Have a bunch of ideas for marketing your brand, but no time to execute? Limelight Marketing Systems is here to save the day! Using simple yet effective systems, we help you generate more leads right out of the gate. We’re here to be both your coach, and your teammate throughout the entire journey. High five for teamwork, right?
Marketing Roadmap
B2B HVAC Mold Training & Certification Program
LIMELIGHT MARKETING SYSTEMS
Current Status A solid beginning, ready to grow.
Website Development
Course Creation
Website nearly complete (tzi.755.myftpupload.com). Strong visual base; referral program and course outline mentioned but not yet live. Blog framework active with one draft post: “How Mold Spreads in HVAC Systems.”
Course outline complete (PDF). Structure aligns well for Mastermind integration. Planned delivery: video-based training on the Mastermind platform.
Content in Progress
Marketing Infrastructure
Infographics and checklists drafted for lead magnets and social posting. Free webinar concept written: “Join our Free Intro Webinar — Learn how to find hidden mold in HVAC systems.” Early 3-email sequence exists; tone and structure need refinement.
Mastermind platform set up, but automations remain in draft and unbranded. No HVAC contact lists yet, so segmentation isn’t in use. Lead capture and tracking not yet integrated with Mastermind or the website. Some systems are technically in place but paused until launch and content completion.
IAQ Health has a strong foundation and a clear direction. Built on years of inspection expertise, the brand is evolving into a professional training platform for HVAC specialists focused on mold detection and indoor air quality. While the vision is solid, execution remains fragmented. IAQ Health is still in a foundational build phase, where the right pieces are in place but not yet aligned. The next step is connecting the dots — bringing content, automation, and outreach together into a cohesive marketing system that can drive consistent, measurable growth.
01
Business Goals Foundations for scalable growth
Goal One
Goal Two
Goal Three
Launch IAQ Health Certification Course
Build and Engage the Right HVAC Audience
Establish IAQ Health as a Recognized Industry Authority Establish IAQ Health as the trusted training leader for indoor air-quality professionals. Use educational content, video, and case studies to reinforce credibility. Align the IAQ Health visual identity with Finding Hidden Mold for cohesive branding.
Target Q1–Q2 2026 for rollout on Mastermind. Position as the industry-standard HVAC Mold Inspection Certification. Transition Steve’s expertise from 1-on-1 inspections to scalable education.
Identify, source, and grow a segmented list of HVAC business owners, technicians, and managers. Develop partner and referral pathways through associations, distributors, and realtors. Establish a lead generation ecosystem: SEO, nurture emails, outreach, and webinars. Refine and connect existing assets into a cohesive marketing funnel.
02
Marketing
Strategy isn’t linear — it’s an ecosystem
Our marketing strategy will unify all digital touchpoints into one connected system — from outreach and lead capture to automation and follow-up. Each area that follows is designed to strengthen IAQ Health’s visibility, build authority with HVAC professionals, and guide potential trainees from first contact through to enrollment.
Focus Areas
Systems Set Up
Lead Magnets
Website & Lead Capture
List Building
Automations
Direct Mail
SEO Blog
Paid Search
SEO & Visibility
03
Audience
SYSTEMS
Primary:
Secondary:
HVAC company owners
Home inspectors
Service managers
Realtors (aligned with inspection partners)
Maintenance leaders
Insurance adjusters
Independent HVAC contractors
Restoration and remediation professionals
Commercial HVAC operators
Property managers
⭐ Building engineers / facility managers (for larger commercial HVAC systems) ⭐ IAQ or environmental testing professionals looking to add HVAC certification
⭐ Mold remediation companies (already IAQ- focused, could add HVAC inspections) ⭐ Environmental consultants (often subcontract HVAC testing work)
04
List Buying
STRATEGY NOTES
Source verified B2B lists filtered by HVAC industries and roles. Start with primary audience titles — owners, service managers, and contractors — for a strong initial pool. Typical data fields: company name, email, phone, website, size, and location (availability varies; not all contacts include every detail). Estimated cost: $0.30–$0.90 per verified contact. Begin with a pilot list of 500–1,000 contacts to test deliverability and engagement before further investment. Scale to 3,000–5,000 after successful testing. Target a core database of 10,000–15,000 contacts for national rollout. Scale gradually , once engagement metrics are stable.
