If you stream on Facebook, it’s easy to find some of these statistics. Head to your Facebook business page, open your Creator Studio, and select Content Library.
The Content Library shows all of the recent posts to your Facebook page, including live broadcasts.
You can view the distribution score (based on your historical average), three-second video views and one-minute video views (how long viewers watched), average watch time, audience retention, overall engagement (reactions, comments, and shares), and more for each video.
You can also see if you are reaching the right people by checking your top audience statistics. After each broadcast, take a look and see if your target market is tuning in. If not, you may need to adjust your advertising campaign and ads.
So now, you’ve created an awareness show, you’ve made sure it’s right for your audience, and you’ve measured the show’s success. How do you ensure that people keep coming back to watch your content?
The second stage of your digital marketing strategy is consideration.
Your primary goal is to build trust with your audience, so they get to know you, engage with you, and feel like you’re a trustworthy person to do business with. During the consideration phase of your digital marketing strategy, look at your engagement.
Strong engagement is more than just likes and reactions. Focus on comments and speaking directly to your audience as well!
As you stream, engage in conversations with your audience. Ask them questions and make them feel like they are a part of your show. The more you get to know your audience and engage with them, the better chance you have to foster a relationship with them.
When that happens, they will return to your live stream and become a regular viewer of your show.
A live stream show focused on consideration is a way to connect with your audience in a stronger way than building awareness. Your audience already knows you; they just want to get to know you better before they decide to buy from you.
Record tutorials, plan a master class, host an “ask me anything,” do live coaching, or even show the behind-the-scenes content.
Whatever type of show you decide, remember that you are getting closer to the sale. You can cut back on how frequently you go live and try streaming once a month instead of once a week.
Your call-to-action should take viewers to your landing page, sales page, or sign up for your mailing list.
Your Facebook ads should now target people who have watched your videos and engaged with you in the past. You can even add a link to your Facebook Live broadcast by using the Facebook Ads interface.
Finally, we’ve reached the final stage of the digital marketing strategy: selling. At the end of the day, selling is what your business is all about.
There are a couple of goals you should have for your sales content:
How many sales are a direct result of your live broadcasts?
How many quality leads are the result of your live broadcasts?
How many inquiries do you get at the end of each live stream?
What is your conversion rate?
Your conversion rate is the most important goal for your sales content because it tells you how many people who click through to your website, send you an email, message, or speak with you on the phone turn into customers because of your live streaming.
Remember that these techniques are applicable for one-to-one streams as well, such as a Zoom call, master class, product demo, or an onboarding video. You can even create an exclusive group that members need access to.
Although there isn’t a straight answer for how frequently you should deliver sales content, you should always build buzz around it to make sure that people are interested and want to buy.
To promote sales, you need to put in the effort and spend more time than you did with awareness and consideration. Your call-to-action needs to be stronger as well: “Buy now.” “Sign up today!” “Book now!”
Run a pre-promotion campaign across all of your social media and digital marketing channels. Don’t forget to use your mailing list, which you grew during your awareness and consideration phases.
Measurement during the sales phase of your digital marketing strategy is easy. Look at the number of landing page visits and how many people came as a direct result of your live stream. Then, how many of those people are converting to sales?
Before your next live stream, channel your inner Chewbacca Mom.
Let your personality shine through in your videos, define your brand, and stay consistent with every live stream to build trust with your audience.
Once you know who your audience is and what they need, you can create and deliver content that will interest them.
Your overall goal is to build a relationship with your audience, so strong that they come back again and again, and eventually turn into a customer.
Live streaming is an excellent way to connect with your audience, but you need to focus on your digital marketing strategy for every step along the way.
What stage of Amanda Webb’s digital marketing strategy is your live steam in?
Let me know in the comments what steps you are taking to turn viewers into customers.
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