It’s no secret that social media is big these days. We mean, BIG–as a marketing channel. Not doing Facebook for business at all means missing out on a giant pool of opportunities, and not doing it right means self-consciously cutting off the audience that is willing to tune in to your message, and ultimately buy from you.
10 Reasons to Nerd Up Your Facebook for Business With Live Videos
The times when the “Are you tired of this happening to you” promo message being a crazy good sales technique and brining you fantastic ROI are long since gone. In fact, nowadays people no longer want to be bulk advertised to at all. With so many products and services being a just a few clicks away, your customer has grown to be very picky, and their expectations of you have changed. You have to go personal, you have to go visual, and you have to do it in a creative way.
Bottom line: your customer wants to feel that there’s only you and them, and no one else is present in the room. And there is no better tool for creating this feeling of personal connection than social media–something that was originally designed as a leisure channel, but, as many lifestyle platforms, has soon evolved to be one of the most powerful marketing channels. And with new possibilities rolled out nearly each day, it is vital that you keep your eyes on the ball.
Lately, it has all been about instant content. Snapchat, Instagram stories, and most importantly–Facebook Live. A real game-changer.
WHAT IS FACEBOOK LIVE
Facebook Live is a live streaming technology that allows you to broadcast to your subscribers in the real time. Like Mark Zuckerberg himself said, it’s like having a TV camera in your pocket. Everyone who has a Facebook page or personal account, can make a few clicks, and immediately share their live video with the world.
Now think about it this way: Facebook has about 2 billion users in the world. That’s nearly a third part of world’s population. Any person among these can view your live content–and imagine how many of them crave for your product or service because they have a pressing need.
Pretty impressive, huh?
LET’S TAKE A CLOSER LOOK AT THE BENEFITS OF
1. IT’S FREE
We’re all used to advertising costing us a pretty penny. Especially with the latest Facebook updates, getting your message across without really investing into it has become a lot harder. But guess what–Facebook Live is free! You don’t have to pay to stream.
But, you may want to promote your video, to make sure your Facebook audience anticipates you going live. Facebook has a specific toolset to promote your steamed content in advance, so if you want to increase your engagement, it’s something to consider. Expense-wise, it will be nowhere near the regular advertising costs, while giving you equal, if not better, opportunities to build a quality relationship with your audience.
2. YOU DON’T HAVE TO WORRY ABOUT QUALITY
Well, you do–but that is the quality of content you need to pay attention to, not the video. No need to employ an expensive camera, or invest into post production–your stream doesn’t need to feel like a movie, so having a good camera on your phone will be enough. Your audience expects imperfection–because it shows the real side of events, and creates the sense of them being right there with you.
3. IT’S PERSONAL
Nowadays, your audience does not want to build a relationship with a corporate machine or a faceless brand, even if you are one of Fortune 500 companies. Your audience wants to see faces behind the corporate wrap. It makes it a lot easier for them to relate to a human being–who by chance has the same needs, problems, and experience. To make sure it happens, you need to go personal, and you need to go mundane, in a way. To gain trust, you need to invite your audience behind the scenes.
While streaming your live video, you address each of your Facebook audience members as if they were right in front of you, and what is more important–you give them a chance to engage in communication right away. This creates a deeper connection with your audience, as they actually get a chance to get to know you better. Through understanding who you really are and empathizing, your audience becomes more open to the message you are sharing.
Just, you may want to make sure the person doing the streaming is likeable.
4. VIDEO IS THE BIG THING WITH HUGE ENGAGEMENT
If you’re actively running advertising, or building engagement on your Facebook page, you’ve probably noticed that lately, video content gets more exposure, a better reach, and a far better engagement. In fact, Facebook even prioritizes video content in your news feed. That being said, 80% of your audience is more willing to watch your live videos than read your blog posts, and 82% are more likely to watch you stream than read your posts.
On top of that, Facebook Live videos tend to receive up to 200% more engagement, compared to other initiatives. First off, your followers can be notified whenever you are going live, so neither you, or them have to worry they may miss your broadcast–while this feature organically builds up the hype.