Data Scope & Quality
Quality first — we build lists that perform.
Start small. Test smart. Scale what works.
Starting Volume & Growth
Limelight has access to trusted, well-proven list sources that can supply verified HVAC and IAQ professional data. Our approach, however, is always measured: with any list purchase, we start small — testing deliverability, engagement, and overall data quality before scaling investment. The goal isn’t to build the biggest list fast, but to build the right one — accurate, responsive, and segmented for long-term marketing success. Once the data is validated and early campaigns confirm traction, we expand gradually, ensuring each new batch performs to standard and integrates cleanly into the IAQ Health system.
Start regionally (NC and nearby states) to test messaging and refine segmentation. Expand nationally once list quality and engagement are proven.
Geographic Focus
Clean and verify before upload (remove duplicates, personal emails, inactive domains). Enrich records with LinkedIn or company profiles for personalization. There are apps to automate this - test small first. Schedule quarterly list audits for quality and compliance.
Data Prep & Maintenance
Tagging Smart data drives smart automation.
TAG TYPE
TAGS
PURPOSE
APPLICATION
Identify where leads originated to measure ROI and track performance by channel.
Auto applied during list import or form submission; + assigned through workflow triggers.
List-Buy-2025Q1, Referral, Website-Form Event-Lead
Source
HVAC-Owner, Technician, Manager, Inspector, Realtor, PropertyMgr, Restoration-Pro
Imported from list data or manually
Segment contacts by professional type to tailor content and nurture sequences.
Audience Role
Tagging tells the system what a contact does. Each tag captures specific actions or details — how someone entered the database, what role they play, or how they’ve engaged. These tags drive automations by triggering follow-ups, nurture sequences, or next-step actions. For example, when a contact opens or clicks an email, the system can tag them as Engaged and move them into a follow-up sequence. Clear, consistent tagging keeps the database organized and ensures automation happens accurately and in real time. Note: Mastermind supports basic tagging , automation, and segmentation. For more advanced lead scoring, multi-tag workflows, or CRM-level reporting, IAQ Health may later benefit from migrating to a dedicated platform such as HubSpot or ActiveCampaign,
added when identified via outreach.
New-Lead, Engaged, Converted, Inactive
Track lifecycle stage and trigger relevant automation or follow-up.
Auto applied through workflows when contacts opens or clicks, etc.
Engagement Stage
NC, SC, GA, National
Enable localized campaigns.
Assigned during list import.
Region
Prospect, Customer, Partner, Alumni
Support long-term relationship management and retention marketing.
Auto-applied through purchases,
Lifecycle Type
enrollment, or program finish.
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Recommended: Book in a quarterly health check.
Segmentation
SYSTEMS
Structure your data. Scale your impact.
By Audience Role:
⭐ (Used for targeted campaigns and newsletters)
Segmentation groups tagged contacts into clear audiences for focused communication. While tagging powers automations, segmentation shapes campaigns — it’s how IAQ Health can target business owners, referral partners, or students with personalized offers and updates . Segments make it easy to launch specific campaigns or newsletters while maintaining organized, measurable audience groups within the system. GOLDEN RULE: If you want to communicate with a group occasionally or manually, it’s a segment ie “SPRING DISCOUNT FOR BIZ OWNERS”. If you want the system to respond automatically, it’s a tag. Keep the segments lean: We only create segments you’ll likely use for campaigns or reporting. Everything else should remain in the tagging system, where it can drive automations automatically. NOTE: When setting up these systems in Mastermind, our Marketing Operations Strategist will determine which tags and segments to prioritize first, ensuring the setup aligns with IAQ Health’s immediate goals and grows sustainably over time.
1. HVAC Business Owners / Operators 2. Service Managers, Maintenance Leads & Technicians 3. Home Inspectors, Realtors & Property Managers 4. Restoration & Environmental Professionals
By Special Program:
⭐ (Used for occasional campaign-based outreach)
1. Referral Program Signups
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Lead Magnets Give visitors easy reasons to engage.
