5 ways to use Livestreaming to increase conversion
Although Covid-19 lockdowns in recent years have sped up the process, livestreaming has become a more powerful tool for marketing than any other content type.
The need (or want) for human connection is not only a natural force amplified by the use of lockdowns as a means of combatting the early outbreak of the virus, but a drive that has us as consumers look for humanity in all sorts of guises in our decision making processes.
While early efforts at livestreaming by companies mounted to little more than video – delivered in real time, today the possibilities for engagement as part of effective livestreaming gives brands the potential to invite consumers into the real time conversations. In other words – experiences that generate engagement.
Here are 5 ways in which you can turn livestreaming content into a truly connecting experience for your audience.
- Anonymous questions to the presenters.
One of the easiest interactions you can build into a livestream. Setting up a simple one way form submitting questions form the audience is a great way to invite them in. Anonymity also encourages engagement as it removes the possibility of perhaps looking stupid with a question.
TIP: Ensure that you have a system for easily translating the questions to the live presenters or panel and make sure to let the audience know that not all questions will be answered due to time restraints. If possible, give the person asking the question an opportunity to choose an email answer if their question is not reached during the stream.
- Live Chat thread
If your audience is ready to get really involved, a live chat on or near the screen can be an excellent way to encourage more viewers to get involved. Often people just want to acknowledge content being shared and others watching the same stream. Events being staged online for exclusive groups like customers or members can really benefit from this as it makes all parties feel like they are part of something special.
TIP: Where possible ensure that the presenters are in tune or receiving some or all of the comments so they too can acknowledge the audience personally.
TIP: It is always a good idea to have this function moderated by a team member to ensure the chat thread doesn’t overshadow the live content with either positive or negative conversations.
- Live Audience polls
Asking feedback is a great way to ensure the content is reaching the right audience with the right information. Polling also lets the audience see something they are generating (say a real-time results graph or display). Again, the value on anonymity makes it easy to participate for even the shyest viewers and the feedback can help steer the livestream in directions suited to the audience.
TIP: Keep this activity simple. Asking open questions makes the whole process difficult for both the presenters and the audience.
- Breakout groups
Livestreamed events, particularly if going out to a large audience, can struggle to remain relevant to every participant. In large groups (e.g. conferences) there are always sub groups with more pressing special interests. Instead of trying to cover all information for everyone, add breakouts to your online stream (or simply additional stages). Smaller groups with more specialised content are also more likely to engage on the topic that interests them the most. Some platform even let participants take part a-la-zoom-like structures and webcams so that the smaller group can take engagement to another level. This can be a very effective means of conversion from your website too as it takes the event into a truly interactive state.
TIP: If you are going to add breakouts to the livestream ensure that the user experience is intuitive and time managed. A great deal of time, credibility and conversion opportunity can be lost if breakouts aren’t easy to be part of and brought back to the main stage when it is the right time.
- One-on-one video meetings while in the event.
One of the reasons Conferences and expos work so well in real life is the fact that presenters and guests all share a similar context in that time and space. In a pace where everyone is there for similar reasons, potential customers are more likely to comfortable speaking with a sales rep or brand ambassador. Enabling the option for participants to jump into a one-on-one with a brand representative while still in the event (webcams on of course) can maximise the conversion rates from an event.
TIP: Wherever possible make sure the one-on one meetings are recorded and offered to the participant who took part as a video. This kind of value add engenders brand loyalty and also allows for quality control after the event.
Livestreamed events offer many positives to brands, not just while their market is locked away in their homes but all the time. The reach that a virtual event can have is enormous as barriers to attendance are greatly reduced. Make sure however that the event delivered via stream encourages engagement and audience participation. It shows respect for your customers, reflects well on your brand and maximises conversion from the event.
Streaminghouse specialise in partnering with clients who want to maximise the benefits of the new content channel. We assist in all elements of your event from planning, platform choice and management, custom website experience development for your audience and final production.
For a discussion about your objectives, or just ways to add engagement to your live, hybrid or online event contact firstname.lastname@example.org.