Did you know that, on Facebook, people spend three times longer watching live videos than they do pre-recorded footage?
If you’re not using live video as a marketing tool yet, you probably should be. Videos are potentially the most powerful tools we have in our marketing arsenals and, with live videos, you can give existing and potential clients real-time access to you, creating a sense of immediacy and human connection that isn’t always possible with other types of marketing.
To help you get started with video marketing, if you’re not using it already, I’ve put together my top ten tips for a successful live video marketing strategy.
1. Choose your platform
There are a number of platforms that you can use for live videos. Most people default to Facebook Live because it’s so well-known but you do have other options such as:
- Twitter Live
- Instagram Live/Instagram Stories
- YouTube Live
My advice is that you use the platform where your fans/followers are most active.
2. Plan ahead
Although I have seen some fantastic live videos where someone has decided to speak to their audience spontaneously, this kind of off-the-cuff approach doesn’t suit everyone.
Personally, I’d recommend doing some advance planning so you know what you want to talk about, why and who your audience will be.
3. Note your key points in advance
Live videos shouldn’t be fully scripted but it’s a good tip to note down the key points you want to make and the order you want to make them. This will help to keep you on track. I like to think that as trainers used to an audience, we have a bit of an advantage here.
4. It doesn’t have to be perfect
In a way, the appeal of live videos is that they’re not polished or edited projections of how we want to be seen. Instead, live videos offer a real-time glimpse behind the curtain of your business. They are immediate and interactive, coming a close second to actually having you in the room. If your dog barks at the postman or your cat walks in front of the camera, people are likely to laugh along with you when watching a live video.
5. Promote before you broadcast
It’s essential to promote your planned live videos before you broadcast so that people know when to watch. Without promotional activities in advance, you’ll be reliant on people chancing upon the broadcast as it happens or watching retrospectively, which means there won’t be the interactive element that is part of the ‘live’ appeal.
6. Promote across multiple platforms
Although your live broadcast will take place on a specific platform, you can promote it across multiple channels, including your mailing list. Add a visual to Instagram giving the date, time and topic of your video, tell people in a Facebook status, tweet about it. The more people you tell, the bigger your audience.
7. Create a live video schedule
If you intend to make live videos a regular part of your marketing strategy, you could decide to broadcast at the same time and day every week. Over time, your audience will come to expect a live video from you as part of their own routine.
8. Give sneak peeks for the next video
If you’ve got more planned live videos coming up, try giving your viewers a sneak peek into what you’ll be talking about next and, most importantly, what they’ll get out of tuning in.
9. Ditch the sales pitch
I think live videos work best when they’re about sharing information or encouraging a conversation rather than as a tool for a full-on sales pitch. Think about how you can add value for your clients – this might be by running a Q&A session, talking about big news in their industry, or giving hints and tips related to the training you provide.
Live videos should be about positioning yourself as an expert in your field, someone who has authority and is trustworthy so that, when clients need someone who knows their stuff, you’re at the front of their minds.
10. Acknowledge your audience
When you go a live video on a platform like Facebook, you get real-time information about who’s watching. You’ll see interactions such as ‘Likes’ and comments as they happen.
Although it can take some practice to keep an eye on everything that’s going on without losing focus, do try to acknowledge your audience, answer their questions and thank them for their participation. Live videos are so popular because they’re interactive and immediate – it’s essential to tap into this.
How do you feel about live video marketing? Is it something you use? If you don’t use live videos, what’s holding you back? I’d love to hear your thoughts in the Comments below.