Marketing Review — 2025-09-30

Monthly marketing review with ^[1]. Sebastian Gant joined as account manager, covering for Karly Oykhman (maternity leave). Bob Stigsell joined for the first time under this account team.

Attendees (Asymmetric): Sebastian Gant, Karly Oykhman, Mark Hope, Avokerie Onorimuo, Paul Buniel
Attendees (AHS): Gina Richardson, Bob Stigsell, Brady (brady@madisonasbestos.com)

Overview

The meeting covered five areas: training page and event calendar updates, social media content approvals, PPC campaign performance, blog strategy, and a proposed video testimonial project. The client's primary concern was increasing asbestos-related leads — mold is currently outperforming asbestos in PPC despite similar budget allocation.

Key Decisions

• Events as a top-level nav item: Gina confirmed she wants "Events" added as its own header in the website navigation (alongside Home Services, Blog, etc.), separate from the training request page.
• Calendar update process: Gina will notify Sebastian when new events are scheduled; Sebastian will update the calendar within one day. Client self-edit access TBD after internal check.
• Training form attendee type field: The "I am a…" dropdown will be required, capturing homeowner vs. contractor/realtor/property manager. Homeowners won't be excluded but the form will help qualify intent.
• School asbestos training disclaimer: A visible warning will be added above the fold on the training page clarifying that school asbestos training is not offered through this form.
• Social posts approved for October with minor edits (see below).
• Video testimonial project: Bob and Gina are on board in principle. Awaiting detailed quote and scope before final approval.

Topic Notes

Training Page & Event Calendar

• A dedicated training page is being built to target professionals (contractors, realtors, property managers) — separate from public-facing event listings.
• Google Forms created for October 15th training sessions: one for contractors, one for realtors.
• Trainings expected to recur approximately monthly.
• Event calendar will include both public events (e.g., NARI Home Show in January) and professional trainings. Public events will link out to external registration pages; professional trainings will link to the relevant Google Form or internal form.
• Training location dropdown to include full address (Fitchburg office, lower level) so registrants can assess travel before signing up. Address details will also appear in confirmation email.

Social Media

October posts reviewed and approved with the following changes:

November posts to be mocked up next.

PPC Campaign Performance

• 105 leads tracked in the last 30 days (mix of click-to-call, click-to-email, and form fills — not all are form submissions).
• PMAX campaign is the top performer: ~56–60 of the 100+ leads attributed to it. Google's asset-mixing freedom appears to be driving strong placement.
• Mold outperforming asbestos in lead volume despite comparable budgets. Root cause unclear — PMAX asset mix may be skewing mold-heavy, but asbestos assets are present in the campaign.
• Click-through rates are strong: search campaigns showing 14% and ~7% CTR, well above the 5% benchmark.
• Budget reallocation toward asbestos keywords is the likely lever. Sebastian to investigate and prepare a report.
• Landing page migration in progress: PPC traffic was previously directed to a subdomain landing page. A matching page has been built on the main domain to consolidate SEO authority from paid traffic. Switch not yet live pending tracking setup.
• Bob noted: asbestos work is more profitable, lower liability, and can be handled by both Bob and Brady — mold is Brady-only. Increasing asbestos leads is a capacity and revenue priority.

Blog Strategy

• Longer-form posts are being produced for SEO — length is intentional to capture more keywords and build topical authority.
• AI tools are used in drafting; posts are reviewed for accuracy before client review. Client review is part of the process given AHS's subject-matter expertise.
• Next batch of posts expected within 1–2 weeks.

Video Testimonial Project

• Subject: Sarah Smith — past customer with both mold and asbestos work done; wrote a standout review ("the one Brady wanted to put on his refrigerator").
• Format: 15–20 minute professional video interview, clipped for use across social, website, ads, and a dedicated case study page.
• Estimated cost: $1,500–$2,500 (pending detailed scope from videographer).
• Interviewer TBD: Videographer has interview experience and could conduct it. Gina is open to an AHS staff member doing it instead. Brady ruled out (not suited for on-camera work).
• Sebastian meeting with the videographer later this week to get scope and quote.
• Mark Hope recommended the project and connected Sebastian with the videographer.

Action Items

• [ ] Sebastian — Mock up event calendar page and add "Events" to website nav
• [ ] Sebastian — Update training page: add school asbestos training warning above the fold; update location dropdown to include full Fitchburg address; make attendee type field required
• [ ] Sebastian — Update October social posts: "25 years," "Madison area," "structural buckling"
• [ ] Sebastian — Investigate strategies to increase asbestos-related PPC leads; prepare report with recommendations (likely budget reallocation)
• [ ] Sebastian — Meet with videographer; obtain detailed quote and scope for Sarah Smith testimonial project; send pros/cons PDF to client
• [ ] Sebastian — Complete landing page migration from subdomain to main domain; set up tracking
• [ ] Sebastian — Email client proactively with any urgent recommendations between meetings (client preference — don't wait for next call)

Next Meeting

Not scheduled. Client asked Sebastian to email between meetings rather than wait for the next call.