WEBSITE
IAQ Health already has two solid lead magnets — a referral network invitation and a mold-risk checklist download. Both are useful but not yet published. To grow organic lead capture, we’ll expand the mix with simple incentives and events that speak directly to HVAC professionals’ motivations: profit, proof, and partnership. Each lead magnet should tie to a clear automation in Mastermind, tagging new contacts as Website-Form or New-Lead.
One
Two
Three
Four
“Join Our Referral Network”
“HVAC Mold Risk Checklist”
“Training Discount Offer”
“Join Our Webinar Series”
Purpose: Build a partner pipeline of HVAC contractors, inspectors, and related professionals. Implementation: Promote in site sidebar or footer bar; follow up with a short “how it works” email sequence. Automation: TBD - CD set up.
Purpose: Offer quick educational value while capturing email leads. Implementation: Keep download form short (name + email); trigger automated delivery and follow-up nurture. Automation: TBD - CD set up.
Purpose: Provide a light-touch entry point for HVAC professionals to learn about IAQ training. Implementation: Promote quarterly via LinkedIn, site banner, and newsletter; tag attendees as Event-Lead. Automation: A mixture of branded and plain text email series
Purpose: Create a simple, direct incentive for HVAC professionals to sign up. Implementation: “Get 10% off your first IAQ Certification course” pop-up or hero banner CTA. Automation: Branded Email with unique discount code.
⭐ Limelight can help build a content plan if required.
In Works (CD)
In Works (CD)
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Capture
Consider a sticky announcement bar 💡 Get 10% Off Your IAQ Certification!
WEBSITE
Add Social Icons
Checklist should be available in the navigation
Consider adding Case Studies under Resources. Simplify navigation.
Banner Summation
Add a mention somewhere in the banner the extra revenue your HVAC business will generate. Make it graphical to pop. + Show course price!
Missing: Course Clarification
It’s not totally clear at this point, that this is a training course, and here is the price.
The Problem
Pop up form for a discount.
Take 10% off!
The IAQ Health website is strong and well- structured, but it needs to do more than inform — it should capture and convert . Clear, simple CTAs, pop-ups, and a sticky bar can boost engagement and lead flow. Aim to refresh the site every six months to keep it performing, relevant, and conversion-focused.
The CTA on this section might be better directed to the checklist. Use an icon.
Train your team to generate more revenue!
No visual presence of HVAC professionals. Add people instead of a repeptition of mold
What’s Included in the course
We should have a dedicated section to explain what the referral network offers.
09
These next two sections feel a little similar aesthetically. I think we could tailor the language more to business owners.
WEBSITE
Benefits to Business Owners
Highlight the revenue opportunity
Link to a case study about ROI.
Again tweak language to speak about customers.
Help your customers
No CTA - needs a button
The purpose of this section isn’t clear. Do you get access to buy? It isn’t selling the course.
?????
Consider re-directing to the blog.
PRICING
The $197 price point for the IAQ Health training course is highly accessible — a clear, low-barrier entry for HVAC companies. It should be framed as a discounted professional certification, not a budget course. On the website, this pricing should be visually highlighted to emphasize its value and accessibility. And since it’s a one-time investment, the real return comes from maintaining relationships with graduates — offering follow-up training, partnerships, or referrals that extend the value of each conversion.
Consider moving further up the page.
Consider that they might need a free consultation before signing up.
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Footer should contain email address, and possibly a phone number
Email Polish the message, align the brand.
The current IAQ Health campaigns don’t reflect the professionalism or credibility shown on the website. The site’s design is strong — clean, confident, and visually trustworthy — yet none of that carries through to the emails. The campaigns appear to be default Mastermind templates with no customized branding or structure. While leading with education is a solid approach, these emails lack balance — they need a more direct, results-driven tone that speaks to HVAC professionals about profitability, not just knowledge. Visually, the emails feel unfinished. The typography, spacing, and footer design erode confidence instead of reinforcing it. They don’t look official or trustworthy, which undercuts the credibility built elsewhere. For a technical, B2B audience, presentation equals legitimacy — and this is where IAQ Health needs the most immediate uplift.
