As Forbes put it, “Video is the future of media on the web.” We wholeheartedly agree – it’s a great way to connect with people more directly than other media, appealing to our emotions and appreciation of authenticity. Video marketing, and live streaming more specifically, is a great way for brands to grow their audience and promote their products and services in a way that’s never been possible before.
When I say “live video marketing,” you probably have a lot of questions. What if I’m shy? How will this benefit my business? – Don’t worry we’ve got you covered. Especially tips #1 and #4.
This past week, I attended Houston’s Social Media Day Conference 2017, an all-day conference that hosted a group of social media thought leaders. For each session, you could choose between two presentations, so I chose to attend presentations that were directly relevant to the client projects I am working on right now to see if I could find some additional cutting-edge ideas to include in their campaigns. One of the most interesting sessions I attended was on live streaming, presented by Dawniel Winningham, a certified master business and life coach who has built her tremendously engaged audience through the power of live streaming. What I learned definitely has the power to boost your brand, so I rounded up some of her best advice in a blog post to share with you all.
5 Tips to Boost Your Brand through Live Streaming:
1. Make It Unique, Not Perfect
One of the questions I asked at the session was “What about us introverts?!?” Surely people who love public speaking and being the center of attention are better at live streaming than those of us who, like me, are shy. The advice? Be yourself, and remember that you’re just talking to a screen, not a room full of people. Live video is refreshingly real and unique – a glimpse into your life and what you have to say. Banish perfectionism, and you’ll be a great live streamer, regardless of whether or not you love being the center of attention!
2. Tell People Before You Go Live – Or Go Live on a Schedule
How did people know (before the advent of TV recording and Netflix) when and where to look for their favorite TV show? That’s right – it always aired on the same channel at the same time on the same night. The advice in the live streaming session for live streaming capitalized on this point – how will your followers catch your live stream if they don’t know when to expect you? To ensure that you have your audience ready and waiting to watch your content when you go live, it’s best to do one of two things (or both). First, you can tell your audience when you’re planning to go live. For example, at Keystone Resources, I post on Facebook a couple of hours before we go launch Facebook Live at an event. It’s a good way to give a heads up to our followers before we start sharing. The second option (which can be used along with the first) is to always go live at the same time of day. Just like with your favorite cable TV shows, people will start recognizing when you’re going to be sharing your content, and they will tune in.
3. Come Up With a Strategy – Before Everyone Else Does
This is the dawn of the live streaming era. No big brands have their live streaming strategy perfected yet. If you start live streaming according to these rules and other best practice marketing tactics, you’re getting in on the ground floor! Coming up with some basic guidelines for your business’s live streaming that emphasize your brand and values will go a long way to strengthen your brand and how authentic you appear to your followers and customers. For some extra advice on how to get started, check out 10 Live Streaming Video Tips to Help Build Your Business or 5 Steps to Make Live Streaming Part of Your Content Strategy.
4. Always Have a Call-to-Action – and Drive People to Your Website
No matter where you’re live streaming, you have to have a call to action present. For bloggers, this might mean having their followers swipe up on an Instagram story to shop a particular product that they’re promoting. For your business, this could be including a link that directs people to your products page. Sure, there are perks to getting likes and engagement on social media, but you want to be driving people to where it REALLY counts: your website. On each live streaming session, find a way to direct people to your newsletter signups, to purchase a particular product or service that you’re promoting, or to call you to set up an appointment. For example, if you’re live streaming on Facebook Live sharing digital marketing tips, invite your viewers to come to your upcoming Google AdWords seminar and have a landing page ready to go for them to go signup. Also, ask your viewers who’s going to come – when they leave a comment saying yes, they feel like they’ve made a commitment and are more likely to actually attend!
5. Use Your Video Content to Write Content
Let’s say you read this blog post and are inspired to start live streaming for your business. Let’s even say that you get super into it and start filming all the time and letting your followers know about it and driving your viewers to your website. Now what? What else can you do with all that video content? The best in the live streaming game are writing books – filled to the brim with the content they’ve been sharing live. With the content YOU share live, you can transcribe them into unique blog content, compile them into white papers, social media posts, emails, or even write books. Use your video content to inform a whole content marketing strategy!
Put These Strategies to Work for Your Business
My favorite takeaway from this session on live streaming was that these tips for live streaming are easy to immediately integrate into your business’s video marketing strategy. She emphasizes that everyone can and should live stream – an empowering message for a business owner who wants to get started with their own video marketing!
If you’re already using live streaming as part of your video marketing, what advice do you have for those just starting out? When do you live stream? Leave us a comment to tell us your “schedule” so we can all watch!