--- title: Marketing Strategy Session — PPC, SEO, TTS, Salesforce, Rebranding type: article created: '2026-04-05' updated: '2026-04-05' source_docs: - raw/2025-11-18-in-person-trachte-marketing-meeting-office-102592499.md tags: - trachte - client-meeting - ppc - seo - ai-search - spotify-ads - reddit-ads - google-ads - salesforce - crm-migration - tactical-training-systems - rebranding - seminars - geotargeting layer: 2 client_source: Trachte Building Systems industry_context: b2b-services transferable: false --- # Marketing Strategy Session — PPC, SEO, TTS, Salesforce, Rebranding In-person strategy session at Trachte's Madison office. Covered five major workstreams: AI-driven SEO overhaul of the "Ask the Experts" page, launch of Spotify and Reddit as new PPC channels, establishing a clean Google Ads account for Tactical Training Systems, a potential Salesforce migration, and an upcoming corporate rebranding initiative. **Attendees** - Sebastian Gant (Asymmetric) - Mark Hope (Asymmetric) - Paul Buniel (Asymmetric) - Jessica Rudnicki (Trachte) - Robyn Ogden (Trachte) - Miranda Strong (Trachte) --- ## Overview This was a broad alignment session touching on both near-term tactical execution (PPC launches, page updates) and longer-horizon strategic decisions (CRM migration, rebrand). The Trachte team is navigating the Mikko Radko acquisition, which is driving both the Salesforce conversation and the push for a clearer corporate identity. --- ## Key Decisions ### SEO: "Ask the Experts" Page Overhaul The existing "Ask the Expert" page was built around questions phrased for phone conversations, not AI-driven search. The team agreed to a full restructure: - **Rename** the page from "Ask the Expert" to "Ask the Experts" — the original name reflected a single individual (Jamie Liddock, now gone); the plural reflects the current team. - **Rewrite questions** to match how users query AI tools (e.g., "What's the ROI on a self-storage facility?" rather than "Do you have financing options?"). - **Answer format:** Short paragraph (3–4 sentences) suitable for AI snippet extraction, with a link to a full blog post for depth. ChatGPT and Google AI will pull the first paragraph anyway — don't bury the answer. - **Add product-specific FAQs** to relevant product pages (single-story, portable, multi-story) to expand search footprint without cluttering the main FAQ page. - **Refresh outdated answers** — some content reflects conditions that no longer apply. - **Goal:** Grow AI snippet traffic share from ~9% to 20–30%, tracked via Ahrefs AI adaptation reporting. Miranda will audit the existing questions, draft AI-friendly rewrites, and route them to Steve Fijewski, Scott Colney, and Michael Anderson for accuracy review before restructuring the page. ### PPC: New Channels — Spotify and Reddit **Spotify Ads (target launch: January)** - Advanced targeting is not available; Spotify's current options cap at broad categories. - Planned targeting: "Business & Finance" and "Investment" podcast categories, with the ad classified under self-storage. - Messaging angle: self-storage as a business/investment opportunity, not a consumer product. - Sebastian to draft copy. **Reddit Ads (new channel)** - Reddit recently opened advertising to subreddit-level targeting — still underdeveloped, so CPCs are low. - Target subreddits: `r/passiveincome`, `r/investing`, and similar communities where people are actively researching investment vehicles. - Rationale: high-intent audience already in the mindset; low barrier to convert to a seminar or webinar registration. - Reddit users frequently cross-reference webinars and products in threads — organic amplification potential. - Sebastian to compile numbers and propose subreddit list and budget. **CSSA Show (Toronto)** - Geotargeting is already active. - Miranda needs to publish an event page before Sebastian can point PPC traffic to it. **Geotargeting / Territory Splits** - Campaigns will be split by sales rep territory based on focus area (e.g., multi-story vs. GCN developer markets). - Miranda has notes from rep meetings (most complete; Cody's meeting is next Tuesday). She will send Sebastian a territory-by-territory summary. ### Seminars - 2026 schedule finalized: 10 in-person