Why You Should Add Live Video To Your Marketing Strategy And How To Get Started

*'We Listen So You Don’t Have To' is a recurring series by MarketTap, in which we recap the latest and greatest of the digital marketing and social media podcasts. Times, they are a-changin’ and we’re dedicated to keeping up to date with all the trends, tips, and technologies. We believe in sharing this wealth of knowledge so we can help your business grow.

This week we tuned into Social Media Examiner’s podcast Social Media Marketing with Michael Stelzner. * Connect with your customer on another level. Introducing live video will break any barriers between you and your customer by creating an ultra-personal, two-way exchange.

Live video is not just about connecting with your audience here and now, it’s a long-term play.

The Main Advantages of Adding Live Video To Your Marketing Strategy

It is an insanely powerful marketing conversion tool. Humans love raw honesty and with live video, your customer will be able to tell you aren’t faking it.

When you are selling something or trying to lead your customer into the funnel, it’s super easy because of the conversational call-to-action.

It’s all about conversation, you offering help, letting them know that you are there for them and will take care of them. Customers can ask questions “in person” by commenting and your answer is a call-to-action. Live video won’t be perfect, but the audience is more forgiving because it is a human interaction.

Think about it. Does your business’ marketing efforts rely on trade shows? Live video is like interacting with trade show attendees in a digital environment. In fact, you’re ahead of the game. You’re seasoned and have practice in speaking to your product in real time.

In a world of algorithms, where we’re fighting against artificial intelligence, it’s stopping our message from getting through. If we can develop loyal fans that will evangelize for us, that’s an algorithm buster – Michael Stelzner

THE 4 LEVELS OF LIVE VIDEO

  1. The Selfie Stream: This is with your smartphone. The videos are handheld and very raw, up close and personal.

  2. The Mobile Phone with Upgrades: Upgrades could include a mic, video stabilization, a tripod, and/or lights to make videos that look more professional.

  3. On A Computer: Use software like Wirecast, Google Hangouts On Air, or Facebook Live to go live. Check out more live programs here.

  4. TV Quality: These would be recorded live in the studio with all the equipment required to make a professional looking video.

YOU WILL NEED A LIVE VIDEO STRATEGY TO ADD TO YOUR MARKETING STRATEGY

Like any piece of content you introduce into your marketing strategy, it should be a well thought-out plan. Consistency is key

This corresponds to video levels 2, 3, and 4. Your commitment is to your audience, so make a schedule and stick to it. A weekly show is a good start. A monthly show isn’t out enough to be consistent and daily isn’t necessary and can prove very hard to keep up. So, what time is best? The answer is what works best for you. Your audience will work around you. It’s not pre-recorded so it has to fit into your schedule. Once this is determined, your weekly live show should always be on the same day, at the same time.

The Life Stream

This corresponds to video levels 1 and 2. The lifestream brings people into your life. These are raw, personal videos. You would be enabling the human side of things. With these videos, your audience will get to understand you as a person. This will create a loyal fan, friend, and viewer base. This personal connection is important for making your audience stick around and not look to competitors when it comes time to buy.

The After-live

There is so much you can do with your live video after your live stream has ended. It is all about repurposing your live video as tangible content. Live can be the center point for your content creation. Take that video, edit, trim, and polish it and upload it to your website, YouTube channel, or Facebook page, share it with your email list, release it as a podcast, transcribe it into an article, whatever fits into your strategy. The reality is that live video will have way more views after the live event than it will when live. Don’t get caught up in live view numbers. It is always possible to boost your live video on Facebook to reach a bigger audience. There are so many ways to can repurpose your live video and extend the life of this meaningful content.

Need help with your content? You can book a free consultation call with a marketing specialist to chat about your marketing needs.

5 TIPS FOR GETTING THE MOST OUT OF YOUR LIVE VIDEO

  1. Start with a tease. Tell your audience that you’ll be going live a day or two in advance so they know when to tune in. Post an image or a quick snapshot of what the audience will learn to capture their attention. Ready to hit “go live”? Don’t panic. Just keep following the rest of these steps:
  2. Introduce yourself: Who are you and why are you talking about what you are talking about.

  3. Ask your audience to share: Have them introduce themselves in the comments. Encourage them to ask questions and engage. For platforms like Facebook, the more engagement, and comments you receive right off the bat the more important Facebook’s algorithm rates you. In return, you’ll be rewarded with reach. People don’t really want to say anything without knowing they are going to get a response. So encourage your audience to engage. Do shout-outs and make sure you respond to all questions.

  4. Topic overview: Repeating your purpose is good for live viewers, as it is easy to miss things. Explain what you’re going to discuss, then explain the value then engage.

  5. Concluding the live stream: Create an original sign off that includes a call to action such as “Don’t forget to tune in next week. Make sure to mark your calendars.” Be consistent. Don’t forget to thank your audience.

Going live will definitely be a learning curve. Get your feet wet by starting with those hand-held, behind the scenes selfie streams. These can even be done as you are getting your weekly show up and running. Bring your audience along for the journey with a buzz-building campaign or exclusive behind-the-scenes sneak peeks. Let them feel a part of the experience. Once you feel more comfortable going live, set up a schedule to make live video a more permanent part of your marketing strategy.