10 Tips You Can’t Afford To Miss
Live shopping is the latest and greatest frontier in online selling. For many businesses, live selling represents a new way to sell products all while interacting and engaging with target audiences. Live selling broadcasts position sellers in the perfect spot to communicate with audiences while connecting a face and voice to an online presence. Through live selling (unlike in-person selling where you are limited by space and geography) you can expand your business faster by making an emotional connection with your audience in real-time regardless of their location or number of attendees.
In fact, according to research from Aberdeen Strategies & Design, companies that use video in their marketing mix are growing revenue 49% faster year-over-year than those that don’t. It’s this simple: Live selling broadcasts fuel business growth. Don’t miss out on this opportunity!
With that being said, some business owners may experience challenges on their live selling journey. One challenge I commonly hear from customers is around building an audience to attend the live selling events. What’s the point of hosting these events if you aren’t attracting any attendees?
I see that challenge and am ready to help you overcome it! Whether you’re new to live shopping or a seasoned broadcast veteran, it’s best practice to fine-tune your marketing tactics to attract more viewers to your live-selling events. When you increase the number of right viewers (we’re talking your target audience!) tuning into your broadcasts, your product sales will follow. That’s great news!
The even better news?
It’s easy to succeed with live selling when you apply these tried and true online marketing best practices to your live selling events. Follow these 10 steps to attract more viewers and buyers to your next event.
1. Build Your Social Media Audiences with the Right Followers
Live selling found its home on social media as a way for brands to take advantage of large, engaged audiences attracted by live stream events. A large audience of dedicated followers is the best tool for growing your live selling viewership and acquiring paying customers. With an engaged social media following, you can quickly and easily get the word out about your products, promotions, and events. But, the key to increase sales during your live selling broadcast is to attract the right followers. By focusing on building an engaged and active community that includes your ideal fans and target audience, you will be able to grow your event audiences more easily. Building an engaged social media community will take time, but there is a clear path to success when you follow these best practices to grow your social media audiences.
2. Keep Your Content Relevant and Tailored to Your Audience
Listen, we all love to see posts of adorable puppies and kittens on our timeline. But, unless you’re selling pet products, there is no good reason for you to share this type of content! While you may get more engagement, (because who can resist a puppy pic, right?) this content will not help you build an audience that’s interested in your products. Your goal is to share content that is valuable and relevant to your audience and tailored to your specific product. Relevant content caters to your audience’s preferences regarding related topics and interests, while valuable content allows your users to gain insight on strategies to solve problems and achieve personal goals. If your content falls into either one of those categories, you’re on the right track!
3. Post Content on Multiple Channels
We’re sure you’ve heard the age-old advice to never put all your eggs in one basket –– the same holds true for social media! If you’re torn between which social media platform is the best to launch your live selling journey, you may be surprised when we tell you there’s more than one “preferred” account to begin building your audience! Your specific product and target audience will help you to determine which platforms are best suited for you. The infographic below from the Accion Opportunity Fund is a great tool to help you identify where you should begin!
Hashtags are one of the most misunderstood tools for social media targeting. They are used by numerous social media platforms to identify content for searching, grouping, and tracking. Hashtags work in the search window for most social channels. If you search for a specific hashtag on a platform, all posts that include that hashtag in the caption will appear in the search results. This is helpful when you’re looking for something very specific. Here’s why hashtags are often misunderstood: As they gained popularity, their usage changed. Hashtags became a form of expression in social language, leading the usage to be more casual than informative. Before using hashtags, you can research the best ones to use with a hashtag search engine tool like this one. Your goal when using hashtags is to ensure your intended tags are not already used in a manner that will conflict with your core message or intention. With the right hashtag strategy, you can quickly increase sales during your live selling broadcast.
5. Market Your Event Through Other Channels
While social media is a great tool and resource for your live-selling broadcasts, don’t forget to leverage your other marketing channels! In addition to posting invitations to your live event on social media, and use your other marketing channels. For instance, you can include an event announcement on your website, send an invitation out via email or even contact your prospects with text messaging. Your buyers will want to know “what’s in it for me?” so include all the details needed to effectively communicate why your live event is worth their time, how they can join, and some sort of incentive for attending (like a giveaway or a freebie for the first 15 attendees!).
