Marketing Meeting — 2025-09-26
Overview
Asymmetric team reviewed marketing performance for [1] and its TrackRite division. The session covered PPC conversion gains, Meta advertising status, SEO health improvements, and planning for new channels and upcoming trade shows. A significant portion of the meeting was spent troubleshooting the TrackRite Meta ad account verification issue.
Attendees:
- Eagan Heath — Asymmetric
- Sebastian Gant — Asymmetric
- Paul Buniel — Asymmetric
- Robyn Ogden — Trachte (client)
- Jessica Rudnicki — Trachte (client)
- Miranda Strong — Trachte (client, absent)
Key Decisions
- Raise door hallway PPC budget from $8.50/day to $20/day — Robyn approved the increase mid-meeting; Sebastian made the change live. Performance to be reviewed at the next check-in.
- Launch Meta and LinkedIn campaigns for door hallway — No Meta campaign had been created yet for this product line; agreed to use Jessica's existing display graphics and the pending TrackRite video once approved.
- Implement Bing Ads for both Trachte and TrackRite — Sebastian noted Bing campaigns can be cloned from Google in ~4 clicks; another client is seeing $0.08 CPCs. Budget to be confirmed before activation.
- Escalate TrackRite Meta verification issue — Robyn to pursue human support contact rather than continuing to resubmit documents through the automated flow.
- Geo-targeting campaigns for both upcoming trade shows — Approach mirrors prior event campaigns.
- Research Spotify audio ads — Sebastian to gather targeting options and cost data; Robyn expressed genuine interest in reaching self-storage professionals via audio.
Topics
Door Hallway Campaign
The door hallway product line is a shared priority for both brands, with distinct positioning:
- TrackRite sells components only (full door hallway system, no labor).
- Trachte sells components and can include labor/installation.
A new TrackRite door hallway video was pending Kellen's approval at time of meeting. Pricing is now available to include in campaign messaging. The plan is to replicate the approach used for the "Tari" campaign. Jessica to send display ad graphics to Sebastian; Robyn to forward the video once approved.
Robyn noted that the self-storage community is active on Facebook groups, making Meta a high-priority channel for door hallway specifically.
"That's where we get, I think, the most... there's a lot of action that goes on within the storage community on Facebook and their groups." — Robyn Ogden
PPC Performance
Strong conversion growth over the prior two weeks, visible on both 30-day and 90-day views:
- 22 form submissions from the self-storage mistakes lead magnet
- ~20 additional conversions spread across other campaigns
- Cost remained stable despite the conversion increase
The gains were attributed to persona targeting and a remarketing strategy targeting past converters (including those who may have hesitated on price). Sebastian credited Robyn for suggesting the remarketing-to-converters approach.
Note: Google Ads can attribute conversions up to 21 days after the fact, which explains occasional partial/fractional conversion counts in reporting.
SEO — TrackRite Domain Health
- Domain rating improved from 48 → 49 (logarithmic scale; each point represents ~10x improvement)
- Developer resolved background 404 errors that had been dragging the score down
- Keyword position rankings trending upward across top-3 and positions 4–10 over the past year
New keyword opportunity identified: "canister doors" — a regional term for roll-up doors used in Texas. Robyn learned this from Kellen after his Texas trip. Sebastian flagged it for fast keyword implementation.
Meta Advertising — Current Campaigns
Active campaigns at time of meeting:
- Seminar booth ads — running for Albany and Seattle events; ~$0.26–$0.30 cost per landing page view
- Blueprint to Build graphics — consistently generating 3–4 contacts/month
No door hallway campaign had been set up in Meta yet — identified as a gap and added to next steps.
TrackRite Meta Verification Issue
TrackRite's Meta ad account is blocked pending business verification. The core problem: TrackRite is a division (trading name) of Trachte Building Systems, not a separate legal entity. All tax/business documentation is under the Trachte name, which doesn't match the TrackRite ad account name.
Robyn has submitted multiple documents including:
- A CFO letter on Trachte letterhead explaining the division structure
- A W-9 showing the shared EIN
Each submission has been rejected quickly — likely by automated review. Campaigns are paused while verification is unresolved.
Agreed path forward: Robyn to escalate by contacting Meta support directly (not just resubmitting through the verification flow) to reach a human reviewer who can evaluate all documents together.
"What you need is a human who can just send all three to you and say, why are these not working?" — Sebastian Gant
New Channels
| Channel | Status | Notes |
|---|---|---|
| Bing Ads | Approved to implement | Clone from Google campaigns; both Trachte and TrackRite |
| Under consideration | Mentioned for door hallway; no budget set | |
| Spotify Audio Ads | Research phase | Sebastian to gather cost/targeting data |
Upcoming Trade Shows
| Show | Dates | Brand(s) | Campaign Type |
|---|---|---|---|
| MetalCon | Oct 21–23 | TrackRite | Geo-targeting |
| Big Ideas | End of October | Trachte + TrackRite | Geo-targeting |
Sebastian to set up geo-targeting campaigns for both events. Details on Big Ideas show location/format still pending from client.
CRM Automation
Ongoing background item — Sebastian to follow up with Trachte IT and potentially Mark to explore CRM automation improvements. No timeline set; deprioritized given current campaign workload.
Action Items
- [ ] Get Kellen's approval on TrackRite door hallway video; send to Sebastian when approved — @Robyn Ogden
- [ ] Send door hallway display ad graphics to Sebastian — @Jessica Rudnicki
- [ ] Set up door hallway campaigns on Meta, LinkedIn, and Bing (both Trachte and TrackRite) — @Sebastian Gant
- [ ] Set up geo-targeting campaigns for MetalCon (Oct 21–23) and Big Ideas (end of October) — @Sebastian Gant
- [ ] Research Spotify ads — costs, targeting options, relevance for self-storage audience — @Sebastian Gant
- [ ] Escalate TrackRite Meta verification issue; attempt to reach human support — @Robyn Ogden
- [ ] Add "canister doors" as keyword variant to relevant campaigns — @Sebastian Gant
- [ ] Follow up with IT (and Mark) on CRM automation — @Sebastian Gant (ongoing)
- [ ] Brief check-in meeting scheduled for Friday, October 3 at 10:00 AM Central
Related
- [2]