Live video offers a great way to connect with your target audience. And if you’re engaging enough and pose the right questions, you might even help members of your target audience start connecting with one another. Then you’ve built a community, the gold standard for effective social media marketing.
What in the world would I talk about? If this question is the first that comes to mind when considering a live video segment, here’s some good news. You don’t have to come up with new content. Take an existing blog post, white paper or email newsletter and use that as your springboard for a conversation. Here are three of the most effective conversations to engage your target audience:
Create a How-To Live Video: Announce ahead of time that you’re going to offer a live video on how to do basic maintenance on your product, put it together or demonstrate little-known uses for it. A how-to offers two levels of benefits:
- For those who have already purchased your product, it expands their use of it and encourages them to reach out to you if they run into trouble. This helps you continue to build that relationship and encourage customer loyalty.
- If someone is thinking about making a purchase, this gives them confidence in the use and care of the product, as well as assuring them that you will provide value to them even after the sale.
Offer a Behind-the-Scenes Glimpse: Your target audience would love to see where and how the magic happens. Maybe you have a fun team tradition of singing a song as you shut down your equipment or perhaps there’s a secret trick for getting just the right curl on the tops of your bakery’s meringue cookies. You might have an office pet with funny quirks. This is a great way to humanize your brand.
Invite a Guest: Consider inviting a friend to join you in your live video, whether that’s a coworker who specializes in a particular area of your business or an industry expert that can offer perspective on a hot topic. It could even be a competitor if you’re teaming up on a good cause or having a friendly contest.
Get creative. If your office is housed in a historic building, consider inviting someone that can tell the history of the neighborhood. Or try a funny angle, where you invite people to try a product that’s a fake or a prank. It’s a bit risky when it’s live, but it could be really entertaining.
In addition to these fun formats, get creative with who appears on your live video as the face of your company. Think about your target audience and who they would want to meet. Consider that it’s a common practice for a restaurant manager to walk around and ask you if your experience is going well, but wouldn’t it be much more fun if the chef appeared at your table?
At SJC Marketing, we love coming up with out-of-the-box ideas for connecting with your target audience. Contact us to schedule a fun session of brainstorming with our team.