Edit Introduction: Live streaming has become a popular track in recent years. This gameplay has a strong interactive sense and can contact users relatively directly online and receive user feedback. Therefore, many companies have also turned their attention to the form of live streaming. However, although live streaming has its advantages, companies still need to make plans based on different customer types.
Live streaming has become so popular in recent years. Professional anchors, internet celebrities, celebrities, entrepreneurs, and small shop owners are all shouting to sell things online.
has cooled down a bit this year. Except for the head Viya and Li Jiaqi , others are generally embarrassed to say their results publicly.
In addition to the routine that is too deep and the public's desire to buy and buy is reduced, the difficulty of choosing is also an important factor.
A friend said, "When I was a child, I only had a few TV stations, and I watched them with relish; later, with IPTV, hundreds of stations kept changing, and I couldn't find what I wanted to watch; now with live broadcasts, millions of stations can't watch them if they don't watch them."...
is indeed.
However, when B2Ch consumer live broadcasts cooled down slightly, B2B companies were ready to try new things.
Think about it, products, solutions, and usage scenarios are easier to explain clearly than words, and can also have interaction and feedback.
plus the repeated epidemics and the risk of adding * wherever you go, it becomes increasingly uncertain to hold offline events. live broadcast has become an option to "have to".
However, as an "old" person in B2B marketing, I have always had a question in my mind: What is the difference between live broadcast and live broadcast of offline activities that have long been in new, Webniar (website seminars), and video training? What's good about it?
happened to participate in a live broadcast of To B CGO last month and discovered the mystery.
First, let’s talk about the feeling of real-time interactive chat of , which is great. In the
barrage and chat box, it is easy to get rid of the blood. Why don’t you chat with the audience for 10 yuan?
The audience saw the "real person", and 's own questions immediately had answers, and while gaining something, they also felt valued.
Let’s talk about the atmosphere, it’s very relaxing. I was not tired when watching and broadcasting.
So after that day, I told many B2B marketers, hurry up and start live broadcasts, it is really a good marketing channel.
However, but, after I saw 6 live broadcasts with similar themes on my Moments at around 8:10pm on Wednesday, I realized that there were no enough viewers in the crowd.
means that although live broadcast is good, just like offline, where customers come from, and whether they are willing to come or not is still a problem.
So I updated my view: recommends actively trying live broadcasts, but you must pay attention to quality, brand tone... and use different live broadcast methods for different marketing purposes and different customer types.
Let’s talk about the goodness of live streaming:
1. Interaction, sense of participation and communication are better
mentioned earlier, one of the biggest advantages of live streaming lies in real-time interaction. In addition, technological advances have made the sense of participation and communication better than the past webniar (websites), live broadcast of events, and video training.
compares my own experience.
first talk about interactivity and sense of participation.
1) Traditional video class speakers look at the PPT on the computer and their faces placed in the corner. They don’t know if anyone is watching it, nor do they know whether they say “this person is talking nonsense” or “it’s heart-wrenching”…
is quite boring to talk to themselves, and it is difficult for the audience to concentrate. With interaction, it’s like talking while chatting. If the audience doesn’t understand more, you can repeat it if you don’t hear it clearly. If you have any questions, you can answer them on the spot.
2) Small-scale video conference has more interaction and participation, but it is slightly more formal than the relaxed atmosphere of live broadcast. If the leader speaks, the barrage will pop up and "the tie looks good", and everyone will definitely think, "Who is this? I'm too unserious in the meeting."
3) Traditional Webniar can also ask questions, but stay at the end and answer in a concentrated manner after the speech. Sometimes people who ask questions forget what they have asked themselves.In addition, the past Webniar was limited by technology and the number of people was limited. Now, there is no problem for Li Jiaqi’s live broadcast room to be online at the same time.
4) Live broadcast speakers are basically impossible to interact with online audiences. Sometimes, for the effect, another broadcast room will be set up, and the host will interpret it, and the effect will definitely be discounted. In addition to better interaction,
is much easier than other forms of .
As long as you see the poster and register the information, you can participate in the public live broadcast. It is also easy to spread again. For example, if I put the live broadcast video in the article, everyone can view it on their mobile phone at any time.
Of course, the current live broadcast is not perfect, and it has limitations, such as being more friendly to relaxed content (talk shows are more suitable than speeches PPT), and not very suitable for connecting multiple places...
Perhaps the future development is virtual VR meetings (or the metaverse described by Xiao Zha), wearing helmets around the world to discuss and answer various questions from the audience.
In addition, live streaming looks simple, but it is not easy to do it.
For example, the requirements for anchors are very high, the content must be attractive enough, and the live broadcast format must be consistent with the corporate brand tone.
2. Several elements of doing a good job in live broadcast
1. Speaker (or anchor) is the key to the success or failure of live broadcast
After I was immersed, I found that the audience had various problems. If I am not familiar with a certain field, it is easy to be asked. Once I feel that the person is unaware of it, the audience will not watch it.
