Voice Over Recording

It is easy for the uninitiated to assume that voice over recording is a relatively simple process and not worthy of much thought, but it is exactly the opposite. A professional voice over recording requires not just a good voice, but a healthy dose of creativity, talent, and in many cases, voice training to ensure that each and every word is properly enunciated, and the proper timbre is reached for the desired effect.

A voice over artist understands all these factors and more, and must also possess a good technical understanding of how their voice is captured during the recording process. Knowledge and training is very important for both the voice over recording artist and the consumer that is requiring a voice over for a project.

A professional voice over recording is often a critical factor in the success of many projects. While each project might be unique, it is always important that the voice over recording is clear and commanding, easily capturing the attention of the audience and capable of exhibiting a wide range of emotions that best befits the mood and focus of the project.

Contact Voice Overs.

Mark Russak: Professional Voice Over Artist

Commercials:
Voice Over for television and radio commercials, advertisements and spots.

Television Promotion:
Voice services for television promotions and station identification.

Radio Imaging:
Radio station voice imaging or sweepers, liners, promotions and station identification.

Narration:
Audio books, corporate presentations, documentaries, CD rooms, training and tutorials for both corporate and industrial markets.

On Hold Voice Services:
For auto attendants, voice prompts, narration over music for “on hold” services, voice mail trees, answering machine broadcast messages or advertisements.

Character Voices and accents:
For film, television, animation and radio

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Split testing is a conversion-tracking method that separates your message into two or more variations to see which gets the best response. Different visitors see different versions of the message and the results are tracked to determine the best return.

We wanted to learn more about conducting split tests (also known as A/B tests), and so we corresponded with Paras Chopra, founder of Wingify, a company that produces Visual Website Optimizer, a split-testing tool for ecommerce merchants and other web operators.

Chopra cited the example of a holiday A/B test conducted recently by MedaliaArt, an online art gallery specializing in Caribbean and Latin America art. “MedaliaArt put up a holiday sale where they offered 5 to 55 percent discounts on all paintings,” he said. “They wanted to determine the best location on the home page to put the message so as to optimize for bounce rate.”

The challenge for the company was to determine where to show the message. “Displaying it prominently on the home page will make more visitors notice it, but some visitors may find it too intrusive and leave the site immediately,” said Chopra. “On the other hand, putting it at a not-so-noticeable location may have no effect at all.”

An Example Split Test

For its split test, MedaliaArt created a couple of versions of its home page with “Holiday Sale” displayed at two different home page locations. One version represented what Chopra calls an “in-your-face ‘Holiday Sale’ message displayed in big, red font prominently on the homepage.”

“In-your-face” Holiday Sale message placement.

The second version was a sidebar “Holiday Sale” message in a smaller font.

Sidebar Holiday Sale message placement.

“Usually, split testing tools track conversion rates (percentage of visitors doing desired action). But, to track the bounce rate, MedaliaArt defined a click on any link on the home page as conversion. Thus the conversion rate of, for example, 40 percent corresponded to a 60 percent (100 percent less 40 percent) bounce rate.”

The first batch of conclusive results was available within two weeks.

“Clearly, the in-your-face, prominent promotional message has a dramatically lower bounce rate (60 percent) than the sidebar one (76 percent), said Chopra. “The reduction in the bounce rate of 21 percent is statistically significant (at 95 percent confidence level) so the in-your-face variation obviously represents a better version. The improvement in bounce rate means more interest by visitors in the paintings they are selling and potentially more sales.”

Without split testing the company could have never known the optimal position of its promotional message. And, fears that a prominently displayed promotional message might backlash by irritating visitors proved not to be an issue.

How To Improve A/B Test Results

Chopra had a suggestion for MedaliaArt (and other ecommerce merchants considering A/B testing). “Also include a variation without the ‘Holiday Sales’ messaging. If MedaliaArt had included such a variation, it would have provided a benchmark to see the effect of the sales message, irrespective of the position.”

