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The use of a spokesperson has been a well-documented tactic in advertising. The proper spokesperson can help with the emotional triggers of identification and establish brand credibility instantly. In the online world, the use of a video spokesperson on a website is not the same use in any way. The video spokesperson does not usually confer credibility becuase they are unknown, without recognition. They are simply used to convey information. If the script is written correctly, the video actor is more like a salesperson. Somebody that stands there day and night to present a short "elevator pitch" for the company and lead the website visitor to the next most logical step for their visit. So in any traditional sense of the word, the web actor is NOT a spokesperson, just an old-fashioned salesperson. There are some well-established rules for sales communication....

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Video Marketing For 2nd Graders Sales tool or cure for illiteracy? One question about video marketing is whether or not it contributes to increased sales in a website. There is certainly a prevailing opinion out there that “people don’t read anymore”. The solution to this is usually to plan to get some video in your website. This implies that the function of video is that of a 2nd grade teacher, where the students aren’t good readers either. The teacher’s job is often to read aloud to the students. Is that really what you think video marketing in a website is for? Video vs. Reading In terms of bandwidth, or efficiency of the transfer of information, video is many times slower than reading text content. Not only can we read faster than video, but also we can skip, skim and browse information very quickly....

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Before the internet, Marshall McLuhan coined the phrase “the medium is the message.” However, at that point, there was no medium like the internet. The internet allows for every possible medium of expression through a single portal called a “website.” We can’t call this advertising in a traditional sense because the goal of most mass-market advertising is to alert the public to the existence of a product, even before they have the need for that product. The vast majority of money and effort on internet marketing is spent on having a sales pitch for your product appear precisely when somebody has a need for your product – when they are searching. This new scenario required a new term, “Search Marketing,” or “Search Engine Marketing.” Website = Pile of Data It is very useful to remember what a website really is. A website...

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Creating a successful website for sales or lead conversion is a long and complicated process. There are not just 5 or 10 steps and changes to the website after it goes live, there are at least 50 to 100 steps to create a winning strategy. In the weeks following our own new video marketing website, going live, I made several major changes each day to adjust traffic flow, conversion rates, visit times and number of pages visited. It is funny to think how everybody who looked at our site before it went live commented about how much nicer it was than the old site. This is where most business owners stop. Friends and family tell them their new site is cool. There is only one expert on your website and it's the visitors themselves. They are NEVER wrong and their visit...

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Video on a website does not work miracles. Communication works miracles. Once we realize that nobody goes to a website to be impressed, or be entertained, the notion of using video takes a different path. As business owners, we become so obsessed with our own story that we forget the cardinal rules of advertising; what's in it for me (WIIFM). If we can discipline our message or video script to answer the question "So What?", then we might stand a chance that people will watch the video all the way through. Our video scripts usually have a good completion percentage. The average watch time in our scripts is often 80-90% of the length of the script. Since this is an average watch length it tells us that basically everybody who is watching the video at all, is watching the entire...

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Video on a website does not work miracles. Communication works miracles. Once we realize that nobody goes to a website to be impressed, or be entertained, the notion of using video takes a different path. As business owners, we become so obsessed with our own story that we forget the cardinal rules of advertising; what's in it for me (WIIFM). If we can discipline our message or video script to answer the question "So What?", then we might stand a chance that people will watch the video all the way through. Our video scripts usually have a good completion percentage. The average watch time in our scripts is often 80-90% of the length of the script. Since this is an average watch length it tells us that basically everybody who is watching the video at all, is watching the entire...

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One of the most abused words of the past 20 years (since the dawn of the internet) is the word “research”. Having personally earned my Doctorate in Neurophysiology, it is offensive to have the same word used by somebody just reading opinion and non-reviewed stories on the internet. I hear people say everyday, “I researched that on the internet”, but what they mean is “I read some words on a website about that." Research has an entirely different meaning. Now, this wouldn’t be an issue except these same people still give the word “research” the same heavy duty meaning as if they had spent years in a lab testing the laws of nature and then submitted it all to a group of experts on the same subject for peer-review. What does this have to do with spokesperson video? Before the...

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The most common term for this video is walk on or web spokesperson video. This is due to the fact that very often website owners prefer to have the web spokesperson walk on the home page of the website from the right or left. However, there is no indication in our data that this is more affective for website performance. Even generic website spokespersons can be just as powerful with a fade in and fade out. The actor can even climb up from below. When you're ready to add more value to your site, please fill out the form to the right....

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Currently, the SEO strategy that works best, and will continue to work in the future with all the Google updates, is a fusion of traditional SEO (link building and website coding) with content marketing via Social Media. Let’s take a moment to understand this process. With content marketing, your company builds an online BRAND as a curator of valuable content. Out team searches everyday for valuable articles, lists, data, studies, etc. about topics interesting to your most likely customers. We use these seed ideas to create unique content, commentary articles and article abstracts that are all posted in your website. We then use Social Media platforms like Twitter, Facebook, Linkedin and Google+ to build an audience for your company and draw that audience to the content we’ve placed in your site. Your audience loves the constant flow of relevant information...

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Web commercials aren’t necessarily a commercial shown on the internet but they do have some similarities to their much more expensive broadcast cousins. As a visitor pulls their way through your website and the data you have arranged for them, a high quality web commercial can push them over the threshold to taking action. That threshold is most often a need to believe in your credibility and a quality video can do this. When you’re ready to add more value to your site, please fill out the form to the right....

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