--- title: November Marketing Review — 2025-10-28 type: article created: '2026-04-05' updated: '2026-04-05' source_docs: - raw/2025-10-28-ahs-marketing-meeting-97410361.md tags: - meeting - client:ahs - marketing - ppc - seo - email-marketing - social-media - domain-rating - asbestos - training-events layer: 2 client_source: Advanced Health & Safety industry_context: saas transferable: false --- # November Marketing Review — 2025-10-28 **Client:** [[wiki/clients/current/ahs/index|Madison Asbestos & Hazardous Services (AHS)]] **Meeting type:** Monthly marketing review **Source:** [Fathom recording](https://fathom.video/calls/454780533) **Attendees:** - *AHS:* Gina Richardson, Bob Stigsell, Brady (brady@madisonasbestos.com) - *Asymmetric:* Sebastian Gant, Karly Oykhman, Mark Hope, Avokerie Onorimuo, Paul Buniel --- ## Overview Monthly review covering November social content, PPC performance and budget adjustments, a rescheduled video project, training email campaign strategy, and two new tool discussions (website chat, mass texting). Closed with approval of a $250 one-time Domain Rating boost. --- ## Key Decisions | Decision | Detail | |---|---| | Social posts approved with revisions | All four November posts require copy and/or graphic updates before publishing | | Asbestos PPC budget raised to $20/day | Restored from $15 (the $5 previously shifted to lead paint stays there; asbestos gets a fresh $5 added) | | Training email campaign relaunched | Asymmetric to draft and send a new urgent round by end of week; Nov 19 Madison event is highest priority | | Domain Rating boost approved | $250 one-time fee; DR raised to 30 and maintained for 12 months | | Website chat & mass texting | Classified as "wants, not needs" — research to continue but not a current priority | --- ## Social Posts — November Revisions ### Vermiculite Post - **Graphic:** Replace fiberglass insulation image with an attic vermiculite photo (avoid wall images — wall remediation is difficult and not a service AHS promotes). - **Copy:** - Change "could contain asbestos" → "In Wisconsin, vermiculite **contains** asbestos." - Replace "testing" with "inspection" or "evaluation" (AHS does not perform asbestos testing). - Add mention of potential rebate/refund available to homeowners. ### Safety Training Post - **Graphic:** Replace outdoor photo with an indoor classroom setting. - **Copy:** Localize — "right here in Madison" or "Dane County." ### Asbestos Services Post - **Graphic:** Replace sharps/disposal container image (conveys needles and pathogens) with an asbestos-specific image such as a labeled asbestos disposal bag. - **Copy:** Refine service area → "serving homeowners and contractors in Madison and Southern Wisconsin" or "Dane County and surrounding areas." ### Thanksgiving Review Post - **Copy:** Remove employee first name ("Julian") — replace with "our foreman" or "the crew." - **Link:** Add direct link to Google Reviews. --- ## PPC Performance & Strategy ### Current Performance - **PMAX:** ~30 lead forms submitted. - **Display:** 7 conversions — 2 asbestos calls, 5 mold calls, 2 email contacts. - **Lead Paint:** New campaign at $5/day; only 2 clicks so far due to low competition in the auction. Expected to grow slowly. - **Microsoft Ads:** $72 spent over 30 days, 2 conversions — effective supplemental channel; will continue running. > *Sebastian noted AHS's Google Ads account is among the stronger performers in Asymmetric's portfolio.* ### Budget Adjustment Gina flagged increased public discussion around asbestos (driven by a politically adjacent news story about building demolition). The team agreed to capitalize on elevated search interest without engaging the political angle. - **Action:** Restore asbestos campaign daily budget to **$20/day** (from $15). The $5 previously moved to lead paint remains there; the $5 increase is net new. --- ## Video Project - **Status:** Rescheduled. Homeowner (the shoot location) needed to confirm a new date. - **Sebastian:** Will resend videographer availability to Gina immediately after the meeting. - **Gina:** Will confirm a new date with the homeowner and relay to Sebastian. - **Billing:** Asymmetric will cover the upfront videographer fee; AHS will receive a bill from Mark Hope. --- ## Email Marketing — Training Campaigns ### Problem The initial email blast for the **November 19 Madison training** yielded zero registrations despite a reasonably high open rate. Contributing factors: - Email list of 1,067 contacts has a **~30% bounce rate** (~300 bounced addresses) — list is significantly outdated. - AHS is no longer using MailChimp (previously ~$75/month); Asymmetric is handling sends as part of the retainer. ### Upcoming Training Dates | Event | Date | Venue | Notes | |---|---|---|---| | Madison Asbestos Training | Nov 19, 2025 | Madison, WI | Urgent — needs registrations now | | Kalahari School Training | Dec 11–12, 2025 | Wisconsin Dells (Kalahari) | Paid venue; must cover costs | ### Plan - Asymmetric (Sebastian + Chris) to **draft and send a new urgent email campaign by end of week**, prioritizing the Nov 