Live shopping is one of the big new trends in marketing and retailing today. Facebook Live sales are a great option for companies looking to improve their brand exposure and customer engagement. Video is the fastest-growing media format on the internet, and it’s estimated that by 2020 over 75% of the world’s mobile traffic will be video.
On Facebook, one in every five videos is a live broadcast, and there are many people making use of this newfound popularity to market and leverage their brand. So if there’s any time to get started, it’s now. But how do you go about doing a Facebook Live sales video? We’re here to help you get started.
Although Facebook live sales look easy and effortless, the truth is there’s a lot of planning needed behind the scenes to get everything going smoothly. While some people have the talent and skill to wing it, for the most part you’ll want to prepare ahead of time. It’s still a lot easier than producing professional video content, and if you pay attention to these things you can work smart with less effort.
Decide on a time and date – setting the time and date is important. Set it up as a Facebook event, so it shows up on the calendar.
Write a compelling description – your event will show up in news feeds on Facebook. Use attention-grabbing copy that lets them know what your live will be about. It should be direct, actionable, informative, and just a little mysterious to pique their interest. Emphasize on value as well, words like “Affordable, elegant, favorite, fast, easy” express the value you can provide.Lularoe Links, a clothing retailer, used this event description. It describes exactly what is happening, a brief call to action, and a value statement letting you know your business will help a charitable cause.
“Spring Cleaning Sale ???You Don’t Want to miss out on this!!! A Portion of the proceeds from this weekends sale will go to Autism Speaks.
Promote the Live – the worst thing that can happen is you talking to yourself without any viewers. Plan ahead and promote the live to your followers and get the word out on social media to maximize your viewership.
Set the stage – get a clean place where you can do your broadcast. Don’t stand against a window and blind your audience, face the window and let the light come in, or make sure your light source isn’t in the way. If you are doing the live at home, a little personal touch is okay but you’ll want to keep it presentable to a global audience, and limit distractions both for yourself and for the audience.
Tag items sequentially – have items numbered so you can sell them in order. This also helps viewers identify the items they want to purchase.
Prepare notes or an outline – have an outline with notes on what you are selling ready. You can have a cue board by the camera, or you can keep notes by you, whatever works to keep the show going smoothly. Include any and all talking points you want to express to your viewers about your brand.
Have a sign with ordering instructions – prepare this to make it as easy as possible for customers to place orders. You’ll want ordering information in the event listing description, but having it written and ready in the video is even better.
Plan giveaways – set aside some free gift or giveaway to keep people excited. This also helps ensure people stay tuned for the entire event.
Engage your Audience
Live shopping lives and breathes on keeping the audience engages. There is nothing more important for your brand and the longevity of your marketing campaign. If you can keep viewers engaged, excited and happy during your lives, they’ll be more likely to come back for your next event. Some may even recommend their friends to join in. Here are the things you need to keep in mind to be live sales rockstar:
Make it personal – the key to this generation of viewers isn’t fancy video editing and design. It’s being authentic. Talk to people, show them the true you, and have two-way conversations.
Greet people who are joining – never underestimate the value of greeting people and talking to them as they join in. You don’t have to do it for everyone, especially if you have hundreds of viewers. But do your best to make them feel welcome to your live.
Respond to your audience in real time – pay attention to things people are asking you on your feed. Try to respond to as many questions as you can, especially regarding the products you have.
Ask questions – you can also ask your viewers questions when they talk to you. This helps you build rapport, and it also helps you get an idea what your viewers want, which can help you plan future events.
Give context regularly – your live may last for a while, and it’s important to give context to people who might just be joining in. Things like, “We’re halfway through our summer clothing sale, our next item is…” help people who just joined get involved without feeling lost.
Remind shoppers how to buy – this is where the sign your prepared comes in handy. Flash it when it’s time to take orders, and walk your viewers through it as well.
Always have the product or products in hand – this is a key point. You have to always keep the audience’s attention on whatever you are promoting. They more they say it, live in the feed, the more they’ll be interested in it and want to place an order. Show it off in all its glory and discuss all the good points and value it offers.
Give things away – periodically remind everyone that you’ll have giveaways at certain points, you can drive this through milestones or other behavior. “The 20th order will get a free gift” or “The 100th comment in the feed will get a surprise from me!” are great ways to keep people engaged throughout the video.
Begin with the End in Mind
When the show is over, you’re not quite done. Remember that everything you did earlier is just in preparation for this. Your live should mainly be about two things: getting people to buy your products, and also strengthening your brand by getting your message out.
Afterwards, you’ll want to finish up the orders and send out the items, but it’s also important to let your followers know what’s coming next. There are a lot of things you need to finish up. The difference between a successful live seller and a not-so-successful one is in the follow through after the live.
- End with a call to action – what was it you wanted people to do? End your live with a call to action that connects with your brand. Whether that’s ordering things from your shop or tuning in to your next event, end with a call that lets you stay relevant to viewers after the live has ended.
- Ask customers to share your content – this is a call to action you can do. Ask customers to post pictures of themselves with your products, and share your event for the next live.
- Setup a bot for the feed – to help you sort out the feed quickly, you can setup bots which pick up the orders in your feed and automate a lot of the work. Facebook has guides on how to do this in their documentation.
- Collect payment and send out the orders once received – You must ship out the item 3 days after payment is received, and the item has to reach the customer within 7 days.
Follow up with any shoppers – if you had to park any questions from viewers, or had some people request custom items be sure to follow up with them. This keeps your brand strong and your customers engaged.
Post really good lives on your page – if the live didn’t go well, you can delete it, but if you had a good live be sure to pin it. It’ll help new followers get to know what you’re about, and shows the best side of your brand.
As with all things in life, you get better with practice. Things may or may not go well at first, but with practice you are sure to see success with your Facebook live sales. Keep at it, don’t be discouraged, and you will unlock the tremendous power of the platform for your brand.
Want to learn more about selling items live on Facebook? Join our Facebook Group that will help you with your live video sales strategies and connect with other sellers.
Be.Live lets you create a professional and engaging live show in minutes. Learn more on how you can turn engagements into actions that can help grow your business.