If there’s one thing I know about the world of marketing it’s this – MARKETING DOESN’T SLOW DOWN. Ever.
Since digital marketing is so fast paced, it’s super important for businesses to continually evolve with the latest trends.
And, right now, all trends point to video marketing.
VIDEO MARKETING IS THE WAY OF THE FUTURE
Cisco has stated that 79% of all global consumer internet traffic will come from video by 2018.
Is that not intriguing enough? Then, consider these stats.
The trends point to video marketing, but that doesn’t mean it’s not a scary investment.
Many of my clients don’t have a video marketing strategy because they fear it will cost too much. After all, there’s the equipment, the time that goes into filming, editing the footage…
Facebook Live is awesome because it eliminates these concerns. It’s cost effective and you don’t have to edit a thing. Unless you want to add that extra “oomph”.
HERE ARE SOME OF THE MARKETING OBJECTIVES FACEBOOK LIVE ASSISTS WITH:
Objective 1: Grow your in-house email list
Live video is a great advertising vehicle. At the beginning and end of your broadcasts, share with people WHY they’re missing out if they don’t sign-up to receive your emails.
Maybe you offer awesome ebooks and step-by-step guides, or maybe you share information in your email that only subscribers receive access to. Whatever it is… flaunt it. You’ve got it!
Another way to grow your email list is to mention blog posts and downloads you’ve created on a specific topic. Then, drop a link to “said” content in the chat on the video (or include it in the video description).
When people visit your site they can fill out a form + provide you with their email address. Ta-da! You just grew your email list.
Objective 2: Increase your following on social media
When you are broadcasting your Facebook LIVE video, encourage viewers to share and engage with your content. If you get viewers to react, comment or share your video, then it is going to show up in their friends’ News Feeds.
BRIGHT IDEA: If you want to increase engagement during your live event, try doing a giveaway for live viewers.
Objective 3: Engage with your desired target audience
What’s more engaging than a live event?
A powerful aspect of live stream video is that you can ask your viewers questions + answer any questions they have for you.
This allows you to perform market research. Use feedback from your viewers to guide product development, blog posts, ebooks, podcasts…
Objective 4: Produce content & position yourself as a thought leader
One of the more valuable aspects of Facebook Live, is that it positions you as a thought leader in your industry. And while you are growing your reputation as an expert, you will also be producing content.
After the event, you can use your Facebook Live video on blog posts, emails, and landing page.
Who doesn’t love a quick and easy way to generate more content?
Objective 5: Generate sales for your product and service
There is no shame in some promotion!
At the end of your Facebook Live, you could to the following to generate sales for your business:
- Share a special sales promo code. For example: If you order in the next 48 hours, you’ll receive 20% OFF your next purchase with Promo Code: FBLIVE.
- Direct viewers to a killer sales page on your website.
- If you run webinars, promote your upcoming events and convert attendees into customers on/after the webinar.
STEP-BY-STEP GUIDE TO FACEBOOK LIVE MARKETING
Let’s dedicate the end of this blog post to walking you through the steps to creating a successful Facebook Live Marketing Campaign.
Step 1: Determine your ideal customer
Your video content will be useless unless you have the ideal customer as your central focus. After all, your video needs to fulfill their life in some way. You need to educate or entertain. You need to provide value.
You can determine who your ideal customer is by answering the following questions about them.
Step 2: Brainstorm Topic Ideas
Remember how I just mentioned that your video needs to enrich your ideal customer’s life in some way? This all comes down to your content. You have to choose a topic your customers are interested in.
Try using BuzzSumo.com to research topics. Their website allows you to see what topics are getting shared the most. Plus, you can see your competitors most shared & backlinked content.
If I want to see Neil Patel’s most shared content this past year, I could go to BuzzSumo’s website and search neilpatel.com. And I’d get the following results:
FYI: If you sign-up for BuzzSumo Pro it will unlock even more features.
Another tool you can use to generate content ideas is Quora.
For those of you that aren’t familiar with Quora, let me give you a little background. Quora is a site where people can post questions on any topic. Then, wonderful members of the universe will jump on these forums and answer these questions.
Quora is a great research tool because you can see what types of questions people are asking in regards to your product or industry. Take note of these questions and use them as inspiration for content.
Step 3: Outline your Topic
I can’t tell you how many times I’ve gone “LIVE” on Facebook and forgotten how I was going to start my video.
Luckily, I usually have the topic outlined on a google doc or a piece of paper. This way I can quickly glance at it and remember what it was that I was going to say.
Try to avoid writing out the Facebook Live outline word for word. Instead, bullet out high level discussion points. This will make your video feel more organic.
During your Facebook Live, you may share research by other thought leaders or mention an awesome blog article you wrote.
When outlining your topic, make sure you include links to this content. Then, you can drop these links into the chat after the event or have a moderator share it in the chat while the event is going live.
Step 4: Facebook Live Presentation Prep (optional)
With OBS Studio I can create a footer for my video, share my computer screen when I’m “LIVE”, and create presentation slides.
Here is an example of some Facebook Live videos that were made using OBS Studio (WARNING: image quality isn’t awesome):
I wanted to show you how these videos made with OBS Studio have a footer + on the bottom one I am displaying my computer screen with a picture-in-picture screen of my webcam.
Here is an example of a Facebook Live video that was made using my iPhone:
Step 5: Practice, Practice, Practice
When I was trying to get comfortable with Facebook’s LIVE video platform, I found that practicing was a great way to iron out technology issues and ease my anxieties.
Here’s a way to practice in private (so the rest of the world doesn’t know):
FIRST: Open up the Facebook APP on your phone. And at the top of your personal news feed click on the “Live” option.
SECOND: On the next screen, just below your name you will see a little drop-down for sharing options. Click on this drop-down menu
THIRD: you will be taken to a “Share With” screen, select to share it with “Only Me” or share it with only a few of your friends… just for giggles.
FOURTH: Double check that your viewing options are in fact set to “Only Me” and “Go Live”.
Step 6: Promote when you are going Live
You finished your outline, prepped your video presentation (if you went that route), and did a practice run. But, there’s still one more step. You need to promote when you’re going “LIVE”.
I love to create images that state when I’m going to broadcast. Then, I post the image to my social media page a couple hours before the event. In the status update attached to the image, share what the upcoming topic will be. Like this:
Step 7: Broadcast your video
It’s GO time!
Take some deep breaths, strike a power pose or two, and go “LIVE”.
Start the video by stating your name and remind people to “share”, “react” and “comment” so they can help spread the word.
If possible, try to keep a pulse on the comments happening in the video’s chat. You can respond to people intermittently throughout the broadcast and do a big Q&A session at the end.
REMINDER: Finish your broadcast with a call-to-action. The call-to-action could be something simple like “Sign-Up for my Weekly Email”.
Step 8: Post Video Editing
After you have finished broadcasting your video, there are a few things you’ll want to edit from within Facebook. Note: you will need to do this on your desktop.
Once you have the video opened, you can edit the following:
- Video Title
- Video Description
- Video Tags
- Generate and Edit Captions
- Change your Video Cover Image (or upload a new one)
Step 9: Start Planning Your Next One
Do you know what was harder than broadcasting my first Facebook Live video?
Broadcasting my second one.
Try to ignore that little voice in your head. You CAN do it. Your videos don’t have to be perfect right out of the gate. Remember growing your business tactics are a constant progression. Go out there and start creating your Facebook Live videos. Over time, they will get better.
I can’t wait to see you there!