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October 18, 2010


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Using video on the buyer persona landing page is an awesome idea. I wonder what percentage marketing lift they obtained after adding video?

David Siteman Garland

Great to see the use of video. There is NOTHING on the web as humanizing as video...if done in an authentic way. Kudos.

James M Cooper

I think we'll see an explosion of video on sites over the next 12 months.

We are actually looking at improving the buyer persona pages on our own site, I think not only does it increase conversion by being more relevant, but it also could add some very targeted pages to your site which google just might like.


Another benefit of mixing the use of video into the persona pages is that people have different styles for absorbing information. Some find text preferable will others do better with video, which mixes text, images and sound, while also putting a human face on the company.

Doug Brockway

On any day that I feel confused and frustrated with the world, on any day that I wonder if there IS intelligent life on earth, I just read a WebInkNow post like this one and all is good again.

I just wish I could 'splain buyer personas and their import to my colleagues as well.

David Meerman Scott

Thanks for the comments. MaryAnne and her colleagues have done a great job.

MaryAnne Sinville

Thanks for the kind feedback. Reggie's question gave me food for thought.

We obivously monitor growth in traffic, ratio of leads to traffic, etc., and they're all up significantly. Our videos include narrated demos and slide presentations, whiteboard sessions, and thought leadership pieces, but we also offer analyst reports, webinars, whitepapers ane other inventory.

What we hadn't done, that is until Reggie gave us the idea, was to add a catagroization of asset type so we can track which format is working best ...so Thanks!

What I can say is that our average time on site is way up, and we attribute that to video. And qualitatively, we have had tremendous feedback from visitors, as well as our sales staff.

David Meerman Scott

Thanks for stopping by MaryAnne. And thanks so much for sharing your story with us.

Tatyana Gann

Excellent post David. I love the idea of creating video for each buyer persona and page for it.. Make it so targeted and very focused.

Very good tips and explanation on buyer persona!


Promotional Products

This is something that can be an effective tool. I think J.Crew should invest asap. I subscribe to their email list and purchase clothes there at least once a month, yet I still get marketing material directed for womens clothing, something I could care less about...its quite frustrating.

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