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 B2C Finding Hidden Mold Masterclass
LIMELIGHT MARKETING SYSTEMS
Current Status Ready to realign and engage a primed audience
Finding Hidden Mold has gone through round 1 to establish a presence and strong credibility through Steve’s expertise and published work. The website and product ecosystem are live, but performance data shows a mismatch between content tone, audience motivation, and the offer’s framing. While the vision — empowering homeowners to identify hidden mold and make informed health decisions — is solid, the alignment with audience needs refinement. The next step is connecting content, product messaging, and marketing automation into a clear, audience-specific funnel that converts curiosity into confidence and sales.
Website Development
Marketing Infrastructure
Product Structure
Active site: findinghiddenmold.com Visually appealing and educational, but the product needs better definition. Language is a little generic rather than speaking to it’s specific audience. Lead magnets exist (quiz, checklist) but placement and engagement could improve. No pop-ups or urgency prompts currently active.
The current offer blends multiple items — book, DIY kit, videos, and optional consultation — but hierarchy is unclear. Buyers see “The Book” first, this might need re- positioning depending on audience motivations. Webinar signups were tested but had minimal traction despite ad spend.
Email platform (Mastermind) set up with a published nurture automation, a draft unbranded newsletter, post purchase emails, and a quiz set up. Paid ads were active on Facebook; results limited, possibly due to targeting and creative mismatch. First round of marketing aimed at prior customers, but no segmentation by audience type or motivation.
01
Business Goals
Refine, Reframe, and Reconnect.
Goal One
Goal Two
Goal Three
Reframe the Offer
Reach and Nurture the Right Audiences
Build Authority Through Content & Community
Examine the product, would the DIY Mold Test Kit and training videos be better positioned as the focal point of the product, with the book reframed as a supporting bonus or reference text. Clarify and simplify messaging to show why this is easier and cheaper than professional inspection . Rebuild visuals and copy to focus on empowerment and clarity — “Find it fast. Fix it right.”
Develop separate messaging tracks for segmented audiences, understanding their motivations and psychology. Identify top-performing marketing channels for each segment through testing and analysis. Test paid ads and retargeting with specific urgency-driven hooks (“Find mold before it spreads”). Rebuild email automations based on audience segmentation.
Launch short-form educational video content that blends curiosity and personality across YouTube, Instagram, and TikTok. Create consistent visual and voice branding across channels to humanize the brand. Build credibility through reviews, testimonials, and behind-the-scenes content. Introduce a “Healthy Homes” monthly newsletter to stay connected with both audiences. Use organic content performance to guide future paid ad creative and budget allocation. 02
SYSTEMS
Audience
Two Audiences, Different Motivations
A PANIC-STAGE HOMEOWNER
A HEALTH-CONSCIOUS HOMEOWNER
Experiencing immediate anxiety or alarm after spotting water damage, leaks, or a musty smell. Fearful about potential health risks and high remediation costs. Overwhelmed by uncertainty, needs fast, credible guidance. Wants affordable, immediate answers before committing to expensive inspections. Speed and ease is important. Desires reassurance and validation — “Am I overreacting, or is there a real problem?”
Generally calm but concerned about long-term indoor air quality. Motivated by prevention and the desire for a cleaner, healthier home. Some may have chronic conditions (e.g., respiratory irritation, allergies, brain fog, fatigue) linked to indoor toxins.
Emotional state:
Seeks knowledge and prevention — wants to understand what’s in their home environment. Interested in making proactive, health-conscious decisions for their family.
Motivation
Speed, simplicity, affordability, and peace of mind. Prefers practical step-by-step solutions over theory.
Clean living, health, natural prevention, and education. Prefers content that feels trustworthy and science-based.
Values
Calm, direct, and solution-oriented. Economic Advantage Focus on clarity and control — “You can handle this. Here’s how to find out fast.”
Messaging Tone:
Calm, educational, nurturing — “Protect your home, protect your health.” Use wellness-aligned language rather than fear-driven messaging.