19 event. - Dec 11–12 Kalahari training to be included in the same send. - Sebastian to locate the Dec 11–12 Google Forms registration link; if missing, request from Gina. - Strategy: three rounds of awareness emails is the target cadence going forward. ### List Growth - Gina suggested pulling school maintenance contacts from the **Wisconsin Department of Public Instruction (DPI) website**. - Sebastian to research feasibility and incorporate into list-building efforts alongside the next campaign draft. --- ## New Tools — Research Items ### Website Chat Feature - **Goal:** Floating icon (bottom corner) for live chat — not an intrusive pop-up. - **Previous setup:** Facebook Messenger integration, but high spam volume made it unreliable. - **Options to evaluate:** RingCentral (already in use for VOIP), HubSpot (free tier), paid options (~$99/month). - **Key requirement:** Any AI-assisted answers must be vetted for accuracy. Asbestos regulations vary by state (e.g., vermiculite is legally considered asbestos in Wisconsin but may not be elsewhere), and misinformation is a real risk. - **Status:** Research ongoing. Classified as a **want, not a need**. ### Mass Texting - **Goal:** Promote trainings and events (e.g., NARI Home Show, Jan 24–25). - **Current constraint:** MarketSharp texting is nearly at monthly capacity — already used heavily for operational appointment reminders. - **Options to evaluate:** MarketSharp add-on capacity, RingCentral (currently limited to 10 texts at a time), external mass texting platform. - **Compliance note:** All marketing texts must include an opt-in/opt-out mechanism. - **Status:** Research ongoing. Classified as a **want, not a need**. --- ## Domain Rating (DR) Boost - **What it is:** A one-time backlink-building service to raise AHS's website Domain Rating (Ahrefs scale) to **DR 30**. - **Why it matters:** Domain Rating is a key signal Google uses when ranking organic search results. Higher DR supports all ongoing SEO efforts. The scale is exponential — each point gained at higher levels carries more weight. - **Cost:** $250 one-time fee. - **Guarantee:** DR maintained at or above 30 for **12 months**; if it drops below 30, the provider will restore it. - **Timeline:** Backlink work begins immediately; expect the DR to reflect the change within ~30 days. - **Decision: Approved.** Sebastian to notify Mark Hope to initiate the service. - **Follow-up:** Sebastian will report on DR movement and correlating organic traffic changes at a future review. --- ## Action Items | Item | Owner | Due | |---|---|---| | Implement all social post revisions (vermiculite, training, asbestos services, Thanksgiving) | Sebastian Gant | Before November publish date | | Raise asbestos Google Ads daily budget to $20 | Sebastian Gant | Immediate | | Resend videographer availability to Gina | Sebastian Gant | Day of meeting | | Pay videographer upfront fee | Sebastian Gant / Mark Hope | Today or tomorrow | | Draft + send new training email campaign (Nov 19 & Dec 11–12) | Sebastian Gant + Chris | End of week | | Locate Dec 11–12 Kalahari Google Forms; request from Gina if missing | Sebastian Gant | End of week | | Research DPI website for school maintenance contacts | Sebastian Gant | Ongoing | | Notify Mark Hope to initiate $250 DR30 service | Sebastian Gant | Immediate | | Monitor DR and report organic traffic impact | Sebastian Gant | ~30 days | | Research website chat options (RingCentral, HubSpot, Messenger, paid) | Sebastian Gant | Next review | | Research mass texting options (MarketSharp add-on vs. external) | Sebastian Gant | Next review | | Send meeting recap email to Gina and Bob | Sebastian Gant | Next day | | Confirm new video shoot date with homeowner | Gina Richardson | TBD | --- ## Selected Transcript Excerpts **On vermiculite copy accuracy:** > **Gina Richardson:** "In the state of Wisconsin, vermiculite contains asbestos, period. So the 'could be' and 'should be' stuff — we would have to get rid of that." **On the sharps container graphic:** > **Bob Stigsell:** "To me it conveys viruses and needles, and we're talking about asbestos." > **Gina Richardson:** "There should be like even a garbage bag, but it should say like asbestos on it... literally, they're thrown away in garbage bags. They're special bags, but that's what they are." **On the PPC budget increase rationale:** > **Gina Richardson:** "Since people are talking about asbestos, let's get them more with asbestos, is what I'm saying." > **Bob Stigsell:** "I don't want to get involved with anything political for us, for sure." **On the email list quality:** > **Gina Richardson:** "There's 1,067 emails in this database. Of those, nearly 300 bounced." **On AI chat accuracy concerns:** > **Gina Richardson:** "There's so much misinformation out there in the world about asbestos... I wouldn't do it without the questions being questions that I get all the time and then me writing the answer." **On the DR boost:** > **Bob Stigsell:** "$250 — if you think it's something we should do, we will do it." > **Sebastian Gant:** "Yeah, we recommend it 100%."