--- title: Marketing Review — 2025-09-30 type: article created: '2025-09-30' updated: '2025-09-30' source_docs: - raw/2025-09-30-ahs-marketing-meeting-90884073.md tags: - meeting - ahs - ppc - google-ads - seo - social-media - video-testimonial - blog layer: 2 client_source: Advanced Health & Safety industry_context: saas transferable: false --- # Marketing Review — 2025-09-30 Monthly marketing review with [[wiki/clients/current/ahs/index|Madison Asbestos Services]]. 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: | Post | Change | |---|---| | Experience callout | Update "23 years" → "25 years" (AHS reached 25 years in 2025) | | Service area | Change "Madison" → "Madison area" | | Peeling paint bullet | Add "structural buckling" to the list | 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.