Landing Page Realignment
Paid Search Paid Social Ads
Landing Page Realignment
Partnerships & Collabs
Social Posting
Marketing
Nurture Sequence Lead Magnets Local SEO
Blog & SEO Optimization Monthly Email campaigns
Nurture Sequence
Limelight Connect Direct Mail (Low Priority)
Website
2 Audiences? Different Motivations? Let’s make 2 landing pages!
Current Website
Because the two audiences have distinct motivations, we suggest duplicating the landing page and tailoring visuals and tone for each. Start with the panic-stage homeowner funnel — their urgency makes it ideal for testing and scaling — then expand to a wellness-focused version that builds long-term trust. Lead capture begins too far down the page. We recommend moving it higher and adding pop-ups, announcement bars, and limited-time offers to test faster engagement. The Finding Hidden Mold site has strong credibility thanks to Steve’s expertise and professional design, but the messaging splits focus — trying to serve both audiences without fully connecting with either . The visuals don’t clearly convey what’s included for $97; we need a quick, at-a-glance understanding of the offer — starting with the kit, classes, and textbook. Calls to action should feel more urgent for panic-stage buyers while staying educational for wellness users.
04
WEBSITE
Panic Stage Homeowner For the panic-stage audience, we’re realigning both tone and product emphasis to meet their urgent need for answers. The homepage will clearly position the Mold Test Kit quickly — and then explain what this package offers. The home page aims to communicate fast, reliable results without the expense of an in-person inspection. Messaging will focus on reassurance, quick clarity, and economic value: “Find out what’s really going on — before you spend thousands.” The overall tone is direct, action-oriented , and practical, guiding anxious homeowners from worry to resolution in a single visit.
Suspect Mold in Your Home? Save $$$ on inspections with our DIY test kit & class!
TAKE OUR QUIZ TO FIND OUT
Save with a reliable test kit! Mold inspections can run between $300 and $800.
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PURCHASE FOR JUST $97
How it works
Test Tools
Training Class
Text Book
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WEBSITE
Health Driven Homeowner
Breathe Better, Live Healthier Discover What’s Hiding in Your Air.
For the wellness-minded audience, the homepage
language shifts from urgency to empowerment — helping visitors connect hidden mold and air quality to the health conditions they may already be managing. The tone is calm, credible, and supportive, positioning the test kit as a health insight tool rather than a one-time product. Our goal isn’t to sell immediately, but to build trust and community — encouraging visitors to join the mailing list to learn more about how air quality impacts wellness. From there, nurture sequences will provide education, proof, and next steps toward improving home health.
GET OUR FREE HOME HEALTHY CHECKLIST
We help you find the answers Could hidden mold be behind your unexplained symptoms? Lorem ipsum dolor sit amet, consectetur adipiscing elit. Sed ut perspiciatis unde omnis iste natus error sit
SIGN UP AND GET OUR FREE GUIDE
Find the source, and restore your health
Brain Fog & Fatigue
Respiratory & Allergy Issues
Skin & Immune Reactions
Start with a Mold Test Kit Mold inspections can run between $300 and $800.
Lead Magnets Give simple reasons to engage.
WEBSITE
The Finding Hidden Mold site includes a quiz concept, but the language and structure need refinement. Current messaging (“Not sure if this is for you?”) feels vague — we recommend stronger, result-driven phrasing (“Do you have hidden mold?”) that clearly signals what users get. Each lead magnet below is designed for quick interaction, instant clarity, and alignment with either the panic-driven or health-conscious audience.
One
Two
Three
Four
“Got Hidden Mold?” Current Quiz
“$15 Off DIY Mold Kit” Instant Offer
“Mold Danger Zone Checklist” Download
“Healthy Air, Healthy Home” Mini Guide Purpose: Educational download for wellness-focused users. Implementation: 2–3 pages, light visuals, and quick air quality improvement tips. Automation: Leads into nurture sequence and community invitation.
Purpose: Diagnose risk level while capturing email leads. Implementation: Short quiz with instant results and CTA (“High Risk? Get 10% off your test kit”). Audience Fit: Works for both — panic users want clarity; wellness users want insight. Automation: Triggers the quiz flow
Purpose: Quick incentive for panic- driven homeowners. Implementation: Pop-up or banner offer; short form for instant email delivery. Automation: Trigger follow-up series on how to use and interpret the kit.
Purpose: Simple, visual list of common household mold spots. Implementation: One-page PDF or graphic; optional print-friendly version. Audience Fit: Panic-driven homeowners — quick, practical, actionable. Automation: Straight into the nurture seqeunce.