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Campaigns Next steps
MONTHLY
Yes please!
1. Design a new branded email TEMPLATE Apply IAQ Health’s colors, typography, and spacing for a professional, cohesive look.
4. Add seasonal urgency campaigns Create short, time-sensitive emails around pre-summer and pre-winter HVAC peaks. 5. Rebuild footer design for professionalism Add logo, contact info, and disclaimers to reinforce credibility and compliance.
2. Launch a MONTHLY branded newsletter
Coordinate with a monthly blog post for education, tie blog content to real HVAC outcomes.
Steve McCleaod
3. Balance education with direct messaging Blend helpful tips with clear, results- focused language about profit and value.
6. Review deliverability and authentication Check domain authentication and use a dedicated sender email for reliable inbox reach.
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Nurture Build trust before you sell.
AUTOMATIONS
A draft cold email sequence exists for IAQ Health, but it hasn’t yet been published to Mastermind — and the copy feels impersonal, more AI-generated than authentic. Current campaigns also lack the credibility that strong branding provides. Our goal is to create a mix of evergreen, branded nurture content that builds trust over time, paired with plain-text sequences that feel like genuine outreach from Steve. Nurture shouldn’t overwhelm the audience; it should introduce IAQ Health gradually, establish credibility, and stay present without pressure. The focus here is long-term relationship-building, not quick conversions — and we’ll test different formats to learn what resonates most, especially whether Steve’s more personal soft introduction emails drive the strongest engagement.
Recommended IAQ Health Nurture Sequences:
Core Nurture Sequence
Soft Introduction
Clicker Follow-Up
Re-Engagement (Optional)
Trade Show Follow Up
Webinar Nurture (Optional)
We can also look at the Post-Enrollment Automations.
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SEQUENCE AUDIENCE
FORMAT CONTENT
# OF EMAILS TRIGGER & TAGS
Trigger: Form submission or imported list. Website-Form, New-Lead, List-Buy-2025Q1, Event Lead
Core Nurture Sequence
Organic leads (via checklist / SEO) and purchased HVAC lists
Educational + proof-based (ROI examples, tips, case story, trust CTA)
Branded design
4
Trigger: Manual send to cold/purchased list.
High-value or cold leads (Steve’s personal outreach)
Conversational, light personal touch, helpful insight, invite for chat
Soft Introduction
Plain text
3
Prospect, List-Buy-2025Q1
Trigger: Clicked key training link or clicked on key website links.
Warm contacts who clicked IAQ training links or emails
Personal follow-up (“Saw you checked out our training page…”)
Clicker Follow-Up
Plain text
1–2
Prospect, Engaged
Trigger: No engagement after 90 days.
Inactive contacts (90+ days no open / click) Optional.
“What’s new” updates or limited-time offer (20% off training, etc.)
Re- Engagement
Branded design
2–3
Prospect, Inactive
Trigger: Webinar registration or attendance.
Branded design & plain text
Pre-event reminders + post- event recap and CTA to enroll
Webinar Nurture
Webinar registrants / attendees. Optional.
4–5
Prospect, Engaged
Warm personal outreach: “Great meeting you at [Event]…” + helpful resource links + invite to connect
Leads met at HVAC expos or regional events
Trade Show Follow-Up
Trigger: Manual import from event.
Plain text
2
Event Lead, New-Lead,
Make A Call! There’s knowledge in the follow-up.
LEAD GENERATION
Limelight can provide stats to identify top leads for you to make calls. We recommend to start by dedicating 1 hour a week for phone calls.
