How to use live streaming for wider reach in your comms

Live streams can be used to reach out to customers in various ways, from informing them about product releases and Q&As to industry news. If you’re looking for a new way to widen your reach and establish an engaged customer base, here’s how to incorporate live streaming into your strategy. 

Invest in the right tools 

While it’s possible to record a decent video with nothing more than a smartphone these days, the fact remains that having the right equipment makes all the difference to the quality of your live stream. Professional-grade cameras deliver clear visuals, crisp audio and are more reliable to ensure consistent quality. 

You’ll also need streaming software (also known as an encoder) which will take the content from your computer and transmit it to the platform you’re publishing to. Make sure that you have a dependable internet connection if you’re streaming in real time, and good lighting to enhance the video quality. 

Know your audience 

To attract the right people, you first need to know who your ideal audience is. This enables you to create content that will resonate with them and ensures that your engagement strategy is tailored to your customers. 

First, consider what type of live stream you’re offering — are you hoping to educate, entertain or engage with your audience? You also need to analyse demographics — location, for example, will impact your promotion strategy, while age may affect the platforms you stream on. If you don’t have answers to these questions, don’t be afraid to reach out to your followers and ask them directly. 

Include a compelling title 

A good title makes all the difference when it comes to promoting your live stream and enticing people to tune in. It’s important to be clear about what people can expect when they watch, and include keywords that are relevant to your industry and focus. It can even be useful to experiment with A/B testing for different titles so you can work out which format works best for your business. Bear in mind that only around 50 to 60 characters of the title will appear in the search results, so be concise. 

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Go live at the right time 

Timing is critical with live streaming, so schedule well in advance — a week, ideally. This gives potential viewers a chance to clear their schedules to attend. Failing to promote your event and not giving people chance to be available means you could be missing out on audience members. 

When you schedule, you’ll generate a link which can then be marketed on social media. You can also highlight it on your website for visitors already familiar with your brand and include it in email newsletters to directly reach your mailing list subscribers. You might also consider creating a countdown or teaser content in the lead-up to the event, which will build anticipation and encourage interested viewers to set notifications so they don’t miss out. 

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Create compelling content 

To keep people watching, and encourage people to watch in the future, your content needs to be interesting and valuable to your audience. It also needs to be unique and offer something they can’t get elsewhere. This is where understanding what your audience is interested in comes in handy — it enables you to develop content that truly resonates with them. Maybe that’s an interactive approach that allows them to ask questions, or perhaps you want to create an emotional connection with storytelling techniques. 

Authenticity is paramount though. People can instantly tell when someone is being disingenuous, so don’t be afraid to be yourself and show what makes you and your business special. Whatever you choose to create, make sure it’s relevant to your viewers and offers them something of value. 

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Collaborate with others 

Collaboration can be a highly effective way to expand your reach, and it’s also a good promotion tool for increasing your viewership when you go live. Work with experts and influencers that are relevant to your industry and your business, giving your live stream a professional edge, your business more credibility, and adding another draw to encourage people to watch. 

There are numerous benefits to adding live streaming into your digital marketing strategy, from increasing brand awareness to collecting valuable customer data and reaching your commercial goals.  

Growing your audience requires a multifaceted approach that involves promoting ahead of time, working with influencers in your industry, and developing high-quality, engaging content that people want to tune in for. 

Dakota Murphey is an established freelance writer with experience in e-commerce, digital trends, branding, cyber security and company growth. Her aim is to support niche businesses and enterprising individuals to increase their visibility and promote their USPs.