Ever feel stuck trying to figure out how to market your home service business without blowing your budget? This week on Hard Hat to CEO, Chris G sits down with Joel Keith, former live event producer turned marketing expert, to talk real strategies for trades business owners. From working with Alice Cooper to helping HVAC and plumbing companies grow past $1M, Joel shares what’s working right now. They talk about using AI as a helpful tool (not a replacement), how to get more reviews the easy way, and why you should never let a marketing company control your website or data. Whether you're just starting out or trying to grow past the $5M mark, this episode is packed with smart, down-to-earth advice.
Joel Keith is the Managing Partner at ASP, a marketing agency that helps home service and local businesses grow through smart digital strategies like SEO, paid ads, web design, and business coaching. Based near Detroit, Joel brings a mix of real-world experience and leadership to help companies scale without wasting time or money.
Before leading ASP, Joel held roles in operations and advertising, giving him a well-rounded view of what small businesses need to grow. He’s also a husband, dad, and homesteader who’s passionate about helping other business owners succeed.
Connect with Joel:
Website: https://www.aspbranding.com/
LinkedIn: https://www.linkedin.com/company/aspbranding/
Facebook: https://www.facebook.com/atomicsoulsproductions/
IG: https://www.instagram.com/aspbranding/
Episode highlights:
(0:00) Intro
(0:42) Meet Joel and his wild background in live events
(3:10) How content creation led to a marketing company
(4:53) How AI helps (and where it doesn’t)
(7:15) Using AI to train your sales team
(9:28) What “No Hostage Rule” means and why it matters
(15:04) Low-budget marketing tips for new businesses
(20:02) Better ad options
(22:09) How to get more Google reviews
(24:42) Reviews vs referrals: both matter
(30:02) Growing past $1M, $3M, and $5M
(32:44) What to do when you’re ready to scale
(34:50) What numbers really matter in marketing
(38:04) Why cheap leads usually aren’t good leads
(39:51) Final advice: own your stuff, always
(40:55) Outro
Connect with Hard Hat to CEO on:
Facebook: https://www.facebook.com/share/g/1BrHqc3wdF/
Instagram: https://www.instagram.com/hardhattoceo/
LinkedIn: https://www.linkedin.com/in/dcgilman/