Exists / needs adjustment
Site Pop Up
s PDF Builds
07
The existing Masterclass emails feel off-brand and disconnected from the Finding Hidden Mold website. The layout is dense, overly text-heavy, and lacks the clean, credible design that builds trust. The term “Masterclass” also feels vague and high-effort, while “Mold Test Kit” offers a faster, easier buy-in that better aligns with audience motivation. The email design should quickly show what’s included, why it matters, and when it’s useful through short copy, icons, and concise benefit lists. Educational details belong in the blog or follow-up nurture sequences, not the initial outreach. Future campaigns should emphasize strong visual hierarchy, consistent branding, and tailored messaging for each audience (panic vs. wellness) to create clarity, trust, and conversion. Start with email design for a Nurture Sequence before considering Monthly campaigns. Emails Extend the brand to all emails and Clarify the Offer. A monthly branded newsletter might be better suited once you have grown a health and wellness conscious following. “Healthy Homes” monthly.
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Template Next steps
1. Design a new branded email template Apply Finding Hidden Mold’s colors, typography, and visuals for a clean, credible, and recognizable design that matches the website.
4. Include a health-conscious section Dedicate a second feature to wellness-focused content. Speak directly to symptoms like fatigue or breathing issue.
2. Rebuild the product hierarchy Make the product feel simple, affordable, and fast to act on — the book and training serve as add-ons, not the core focus.
5. Rebuild footer design for professionalism Add logo, contact info, and disclaimers to reinforce credibility and compliance.
6. Consider Steve’s role as the brand voice Evaluate how prominently Steve appears. His expertise builds authority, but visuals and quotes can often replace his headshot to keep focus on the offer.
3. Balance education with accessibility Use short copy, icons, and visuals to simplify the science and make the steps feel easy. Avoid overwhelming detail — link to blog content for deeper learning.
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AUTOMATIONS
Nurture Build trust before you sell.
The Finding Hidden Mold system has a basic nurture campaign in place, but traction is low — likely due to misaligned triggers or poor lead capture. The three-email sequence currently in Mastermind is set to “opened emails,” which doesn’t make sense contextually, and with only five quiz completions, no meaningful automation is happening. The foundation exists, but no true audience journey has been built yet. The next step is to establish a functional, segmented nurture framework — one that responds to each audience (panic-driven vs. health- conscious) and activates automatically after a quiz, download, or discount opt-in. The goal is to build measured familiarity rather than overwhelm. Panic users need confidence that they’ve found the right solution fast; wellness users need to trust that Steve’s expertise connects to real health improvement. Both audiences should feel understood — not sold to. Each sequence will be branded and clean, using a mix of visuals and minimally branded follow ups. Emails will focus on clarity, emotional reassurance, and next steps — while automation ensures consistent, professional follow-up after every lead magnet or quiz completion.
Recommended FHM Nurture Sequences:
Discount Offer Sequence
Core Nurture Sequence (Rapid Reassurance)
Health & Wellness Education Nurture Sequence
Quiz Result Follow-Up
Mini Guide Follow-Up
Clicker Follow-Up
We can also look at the Post-Purchase Automations.
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Sequence
Audience Format
Content
# of Emails Trigger & Tags
Trigger: Any lead form, quiz completion
Nurture Sequence (Rapid Reassurance)
Panic-Stage Homeowners
What’s in the kit, benefits, fast results, testimonials
Branded
3–4
New-Lead, Panic-Stage
Trigger: Download of Healthy Air, Healthy Home guide
Nurture Sequence (Health & Wellness)
Wellness-Focused Homeowners
Education, Tips, health impact, prevention, links to community
Branded
3–4
New-Lead, Health-Wellness
Trigger: Clicked key training link or clicked on key website links.
Minimal Branding
Personal check-in from Steve, re- invite to buy kit
Clicker Follow-Up
Both
1–2
Engaged, Prospect
Minimal Branding
Summary of quiz results, next steps, product link
Trigger: No engagement after 90 days.
Quiz Result Follow-Up
Both
1–2
Quiz-Lead
Trigger: Webinar registration or attendance.
Discount Offer Sequence
Discount confirmation + follow-up if unused
Panic-Stage
Branded
2
Offer-Lead
Trigger: Manual import from event.
Educational reinforcement, community CTA
Mini Guide Follow-Up
Wellness-Focused Branded
2
New-Lead, Health-Wellness
Local SEO
LEAD GENERATION
1.
Google Business Profile Optimization Add Finding Hidden Mold Masterclass as a Product on the IES profile, plus new Services for “DIY Mold Testing” and “Online Mold Training,” each linking directly to the landing page.
Build Local Credibility, Nationwide Trust.
