In this episode of The Kee To Growth Podcast, Jen McKee sits down with Colleen Keyworth, one of the most well-known voices in the HVAC industry. As VP of Sales and Marketing at Online Access, Colleen brings a dynamic background rooted in a 65-year-old family business and has built her career championing women, building strong networks, and advancing the field of contractor marketing. Her story is a testament to how sometimes the path you resisted most becomes the one that unlocks the most fulfillment and alignment.

Colleen opens up about her early dislike of the family trades business, her journey through numerous odd jobs (kayak guiding, wedding planning, and more), and ultimately, how finding her superpower in sales––on the marketing side of the family company––set her on a trajectory for sustainable business development and leadership. The conversation touches on the messy middle of career pivots, self-leadership, and how embracing your story can become your biggest asset.

The episode takes a deep dive into the role of intentional community and industry involvement for sustainable growth. Colleen shares her real-world insights from serving on boards for organizations such as Women in HVACR, HARDI, and more, giving honest commentary on what board service actually looks like, how authentic connections trump transactional networking, and the behind-the-scenes politics that come with stretching your leadership muscle. The stories are relatable for anyone navigating scaling a service-based business, whether inside or outside the trades.

Jen and Colleen move from big-picture leadership reflections to tactical marketing advice. They discuss why contractors need to invest in real photography, leverage their existing philanthropic and local connections, and blend digital tactics with human-to-human relationship building. The dialogue spotlights how authentic branding, community engagement, and a robust website strategy support business growth at the speed of personal healing and intentional boundaries. Colleen's actionable tips and "marketing soapboxes" are a must-hear for anyone tired of hearing the same outdated bro-marketing advice.

 

00:00 "I Hated the Trades"

05:01 "Colleen's Involvement and Networking Insight"

07:12 "Hardy: Partnering for Success"

12:58 State Board Meetings: Challenges and Politics

16:37 Leveraging Philanthropy and Community Engagement

19:35 Authenticity in Business Imagery

20:54 Investment in Professional Website Photography

26:20 "AI's Impact on Search: Stay Updated"

27:21 Reddit Usage and Community Insights

32:31 Automated Social Media Engagement Tool

36:56 DIY Accountability & Referral Strategy

40:01 Consistency: Key to Business Success

40:57 "Connect on LinkedIn & Instagram"

Connect with Colleen Keyworth: Instagram: https://www.instagram.com/ckeyworth04/ 

Facebook: https://www.facebook.com/colleen.keyworth 

LinkedIn: https://www.linkedin.com/in/colleen-keyworth/ 

Online Access: https://www.hvacwebsites.com/

Meet Your Host: Jen McKee Jen McKee is the founder of Kee Hart Marketing & Events, specializing in award-winning social media strategies for trade services. With expertise in content creation and personal branding, she helps businesses forge authentic connections with their audiences. As the host of the "Kee to Growth" podcast, Jen simplifies marketing strategies and empowers businesses to thrive. Tune in for actionable insights and inspiring stories to elevate your brand! Connect with Jen on Facebook: https://www.facebook.com/jennifer.hartman.73/ or LinkedIn: https://www.linkedin.com/in/jen-mckee-72114824/

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The Kee to Growth Podcast is Powered by: Kee Hart Marketing, the social media company for the trades. Learn more at www.keehartmarketing.com

This episode was produced and brought to you by the Skilled Trades Syndicate @ServiceBusinessMasteryPodcast https://www.servicebusinessmastery.com/