How to Make Live Broadcasts Work for Your Business

Linley Paske and Lauren Pasqualone of LP2 Boutique Agency offer insight on how live broadcasting can help you connect with consumers.

Linley Paske and Lauren Pasqualone
08/17/2017
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Linley Paske and Lauren Pasqualone: Social media ‘entertrainers’ and co-owners of the marketing firm LP2 Boutique Agency.

The reality series “Married at First Sight” follows three couples as they say “I do” the very first time they meet. Sound a little fast to you? Us too!

Unfortunately, many businesses and brands use this too-much-too-soon approach in their social media marketing. Think of your followers as first dates. Before you try to seal the deal with a ring — errrrr, sale — try talking with them first so they can get to know you.

Enter live streaming, the new way to bring your customers directly into your world through video. Here’s what you need to know about this cool social media tool.

GIVE… GIVE… GET!

You’ve probably heard “It’s better to give than to receive,” right? This is just as true on social media as it is in life. When designing your social media content, be sure to follow the model “Give… give… get!”

Better yet, since customers need to see consistent brand messaging at least seven times before they’re ready to purchase from you, perhaps your model should be: GIVE, GIVE, GIVE, GIVE, GIVE, GIVE, GIVE, GET!!!

So how do you do this? Create social media content that not only provides followers with information that they will find helpful, but also relates to what you will eventually sell to them. Each time you provide your followers with useful info, you’re building onto a foundation that will ultimately get prospects to consider you an expert in your field and trust you when you recommend your product or service to them.

Live streaming is just one form of social media content, but when used effectively, it can give your brand the boost it needs to attract customers and cultivate a loyal following.

LIVE FROM YOUR BUSINESS

One of the easiest and most effective ways to deliver valuable content and build valuable relationships with your followers is through live video broadcasting on social platforms like Facebook and Instagram. Live video is a proven engagement-getter — did you know people spend three times longer watching live broadcasts compared to replays and recorded footage? Use it to get people’s attention so you can ultimately get their money, honey!

When you broadcast live, your video is shown to your followers in real time. You can see followers’ comments as you broadcast so that you can respond or answer questions, and there’s no better feeling than seeing a sea of little thumbs up and heart symbols floating across your screen as viewers let you know they “like” your content.

So aside from viewer interaction (which is AH-mazing for building engagement!), why go live? To outsmart the algorithm, of course! Facebook and Instagram recently announced that their algorithms — the computer ranking systems that determine what content appears in a user’s newsfeed — will prioritize live videos when they are being broadcasted.

Plus video is proven to boost your business’s results. According to Adobe, shoppers that view videos are 1.8 times more likely to purchase from you than non-viewers, and Nielsen studies show that purchase intent increases 72 percent after just 10 seconds of viewing.

LIGHTS, CAMERA… THEN WHAT?

Once you’ve brainstormed broadcast topics related to your biz, get ready to go live one to two times a week. Visit www.lp2boutiqueagency.com/lightinganddecormag for a free video training on broadcasting live and our full Go Live Guide, which includes a step-by-step tutorial on creating a broadcast plus tips for a fabulous Facebook or Instagram Live.

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