Get Started with a Facebook Live Marketing Strategy
By thinking strategically about your goals, your target audience, and your messaging, you’ll begin laying a foundation for success.
It’s ok to record Facebook Live or YouTube videos without a formal script. But, keep in mind that informal doesn’t mean unplanned.
To create a strategy for Facebook Live, start by addressing these big-picture questions:
- What topics will help your target audience get what they want or need?
- When and where will you broadcast?
- How will you invite your target audience to watch the broadcast?
What topics will help our target audience get what they want or need?
Marketing builds brand affinity and trust when the content is audience-centric. That means the topics you plan to discuss during your Facebook Live video should be created for the audience’s benefit, not as a sales pitch for the company. [That’s a VERY important difference.]
To that end, your first question has to be, “What does our audience want/need from us?”
Asked another way, “What problem does our audience have to solve; and how can we help them get closer to a solution?” Similarly, “What opportunity is our audience pursuing or missing out on; and How can we help them close that gap?”
These questions can be answered by filming a product demonstration or recording a “how-to” tutorial that answers frequently asked questions. Approaching marketing strategy from this angle establishes your company as a helpful resource that understands its target audience and wants to share its experience.
Alternatively, some companies use social media channels like Facebook, Instagram, and Snapchat simply to give a behind-the-scenes view into their company culture.
Viewers retain 95% of a message when they watch it in a video compared to 10% when reading it in text.
If your goal is to highlight the people who make your company thrive, consider an interview-style Q&A format with key employees from each department. To capture the personality of your company, bring viewers into your next office potluck or birthday celebration.
Often, it’s content like this that potential employees seek out when deciding whether or not they can see themselves working with you. So, if you can get your employees on camera, be sure to ask them what they love about your company and why they love the work they do.
If you take an audience-centric approach when planning your video strategy, you can expect to build a loyal base of viewers and drive more business from your efforts.
Long-term marketing is much easier to manage with an editorial calendar that shows when and where you’ll deliver your content.