5 Best Practices For Growing Your Live Stream Audience (B2B Marketing Edition)
1. Embrace the fact that your content is live.
You probably already know that live broadcasting has the unique ability to capitalize on a sense of FOMO. The simple fact that your event won’t be live forever brings a fear of missing out that can’t be replicated in VOD programming. In sports, it’s missing that amazing play unfold before your eyes. You have just as much information as anyone else about what’s going to happen, and you get to share in the excitement when a player scores or makes a great save. In entertainment, it’s the feeling of connection with a celebrity when you seeing your favorite song performed or hear them address your question in a Q&A.
B2B marketers especially understand that, in the world of business, being in the know is vital. What’s more, being among the first to know gives you an edge. So, giving people the chance to view new content at the moment it’s released can be a major audience driver. If you are doing live, be in the now. Don’t give a presentation about things that everyone already knows about. Unveil something new. Give people the chance to ask questions and interact with a powerful industry leader. Make your event the type of event that would be a real shame to miss out on (once word gets out, people won’t want to miss any events you do in the future either).
2. Don’t hide your live content.
As marketers, it can be easy for us to get deep into pieces of content, and miss seeing the forest for the trees. You can produce and stream the most engaging live content ever, but if you make people dig around and search for it, they may not ever see it.
Don’t bury your embedded video in 3 or 4 links deep on your site. Create landing pages where the content is immediately displayed. Post links to the landing pages on your social media. Link them to any digital advertisements you might be invested in. Convenience can be a key to obtaining and retaining your viewers.
3. Have a distribution plan.
While content is important, it’s only really as good as the audience it draws. In this respect, distribution is the name of the game. Building audience is about putting your content in front of relevant eyes, which is only possible with the help of powerful networks. Forge partnerships with other blogs and broadcasters to carry each other’s programming. And, of course, post on your social media accounts. The goal should be to tap into as many different outlets as possible.
Create a budget so that you can market and distribute your live content to target audiences on a larger scale using distribution tools with well-developed audience networks. Find a distribution tool that is partnered with major publications. Get your content onto sites that your target audience frequents, so you can reach new people who might not know about you yet. Of course, be sure to put some thought into who your target audience might be and what kinds of sites they may frequent (it may help to ask yourself these questions before you stream).
4. Program regularly.
Having a consistent programming schedule is key. Make yourself a part of peoples’ schedules, and you will drive larger audiences and increase social interaction. Live will always be more engaging if you have a rhythm going with your audience, and you’ve put in the time to establish relationships with them.
This is especially important for enterprise companies in the tech space. In an industry that’s constantly moving forward, it’s not easy to stay relevant and at the forefront of the industry. Show your audience that you’re growing and developing along with the industry by streaming regular updates and product launches, and let them know that you value their opinion by asking for it. Address questions and concerns live.
Hubspot is a great example of a company using live content to interact with their target audience. Through Hubspot Academy, Hubspot live streams fireside chats and webinars two to three times a month. Through these “Master Class” events, Hubspot can interact with marketers through Q&As on topics like content consumption, paid advertising, automation, and viral content.
Our marketing team tunes in all the time to learn about what’s going on in the industry. And we’re definitely not alone. This regular, quality programming brings in solid, engaged audiences every time.
This is great exposure for Hubspot, as you can imagine. They get a chance to discuss the problems that their product solves while providing value to their target audience (not that the classes are about Hubspot products — they rarely are — but such is the nature of inbound marketing). They can also increase exposure by using the networks of their viewers through the hashtag #HubspotMasterClass.
5. Learn from and about your audience.
With the ease of today’s content creation, audiences are more diverse than ever. Make sure you’re collecting and paying attention to audience metrics. This will let you know whether or not your target audience is engaging with your content, and may give you some insight into which parts of your content are working and which elements aren’t.
Finally, take the time to survey your audience. Ask for feedback and engage with your viewers on a regular basis. The more interactive your broadcast is, the deeper the connection with your audience will be.
Take your marketing to the next level by asking yourself these 5 questions.