Jeff Heiniger

Ok, maybe I am getting my expressions mixed up, as the expression is actually about pictures. However, according to research performed by Dr. James McQuivey, one minute of video is worth 1.8 million words.

If you are a business that relies on new customer acquisition, it is very likely that you have specific personnel that you trust to make the first point of contact for a prospective new customer. That person is representing your company and they are the first impression for the consumer. It’s important to have the right people in place, to represent your business in the appropriate manner.

However, in today’s digital world, the first impression a consumer has of your business likely is not that first face to face meeting. The term “impression” now has a double meaning. According to Merriam-Webster, first impression is defined as first consideration or judgement. In the digital world, an impression is an ad view, usually a paid impression. However, online impressions can also be served organically to potential customers.

Before picking up the phone, a consumer is likely to do a Google search, and if your company is set up well with a paid Search Engine Marketing (SEM) campaign, or organically through Search Engine Optimization (SEO), that consumer likely found their way to your website, and/or your social media pages, including LinkedIn. Facebook, Instagram, and YouTube, among others. 

One of the primary goals of Google is to provide the consumer doing the search with the most pertinent information possible, as it relates to their search term. That is why it is extremely important to make sure these pages contain viable information not just about your business, but about your industry as a whole. Information that will make a consumer say, “this is who I’m calling first!” But, also information that is going to allow them to find your page in the first place. And an excellent way to tell your story is through informative video content.

A great way to do this is by housing video content on all company pages available to the public. The content of these videos can vary from platform to platform – both in length and content. For example, you want your website content to be professional and factual. You want your YouTube content to be informative, because you can use YouTube to educate (think of a consumer using YouTube for a DIY project and how that relates to your product or industry). You can use social media as not only a way to keep your followers up to date on your daily initiatives, but also as a fun an interactive platform for current and prospective customers. 

Content can vary from platform to platform and there is plenty of opportunity to produce new and relevant videos on a weekly and monthly basis. You can use video marketing to display the culture within your company; to spotlight your products; spotlight special sales or promotions; recognize employees; customer appreciation; or to celebrate a holiday or special occasion.   

I’m a big believer in not only targeting your current customer, but also the demographic that is growing into your current target audience. In my 25 years in marketing, one thing I’ve always talked to clients about, is to target potential customers for life. If you are selling a car, let’s try to acquire a customer that is going to buy 10 cars from you; not the customer that is shopping for their last car. We now live in an era, where not only are attention spans extremely low, but also in an era in which the younger generations consume a large amount of their information through some form of video. Therefore, making it important to use the art of video to reach not only the consumers at the bottom of the funnel, but also consumers that have not yet been identified as prospective customers, but are growing into the funnel. 

While it is highly likely that your potential new customer may have begun researching you and your competition online, it is also highly likely that exposure to some sort of traditional media drove them to the internet. According to an in-home eye tracking test performed by Facebook IQ, 94% of consumers have a smart phone in hand while viewing television. 

With that in mind, wouldn’t it make sense to have readily accessible information on your website and social pages that are an extension of the message you are delivering in not only your TV commercial, but all other marketing? Especially if you are able to design creative that drives consumers to your website, while also choosing marketing options, such as SEM or social media that specifically are designed to draw traffic to your website. 

Consistency is the most important word in advertising and you should strive to replicate your message across every media platform you use. Although the format will change from platform to platform, the message can still be consistent across the board. 

The Ad Lab team can work with you to decipher exactly how to implement consistent content  from platform to platform and build a multi-platform campaign that will ensure that consumers will receive the same message about your business, regardless of where they see you. With a consistent message across every medium, it allows all of your marketing to work together to produce the bottom line results you desire.  

Jeff Heiniger


Ad Lab Advertising & Marketing Services