Chopra said MedaliaArt could also have used different versions of text in addition to different home page positions. “Maybe a message with the word ‘discount’ (such as ‘55 percent discount on paintings this holiday season’) would have worked better than the default message (‘Holiday Sale’). And, optimizing for bounce rate is fine, but a better metric would have been to measure and optimize for sales, which is what really matters to an ecommerce site.”

Conclusion

Chopra said he believes split testing is the only way to really know what will work and what won’t. “It is essential to check assumptions related to promotional messages, checkout process, product category ordering, buy now button, and more.”

He suggested that merchants should be a little adventurous and test radically different home page designs and ideas. “You can always choose to include only a small percentage of traffic and can disable non-performing variations at a click of a button.”

by Kate Monteith

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Few people ask the “What is Twitter?” question any longer. Oprah helped take care of that one. However, one that I am asked with great frequency is, “How do I use Twitter for business?”

At the outset let me say Twitter is an amazing application with manifold uses. Companies as large as Dell and Zappos have created business models around it. Small businesses, including ecommerce merchants, are also proving its case as a channel for sales.

In fact, a recent survey said that most users (89%) of Twitter agree that companies should engage their customers there. Over 80 percent indicated they also have a better impression of companies that use Twitter for customer service (81%).

Businesses are using Twitter to:

• Network with others in their industry or community
• Stay connected to customers and prospects
• Monitor what is being said about their company, products, services, industry and competition
• Gather valuable feedback about products or services
• Raise awareness about the company, product or service
• Find answers and get advice
• Offer proactive customer service
• Promote events, products and services
• Drive traffic to the company Web site or blog
• Incite word of mouth among customers and others
• Share helpful content such as articles or blog posts
• Generate leads

As you can see the list is extensive and limited only by your imagination. In fact, due to its amazing simplicity, Twitter can be used in just about any manner you see fit. It is malleable. You don’t have to adapt yourself to Twitter’s use. Instead, it adapts to you.

How to Start Using Twitter for Business

I’m going to begin by outlining a simple, workable marketing strategy that applies to any form of social media engagement, including Twitter. So simple, in fact, it consists of only three words: Listen, Follow and Engage.

Listen

You cannot become an effective social media marketer if you don’t first listen to what’s being said about you, your company, brand, service, industry and competition. Listening is the new marketing, but it’s not something we’re prone to do. Still, that’s where it begins.

Monitoring your online reputation is one of the most significant ways Twitter can be used for marketing purposes and one way do so is to use Twitter search. There are a number of applications suited to this purpose. Here are the two I use most often:

• Twitter’s own search engine
• Tweetbeep

Follow

The way you build your network in Twitter is by following others, then engaging them in conversation. But, whom should you follow?

Keeping in mind that Twitter is another marketing channel, go back to the basics and ask yourself the same questions you’d ask when considering any other form of marketing: “Who is my market?” “Who am I attempting to reach?” “What niche am I seeking to penetrate?”

• Think in terms of demographics and geography
• Follow those you already know
• Follow influentials
• Follow keyword users
• Follow hashtag users
• Follow those who follow you

For a more extensive list of tips on who to follow, see my blog post, Fifteen Twitter Follow Dos and Don’ts.

Engage

Google Rankings

Once you 1) see what people are saying relative to the keyword searches, 2) give yourself some time to gain perspective by reading other’s Tweets and 3) have started following a few folks, the next step is to jump into the Twitterstream and engage them in conversation. But, how do you go about doing so?

Years ago, my father took a rather direct approach at teaching me to swim. One summer’s day we boarded in our small boat and paddled out to the middle of the pond on our property. Dad grabbed me up, threw me in the water and stated matter-of-factly, “swim or drown.”

Looking back, I’m sure he would not have allowed the latter. At the time, however, I determined the best course of action was to make for the shore, which I did with all haste. And, guess what? In the process I learned to swim.

I’m a bit like dad when it comes to Twitter in that I think the best approach is to joining or starting conversations is “swim or drown.” Just jump in and start conversing.