6. Leverage Your Fans and Followers
A great practice to begin implementing is using your existing audience to increase sales during your live selling broadcast. Chances are, your audience has an entire following of their own with the same likes and interests, meaning your account will be just as intriguing to them! Push the message of “sharing is caring” to your audience by offering incentives or giveaways to share your profile, follow your page, and tag other friends who may be interested! These giveaway campaigns can do wonders for organic social growth, boosting your following and, most likely, your event attendees!
7. Create a Page for Event Registrations
Depending on the platform, some social channels allow you to create an event page to promote and gather RSVPs from attendees. This gives you a preliminary headcount for your event and serves as a “home base” for all event information, promotions, and updates that your followers can easily find. In addition to an event registration page on social media, it’s beneficial to also create a landing page on your website for attendees to RSVP. Through this page you can collect email addresses and phone numbers, allowing you to stay in touch with potential prospects through other forms of communication like event promotional material, email marketing, and post-event messages.
8. Carefully Schedule Your Live Event
Just as there are better days of the week and times of day for your social media posts, the same applies to your live selling event. Unfortunately, the two may not coincide. Most social media channels recommend that a live selling event lasts for at least one hour. But, we recommend you look to your audience to determine which day of the week they are most likely to have a block of free time available to join your event. An easy way to gauge the right time for your event is to hear from your audience themselves through a quick survey on social with a poll! Timing is crucial to ensure your audience can attend, but it’s also SO important to account for your own time as well. Reserve at least 3 hours to dedicate to the broadcast; one hour for preparation, one hour for the event, and one hour after to follow up on sales. Ensure you have at least 2-3 weeks to prepare for and to promote the live selling event. This time allows you to select your product, write an outline of your event script and get your audience excited about your products.
9. Go Live to Tell Your Followers About Your Live Selling Event
Live posts are the perfect way to generate excitement around your event and to tell your audience what’s in store for your live stream! Since video is one of the most engaging forms of content on social media, what better way to promote yourself and your event than through a live video. Most social media platform algorithms automatically place video posts higher up in users’ feeds –– so use the power of video to promote your event. After your live post has aired, you can pin the video to the top of your page to ensure it’s the first thing users see when they land on your account.
10. Boost Your Event with Paid Advertising
There is a big myth in social media marketing whereby many brands are led to believe that they can grow their audiences and promote their events by relying solely on organic social media. Social media platforms generally place organic posts in a very small number of available users’ feeds, because each platform relies on business advertising and promotions to generate revenue, so it cuts into potential revenues when the channels give business promotions away for free. If you want to improve your ROI on the time and effort you invest in organic social media, you might want to consider allocating a small ad spend. By investing $5/day or less into paid social advertisements you can significantly increase the reach of your posts and get your offers in front of thousands of prospects, instead of a few hundred. Remember, marketing is a numbers game: you need to reach as many users as possible to improve your chances for success.
(If you’re ready to take your live selling game to the next level, be sure to download your FREE guide to live-selling and get started today!)
Here’s a Recap of 10 Tips to Increase Sales During Your Live Selling Broadcast
Don’t let a lack of attendees scare you away from hosting live-selling events! These events can become an essential part of your business model. Trust me, the wave of live selling is huge in Asia and it is now going to sweep the U.S. Once you get the hang of it, find your groove, and build a committed audience, it’ll be hard to think of any reasons NOT to host them! But, in the meantime, as you’re working to build that committed following:
1. Target the right followers
2. Create content relevant to your audience
3. Distribute content on multiple channels
4. Incorporate hashtags
5. Market event through other marketing channels
6. Leverage your existing fans and followers
7. Create a page for event registration
8. Consider timing when scheduling your event
9. Go live to promote your live event
10. Dabble in paid advertising
Ready to learn more? Check out this informative article: Facebook Live Selling: the New eCommerce Trend You Need to Be a Part Of