BY BILL FAETH
For the past couple of years, you have heard me hammer home the value of using video in your marketing plans, as video is consumed three times more often than written content. Video also optimizes faster for SEO purposes and is more personalized than text.
We now have numerous options for live-streaming via social media platforms with even higher engagement when executed correctly. Today, people are seeking real-time interaction with other people and brands, and there is no better solution today than streaming live video across multiple platforms for free, especially for small businesses.
In March 2015, we saw the launch of Meerkat at the South by Southwest conference (more commonly called SXSW) in Austin—and it immediately blew up as it was the first time regular users (like us!) could broadcast live. Periscope followed a few months later and partnered with Twitter, which allowed users to notify their followers via tweets that they were about to go live. This integration helped users increase not only their reach but also their viewership.
That is, until Facebook came along.
Facebook launched Facebook Live and changed the live-video-streaming game forever. This newest option for video production allows you a much farther reach to your followers—and potential customers.
While recording and broadcasting a video may seem easy, taking advantage of Facebook Live to its fullest is a different story. Having a Facebook Live checklist will ensure that you are getting the most out of your live-streaming investment. Before you get started with a live broadcast, there are few things to consider and some preparation that should be done to ensure that you are delivering a quality product that your followers will want to consume.
Your Checklist for Going Live on Facebook
• Prepare correctly.
• Be sure your battery is fully charged.
• Always have your phone or camera at eye level or higher, and never positioned so it’s pointing up at your face.
• Connect to WiFi (if possible) and then turn on airplane mode to eliminate notifications.
• Open your camera app to check the lighting. Good lighting is very important. Natural light is the best but avoid harsh direct light.
• Use a tripod or selfie stick to provide a steady shot.
Catch Viewers’ Attention
• Write a catchy headline to encourage your viewers to pop in and view your broadcast.
• Introduce yourself in the first 30 seconds and establish credibility.
• Always assume your viewer is watching you for the first time.
• Inform viewers of the purpose of the video immediately.
• Don’t broadcast just to broadcast or sell something— provide some value.
Be Engaging
• Interact with your viewers by using their names whenever possible. Facebook Live allows you to see their name and comments on your phone as they log in.
• Answer questions. Because only you can see the questions, make sure to re-state them for your viewers before answering.
• Reply to questions and comments as they come in, but remember to go back to your video for several days after your live broadcast to answer additional comments that come later.
• Include a call to action (CTA) or link to your website in either the description or comment section of the video.
Increase Viewership
• Don’t forget that the majority of your viewers will come from the replay and not the live video. Acknowledge them through the comments in the days following your broadcast.
• Share the replay on additional social media platforms, such as Twitter, YouTube, Instagram, or Vimeo to increase your reach.
• If you are going to broadcast live consistently, create a schedule and publish it to your audience so they know when to tune in.
• Don’t broadcast every day. Only broadcast when you have something valuable to share with your viewers.
Facebook Live is an extremely valuable tool that can take your followers behind the scenes of your business into your dispatch office, on location at an event you are managing, or even showcase new vehicle arrivals. It is very easy to get started and there is absolutely no cost as long as you have a phone to start broadcasting and taking advantage of real-time streaming video, which will set you apart from your competition.
Will you give it a try? I’d love to participate in your live broadcasts with you, so please make sure to tag me in your next video shoot. Trust me: If I can do it, so can you! [CD0816]
Bill Faeth is founder and president of Inbound Marketing Agents in Nashville and founder of Limo University. He can be reached at bill@limogrowth.com.