Email campaigns, nurture sequences, and ads are essential tools for visibility and engagement — but sealing the deal often takes a bit of DIY hustle. A well-timed phone call transforms passive interest into genuine connection. By tracking who opens, clicks, and revisits your content, you can grade engagement levels to spot who’s most curious or ready to act. Developing consistent follow-up habits ensures warm leads don’t slip away — and each call helps you understand what motivates HVAC professionals to take that next step. Pro Tip: Phone calls are your real-time research lab — they reveal what your audience values, what stops them from acting, and what kind of proof builds trust. A phone call should feel like a natural next step, not a sales pitch. Keep the tone helpful and conversational — you’re there to guide, not to push or discount. The goal isn’t to close the sale on the spot but to start a relationship that builds trust and opens the door for future conversations.
When to Pick Up the Phone:
High Click Activity
Repeated Email Opens
Local or High-Value Leads
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Local SEO
LEAD GENERATION
1.
Google Business Profile Optimization We'll fully optimize your Google Business Profile to highlight your North Carolina headquarters while clearly stating that you offer nationwide online training.
A Local Search Strategy for a Nationwide Audience.
Ensure Your Visibility When Customers Are Searching.
Local SEO is the process of optimizing your online presence to attract customers in specific geographic areas and driving them to your website. Even though your HVAC training is a national online course, we will ground your business as a trusted, authoritative source in your home state of North Carolina. From there, we can strategically target other high-value metro areas across the country.
2.
Location-Specific Content We will create targeted blog posts and pages like "Why North Carolina HVAC Techs Are Adding Mold Remediation to Their Services" to build local authority before expanding to other states.
Why It's a Smart Move:
Builds Home-Base Credibility: A visible North Carolina presence makes IAQ Health feel like a real, established business — not just an online course. That authenticity builds trust with HVAC contractors who value hands-on expertise. Targeted National Rollout: First, dominate search results in Charlotte, Raleigh, and Greensboro. Once results and testimonials roll in, replicate the strategy in key markets like Phoenix, Dallas, and Atlanta. Captures "Near Me" Searches: Location-based content helps you rank for high-intent searches like “HVAC training near me,” signaling to Google that your services are relevant nationwide — even beyond your home base.
3.
Local Testimonial Strategy We will actively seek reviews from your first North Carolina-based trainees, which will significantly boost your local credibility and national appeal.
Direct Mail
LEAD GENERATION
Generate B2B Leads Limelight Connect is our managed marketing service designed to generate new leads and nurture key relationships through tangible, high-impact outreach. It is not just a software, but a "do-it-for-you" system where our team executes the campaigns on your behalf.
Why It's Perfect for Reaching HVAC Contractors
Cuts Through Digital Noise: HVAC owners are overwhelmed with emails. A professionally designed postcard delivered to their office or home is a physical touchpoint that is impossible to ignore and demonstrates a higher level of effort. Hyper-Targeted Outreach: We can acquire a list of HVAC business owners and filter it by specific criteria (geography, company revenue, number of employees). We can even target their home addresses to ensure your message is seen directly by the decision-maker. A "Done-for-You" System: While you focus on building and running the course, our team handles all the logistics: the list acquisition, messaging, design, printing, and mailing. You get the leads without the operational headache.
Pillar 1
Pillar 2
New Lead Generation
Relationship Marketing
Actively prospecting for HVAC business owners using hyper-targeted physical postcard campaigns.
Nurturing your first course participants and key partners with strategic gifting to turn them into advocates.
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Connect With a 6-Month Postcard Campaign
LEAD GENERATION
Pillar 1: NEW LEAD GENERATION
Pillar 2: RELATIONSHIP MARKETING
List Acquisition & Targeting
Messaging & Design
Campaign Launch
Nurture Your First Partners
We will work with you to acquire a list of several hundred HVAC business owners, defining a precise target (e.g., companies in North Carolina, Georgia, and Florida with annual sales of $1M-$10M).
Our team will design a custom, branded postcard for the campaign. The messaging will be sharp and focused on the single most compelling metric: the $6,000 to $12,000 in new revenue per project that your training can unlock.
For the first companies who enroll in the training, we will use the relationship marketing side of the service to send a "Welcome Kit" or a
We will launch a multi- touch postcard campaign, mailing to your target list consistently to build awareness and drive inquiries to your landing page.
thank-you gift, solidifying the partnership and encouraging testimonials.
