If you’ve spent some time on Facebook, I bet you have watched at least one Facebook Live video. Since Facebook Live was launched in 2015, at least 2 billion users have watched this type of broadcast. What this means is that your customers are also watching these videos.
And, content that can engage users for longer is given more newsfeed priority. Research by Forbes magazine states that people retain up to 95% when they watch a video compared to when they read the same information in text form. It’s why every business is in rush to embrace producing live videos and marketing them through WordPress Facebook feed. But as happens with any channel, you must get it right if you want Facebook Live to work for you. Read our Facebook Live marketing tips to learn more.
Craft a Facebook Live Marketing Strategy
To start laying the foundation for the success of your Facebook Live marketing campaign, you should give much thought to your goals, the target audience, and also your messaging.
While you can record YouTube or Facebook Live videos without necessarily having a script, it doesn’t mean that it should be unplanned.
To craft a Facebook Live strategy, begin by understanding the big-picture questions and addressing them.
They include the following:
- What topics are likely to answer the needs or wants of your target audience?
- Where and when will you be broadcasting?
- How do you invite your audience to watch your broadcast?
- What social media feed should I use?
Marketing works best to build trust and brand affinity when the content is audience-centered. It means that, when choosing the topics to talk about during a Facebook Live broadcast, you should give much importance to the content that benefits the audience, not as pitching sale for your company.
Having understood this, your first concern should be choosing a topic that provides answers to what your target audience wants from your company. In other words, you should think about the problems that your target audience looks to solve and come up with the best way to provide a solution to them. You should think about the opportunity that your audience is pursuing or have missed out on, and come up with ways to help them close the gap.
Answering these questions can come in the way of recording a tutorial that answers the most frequently asked questions or filming a product demo. When you craft your strategy from this point of view, it enables your company to come across as a helpful resource that not only knows its target audience well but also wants to help in solving a problem.
Alternatively, some people will use popular channels like Facebook to provide its viewers the behind-the-scenes working into their organizational culture.
If you want to highlight those behind the success of your company, you may want to hold a Q&A-style interview with main employees from various departments. The best way to capture your company’s personality is by bringing viewers in the next time you hold a birthday or office potluck celebration.
In most cases, potential employees want content like these to determine if they can work for you or not. Therefore, if your employees are on camera, make sure you ask them what they find most interesting about your organization and why they love working for you.
While thinking about logistics, you need to consider the following:
When and where do you want to broadcast?
While planning your strategy for your Facebook Live broadcast, you will most likely come up with several more topics to be covered in one broadcast.
In that case, you need to have a plan of broadcasting regularly. By planning your broadcast prior, you give your viewers a much more accurate idea about when they should tune in and what to expect. To determine whether to broadcast monthly or weekly, you should be guided by the amount of time that you are ready to invest.
Once a month means you are broadcasting 12 times in a year while if you choose to do it weekly, it would meaning holding these sessions 52 times a year.
Irrespective of the frequency of broadcasting your video, you may require to test a couple of locations before you finally find the perfect spot. And while at it, make sure you get the right lighting quality and find a place that doesn’t have any disturbing noises nearby.
Ensure your signal is strong before you go live. A weak signal means that your stream won’t work the way you would like to. Although Wi-Fi is your best option, you should consider using a 4G connection if you don’t have it.
To make sure you go through the most obvious basics, have an outline at the ready. The following is a sample Facebook Live outline:
- Introduction: Here, you talk about the name of the company, title, and what it engages in.
- Expectations: These are the topics that you need to cover in every single episode.
- Key talking points: They help to show you as someone who understands the viewers’ challenges perfectly.
- Conclusion: This is to remind viewers that might have joined late in what they missed.
- Call to Action: What action do you want your viewers to take next?
This is about how best to invite your audience to tune into your broadcast.
We have already discussed the importance of making your content audience-centered. The other thing vital to your Facebook Live success is ensuring that you invite your audience to watch your event. This is done by taking deliberate steps to promote your broadcast. In order to follow these steps you need skills like, creative event planning & operations template, which helps you to reach your event goals.
Come up with a visual graphic that includes your company logo, your photo, and what you will be discussing in each session. Also, make sure you have included the date and time you go live. Knowing when and what to expect makes people anticipate your session more.
While it takes a lot of time and effort to finally go live, you should not forget the importance of making a follow-up once the event is over. It may not be easy to respond to each comment or question you receive in real-time. You may want to do this once the broadcast is over, and the best way is to plan within 24 hours to get back to your viewers. Don’t forget that the main reason you organized the broadcast was to reach them.
If done right, Facebook Live can be a great way to reach out to potential clients. Users retain up to 95% of the information in a live video than when it’s presented in text, and that’s why you must use this form of marketing. Develop a clear strategy, sort out the logistics, invite as many viewers as possible, and make sure you do follow-ups once the broadcast is over.