If you follow any popular celebrities on Facebook, you probably started to notice them posting live updates on their pages a few months ago. This was considered something of a test run for the social media giant, as the new feature was only made available to public figures. It was deemed to be a success, and it’s now possible for any member to get their message out there via Facebook Live. This may well prove to be a bit of a bonus for marketers looking to promote their products, but it’s a marketing method that should be used wisely.
Live broadcasting via social media isn’t really particularly new, as apps like Periscope and Snapchat have had that function available for quite some time. What Facebook Live has that those other apps don’t is huge audience potential, especially when you consider that there are now over 1 billion people subscribed to Facebook. There is a built-in audience there for just about anyone, and it's certainly a fantastic way to get your message out.
The most obvious benefit that marketers get with Facebook Live is the ability to add a face to their business name. Too often, consumers can feel as though they are dealing with a company that doesn’t really care about them, but adding a human touch to the business can help build trust. It's not the only thing needed to make a sale, but trust is definitely high on the list of things that consumers need in order to hand over their hard earned cash.
Facebook Live is especially good for those marketers looking to sell physical products, as they can show those products off, do demonstrations, and answer any questions from consumers in real time. The latter part of this is crucial to the sale, as any lingering doubts that the consumer may have before buying can be erased, which may be enough to get buyers all the way down the sales funnel. Since the live content is added to your timeline once the broadcast is finished, viewers can go back and watch it again whenever they have free time. Creating new content on a regular basis can be tough, but it gets a whole lot easier when you can go live at the click of a button.
I mentioned before that there’s a little bit of a risk when marketing via Facebook Live, but the majority of those can be erased with a little preparation. The biggest impact you can make is when talking to a live audience, so you need to be sure to let people know in advance that you are going to do a show. The whole thing does not have to be scripted, but you should at least have some sort of guideline in place that you can refer to as you talk. Finally, make sure that you have a good camera to record your content. The more professional your live shows are, the more likely you are to succeed with your marketing efforts.
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