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SEO Blog
LEAD GENERATION
Share High Value Knowledge To HVAC Business Owners.
SEO Blog Writing is the strategy of creating high-value, expert-driven articles that are specifically designed to rank on Google for the business challenges and questions your ideal customers are asking. This moves beyond a simple FAQ page to establish Steve's authority and pull in qualified leads who are actively looking to grow their business.
Provide content to share across your campaigns and social, and direct viewers back to your website.
"The Business Owner's Guide to Upselling Mold Remediation Services"
"How to Add a Profitable IAQ Division to Your HVAC Company"
Why It's a Game Changer:
Attracts Decision-Makers: Instead of targeting technicians, we will target the business owners. By focusing on topics related to profitability, revenue, and service expansion, we attract the people who actually make the purchasing decisions. Builds Unmatched Authority: This strategy positions your "IAQ Health" brand as the leading expert in the HVAC industry for mold and indoor air quality before a contractor even knows you have a course to sell. This builds immense trust. Creates a Lasting Lead-Generation Asset: A single, well-written blog post can attract thousands of qualified visitors for years, creating a sustainable marketing funnel that reduces your long-term dependency on paid ads.
"Is an Indoor Air Quality Certification Worth the Investment for My Team?"
"From Techs to Consultants: A New Revenue Model for HVAC Businesses"
Paid Search Capture leads right now —when intent is highest. Paid Search targets professionals already searching for HVAC mold training or certification. It’s a fast, measurable way to drive high- intent traffic directly to your course pages. While Local SEO builds visibility over time, Paid Search captures leads right now — positioning IAQ Health at the top of search results when potential customers are ready to act.
LEAD GENERATION
1.
Landing Page Audit Immediately address the non-working course pages. Success hinges on a dedicated, high- converting landing page for each course.
2.
Tracking Setup Implement Google Tag Manager and ensure Conversion Tracking is set up perfectly for both the $97 purchase (B2C) and the Lead Form Submission (B2B).
Why It Works
This approach reaches motivated audiences using precise keywords, ensuring every click has intent behind it. Performance data from these campaigns fuels smarter budgeting and better creative choices, while optional YouTube and Display placements expand awareness for ongoing growth. Once your landing page and tracking are ready, Paid Search becomes a strong complement to organic SEO. It’s ideal for testing message performance, generating early sign-ups, and driving qualified leads while your long-term SEO efforts gain traction.
3.
Remarketing Create a strong Remarketing Audience list for individuals who visited the landing pages but did not convert. Serve them a special-offer Display or YouTube ad to push them over the line.
STRATEGY
DETAILS & IDEAS
STRATEGY
DETAILS & IDEAS
1. Google Search (Lead Generation ads) 2. YouTube & Display (Awareness & Lead Forms) 3. Pmax (when actual page or course is launched) Certification/Training: HVAC mold certification course, IAQ training for HVAC technicians, professional mold inspection training Business Expansion: add mold remediation to HVAC services, increase HVAC service revenue, advanced moisture control training. Placements: Target relevant industry websites, forums, and YouTube channels focused on HVAC trade skills, contracting, and building science. Audience Signals: In-Market Segments for 'Commercial & Industrial HVAC', 'Business Services/Consulting'. Detailed Demographics targeting smaller businesses and professionals with relevant job titles.
Headlines: Focus on ROI and Professional Development. E.g., "Become a Certified Indoor Air Quality Expert," "New Revenue Stream for Your HVAC Business," "30-Year Expert HVAC Mold Protocol." Search Strategy: Utilize Lead Form Extensions directly on the search ads, allowing professionals to submit their name and company email without leaving the search results. YouTube Strategy: Use professional, succinct 15- second pre-roll ads (Bumper Ads) with a clear call-to-action: "Enroll in the Advanced HVAC Mold Course – Sign up for Early Access & Pricing." Focus on the instructor's 30+ years of experience to establish authority. Could add course footage to promote it. PMAX strategy: Is to find new conversion avenues across campaigns utilizing ad copies similar to search but uses both image and video assets. Allocate 40% to Search to capture the highest- intent professionals, and 20% to YouTube/Display to build brand awareness and drive top-of-funnel leads for the launch pipeline.