Second, when live streaming your video, you can caption it to raise interest. What is also very important is that your viewers can post their comments in real time, which means that you–and everybody else–will see them at once, and you can react to them right on the spot. Overall, live videos get about up to times as much comments that those you post on your page. Talk about synergetic customer experience!
5. IT’S 4 HOURS OF TIME FOR YOU, AND YOU ONLY
Facebook allows you to stream for up to 4 hours. That’s the whole The Lord of the Rings movie–director’s cut! Now think about how many possibilities this gives you. You can hold quality Q&A sessions, and make sure every question gets answered. You can stream your events without being worried that you’ll get cut off on the most important part. Got a gig coming up? Or maybe you will be hosting a conference? Hit record and harvest the excitement of those who couldn’t make it live.
6. IT CAN BE RECORDED
You heard us right–you can actually save your live stream videos to be used later in your marketing activities. After all, if you’ve been sharing valuable content for 4 hours, it would be a good idea to keep it. Once your broadcast is over, the video gets published on your page.
After you are done streaming, you can easily download your video to further add it to Youtube, Vimeo, your website–anywhere you want, really.
Those of your followers who missed your broadcast, will be able to replay this video whenever they want. Sure, they will miss on the opportunity to actually interact with you, but this may trigger desire to write their questions after the stream is over. And, don’t forget about the video SEO, too.
7. DRIVES EXTRA TRAFFIC TO YOUR PAGE
If your viewers have enjoyed your broadcasted content, chances are, they will return for more. The ultimate destination is obviously your page, which reflects on the follow and engagement rates. At the same time, you can control the accessibility settings, and only display your streams to your subscribers, which adds extra value, as this way they will not be able to get your content anyplace else.
What is more, Facebook live is a great platform for A/B testing your content. When live streaming, you get on-the-spot analytics, which help you estimate the performance of your content on the way, and adapt to any changes to make sure you keep your Facebook audience engaged all the way.
8. IT TELLS A STORY
Let’s face it, people love stories, they always have. Having a brand story comes within Marketing 101–as without one, building a meaningful relationship with you clients gets times harder. By live streaming on a repeated basis, you can showcase the evolution of your brand, display how your brand values actually function in the real world, and how people respond to them in real time.
Another thing that is unique about live content in Facebook for business is that it lets your audience to contribute to the story–which immediately makes them feel special, and establishes a deeper connection with your brand. Who wouldn’t love pitching their idea to the brand, and watching it gain momentum?
9. IT CAN BUILD HYPE AROUND YOUR UPCOMING RELEASE
Planning to launch something special in the near future? Previously, we’d suggest running a warm-up ad campaign to trigger anticipation with your audience. And you still can–but why not spice things up with a live video actually spilling the beans?
When tuning in to your stream, very little percent of your audience really knows what to expect–unless they are really good guessers. Highlighting the upcoming release in real time, answering the questions your audience will inevitably ask is a great way to make them excited about what is to come. Also, it is a great way to do the research, and run your ideas by a very involved focus group. And once you start doing it regularly, you will get one of the most dedicated audiences on the verge of becoming brand advocates. How cool is that?
10. IT GENERATES LEADS AND INCREASES SALES
Before making a purchase, many people like to do their research, and ask a few questions–especially when making big purchases. With more people starting to follow your page, you will inevitably be getting more client concern. Catering to them altogether through a live video is a really good idea, as not only you can reply to everything they have on mind, but you can also show how your product or service looks and performs in the real life. This way, you will get evidence that speaks for itself, as you will be able to backup all of your marketing statements in front of everyone looking for reasons to buy from you.
Also, you can integrate live videos into your sales funnel as a lead generation channel, and distribute exclusive content through this channel. Say, how about you throw in a special discount code in between your stream, which cannot be obtained elsewhere? At that, you also have every opportunity to start nurturing your leads right after they come in.
SUMMING UP: LIVE VIDEOS ARE POWER. BETTER TAKE ADVANTAGE OF THEM TO BUILD A LONG-LASTING TRUST RELATIONSHIP WITH YOUR AUDIENCE!
A FEW IDEAS FOR YOUR FACEBOOK LIVE VIDEOS:
- Q&A sessions
- Talk shows
- Employee onboarding, and skill training
- Product displays
- Open meetings
- Event, conference, and gig streams