Strengthen your online visibility when homeowners search for help.
While Finding Hidden Mold is a national online offering, grounding it in local credibility helps it feel more trustworthy — not like another “internet fix.” Local SEO allows us to leverage the existing Indoor Environmental Systems Google Business Profile to validate the Masterclass, connecting it to a real business with years of expertise. We’ll build visibility for search terms like “DIY mold test near me” or “how to check for mold in my house” by enhancing the Google profile, adding targeted content, and generating local proof points that help both audiences — the panic-driven and the health-conscious — trust what they’re seeing.
2.
Local Content & Review Generation Publish localized posts (e.g., “Why Hidden Mold Is Common in North Carolina Homes”) and request reviews mentioning the DIY Mold Test Kit to enhance local ranking and authenticity.
Why It's a Smart Move:
3.
Google Posts Campaigns Run regular Google Posts that promote the
Leverages IES Authority: Builds immediate legitimacy through an existing verified business with decades of real-world credibility. Boosts Search Relevance: Captures local “near me” searches while still driving users to a national product. Bridges Online & Offline Trust: Makes Finding Hidden Mold feel tangible — a real company with local roots, not an impersonal online offer.
Masterclass, share new blog insights, and announce limited-time offers — using the IES profile as a trusted platform for consistent visibility.
Paid Search Capture buyers in the moment — when the need feels urgent. Paid Search connects directly with homeowners actively searching for answers about mold, leaks, or ongoing health issues. It’s a fast, measurable way to reach high-intent audiences already in “problem-solving” mode. While SEO builds awareness over time, Paid Search captures immediate demand — positioning Finding Hidden Mold at the top of search results when users are most ready to take action.
LEAD GENERATION
1.
Landing Page Audit Rework the landing page to emphasize the DIY Mold Test Kit as the hero offer. Clearly show what’s included — kit, training videos, and guide — and include quick- action CTAs (“Test your home today,” “Get results fast”).
2.
Tracking Setup Implement Google Tag Manager and ensure Conversion Tracking is configured for both $97 test-kit purchases and lead form submissions. Add event tracking for video plays, checkout clicks, and quiz completions for stronger retargeting data. Remarketing Create retargeting campaigns for visitors who view but don’t purchase. Use short YouTube and Display ads focused on urgency (“Don’t wait — find out if mold is affecting your health”) and reassurance (“Fast, accurate, at- home testing”).
Why It Works
This approach meets people exactly where they are — searching for relief, solutions, or clarity. Targeting symptom-driven and home-related keywords ensures every click carries intent. Campaign data also helps refine messaging, budget allocation, and creative performance across search and retargeting channels. Once landing pages and tracking are optimized, Paid Search becomes a fast- acting growth driver — ideal for testing messaging, increasing conversions, and building a strong funnel that complements long-term SEO.
3.
Strategy
Details & Ideas
Strategy
Details & Ideas
1. Google Search (High-Intent Conversion) 2. Performance Max (PMax)- uses all channels to find new customers
Headlines: Focus on immediate relief and authority. E.g., "Find the Mold Impacting Your Health," "Certified Pro's Hidden Mold Secrets," "Fix Mold Like a Pro: Register Now $97." Descriptions : Emphasize the unique offer: "Get Free 4-Petri Plates with Early Signup!" and "Learn from a 30-Year Home Expert." Use countdown timers to highlight any LIVE class urgency. Allocate 70% of the initial budget to Search for high-intent traffic, and 30% to PMax for audience scale and remarketing lift. Then it can be 40% search and 60% Pmax later.
Campaign To Run
Ad Copy & Creative Strategy
Pain & Problem: still tired hidden mold, DIY mold test kit reviews, unexplained health issues mold, how to find mold in walls, is there mold in my house.
Targeting - Search Keywords
Solution & Course: online mold masterclass, homeowner mold remediation course, certified mold investigator course online.
Budget Allocation
Audience Signals: Custom Segments based on searches for health symptoms (chronic fatigue, sinus issues, brain fog) combined with home improvement terms (plumbing leaks, attic ventilation). Customer Match for lookalikes based on email lists of past subscribers.
Targeting - YouTube/PMAX
NOTE: Keep one Google Ads account under IES for billing and verification. Within that account, create a dedicated campaign group (or shared label) for Finding Hidden Mold to track spend, conversions, and performance separately. Use separate conversion actions (e.g., “FHM Purchase,” “FHM Lead Form”) to avoid mixing data with IES’s B2B service leads.
