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HTSA Marketing Summit Takes a Digital View for AV Integrators

Home technology specialists gathered in Chicago to discuss everything from SEO, SEM, and content creation to email marketing, social media strategies, and traditional advertising, all aimed at increasing the reach and authority of specialty integrators and retailers.

The Home Technology Specialists of America (HTSA) convened in Chicago earlier this week for a series of marketing-specific seminars, discussions and collaborative workshops designed to help members capitalize on this year’s tremendous momentum, while furthering leveraging innovative marketing tactics that breathe new life into consumer outreach and lead generation campaigns.

Speakers, representing major influencers from Google to Houzz, met with HTSA members and vendor partners, sharing best practices, advanced strategies and statistics regarding the successful use of traditional and digital marketing tools. The three-day HTSA Marketing Summit III concluded yesterday with success sharing and an overview of the various HTSA-supported marketing services available to members and vendors.

A Fresh Look at Organic SEO & Content Creation
Ian Wynne, co-founder of Sasquatch Marketing, kicked off the conference with his keynote address, which took a deeper look at the intricacies of organic SEO. “You have 2.5 seconds to capture someone’s attention before they go onto the next search,” Wynne stressed the importance of website credibility and authority, reminding attendees that each company website acts as a digital front door, greeting and acting as a first impression for potential customers. “There is no this or that, there needs to be balance,” Wynne added while addressing the need for a blended marketing strategy that effectively combines organic SEO, paid search marketing, social media, and genuine content creation. Wynne’s presentation was packed with metrics, tips, and proven best practices surrounding link structure, blog architecture and the value of integrating social media platforms within your SEO program. The session ignited conversation amongst HTSA members and vendors who agreed that search success comes from thinking like your customer thinks and speaking like your customer speaks.

Client Path to Purchase, Conversion Opportunities for Integrators
Striving to keep members abreast of the ever-changing world of digital marketing, HTSA Authorized Service Provider, Netsertive, hosted a number of sessions that broke down advancements in search ads, email campaigns, mobile, and more. Netsertive director of technology solutions, Jamie Sasser, began by challenging HTSA Members and Vendors to consider what’s working and what’s not. “Where are you going to invest your time?” he asked, before highlighting the top traditional marketing tactics currently utilized by HTSA Members. From in-store events, referral incentives and radio ads, Sasser also took a closer look at top internet marketing tools including email campaigns, search ads, display ads and social media, highlighting how HTSA Members are securing conversions with the help of collaborative marketing efforts supported by HTSA Vendors and the Netsertive platform.

Netsertive senior marketing manager, Tim McLain, followed suite sharing the leading best practices for email marketing as well as integrator-specific advice for being visible and securing qualified leads online. McLain energized attendees, daring members and vendors to “think like a freak” this week and beyond and to “redefine the problem, reject artificial limits, think differently.” With approximately 175B Google searches per month, Netsertive armed HTSA members and vendors with key tactics and programs to help these brands break above the noise to be heard, found and generate new business.

Overall, throughout the three-day summit members were given the opportunity to directly collaborate, learn from one another’s marketing successes as well as absorb a wealth of knowledge from cutting-edge marketers. The message was clear – embrace and leverage both traditional and digital marketing strategies, while leveraging the abundance of resources and support provided by the HTSA family. “For HTSA, it’s not just important that profits are being generated, but that the enthusiasm continues to be generated and is infectious,” concluded Hana. “Together we have the ability to drive the market as our organization remains a stealthy, educated, marketing engine.”

Additionally, HTSA announced the dates of its upcoming 2014 Fall Conference, scheduled to take place October 21 – 23, 2014 at the Sofitel Water Tower Hotel, Chicago IL. Registration is now open.