The AV industry knows how to wire up a space. But when it comes to marketing? Many integrators are still stuck in the past. Static websites with a project photo… a LinkedIn profile with little to no traction… a “testimonial” hiding somewhere in the footer….
If that sounds familiar, you’re not alone. However, you’re also not doing yourself any favors. In 2025, visibility is currency. And the integrators whose firms win are the ones that market like they mean it.
Think Like a Brand
You’re already building dynamic environments that power decision-making, collaboration and connection. So, why not market yourself with the same intentionality? Branding isn’t just about a slick logo or matching polos; it’s about showing your audience that you’re consistent, credible and compelling.
If you build luxury boardrooms, your brand should exude the feel of one. That means professional photography on your website, consistent colors and fonts, and clear, bold language that reflects the caliber of your work. A potential client should be able to Google your business, hit your homepage and immediately feel your value — even before they pick up the phone.
Show Your Work (and Show Up)
In an industry built on relationships, people have to see you to trust you. That starts with showing your work. Document your installs. (And, no, they don’t have to be cinematic masterpieces.) A 10-second smartphone video of a new control system in action is a great starting point — especially for smaller firms. Think of something like a before-and-after carousel of a clean rack build or a simple shot of your crew onsite, doing what they do best. These moments tell a bigger story — and it’s a story that builds trust, credibility and relevance.
And LinkedIn? It’s not just a résumé site. It’s actually your online trade show booth. You already attend InfoComm, ISE and CEDIA Expo/Commercial Integrator Expo to be seen and stay connected. Well, that same energy applies here — it just takes place all year long!
Specialization Over Saturation
“We do everything” used to sound like a strength. These days, it just sounds like noise. The integrators who stand out are the ones who specialize. Are you the go-to for hybrid classrooms? The expert when it comes to house-of-worship installations? The corporate AV whisperer for Fortune 500 companies?
Whatever it is, own it. Make it obvious. Say it in your bio. Show it in your case studies. Let your marketing mirror the value you bring, clearly and confidently. You don’t have to do less — you just have to communicate better.
Tell Stories, Not Just Specs
Technical specs are important, but they’re not the actual story. Replace vague language like “cutting-edge technology” with a real, measurable outcome. Here’s an example: “We helped a multi-site healthcare provider modernize 18 training rooms with a centralized AV-over-IP system, cutting their IT support tickets by 40% in three months.”
Now that is marketing. That’s the kind of story that makes decision-makers stop scrolling and start paying attention. Buyers don’t just want to know what you install; they want to know what you solve.
Collaboration is Marketing, Too
Marketing isn’t a solo act. Tag your manufacturer partners when you post. Partner with designers on case studies. Collaborate with content creators who can elevate your storytelling. One great install video, shared by multiple partners, can put your work in front of thousands of fresh eyes. So, leverage your network to grow your presence.
You don’t have to become a marketing agency to market well. You just have to be intentional, visible and bold enough to show what you’re already doing at a high level.
Audit your online presence. Show your wins. Specialize in what you do best. And speak in a voice that is organically yours — not just one that “sounds professional.” Because, at the end of the day, you’re not just installing technology. You’re delivering transformation. It’s time that the right people see that — and feel it.
Want help amplifying your AV work online? Need a speaker who bridges the gap between tech and storytelling? Just want to bounce some marketing ideas around with someone who gets the AV life?
Shoot me a message on LinkedIn! I love connecting with #avtweeps who are ready to level up how they show up.
Let’s make AV feel as impactful online as it is in the room.