14
Paid Social Meta Ads: Key Issues
The current Meta Ads setup shows potential but l acks strategic focus and budget efficiency. Campaigns are currently run from the Indoor Environmental Systems Facebook account, which may have some branding disconnect with Finding Hidden Mold, but it’s worth continuing from this platform for now to leverage existing followers and audience data. Budgets have been spread too thin across too many ads, limiting Meta’s ability to optimize performance . The messaging, creative, and targeting also failed to connect with the right audiences—particularly the panic-driven homeowner, who needs urgency, clarity, and immediate reassurance.
Many ads failed to clearly communicate what was being offered or the next step to take — users couldn’t easily see what the kit included or why it mattered. Without a strong value proposition or clear direction, even interested viewers were unlikely to engage. Audience targeting may also need review and tightening, as early campaigns appeared to reach a broad homeowner or health audience rather than focusing on those with urgent mold concerns. 4 – Unclear Call to Action & Weak Message Focus
1 – Underfunded Campaigns & Learning Phase Failures
There’s no structured awareness → consideration → conversion framework in place. Without retargeting, warm leads who engage with content or visit the site drop off without follow-up or reminders. 2 – Lacking a Cohesive Funnel or Retargeting System
Some Ads rely on static graphics and AI visuals creates an impersonal, untrustworthy feel. Risks looking like a scam! The best-performing ads in the FHM Campaign Analysis used health-symptom messaging (brain fog, fatigue, chronic inflammation), suggesting wellness and urgency-based creatives perform strongest. 3 – Creative Disconnect & Brand Misalignment
Spent less than $1,000 across 23 different ads, with most receiving under $100 in spend. This prevented Meta’s algorithm from exiting the learning phase, which requires around 50 conversions per ad set within 7 days to optimize delivery. The campaigns operated more like post boosts than true paid ads, yielding limited traction and wasted spend.
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Ads don’t quickly communicate the product & ease of use.
Our Recommendations Before additional ad spend , the landing page and nurture sequences must be realigned to ensure every click has a clear conversion path and brand consistency.
Note: Current Ads are missing Logos.
Move One
Move Two
Move Three
Focus Ad Spend on Fewer, Stronger Campaigns 💡
Build Funnel & Retargeting Structure Before Scaling 🎯 Create a three-tier ad system — Awareness → Consideration → Conversion Set up retargeting to re-engage visitors who watched videos or visited the landing page Use warm audience data from email subscribers and past site visitors to refine targeting
Redesign Creative for Authenticity & Message Clarity 📸
$300–$500 minimum per ad concept to exit the learning phase Focus on 1–2 strong campaigns rather than 20+ scattered ads Run for at least 2–4 weeks to gather meaningful data
Use real photos and short videos featuring Steve or relatable home settings Clearly show the DIY kit, what’s included, and how it works
Replace AI-style visuals with branded , consistent, and trustworthy imagery
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LEAD GENERATION
Stratetic Adjustments
Area
Original Plan Recommended Adjustment
Consolidate on fewer, stronger campaigns with cautious testing and enough time to gather real data.
Ad Budgeting
Scattered small tests
Use authentic, solution-focused visuals that quickly show what the product is and why it matters. Real Video.
Creative Style
Stock/AI visuals
Generic “women 40+, homeowners” targeting
Broaden to include all homeowners; layer interests like home maintenance, renovation, and indoor air quality.
Audience Targeting
Make panic messaging urgent and clear; make wellness messaging calm and reassuring.
Messaging Tone
Informational
Single awareness → conversion funnel
Create two paths: quick conversion for panic, educational retargeting for wellness.
Funnel Flow
Use specific CTAs like “Get My Mold Test Kit” or “Check My Home’s Air Quality.”
CTA Focus
“Learn more” generic
Mixed or misaligned pages
Ensure post-click experience matches ad promise and visuals.
Landing Page Readiness
17
LEAD GENERATION
Retargeting Funnel
Adopting a three-tier Meta Ads funnel means creating three distinct ad types , each serving a different stage of the customer journey — awareness, consideration, and conversion . This approach nurtures the audience step by step: introducing the problem, building trust with education or testimonials, and finally prompting action with a clear offer. It requires planning and commitment to produce tailored creative for each stage, but results in stronger engagement and higher-quality conversions.
