Live Video Can Be a Lead Generation Tool

Live video is a powerful tool that can help your supply chain business grow its social media footprint, build brand awareness, and generate leads.

Live video is the super-hot new thing when it comes to generating leads and selling. But the supply chain has, so far, been hesitant to embrace it whole-heartedly as a marketing tool.

I can understand how you might find this new content format too “young” or consumer-facing for B2B sales. But at Fronetics, we think if done right, live video can be really effective.

What is live video?

Maybe you’ve gotten a notification on Facebook to let you know that your nephew is live streaming his piano recital, or a college friend is “live” at a wedding. But, let’s face it: Not many supply chain companies are using live video in their social media marketing. So you may not have thought about it in a professional context.

This “it’ trend in social media has really taken off in the past two years, and marketers are starting to jump on the bandwagon. With today’s emphasis on corporate transparency and putting a real, human face behind business social media accounts, live video is a perfect fit. In fact according to the 2017 Social Media Marketing Industry Report, 61% of marketers plan on using live video services, and 69% are interested in learning more about it.

61% of marketers plan on using live video services, and 69% are interested in learning more about it, according to the 2017 Social Media Marketing Industry Report. Click To Tweet

These are the 4 live video platforms you should be aware of.

1. Facebook Live

Facebook’s live streaming platform lets you broadcast for up to 90 minutes per session, and notifies your audience that you’re streaming live. It also allows viewers to comment and react during your broadcast, and you can read and respond to their remarks immediately.

2. Periscope

Twitter’s answer to live video, Periscope has more than 10 million users, and lets user live stream from their mobile devices and push those streams directly onto Twitter.

3. Instagram Live

Instagram lets users connect to their followers in real time, through its Stories feature. Like Facebook, Instagram lets viewers add real-time comments that are visible to you and the rest of your audience.

4. YouTube Live

Online streaming video juggernaut YouTube makes it incredibly easy to aim, shoot, and post live video.

How to use live video

Michael Stelzner of Social Media Examiner recently interviewed income strategist and Facebook Live-guru Nicole Walters on the Social Media Marketing Podcast. Walters gave listeners clever tips for using live video to build a following and generate leads. We recommend giving the podcast a listen, but read on for our key takeaways.

Walters advocates for spontaneity in live video but suggests having a format or framework to give you structure and ensure that you’re sticking to your goal of generating leads. Her format is in three parts:

Part One: The Opener

In your introduction, which should be about 30-45 seconds, Walters suggests starting with your name, website, and a brief sentence to give your audience an overview of who your business is and what your video is about. Next, be sure to welcome your audience, perhaps with a special shout-out to new viewers, as well as regulars. Walters also encourages viewers to share her video and to interact with her as she broadcasts.

Part Two: Instructional Content

This is the meat of your video and typically lasts up to 30 minutes. Start by introducing the topic you’re presenting on and why it’s important. Walters also suggests encouraging viewers to take notes, with the rationale that notetaking leads to engaged viewers. If you’re launching a product or service (a great use of live video), you’ll want to cover the need you’re answering with your launch and how your product or service will solve it.

Walters points out that while she prepares extensively for her broadcasts, she avoids reading directly from a piece of paper, as it could easily get impersonal and boring. Instead, she gives herself a cheat-sheet of bullet points to keep her on track.

Part Three: Call-to-Action

This is the final stage of your live video, in which you send your viewers to a page where they can either pay or submit information to receive additional, high-value content (like e-books, webinars, etc.). Walters might say, “If you love this and want to dive in and get the details you need, then head over to NicoleWalters.tv. If you click the center of the page, you’ll find the product… I’ll be right here if you have questions. But come back and tell me you grabbed it.”

Live video offers all kinds of potential value for supply chain marketing. From customer engagement and feedback to transparency and brand awareness, this is a tool for the future of supply chain marketing.