OK, for the faint of heart, here are some “rules of engagement”:

• Respond to what others are saying by adding your two cents
• Provide information those in your target market would consider valuable
• Engage in casual conversation with your followers

One thing you don’t want to do is solicit business or “pitch” people. You know the type: “Thanks for the follow. Check out my blog at _.” It’s okay to let people know what you do, but Twitter is a medium for conversation, not solicitation. Include a link to your Web site in your Twitter bio. Those who have an interest will check you out.

Conclusion

Hopefully, that’s got you started down the path to using Twitter. If you’d like more information, I offer a free ebook (no registration required) which you can download here. You may also wish to check out my new book The Digital Handshake, which includes an entire chapter on the subject.

There are many other great books on the subject too. Check them out at Amazon or other bookseller.

Next time, we’ll talk more about how to use Twitter for business and discuss some of the rules of the road. In the meantime, feel free to comment on this post.

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Within every brand there’s a compelling idea. Our passion lies in uncovering these ideas and bringing them to life every time a customer engages with that brand.

Starfish is a strategic branding and marketing firm born of a desire to help clients create desirable brands and rewarding brand experiences. Because consumers form conscious and subconscious impressions of a brand through each and every brand interaction, Starfish designs and executes programs built to ensure that every consumer touchpoint is a full and intuitively satisfying expression of the brand. We call this approach In-Sync Branding.

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212.219.3330 x12
david@starfishco.com

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Starfishco.
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• Naming
• Naming Strategy and Architecture
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PricewaterhouseCoopers	Dunkin’ Donuts	Vizza, The Vertical Pizza!
TEKsystems	Vodafone	Roy’s

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There is always a big discussion when it comes to comparing two of the best ways to advertise online: PPC (Pay-Per-Click) advertising and article marketing, otherwise known as “organic” or “natural” search engine optimization. There is no denying that both methods can be effective. However, which method is better? Which gives you a bigger bang for your buck?

You may get varying statistics on this issue, depending on which website you visit for information. Oh yes, this matters, because you have to consider the source of the statistics and who is sponsoring the article. For example, two sources of information (respectively, the Interactive Advertising Bureau (IAB) and ComScore) recently produced studies indicating that PPC advertising was more cost-effective on average. However, did the fact that Yahoo/Overture and Google were sponsoring this major study play any role in determining the final outcome? Of course it did – those are the two biggest PPC companies on the net!

In figuring out which of the two is better, you have to consider cost-effectiveness as well as click-through-rates and direct conversion from visiting user to paying customer. We are going to review some statistics a little bit later on. For now, let’s consider some logical points that illustrate how PPC and article marketing differ.

Search engine result pages display more listings than PPC results, which does have a psychological effect on the user. For some users seeing ten search results (each one relevant to the search) is enough to convince them that there is enough web information on the subject and that “fishing” PPC ads might not be necessary.

The catch is that in order to actually rank in the Top 10 SEO results for your keyword, you have to have relevant website content, not to mention technical prowess in HTML coding. Search engines will be focusing on their proprietary algorithms, or the most relevant websites based on the search term queried. There is no “bribery” here, whereas in PPC, it is quite the opposite: whoever bids highest for each word usually gets the top listing. A quality algorithm definitely plays a part in PPC, but in the end money talks. In article marketing, we haven’t quite come to the point where “money talks”. The best websites still win the search engine contest and that is an important factor to consider in your marketing campaign.

Even PPC proponents will admit that PPC is largely style over substance. With PPC advertising you are trying to grab attention in just a few loud and occasionally obnoxious words. You direct the user to a carefully crafted page that “sells” the idea. This operation contrasts with article marketing, which doesn’t necessarily sell an idea on a single page, nor does it grab attention with a few words. With article marketing, there is an entire article waiting for the visitor, which uses a methodical and “indirect” approach. Assuming you are listed in the Top #10, your listing means that the search engine agrees that your website is the best authority on the keyword subject – for the time being. People in a hurry or on a whim will probably click on PPC. People on a mission will be looking for relevant content on their chosen keyword.

Therefore, the question now becomes which methodology works better for your business? Are you appealing to the fast clicker or the thoughtful user? Let’s now consider two sources of statistics for a clearer view of the issue. First, one in favor of article marketing, the next in favor of PPC.