1
2
3
Awareness (Top Funnel) Short, scroll-stopping videos addressing panic triggers (“How to spot hidden mold in your home”) or health triggers (“Is mold behind your fatigue?”). ➜ Objective: Drive video views and clicks to the website.
Consideration (Mid Funnel) Retarget warm audiences with educational ads or testimonials that explain how the DIY Mold Test Kit works and what’s included. ➜ Objective: Build trust and reinforce value.
Conversion (Bottom Funnel) Direct, product-focused ads with urgency and incentive (“Find out what’s hiding behind your walls — get your kit today”). ➜ Objective : Drive sales and opt-ins.
Develop your creative content before Ad Spend. Build assets for the funnel and test through organic social first. Allow for time to adjust your creative content voice and style before spending money on Ads. Once content is compelling, then we can test ad spend. Ad creative and copy clearly position FHM as “brought to you by Indoor Environmental Systems and use of FHM Logo.
18
LEAD GENERATION
Swim Lanes Co-ordination between agencies.
Provide content to share across your campaigns and social, and direct viewers back to your website.
Indoor Environmental Systems currently works with Kickass SEO + Google Ads for their 1-on-1 consulting business and inspection services. These campaigns are tied to the main IndoorEnvironmentalSystems.com website. Our roadmap introduces a new digital funnel for the Finding Hidden Mold Masterclass — a separate consumer-facing offer with its own website, branding, and audience (but under the parent company of IES). To avoid overlap, each team will focus on distinct goals and digital assets.
Agency Coordination Strategy
Google Ads will operate under the Indoor Environmental Systems account, with dedicated campaign groups and conversion tracking for Finding Hidden Mold. Google Analytics and Tag Manager can track both websites with cross-domain tracking for seamless reporting. Local SEO and Google Business Profile efforts will continue under IES, with Finding Hidden Mold listed as a featured product and linked service. Meta ads will also run through the IES Facebook page, maintaining brand consistency while segmenting creative for the FHM audience.
Kickass SEO Manages 1-on-1 Inspections For Indoor Environmental Systems
Leads digital marketing for the Finding Hidden Mold Masterclass. Focuses on product-based and educational keywords such as “DIY mold test kit” or “how to test for mold at home.” Oversees paid search, nurture automation, and ad creative for the Masterclass funnel. Limelight Marketing Systems Manages FHM Masterclass Under Indoor Environmental Systems
Continues managing SEO and Google Ads for Indoor Environmental Systems’ consulting and inspection services. Focus remains on service-based keywords such as “mold inspection near me” or “indoor air quality testing.”
Before Paid Ads, test it out! Organic Social
MONTHLY
Educational / Problem Focused
Phone footage of common mold locations "Most people don't check here..."
Authentic, not polished Demonstrates expertise
Before spending ad dollars, use organic social to test creative and messaging. Paid media should amplify what already works organically, not act as the testing ground itself. The current brand doesn’t have the content foundation for that yet — so you’ll get more value by first proving what visuals, hooks, and tones actually capture attention and click interest. You don’t need to post heavily — just consistently. Even one strong video or image post a week can reveal which message or style resonates most (e.g., “mold horror story” vs. “healthy air awareness”). Think of organic as your low-cost testing lab before ad scale. When you see which format gets comments or shares, that’s the one to turn into a paid ad creative.
Before / After Results
Real projects (with permission) Show the problem and then show the solution Testimonials from actual customers Local homeowners give credibility
Expert Face-to-Camera
Steve on camera Shot on phone is fine - authenticity is better than production value In homes showing real mold issues (with permission) "Here's what I found in a home this week..." Why are you passionate about this work? Share your why!
⚙️ Platform Focus
Stick with Facebook and Instagram (via the Indoor Environmental Systems page) for now — both are Meta-based and already aligned with your audience targeting. You don’t need new pages until the brand gains more traction. 9 posts per month to start.
Send us raw footage and we can transform it into a strong post that tests out content that could be used in future as an ad.