Ad Copy & Creative Strategy
Campaign To Run
Targeting - Search Keywords
Targeting - YouTube/PMAX
Budget Allocation
LinkedIn Position yourself as the industry authority HVAC professionals trust. LinkedIn is the most powerful platform for connecting with HVAC decision-makers. The goal isn’t just to post—it’s to position Steve as the authority on indoor air quality and HVAC mold training. Through regular, credible, and useful content, we’ll educate, build brand trust, and drive engagement.
MONTHLY
Posting Guidelines
We’ll apply an 80/20 strategy:
> Frequency: 2–3 posts per week (Limelight offers 9 or 18 posts per month.)
80 % of high-value content, discussions, and outreach will come from Steve’s personal profile, where HVAC professionals connect best with a real person. 20 % will be posted on the IAQ Health business page , acting as the branded hub for official updates and visibility. Limelight can support the set up of this page.
> Tone: Practical, expert, and approachable
> Mix: ≈ 60 % educational / 25 % proof / 15 % personal
> Design: Clean, branded visuals with concise captions
> Hashtags: #HVACTechnicians #IndoorAirQuality #IAQTraining #MoldTraining
Top-performing posts will also be cross-posted automatically to other social channels for consistency and reach.
MONTHLY
The magic content mix!
1
3
5
Educational Posts Teach HVAC pros about IAQ/mold and new revenue opportunities
ROI Case Studies Demonstrate training impact in real-world terms
Behind-the-Scenes Moments Use real project footage to connect expertise to practice Footage from field inspections or training demos that link back to course topics.
Pull directly from website blog topics to maintain SEO alignment. Example:
“How one contractor grew profit 20 % after IAQ certification.”
“3 ways to identify mold contamination in ducts.”
2
4
6
Quick Tips / Insights Offer bite-size, shareable technical or business advice
Short Videos (60–90 s) Create teachable moments directly from Steve. Position Steve as the industry authority.
Webinar / Event Highlights Funnel to lead capture and nurture sequences. LinkedIn can also host webinars and invite followers to join.
“Technicians miss this coil- inspection step 90 % of the time.”
Steve explaining a key IAQ concept or how certification boosts upsells.
“Join our free HVAC mold training preview next week.”
LinkedIn Video 🎥 Why it Matters
MONTHLY
Option 1 – Quick Upload
You submit your raw footage — whether filmed on your phone,
webcam, or other device. We’ll upload your video as-is and format it into a clean, native social post ready for LinkedIn, YouTube, or Facebook. This is the fastest, most authentic way to share content without delay.
More Engagement, More Reach
LinkedIn video posts receive 3× more engagement than text-only updates, making them a powerful lever to boost visibility and interaction. When you appear on camera — speaking in your own voice, sharing real insight — people naturally assign you credibility. They feel they’re hearing from a person, not a faceless brand. While branded graphics and promotional loops are useful, they don’t build rapport the way a quick, authentic video does. Video makes you the face of the message, showing your expertise in motion. That gives your content a human anchor.
Option 2 – Polished Edit
You send us your raw footage, and we’ll handle full editing and presentation . We’ll trim clips, add branded intros and outros, include your watermark or logo, subtitles, background music, and a strong thumbnail image for best posting performance. This version delivers a professional look that aligns seamlessly with IAQ Health’s brand identity.
Pro Tips
Keep videos short and focused — 60–90 seconds is ideal for LinkedIn. Use hooks in the first 5 seconds (a question, a surprising fact). Subtitles = essential (80 % of LinkedIn video views are on mobile). Don’t overproduce. Some of the best-performing videos are simple, real, imperfect — but intentional. LinkedIn’s internal data suggests top videos aren’t about flash; they’re about clarity, emotion, and authenticity. Re-purpose your footage.
