Facebook Live: How to Generate Conversions

At any given point in time of the Facebook Live, I could go for a chocolate cookie. (Yes, it’s a weakness.) 

But when it comes right down to it, I’m just like most: give me a fresh, gooey, hot-out-of-the-oven chocolate chip cookie, not one that’s been sitting around for a couple of hours. 

As it turns out, that’s how most of us feel about most things: fresher is better. So if you aren’t taking advantage of the freshest type of content you can share—livestreams—you’re really missing out on potential leads and conversions! Livestreams are engaging, suspenseful, and intensely gratifying, not to mention the fact that FOMO can keep viewers glued to their screens. But the end goal, those rewarding conversions, only come if you do it right. Here’s how to make the most of livestreaming on Facebook. 

What to Livestream?

If you’ve never livestreamed before, it’s easy to get overwhelmed by the sheer variety of options when it comes to your topic. Don’t let that fear drag you down! After all, if you know your audience, you should have a good idea of what they want. And if you don’t know your audience, I’ll break it down for you in one word: value.

Livestreaming your morning coffee run might be fun for you, but if you’re just rambling about your caffeine addiction, what are viewers getting out of it? Instead, stream things that let them feel like you’re offering a valuable insight into your business, the solutions you offer, or the knowledge you have. Here are some ideas:

  • Product/service reveals: Lure in excited viewers with exclusive first looks or updates to your products and services.
  • Behind-the-scene sneak peeks: Everyone loves to know the inner workings of their favorite brands, so share your processes and background to show how you do things.
  • Tutorials and training: You may not be able to fit in a full video seminar, but exclusive tutorials—especially based on your products and services—are a great way to share value.  
  • Interview experts: Collaboration can be fun during a Facebook Live, making it much like a video podcast. Grab an industry expert to help provide a little extra insight and to help share and promote your livestream.
  • Share industry news: Breaking down recent industry updates can help viewers understand the news, especially if you have associated guidelines or tools to help.

The best livestreams will depend on your brand, but make sure to consider what will catch your audience’s interest in the midst of a crowded Facebook feed.

Tips for Making Conversions

At this point you may be thinking, “This is all well and good, but how do I get them to convert?”  The tips above will get you on the right track in terms of providing value which puts your audience in the right mindset to convert, but there are a few things you’ll want to do to really seal the deal.

  • Have a call to action: Just as with anything else, this is one of the most important things you’ll need for a conversion. What do you want viewers to do when they’re done? What should their next step be? Don’t make the rookie mistake of forgetting to tell them during your livestream!
  • Poll viewers: Participation can be a key point in converting viewers, as any instance of engagement draws them a little closer in. Take polls to encourage participation and to show you’re interested in learning more about your viewers. 
  • Use scroll-stopping titles and descriptions: We all know Facebook is a black hole sometimes. You go on for one thing and you end up scrolling for days. Make sure your title and description are enough to stop viewers in their tracks, and don’t forget to tag guests!
  • Share your schedule: Broadcasting on a regular basis can help nurture leads and get viewers to convert down the line—but only if they know when to check in! Share the broadcast schedule with viewers and promote your upcoming livestreams whenever possible.

When you’re ready to engage your audience with Facebook Live, following these tips are the key to nailing those conversions when you need them most. Pair them with the right digital strategies and you’ll have no trouble making each stream count!

Lara Schmoisman, CEO & Founder of The Darl and Marketing Simplificado

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