leverage those skill sets for what’s best for our company and for our customers?

That’s a very different way of approaching it versus coming up with these arbitrary goals, like certain sizes or whatever. I love your question, and I think it’s fascinating.

The $10,000 Question

Phil Singleton: Really great insight. Yeah, people hear different things, and I see what you’re saying. That kind of drills right to the point, so that’s awesome. Let’s get the last couple questions here, but we ask the $10,000 question. You’ve gone through a lot. You’ve grown a lot. You started just like a lot of us start when we start our own agency or kind of solo-preneurs and have grown it to something substantial.

You wake up tomorrow with none of these connections, all your knowledge, and you have $10,000 and a laptop and a computer connection. What do you do to rebuild primitive social today? What would you start doing? Would you start hitting the phones? Would you build a website? How would you start if you had none of the connections, but all your knowledge, and just had to kind of rebuild it, starting now?

Kade Wilcox: I racked my brain on this question, just so you know, and I’ve changed my strategy about 10 times.

Phil Singleton: It’s supposed to be fun. It’s not supposed to be-

Kade Wilcox: It’s a fun question. Here’s where I’ve kind of landed. The first thing I would do is build a website. I think that’s a non-negotiable for me, so I would do that. And then the second thing I would do is I would invest all my time and energy, not necessarily the money, not the rest of your $10,000, but all my time and energy doing two things.

One, pursuing relationships with people who had a challenge, a goal, or an opportunity, and they wanted help to accomplish that, right? So, I would spend all my energy trying to find that person and then figuring out how I could help them because I think what we’ve learned in our journey is that the best sales strategy is doing real good work for the customers you have. I build a website, and then I would immediately start building some relationships, identify what their needs were, and then figure out a way how to be valuable to them and serve them well. I think if you did that, and you could do it as quickly as possible without compromising quality, that’s going to set a foundation for building your company. That’s what I’d do. It’s not very fancy. I may even-

Phil Singleton: No, but there’s some of that trial and error too. Obviously, you can look back and say, “Gosh, if we would’ve started and done this earlier, we could’ve gotten here faster” type of a thing. Hindsight’s 20/20. Obviously, that makes a lot of sense, you’d start with a website because you’re in this business. You’ve gotta kind of start there.

Kade Wilcox: Yeah, it’s your platform where people are going to understand your unique story and value proposition. I’d probably spend the rest of that $10,000 trying to find someone who was really skilled, so I could spend all my time getting the relationships and building the strategy and then handing them off and getting back out onto the streets.

Phil Singleton: Nice.

Kade Wilcox: I don’t know how sophisticated that answer is, but that’s what I would do.

Phil Singleton: No, I love it. It’s great. It’s kind of like what would you do if you could go back, and that just really kind of puts the focus where it needs to be, I think.

Kade Wilcox: Yeah.

Kade’s Favs In Lubbock Texas

Phil Singleton: That’s a testament to what you guys are already doing. Last question is, man, tell us a little bit more about Lubbock. If somebody goes there, and you’re bringing a family member or some college guy, whoever, friend, comes out of town, where do you take them to show a little bit of Lubbock? Is there some great food, some great places, local stuff?

Kade Wilcox: Yeah. Well, first of all, I’d be shocked if any of your visitors are coming to visit Lubbock, but the first thing I would say is make sure you come downtown to our office. I’d love to host you, show you our great office space downtown, and take you to my favorite restaurant, which is the West Table.

Phil Singleton: The West Table?

Kade Wilcox: The West Table, yep.

Phil Singleton: Cool.

Kade Wilcox: If you’re coming into Lubbock, I would stay at this new hotel called the Pioneer Pocket Hotel, so you can check in on your iPhone. You open your door through your iPhone. It’s super cool.

Phil Singleton: Sweet.

Kade Wilcox: It’s this kind of boutique hotel. It’s on the third floor, and the ground level floor of that same hotel is my absolute favorite restaurant in the world. It’s called the West Table. It’s amazing food. I mean, I’m sure, obviously there are other places with great food, but it’s the people that make this place so great. It’s classy design. It’s a really great vibe. But the people are just remarkable. They know your name. They know what you like. The menu’s always changing. And they treat their food like we treat our work, which is our craft. It’s not just a restaurant to them. It’s their craft. The experience usually, you feel that.

Then the other thing I would do is say to come during the fall, kind of late in the football season, and I’d take you to a Tech/OU game or a Tech/UT game. They’re really great, big-time, Big 12 environment, and you could experience the madness that is college football in a small market like ours.

Phil Singleton: That’s awesome. I love it.

Kade Wilcox: Yeah.

Phil Singleton: So, tell us, now we’re wrapping up, how can people find out more about you and Primitive Social? Anything you guys might have coming up, webinar, ebook download? Anything you guys have, now’s the time to-

Kade Wilcox: Yeah, that’s great.

Phil Singleton: All right.

Kade Wilcox: Yeah, so you can go to our website, primitivesocial.com. We actually just relaunched our website a couple weeks ago. Tremendous amounts of content offers and resources, like many other inbound marketing agencies. We do have some webinars coming up that you might find interesting. But yeah, that’s what I’d encourage you to do.

Phil Singleton: Any favorite social channels for you personally? I mean, you active on LinkedIn?

Kade Wilcox: Yeah. Honestly, I’ve gotten more active on LinkedIn. I don’t know why, but it’s been really fruitful, and I’ve actually really enjoyed it. I know we’re running out of time, but one of the things I’ve always kind of struggled with is building my own brand. You look at someone like a Gary Vaynerchuk or a Michael Hyatt or lots of other great examples, and you admire what they’ve been able to build around their personality and their brand. I admire it, and I want it, but there’s always this weird feeling of kind of building your own platform.

But recently, I’ve been a bit more committed to it, so I’ve spent more time on LinkedIn. Honestly, my favorite one is Instagram.

Phil Singleton: Nice.

Kade Wilcox: To me, it’s kind of the human element of social, whereas a lot of the other ones are really kind of sales-driven. I kind of lean towards the human element of marketing and telling stories, so that’s probably my favorite platform.

Phil Singleton: Awesome. Kade, the insight’s been awesome. You’re very generous, sharing your insight, I’m sure, for our listeners, but even for me personally. It’s great to hear your story and get insight and get some inspiration and motivation from that. Really appreciate you spending this much time, and we’re so glad to have you on the show.

Kade Wilcox: I appreciate your invitation. It was my privilege.

Phil Singleton: All right. Have a good one.

Kade Wilcox: Thanks, man.