LinkedIn Make a connection engine To turn LinkedIn into a true growth and connection engine, it has to be used intentionally — searching for HVAC professionals, connecting with them , and opening real conversations. This consistent, hands-on activity builds familiarity and credibility before automation comes into play — a crucial step to avoid spammy signals and keep engagement authentic. You can manage this yourself or we can take care of it for you through a DIY approach that focuses on both regular posting and targeted outreach. Once this system is established and we see what’s working, we can explore additional tools and apps to help scale and semi-automate your efforts while maintaining that personal touch.
LEAD GENERATION
A) DIY Manual Outreach (Free)
B) Advanced Lead Search (Sales Navigator)
C) Semi-Automated Outreach & Messaging (Dripify)
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A) DIY MANUAL OUTREACH (FREE)
B) ADVANCED LEAD SEARCH
C) SEMI-AUTOMATED OUTREACH
How it works
How it works
How it works Cost: ≈ $99–$149 p/m for automation tools (e.g. Expandi, Dripify ) + optional $99 for Sales Navigator if combined. Tools mimic human behavior, sending 20– 30 connection requests per day with preset follow-up sequences. Automates initial messages, reminders, and “thank-you for connecting” notes. New connections can be exported or synced into CRM. Do not automatically enroll new LinkedIn connections into email nurture sequences without explicit opt-in.
Use LinkedIn Sales Navigator ≈ $99/month
Use LinkedIn’s standard search filters (e.g., “HVAC Owner” + “North Carolina”) to find and connect manually. Send 10–15 personalized connection requests per day — Each connection note should be educational and informative, not salesy — for example: “Hi John, I saw you run an HVAC company in Raleigh. We’ve been helping contractors learn about mold in air systems — I’d love to connect.” Track connections in a spreadsheet. Follow relevant hashtags (#HVAC, #IAQTraining) and engage through thoughtful comments.
Access advanced filters to search by company size, seniority, revenue range, and geography. Build and save segmented lead lists (e.g., HVAC Contractors Southeast). Track updates when leads post, change roles, or engage with content. Send InMail messages to non- connections when needed. Export contact details manually into CRM for follow-up tagging and tracking.
Connection Limit: Same LinkedIn cap applies: roughly 100–150 requests per week
Connection Limit: ~20–30/day (safe automation rate, within LinkedIn policy).
Connection Limit: Free plan allows roughly 100 requests per week.
Time Commitment: ≈ 3–4 hours per week
Time Commitment: ≈1–2 hours per week (mostly monitoring)
Time Commitment: ≈ 2–3 hours per week
Best For: When messages have been tested manually, you can scale targeting. Ideal for building high value HVAC prospect lists across regions and tracking engagement trends.
Best For: Scaling outreach after manual methods prove effective. Ideal for maintaining consistent visibility and outreach without daily manual effort.
Best For: Testing tone and message fit before
investing in tools. No cost approach
More Ideas? Affiliate Program Development Partner with HVAC suppliers, tools distributors, or certification boards to earn mutual commissions on referrals. Trade Show & Conference Presence Exhibit or speak at HVAC expos and IAQ industry events to boost authority and collect high-value leads. Contractor Referral Program (underway) Reward certified contractors who refer new trainees with small incentives or recognition. Google Review & Testimonial Campaign Systematically collect reviews from course graduates to strengthen SEO and trust. Industry Association Partnerships Collaborate with organizations like ASHRAE or NATE to align with recognized standards.
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Options Your marketing toolkit — pick and choose the strategies that suit your needs. Numbered items are our recommended starting tasks
Lead Generation Local SEO
Limelight Connect (Direct Mail) Paid Search LinkedIn Lead Engine Support
Systems List Buying
Website
Tagging & Segmentation Setup
Website Lead Capture Optimization Website Polish (Design + Copy)
Automations
Monthly Work
Branded Email Template Design Nurture Sequences (Core, Intro, Re-Engage) Clicker Follow-Up Automation Webinar & Event Follow-Up Sequences
Monthly Newsletter Campaigns Monthly Blog & SEO Optimization LinkedIn Social Posting
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Thank You! Let’s Build Your Marketing System.
LIMELIGHT MARKETING SYSTEMS
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