In Favor of Article Marketing

Jakob Nielsen, Ph.D. and principal founder of the Nielsen Norman Group researched the behavior of users who found search engine results pages and noticed some trends. Forty-two percent of users selected the #1 search listing for their result, leaving 58% that selected another Top 10 Result. The #1 site listed held the majority of clicks. This indicates that almost two thirds of Internet users were not content to choose even the #1 listing on a natural SEO search. That means that these users (and the majority of all users) are actually using independent judgment in deciding what links are most relevant to their needs.

Other related statistics (with sources from ComScore, Webxico, iProspect, SEOResearcher and Hotchkiss, Garrison, and Jensen) concluded that 77% of search users choose organic listings over PPC ads. There were also studies that suggested organic click-through generated 25% higher conversion rates than equivalent PPC click-through.

In Favor of PPC Advertising

Now to be fair, we have to consider some advantages that PPC advertising has. The best feature PPC has is that it gets instantaneous results. SEO advertising takes time, especially if you have a new website just submítted to the all of the major search engines. Yes, this can be frustrating. PPC brings you immediate traffic and sometimes brings in thousands of users. Seeing your Alexa ranking take a drastic jump certainly pumps up your adrenaline!

ComScore recently published statistics in favor of PPC, stating that their studied users had an 18.3% click-through-rate on “paid” search results versus a 4.3% click-through rate for organic search results. The conversion rate was also higher according to ComScore, stating that PPC had a 1.4% versus SEO’s 0.6%.

The Real Issue: Longevity

However, the downside here (even if you didn’t contest these suspicious results) is that instant and high volume traffic is, frankly, cheap and not as exciting as it first appears to be. Remember that when you use PPC ads you are making a pitch and capitalizing on your audience’s curiosity. When that curiosity fades, they forget your website – especially if it’s just a glorified advertisement. PPC campaigns can also be costly and time consuming when you consider your duties as a manager.

Another problematic scenario with PPC is that they have no staying power – unless of course you have thousands of dollars a month to blow in this recession. With article marketing you get more quality traffic, and perhaps more importantly to you, you earn customer trust over time. Internet users aren’t stupid, the popularity of Yahoo Answers notwithstanding. Most users know that PPC ads usually aren’t relevant to their search – they’re just there because someone is consistently paying to get noticed.

You can consider article marketing as an investment that continually pays all through the life of your company (or until you shut the website down) since it generates traffic forever. You can easily spend thousands a month on a brilliant PPC campaign and soon run out of money, meaning your ads go extinct. Therefore, we can conclude that article marketing does have specific advantages over PPC, which are intrinsic because of the differences in operation.

•     Article marketing generates traffic forever

•     Article marketing improves your natural SEO ranking and backlinks

•     Article marketing establishes trust – you appear as a professional in your industry

•     Article marketing doesn’t cost you extra on top of fees spent on websites, landing pages and superfluous domains

How About Return-On-Investment?

ROI is another key issue, as short-term and long-term profit must equal out. Article marketing, by some authorities appears to have a slower ROI -(especially if you make revenue on CTRs). However, studies suggest that organic ROI is more consistent than PPC. Consider some independent research conducted by popular blogger Gord Hotchkiss who explained the situation in crystal clear terms. Let’s say you have 50 high traffic search terms. Now for these 50 terms, there are 2.8 million searches being launched in a month. If statistics like ComScore’s are correct and unbiased, that translates to 456,000 visitors thanks to PPC and 153,000 visitors thanks to article marketing.

The total cost of those 456,000 PPC visitors would amount to over $500,000 with an average CPC of $1.18. Even if you work with an SEO company that charges top dollar ($10,000 a month, let’s say) you’re still paying $10,000 compared to half a million. That means article marketing’s virtual CPC amounts to $0.07. Even if you apply PPC’s higher conversion rate, 3,647 converted visitors, you are paying $147.08 for each individual person. Compare that to 611 visitors you earned through article marketing – you are paying $16.37 for each visitor. And in doing so, you are also earning a higher quality of customer and generating traffic until the end of days.