seminars + 5 webinars (down from 15–16 seminars previously). - Seminar clusters: March, April, May (spring) and September, October (fall). - **Sebastian to attend one seminar** to observe audience questions and dialogue firsthand — useful for SEO content and ad messaging. Locations near him include New Hampshire and Hagerstown, MD. Miranda to send schedule so he can select one. ### Tactical Training Systems (TTS): New Google Ads Account - **Problem:** The existing TTS Google Ads account was created under a former employee's personal name, address, and payment details. She has since left, and the account is locked — payment cannot be updated, so ads cannot run. - **Decision:** Create a new, company-owned Google Ads account for TTS. Miranda to initiate from the Trachte side; Asymmetric to assist with setup. - **Opportunity:** TTS (custom police and military training facilities) is a high-growth segment. Every county in the country wants one; facilities are typically funded via federal grants, so the sales process involves helping municipalities navigate grant timing and approval. - Sebastian's team will research market demand, key decision-makers, competitors, and funding mechanisms, then report findings to Brian before building out a full strategy. ### Salesforce Migration - **Context:** Trachte currently runs on Microsoft Dynamics. The Mikko Radko acquisition uses Salesforce. Leadership is considering migrating to consolidate on a single platform. - **Asymmetric's role:** Asymmetric is a Salesforce partner and can provide full implementation — design, configuration, automation, training, and licensing assistance (including negotiating pricing Trachte couldn't get independently). - **Architecture option discussed:** Rather than separate instances per company, a single Salesforce instance with permission sets could allow company-specific data views for individual teams while giving senior management cross-company reporting visibility. - **Next step:** Miranda will discuss with Greg (IT Director) to understand where the Mikko Radko migration stands, then decide whether to engage Asymmetric on sizing and pricing. Sebastian to send a proposal to Greg. ### Corporate Rebranding - Trachte is working with an external agency on a full corporate rebrand — prompted by the acquisition and a board-level push for a clearer corporate identity. - The "Trachte" name is likely to remain as a go-to-market brand (legacy brand, 125-year anniversary this year), but the corporate parent identity may become something like "TBS Group." - The external agency will define strategy and brand architecture; Asymmetric can execute design and production work from that outline at lower cost than a large corporate branding firm. - This is early-stage — no timeline confirmed yet. --- ## Action Items | Owner | Action | |---|---| | Sebastian Gant | Update Smart Latch ads with new display URLs | | Sebastian Gant | Draft Spotify ad copy; launch January with business/finance/investment targeting | | Sebastian Gant | Compile Reddit PPC numbers; propose subreddit list and budget | | Sebastian Gant | Provide AI-friendly rewrites for "Ask the Experts" questions | | Sebastian Gant | Research TTS market demand, decision-makers, competitors, and federal grant funding; report to Brian | | Sebastian Gant | Send Salesforce proposal/sizing overview to Greg (IT Director) | | Miranda Strong | Publish CSSA Toronto event page (unblocks geotargeted PPC) | | Miranda Strong | Send 2026 seminar schedule to Sebastian so he can select one to attend | | Miranda Strong | Send territory-by-territory PPC focus summary to Sebastian | | Miranda Strong | Audit "Ask the Experts" page; draft AI-friendly question rewrites; route to Steve/Scott/Michael for review; then restructure page and add product-specific FAQs | | Miranda Strong | Change page title from "Ask the Expert" to "Ask the Experts" | | Miranda Strong | Discuss Salesforce migration with Greg (IT); determine status of Mikko Radko instance; then decide path and engage Sebastian on sizing/pricing | --- ## Related - [[clients/current/trachte/_index]] - [[knowledge/seo/ai-search-optimization]] - [[knowledge/ppc/reddit-ads]] - [[knowledge/ppc/spotify-ads]] - [[knowledge/crm/salesforce-implementation]]