These days, businesses are on a constant mission to find the most effective marketing solutions. More options are at their disposal than ever before, giving them numerous opportunities to spread the word about their brands, draw in prospects, make conversions. Of course, digital marketing channels are among the most effective at this point. With almost everyone being online, it’s important for companies to be as visible as possible where prospects and existing customers are more likely to see them.
From paid ads and email marketing to social media and beyond, dozens of marketing opportunities are available in the online realm alone. Live streaming has risen to the forefront in recent years, though. It’s a cost-effective way to increase brand awareness and recognition and boost engagement. It allows companies to create a sense of urgency among consumers, drive viewers to their websites, and gain a competitive edge over other businesses in their industries. Besides all that, live streaming is a highly versatile marketing solution.
Making the Most of Live Streaming
Live streaming can give your business numerous benefits, but to make the most of this incredible marketing opportunity, it’s important to approach it the right way. That entails several essential factors from finding the right equipment for live streaming through sources like epiphan.com to determining just how effective your events are. Keep the following factors in mind to help your company create and stream events that are sure to keep viewers engaged and transform them into not only paying customers but loyal ones.
Choosing the Right Platform
Choosing the right equipment and platform is one of the keys to successful live streaming. You’ll need to pick a platform that’s sure to reach your target audience. Some of the most popular are LinkedIn, Facebook, Instagram, and YouTube, but numerous options are available at this point, and the selection continues to grow. Consider where your target audience is most likely to see your events. That involves knowing your audience and understanding exactly where they might connect with your brand.
Think about the types of content you’ll be streaming as well. Some platforms are more suitable for certain types of businesses and events than others. Look into the features those platforms offer and their technical requirements too. Choosing outlets that dovetail with your other marketing efforts is also recommended. You don’t have to stick to a single platform for your events, but be sure to make the ones you choose count.
Finding the Best Equipment
In terms of equipment, you’ll find a long list of options to choose from. One of the most important will be your encoder. Without an encoder, your audience won’t be able to view your events. There are two main types of encoders: hardware and software. Hardware encoders generally offer better performance and more versatility; after all, they’re designed specifically for live streaming and video recording. On the other hand, they’re more difficult to use for beginners, and they’re often more expensive. Software encoders work on standard computers. They’re less expensive and easier to use, but they’re not quite as functional and flexible as hardware encoders.
Cameras and microphones are essential for live streaming. That being said, there’s a good chance they’re already built into your hardware encoder or computer. If you’re using streaming software and your computer doesn’t have a very good microphone and camera, though, consider adding those to your list of essential equipment. Additionally, you’ll need the right lighting. Standard ring lights are a popular option, but LED panels also work well. Many companies like to create their own backdrops for different events, but you can opt for a green screen or use the virtual backgrounds provided by your platforms of choice.
Remember that you’ll need a reliable high-speed internet connection as well. At the same time, be sure the equipment you choose meshes with the technical requirements of your live streaming platforms. Some have different equipment and bandwidth requirements than others, but they’ll provide the information you need on those points.
Planning Your Content
With the right platform and equipment on hand, it’s time to start thinking about your content. Start by determining your goals. Do you want to sell products, provide helpful information, or simply get more people interested in your brand? Your goals won’t necessarily be the same for all your events, but it’s important to define them ahead of time. From there, you can tailor your content accordingly.
Be sure you know your audience well enough to understand their needs and expectations so you can match your goals to theirs. Write carefully scripted content for your events, but don’t be afraid to improvise at times as well. Incorporate graphics, visual aids, and demonstrations in your content. Avoid content that will lead to a one-sided event. Instead of simply making a speech in front of your audience, be sure to include them. Invite them to share their opinions and experiences. Include polls or surveys when relevant.
Rehearse your content, and make sure everyone involved knows their part in the production. That’ll minimize mistakes and make your events appear more professional. Still, it’s no secret that things don’t always go as planned. There’s always a chance that something could go wrong, such as an equipment malfunction, someone forgetting what they’re supposed to say, or a speaker failing to show up. With that being the case, always have a backup plan, and keep flexibility at the forefront.
Before and After Your Events
Beyond choosing the right platform, having the right equipment, defining your goals, and planning your content ahead of time, a few additional aspects come into play. Be sure to promote your events well in advance to maximize views and increase the likelihood of achieving your goals for them. After the fact, measure the effectiveness of your events with analytics and reporting tools. Use those metrics and feedback from viewers to improve future content as well.
Using Live Streaming to Your Fullest Benefit
Live streaming is an important marketing tool for businesses. It can offer an array of benefits if it’s done correctly. The promotional measures, platforms, equipment, content, and performance metrics you use will make a world of difference. Always keep the needs and expectations of your audience in mind, and let them be your guide in creating and honing future content. In return, those viewers will be more likely to spread the word about your brand and encourage more people to tune in along the way.
