After much thought, you’ve come to the conclusion that adding a website video spokesperson to your website is the logical next step. After all, the virtual spokesperson serves as a friendly and welcoming host, provides useful information and tips, engages visitors, and gently guides them around your website toward a buying decision. But where should you begin? Which type of Web video spokesperson is right for you? We’ve created this checklist to help you make the best decision possible.

• Choose the video production company first, not the individual virtual spokesperson – While you may be tempted to look for the perfect website video spokesperson on various websites, it’s smarter to choose the video production company first as not all companies have the marketing skills you need in order to incorporate an effective spokesperson strategy. In addition, once you find a production studio with the expertise you need, the producer can help you select the best virtual spokesperson for your website.
• What to look for in a Web video spokesperson video production company: a blend of video production and online marketing skills. While many studios are fully capable of producing a website video spokesperson video to overlay on your website, not all are well versed in the online marketing profession. By finding a hybrid studio that excels in both areas, you’re more likely to have an effective finished Web video spokesperson production that engages, converts, and nurtures your website visitors.
• Analyze your target audience. If you don’t know who you are targeting, it will be virtually impossible to select a website video spokesperson that appeals to them. Use surveys, market research, focus groups, and other resources to gain a deeper understanding of your target audience.
• Create a list of actions you want visitors to your website to take. This ensures that when the time comes to craft a script for your virtual spokesperson to follow, you’ll know exactly what you want to accomplish and where you want to lead your audience.
• Start casting your website video spokesperson only after completing the steps listed above. Not only will you have an experienced producer and marketer to help you with this task, you will have a solid idea about the age and gender of the actor you should hire as well as the role the virtual spokesperson will play.
• Pay attention to each actor’s qualifications. When watching demo reels, you may feel that a given actor has the general look you want, but isn’t quite right. Perhaps the accent is too strong or the current costume too formal looking for your site. However, actors are extremely versatile. By paying attention to the skills each actor lists, you may find that your favorite “not quite right” website video spokesperson is fully capable of conforming to your specifications.
• Be involved in the writing the script. Though your video production company will likely provide you with a scriptwriter, you should provide direction. Using the list of actions you developed earlier and what you know about your website video spokesperson’s abilities, collaborate with the scriptwriter to create a script that conveys your message and leads to results.
• Build in room to improvise. Your website video spokesperson is a creative professional who understands the goals of this profession. Take advantage of these creative talents by allowing some room for improvisation. You may be surprised at the warmth and spontaneity that a little wiggle room produces – and your virtual spokesperson’s warmth will resonate with most website visitors.

Adding a Web video spokesperson to your website does take some effort on your part. Follow this virtual spokesperson checklist to: ensure that you have a capable video production and marketing company behind the scenes; a website video spokesperson that appeals to your target audience; and a script that carefully guides your website visitors to an informed buying decision.

What do you think about our website video spokesperson checklist? Did we miss any important key points? Share your ideas in the comments section below: