When you're a custom integrator trying to save the world from bad audio/video, it's challenging to make marketing your small shop a priority, especially with limited time and budget. Referrals are your bread and butter, and that's great, but referrals can be unreliable. One month you'll have all you can handle, the next month its crickets. That's the deal when your business is based solely on referrals. It's like a rollercoaster.

Using a few cost-effective strategies, you can supplement your referral business and level up your workflow. With these simple steps, you can stay in touch with your current customers and reach new prospects.

Whether your site needs a complete re-design or you need to update the content, keeping your website current is worth the effort it takes.

Adding job-site photos, videos, and testimonials are crucial. It doesn't give a visitor the warm and fuzzies when they go to your portfolio page and see your most recent image is from three years ago. Keeping your website updated is a sign that your business is alive and doing well. When you add fresh, relevant content, you'll also increase your website's visibility with search engines.

Do your existing clients know every service you provide? Probably not. That's the curse of the custom integrator; you're not a one trick pony. Having a blog that shares your expertise with visitors is a great way to drive traffic to your site. Focus on your Perfect Buyer Persona, provide them with intelligent information that will help position you as an influencer. If you're not comfortable writing, hire a writer who understands your needs and technology.

If you haven't already, you need to become active on social media. It doesn't matter if you're "ready" or not. Everyone starts from zero, the key is to get started. What should you share? Platforms like Facebook and Youtube lend themselves perfectly to custom integrators. Share video and photos of your latest installation, build relationships with existing fans, even share news about the latest firmware update that might make your life miserable.

TIP: When creating a video, narrate it. Stand in front of the camera. Give the viewer a clear, concise explanation of what you installed, how it works, and why it's great.

Doing these things help you build trust with your clients and fans. You can also run ads on Facebook and send traffic directly to your website, so they can learn more about your business and the services you provide. (Much like I did with this article).

Do you know why your inbox is full every morning? It's because email marketing works. If it didn't work, marketers wouldn't do it. It's a cost-effective way to follow up with your clients, advertise new services and products, share tips & tricks, and send out information about your latest blog post or newsletter.


Using tools like MailChimp or CampaignMonitor can help with email campaigns. But first, you need an email list. If you're not in the habit of collecting email addresses from your clients, start today. Again, we all start at zero. What's important is getting started.

Not only are videos a perfect way to bring your services to life, but they also help get you found online. Video will make up over 80% of all internet traffic by 2021!

Using video to market your services on social media channels like Youtube and Facebook will pay dividends now and in the future. Invest in a quality camera or use your iPhone and a tripod, it doesn't matter. What does matter is that you'll educate your potential customers and show them how great you and your services are. Learn more about making great job-site videos

For integrators who want to grow their businesses but need to do it on a shoestring budget, these low-cost initiatives can have a stronger return than more expensive traditional marketing.

Not ready to get started with all of them? That's ok. Pick one or two that you can handle and get started today.