Live video is the best way to build a thriving, engaged audience on social media, giving you a consistent flow of leads in your business!
It’s the fastest path to the KNOW, LIKE, and TRUST factor required to build a solid foundation in your business.
When you go live, you can’t hide behind multiple takes or video effects. Your authentic self will shine through and help you make meaningful connections with you audience. (which might sound scary but it’s actually a GREAT thing!) Live Video is the closest thing to meeting you in person.
Just in case you’re not yet convinced how powerful live video can be…
80% of online traffic is now video;
Live Video gets 600% more engagement than other videos;
Social Media users watch live video 3X longer than other videos.
Sound like good reasons to get started with live video? Keep on reading! In this document I share my top 5 Live Video Secrets for building and engaged community on social media.
1. SHARE VALUABLE CONTENT WITH YOUR AUDIENCE
We all know that we have to provide value if we want to build an engaged community. Yet surprisingly the internet is filled with entrepreneurs promising “value” when in reality they are using live video as a glorified promotion of their business. That sucks for them, because all it does is piss people off.
This is actually good news for you since it gives you an opportunity to stand out. The secret to providing value is not actually a secret.
First tell your audience something they didn’t know or give them something they can use for a quick win. Bonus points if you do both. If you’re only going to do one, make sure it includes a quick win.
Second, the value you provide needs to be independent of what you are offering them. If they need to buy your product or service to get any value, then it doesn’t count (see earlier comment about pissed off people).
Third, don’t be stingy! You are the expert and you want your audience to see that right away. Wow them with your genuine desire to help and you will increase that ever-coveted “know, like, and trust factor” that you need to convert fans into loyal customers.
Let’s use a specific example to see how all this works. Two personal trainers each produce a live video hoping to connect with potential customers.
The first trainer, Johnny Protein, uses his on-air time to describe all the wonderful benefits viewers will get if they hire him to be their personal trainer (no value).
Kelly Barbell knows that audience time is precious and decides to share 3 specific exercises viewers can use to increase core strength. She provides specific instructions and demonstrates the correct and incorrect way of doing the exercises. Barbell has provided viewers with exercises they can use right now, with no expectation of anything in return.
Question: What information can you share that your viewers can use to create a quick win?
2. CONNECT & ENGAGE WITH YOUR VIEWERS
One of the best parts of live video is that you can see who is watching, follow their interactions, and invite questions or comments. This gives you an opportunity to mention people by name and answer questions in real time. This changes the entire experience for you and your viewers. Instead of a one-way lecture, you can create a conversation and make people feel as if they are in the room with you.
Another benefit that a lot of people lose sight of, is the value of the information that flows back to you. Viewer interactions are a great source of inspiration and can give you insights into the areas that your audience struggles with the most. Think of viewer questions and comments as a library of content that you can use to create future videos!
Let’s return to the example of the personal trainers. The first trainer doesn’t even get a chance to engage. Viewers tune in, quickly figure out that the “free session” is a glorified sales pitch and leave with little or no interaction.
Barbell actively looks for opportunities to engage. When she sees names pop up she sneaks in a welcome to a few of them. She takes the time to invite questions and respond to any questions or comments posted by her viewers. Then after demonstrating the last exercise, she asks for suggestions for future live video sessions. She makes it easy for viewers to engage and is well on the way to the “know, like, and trust” relationship.
3. DEVELOP YOUR LIVE VIDEO PERSONA!
Many “live video experts” won’t touch this topic for fear of offending or because they feel like they’re saying, “if you are boring, don’t bother with live video”.
Like it or not, no one is going to watch your video if isn’t entertaining! And the truth is, the way you deliver your content is JUST as important as the content itself. Now before you freak out, take a deep breath. It’s not as hard as you might think. For example, believe it or not, I am a quiet introvert type. I know, right? How does a quiet gal like me come across as so lively and outgoing?
When I first started doing live video, I decided to create my own live video persona. I encourage you to do it too - the same way a stand-up comedian has to create a distinct on-stage personality. Now, this doesn’t mean you should act like someone else, it means letting your personality out of the box and creating a character of yourself. Your content, how you speak, and how you look should all be in synergy with the live video person that you develop.
Here’s how I do it. Before I click “go live,” I tell myself that I’m the version of me who LOVES being on live video! (Putting it right up there with puppy cuddles). And guess what? When we’re doing something we love, we tend to smile a lot and project a lot of energy and enthusiasm. That’s me you see in all my videos, but with amplified characteristics. It’s easier than you think. You just need to make a conscious effort.
4. SHOW UP CONSISTENTLY
This is another area where so many entrepreneurs fall down. You can produce the best live video content on the internet, and still fail. To build your audience and to keep them coming back, you need to show up on a consistent basis. Got it?
Turning viewers into loyal customers doesn’t happen in one video session. Your future customers need multiple touch points with you for you to gain their trust.
Live video is most effective and beneficial when it is used consistently. Honestly, if you’re not going to make it a habit, for you and your audience, it’s probably not worth the effort.
So, set a schedule and stick to it. Show up on live video consistently (dare I say, once a week) and your audience will grow organically. My live video show, The Art of Online Marketing, goes live every Tuesday morning at 9AM EST. And I’ve been showing up regularly for about 18 months.
5. TELL YOUR STORY
Storytelling is one of the most powerful tools that every business owner has in their toolbox. Sadly, a lot of entrepreneurs leave this tool in the box. Don’t be one of those people! And it’s easier than you think.
For example, you can use the power of story to give viewers a glimpse into who you are as a person. My regular viewers can tell you all sorts of things about me. Like I love beagles, I run half marathons, and I moonlight as an improv comedian.
You can also use stories to explain why you do what you do, and why you’re passionate about helping your customers. You can even showcase customer success stories and along the way demonstrate how your products or services are making a real difference.
When done right, storytelling can position you brand, your values, and help your stand out from the rest! That’s because we humans are drawn to stories, and we remember them much more than facts and statistics. So remember, every time you go live, tie a relevant story into your larger point.
You are now equipped with some powerful tools to build an engaged community with live video, but more importantly, to turn those followers into loyal customers. I can’t wait to see you go live!