October 10, 2016
Facebook is constantly rolling out new features and updates, many which enhance user experience while also facilitating advertising and e-commerce activity. As the platform continues to enhance the intersection of recreational communication and business interactions, the latest available features provide outlets for improved communication and challenges in creativity for the 50 million-ish active businesses on Facebook.
The latest of these features is Facebook Live, which are real-time video posts. Live videos are published by friends you follow, publications, celebrities, and any person or establishment with a valid Facebook account. Users also have the option of subscribing to certain users and/or businesses to receive notifications whenever a given account live streams.
While this feature has been available for a while now, many businesses are still not making use of it. Facebook live poses significant opportunity as a tool for customer relations, brand exposure, marketing, and more. Make this tool part of your digital marketing strategy by getting started with the most effective ways to use Facebook Live for your business.
1. Promotional Strategy
One of the best ways to use Facebook Live is for promotional purposes. Users are much more likely to watch a video than read a lengthy article or post shared on Facebook, and businesses can (and should!) capitalize on that point of user behavior.
For example, if you’re a retail boutique, you can redirect the same promotional strategies you’ve always done through Facebook Live. Contests, give-aways, and limited time offers are just a few ideas. If you have a new product coming out soon, give a sneak peak through a live stream. If you have a give away contest, showcase the product or service. You can actually show your followers what it is you’re offering and create way more appeal by streaming a video of the products you’re promoting.
2. Brand Transparency
A great way to instill trust in your users is by sharing some behind the scenes details with them and creating brand transparency. Let’s say you’re a restaurant that uses a sustainable, locally sourced garden to get produce. Use Facebook Live to share what that process looks like.
This can also work well for reputation recovery. If there’s a controversy or accusation that you’re actively recovering from, use the live stream feature to show exactly how you’re handling it, and give users a chance to see your real brand.
3. Engage with users
User engagement is a key necessity of having an awesome Facebook business page, so you might as well enact that engagement in every way you can. Live videos are great for Q & A sessions and directly answering the comments and/or concerns of your users.
You can also use it to weigh in on issues relevant to your consumers. If there’s an event that people are wondering ow you feel about, or an issue your consumer base is talking about, engage with your following by discussing your business stance in a live video.
4. Establish Authority
It’s important for your following to recognize you as an authority within the industry your business falls into, and Facebook Live can help reinforce that. Offering tips, industry insights, updates, and news with a live stream can establish and enhance your credibility.
Another way to approach this usage of Facebook Live is to invite other lading authorities, experts, and industry leaders to be featured in your live stream video. Host a round table discussion, or even just a casual conversation with another industry authority, and you can have a mutually beneficial piece of publicity.
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