Does your final ROI number take into account your total expenses? Absolutely! While both methods of advertising have their place online, when it comes to earning quality traffic, article marketing gets the last word.

About The Author
Words You Want is your one stop resource for all of your writing needs. Words You Want offers a variety of services including SEO packages, article directory submission, SEO article writing, ghostwriting, eBook writing, travel writing, equine writing and more.

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While often very complex in their calculations and data processing, the critical operations performed by the major search engines in order to rank websites isn’t as lengthy as one might think. The processes they use to provide relevant results when a web search is undergone can best be described in the following four steps.

1. Send out the Web Crawlers
   Search engines use invisible “bots” or “spiders,” which are really programs or automated scripts, that browse (or “crawl”) the World Wide Web in a methodical, automated manner. Search engines use spidering as a means of providing up-to-date data. This type of technology is necessary because the rate at which people create new Internet documents greatly exceeds any manual indexing capacity. In fact, an estimated 20 billion web pages exist, and search engines have crawled about half of them.
2. Index the Pages
   After a spider crawls a web page, it makes a copy of it and adds it to its database. This process is known as indexing. With so many search queries submitted each minute, it is very important that search engines are steadfast in their index management so that they can search and sort billions of documents in fractions of a second.
3. Process Queries
   Search engines process hundreds of millions of search queries every day. When someone keys in a search term and clicks “Search,” the engine retrieves from its index all of the documents that match the query. It determines a match by finding the same terms or phrase entered into the search bar. Entering a multi-word phrase by itself can return literally millions of results, but entering that same phrase in quotes can greatly narrow the results, giving the user a more accurate listing of websites that relate to their particular search.
4. Rank Pages
   A very closely guarded mathematical equation, called an algorithm, is employed by each search engine to determine how to sort and rank search query results. This algorithm allows the engine to rank the most relevant web pages first, and the rest in descending order of importance to the user.

What You Can Do for Your Website: Avoid Speed Bumps & Walls

You may not know it, but you could be hindering or preventing your website from being crawled by search engine spiders. As spiders crawl the web, they rely on the architecture of hyperlinks to find new web pages and revisit those that may have changed. Complex links and deep site structures with little unique content may act as “speed bumps” in the process by slowing down the spiders. Even worse, data that cannot be accessed by web crawlers are really like “walls” in that they completely prevent your web pages from being ranked.

Beware of the Following “Speed Bumps”:

• URLs with 2+ dynamic parameters; i.e. http://www.url.com/page.php?id=4&CK=34rr&User=%Tom% (spiders may be reluctant to crawl complex URLs like this because they often result in errors with non-human visitors)
• Pages with more than 100 unique links to other pages on the site (spiders may not follow each one)
• Pages buried more than 3 clicks/links from the home page of a website (unless there are many other external links pointing to the site, spiders will often ignore deep pages)
• Pages requiring a “Session ID” or Cookie to enable navigation (spiders may not be able to retain these elements as a browser user can)
• Pages that are split into “frames” can hinder crawling and cause confusion about which pages to rank in the results.

Beware of the Following “Walls”:

• Pages accessible only via a select form and submit button
• Pages requiring a drop down menu (HTML attribute) to access them
• Documents accessible only via a search box
• Documents blocked purposefully (via a robot meta tag or robots.txt file)
• Pages requiring a login
• Pages that re-direct before showing content (search engines call this cloaking or bait-and-switch and may actually ban sites that use this tactic)

In order to avoid the above pitfalls and ensure that your website’s contents are fully crawlable, be sure to provide direct, HTML links to each page you want the search engine spiders to index. Remember to make every page of your site accessible from the home page, since the home page is usually the place spiders begin their crawl. It’s also a good idea to add a sitemap to your website in order to increase its navigation.

This article was written by David Montalvo. David Montalvo is the CEO of UnReal Web Marketing LLC. He has achieved over 150,000 top 10 positions for Fortune 500 companies since 1997.

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