Another difficulty is that various interactions can easily disrupt the anchor's own rhythm. must keep his mind clear throughout the entire process and be able to return to his own rhythm in time to without being led by mistake, which requires skill.
also needs a sense of humor. If you want to interact, you don’t have the atmosphere to set off.
In addition to this, the appearance and tone cannot be bad either. As mentioned earlier, the audience has so many choices, and it is a basic requirement to listen to it and look pleasing to the eye.
2. The content requirements are higher
Why do viewers need to watch? In addition to the personal charm of the anchor, they also need to consider whether they are the topics they are concerned about and whether they can learn something.
So many companies like to invite industry celebrities, and even let their CEOs and CTOs talk about industry trends, technical structures, cases and white papers in person, and want to ensure the quality of the content.
In addition to this, carefully prepared PPT and interactive links (such as lottery, gift giving, etc.) are all essential.
3. The brand tone cannot be reduced
I watched the company's live broadcast, which is useful video account, , Douyin , and some are live broadcast rooms of professional companies. The difficulty of this is different, so the effect is naturally different. The starting point of the free platform of
is relatively low, and the picture stability, resolution, network delay, etc. is very different from those who specialize in live broadcasting. Not to mention background, radio, noise removal, lighting, playback, etc.
If you are a personal blogger, it does not represent the company's image. There is nothing wrong with live broadcasts anytime and anywhere. It is very lifelike and has no pressure.
But what we are talking about in corporate live broadcasts still need to consider the company's image . A bunch of internet celebrity faces sitting in the live broadcast room and talking about the benefits of PaaS platform, which makes people feel unreal. (Of course it may attract programmers to take a look, but it will probably be silenced if you hear it is not professional)
More formal occasions require you to go to a professional live broadcast company or create a professional live broadcast room in your own conference room.
Think about realistic offline activities. Everyone needs to find a five-star hotel and do the coolest building, just to attract customers, and the virtual world is actually the same.
Similarly, the production of activity details, content and basics must conform to the tone of the enterprise. Only when you can show off your skills can you disseminate it again.
has said so much, you may find that good live broadcast requirements are higher than those of offline activities.
In addition, live streaming is not suitable for all occasions.Let’s take a look at
3. Different live broadcast forms are used in different needs
(draw a sketch for reference)
) If you establish a professional thought leadership position, then find some industry experts and founders of the company to talk about ideals and industry trends, and then listen to some feedback from fans. This kind of live broadcast is more popular and the audience is interested in listening, which is helpful for brand building.
) If you want to acquire customers, then boldly show off your products. What are the functions (F) and advantages (A)? Value to customers (B)? It would be ideal if you could find a client to endorse (E). Live streaming ofis actually not very different from offline activities. It’s just that the difficulty of attending the meeting has been reduced, and there are no difficulties in geographical distance, but targeted invitations are also a problem.
If the customer invitation problem for offline meetings is not solved, it is basically impossible to solve this problem through live broadcast.
Some live broadcast platforms can do some traffic diversion, but in terms of accuracy and the characteristics of enterprise-level customers, the effect is difficult to be good.
Anyone who has done offline meetings knows that the quality and accuracy of invite customers through third parties is hard to describe.
In this sense, live broadcast only brings customers from various channels to the live broadcast room, creates goodwill through content and exciting interactions and is willing to gain a deeper understanding. (That is to say, from the perspective of the business opportunity funnel, live broadcast is not the starting point, but the middle section)
Therefore, invitation methods, warm-up before the meeting, invitation and confirmation, topic design during the meeting, and follow-up after the meeting must not be missing.
) If you want to hold technical or professional work or training, you can collect questions in advance and have a good chat with technology enthusiasts. In addition to targeted invitations, such live broadcasts can be jointly organized with professional technical communities and invited together. 4) Another category is various training for partners. I think this is one of the most suitable content for live broadcasts. It targets the invitation of relevant partners and the company can make simple sharing, and then the interaction, communication and exchange of partners.
5) Similarly, online annual meetings of enterprises are also suitable for live broadcasts. Bosses talk and listen to the employees’ ideas. More importantly, send red envelopes and blessings, and easily bring the physical space closer. Many of these types of
have requirements for the privacy of content and the permissions of participants, and need to choose the appropriate platform and method.
If you do live broadcasts regardless of who the audience is or what you are talking about, then the effect will not be good.
The rise of new things can only give companies that are constantly improving and pursuing better opportunities. If the basic skills have not been done well, it is actually quite difficult to just use the dividends of live broadcasts, and enter the market in a hurry and conquer enterprise-level customers.
If you want live streaming to bring value and corporate products and services to stand out, you still have to answer these three soul questions from : Who is the customer (Who)? Why do customers take the time to watch (Why)? What value can it give to customers?
No matter how the marketing method changes, I think these three questions will not change. This is also the basic principle for judging whether to invest time, energy and money.
encourages you together.
#Columnist#
Hanni; Official account: Time Notebook, everyone is a product manager columnist. Lifelong learners are willing to think and share, and pay attention to the marketing strategies, product marketing, user operations and other related fields of growth companies.
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