Live Video Marketing (6 of 7)

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Hi there!

In the last lesson, you read about three examples of brands

successfully using live video to further their outreach and

continuously grow their businesses.

Today, we’ll be looking at how you can use live video to

generate immediate sales.

The difference between our previous email and this one is

soft-selling and hard-selling.

Soft-selling refers to subtle tactics that slowly convince

consumers to purchase from you.

On the other hand, hard-selling uses more overt and direct

strategies.

Lots of popular content marketing strategies rely heavily

on soft-selling as a way of nourishing long-term relationships

with customers.

However, only using soft-selling can make your customer journey

too long.

Thus, incorporating some elements of hard selling now and then

can make a huge difference to your bottom line!

Selling on live video is great for hard selling because it

creates a sense of urgency and scarcity.

Customers are encouraged to make a quick decision because there’s

no guarantee that the product will be available again elsewhere,

or at the special price.

When it comes to selling directly in your live videos, here are

a few things to keep in mind:

1: Prepare Beforehand

Research your customers and competitors to find out what kinds

of products are scarce and in demand.

If you find this sweet spot, your products will sell like

hotcakes!

Once you’ve decided what to sell, you need to decide on the

logistics of your video like:

* Set/location/background

* Live video platform

* Camera set-up

* Audio set-up

* Encoder set-up

If you need help deciding, check out our previous emails

on hardware and software.

Also, make sure that everything you might need is within arms

reach. The last thing you want is to leave halfway through

because you left a certain product in another room.

2: Take Advantage of the Features Your Live Video Platform Offers

Some social media platforms offer extra features for businesses

that sell on live video.

For example, Facebook and Instagram have the Checkout feature,

which lets customers buy directly from your Facebook shop.

These features make purchasing seamless because customers can do

everything from one app. And when there’s less friction,

customers are more likely to purchase!

3: Build Audience Interaction Into Your Plan:

You should have a plan or an outline for your live video.

Doing so usually makes the pacing and flow of your live video

better.

You can also put more thought into which products you want to

promote together for cross-selling.

This plan should also include segments for audience interaction.

An easy way to start an interactive segment is to pause for a

couple of seconds, and let the viewers see that you’re reading

the comments.

Building interaction into your plan lets you address your

customers’ concerns as they come.

It also makes your live video more engaging as customers can

see that you’re addressing people directly.

4: Don’t Forget Customer Service:

Speaking of addressing people directly, it’d be good to have

another person behind the camera doing customer service in the comment

section.

They can reply to questions that you miss, moderate any trolls,

handle orders, and send thank-you messages.

Investing in customer service during the live improves the customer

experience as everyone gets served.

It also helps prevent frustration from users who “get buried”

under other comments.

And now you’re all set for selling on live video!

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