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The Wild Idea Position Steve as the “The Mold Guy” Turning real-world expertise into scroll-stopping fascination. Today’s most engaging social content doesn’t sell — it fascinates. Real, authentic DIY footage consistently outperforms polished brand videos because it feels human, unfiltered, and oddly satisfying to watch. There’s a genuine opportunity for Steve to use platforms like Instagram or TikTok not to pitch the Mold Test Kit, but to turn his deep knowledge of mold into bite-sized, entertaining content. By showing what others don’t normally see — the weird, hidden, or gross side of home air systems — Steve can transform his expertise into curiosity-driven storytelling. Think less “sales video” and more “hidden mold reveal. ” Viewers aren’t watching for a product; they’re drawn in by fascination, surprise, and the sense of discovery that only someone with Steve’s experience can deliver. This kind of content doesn’t always need a fix or a call to action — sometimes it’s the fascination itself that builds the following. As people begin to associate Steve with this behind-the-scenes look at home health, it naturally establishes him as the go-to expert — the Mold Guy — creating trust that later translates into interest, kit sales, and brand credibility.
rate my mold!
🤯
Reference: No one watches Dr Pimple Popper for actual skin care!
21
Youtube Can we make mold .... fun!? 🎥 YouTube & Short-Form Video Strategy The current Finding Hidden Mold YouTube channel features home reports and informative videos, often designed for specific clients rather than for a broader online audience. While educational, the tone is overly formal and doesn’t capture attention quickly. Titles, thumbnails, and video openings lack clarity about what the viewer will gain or what action to take — such as getting a mold test kit. The most engaging video to date shows Steve speaking directly about COVID-19 Car Cross Contamination, suggesting that direct-to- camera authenticity works best. 🔍 Where to Improve The channel needs a shift from static education to experiential storytelling — short, personality-driven videos that highlight surprising facts, quick wins, or shocking visuals. Steve’s deep expertise can be transformed into curiosity-driven, bingeable content. Videos should: Hook fast (first 3 seconds with something visually intriguing). Show Steve’s reactions and humor. Tie each clip back to curiosity, not sales. Make sure there are SEO relevant titles and keywords
Let’s experiment in content We could start with a couple of short video concepts to identify tone, pacing, and engagement style. Steve records 3–5 minutes of raw footage per idea on phone or webcam. Limelight can brand and edits into short- form verticals (YouTube Shorts, TikTok, Instagram Reels).
1
2
“House got mold? You need a test kit!” Straight up promo for kit + class Concept: Start with a “What is that?” close-up of something gross or surprising, then pivot to Steve explaining what the viewer is actually seeing — and how the Finding Hidden Mold Masterclass or DIY kit helps homeowners identify issues fast. Combines curiosity and direct promotion, giving clear value while keeping it engaging and visual.
5 Signs Your House Might Be Moldy Straight up promo for kit + class Concept: A light, fast-paced listicle — Steve humorously walks through common (and odd) indicators of mold, like “mysterious musty corners” or “that one vent you always ignore.” Entertaining, shareable, and designed to build personality and following without a sales pitch.
More Ideas? 🌐 Website SEO + Blog Optimization Expanding the site’s content through high-quality articles on mold prevention, indoor air quality, and home health can attract organic search traffic — especially from wellness- focused audiences searching for education and long-term solutions. 🤝 Partnerships & Affiliates Collaborating with wellness practitioners, home inspectors, or natural health influencers could introduce the Masterclass and test kit to new audiences already concerned with health and home quality, amplifying reach through trusted voices. ⭐ Local SEO & Review Strategy Encouraging customer reviews, user photos, and success stories will build trust and validation — particularly important for a product that relies on consumer confidence and visible proof of results. We provide the tools to request reviews, your team implements. 📱 Future App Development Developing a simple app that helps homeowners identify mold types, track test results, or access virtual consultations could strengthen engagement and establish Finding Hidden Mold as a long-term resource, not just a one-time purchase.
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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
Paid Search (high-intent keywords) Paid Social (Meta funnel campaigns) Lead Magnet Creation (Mini Guide + Mold Checklist)
Systems
Website
Automations Triggers check Tagging & Segmentation Setup
Landing Page – Panic Audience (urgent + solution-focused) Landing Page – Wellness Audience (educational + health-centered) Lead capture optimization (pop-ups, announcement bar, clear CTAs)
Automations
Monthly Work
Branded Email Template Design Panic Homeowner Nurture Sequence (fast reassurance) Wellness Nurture Sequence (education + trust building) Lead Magnet follow-up automations (Quiz, Discount etc) Clicker follow-up automation Post-purchase automation checks
Organic social content testing + light engagement Video content editing + short-form repurposing Healthy Homes monthly newsletter campaign
Local SEO & Review Strategy Blog / SEO setup (future phase)
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Thank You! Let’s Build Your Marketing System.
LIMELIGHT MARKETING SYSTEMS
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