How to Create a Solid Live Campaign Video Strategy

Illustration from freepik

Video marketing is currently trending, with 85% of marketers saying it is an effective way of gaining online attention.

Using this within your marketing and campaign strategies can attract new customers, while consistently engaging existing customers.

Whether by marketing new products, adding to your brand image, or maintaining contact with your target audience, the only thing better than video content is live video streaming.

Nonetheless, your live video content will be misplaced without a strategy, and not receive the attention it deserves.

Making your live video decisions based on the needs of your target audience and their preferences can boost your engagement, and optimize your live video resources.

It also makes it easier to integrate your live video strategy with other campaign strategies, ensuring they work together to market your brand.

What Is a Live Video Campaign Strategy?

Like other marketing strategies, a live video campaign strategy plans your content and maps how it engages with customers throughout the marketing funnel.

This ensures your content attracts new customers, builds loyalty, and maintains interest from previous buyers.

A strategy also allows your business to curate your brand image, highlighting your values, and emphasizing your priorities.

Live video campaign strategies have the unique opportunity to give your brand a literal face and voice.

This can help make your business more relatable to customers, whether introducing them to your financial department or encouraging them to make purchases.

It also allows for live interaction with customers outside of customer service.

These interactions help businesses learn about their customers just as much as they benefit viewers.

Creating a Live Video Campaign Strategy

When creating your live video campaign strategy, there are some key factors to consider, and include.

These ensure your live video content is relevant and interesting to your target audience, as well as distributing your videos in places where they can be accessed.

Thinking these through first helps your campaign come across as cohesive and united, rather than random live videos that don’t seem to relate to one another or your business.

Plan

One of the challenges of live videos is that you only have one chance to get it right.

Plan what you want to include, and outline your main points to make the most of it.

Although you want the video to be somewhat spontaneous, having direction can help the video flow, and let your team know where the video is going.

This makes it easier to include viewer questions like ‘what is .io domain?’, change screens to display software interfaces, or move on to new services or topics.

Similarly, planning your live videos on a larger scale can also improve your campaign.

Considering your scheduling can prevent customers from becoming overwhelmed with live videos, and ensure these are held at times that suit your target audience.

This planning means your live video campaigns can support and integrate with other ongoing marketing campaigns, avoiding clashes between the two, leading to miscommunication and confusion.

Read: The Complete Video Marketing Checklist

Platform

Most social media platforms have the facility to host live videos; however, each has different available features and reaches differing audiences.

Where you host your live videos should reflect where your customers are likely to see them, whether this is on social media, your website, or a specialized live streaming platform.

If your customers aren’t seeing your videos, it doesn’t matter how engaging the content is.

Your platform may also be affected by the content you want to share.

Sharing question and answer sessions on social media may attract new viewers, and introduce them to your brand.

Alternatively, hosting webinars on how to use the Shopify inventory management system may suit using a live streaming platform to allow access to features, and interact with already engaged customers.

Your live video strategy may use multiple platforms to get the best results.

Quality

Video and sound quality can impact the enjoyment, and engagement of viewers with your content.

You can’t do anything about the quality of customer devices used to view your live videos; however, ensuring you have the proper hardware means the best possible bandwidth will be transmitted.

This prevents muffled audio and pixelated images, which can set your live video off to a bad start and lead to confusion and annoyance from customers.

Depending on the needs of your live video campaign strategy, different camera, and microphone options will suit your business.

Even without investing in new equipment, seeking out good lighting and quiet spaces can improve your live video experiences, making them more transparent.

Also, looking into your upload speeds when using YouTube for business or other live streaming services can indicate where there may be buffering or reduced quality for viewers.

Promotion

Getting your audience excited for a live video before the event can help boost your viewer numbers, and increase exposure.

Although people will turn up to impromptu live videos, giving advanced notice allows viewers to schedule it into their day, and make time to join.

This is especially useful for live videos taking place on your website or a live streaming site, directing viewers to those platforms they might not naturally go to or check.

Introducing speakers, influencers, or topics that you will cover in your live video can feed into your other campaign strategies by encouraging customers to attend, and increasing business awareness.

Promoting live videos can also highlight series or related content.

For example, a live video on e-commerce websites may link to blog posts covering the ae domain definition or other videos on e-commerce features, maintaining engagement from viewers after the event.

Format

How you structure and format your video can change depending on the type of live video you want.

Introducing hosts and video participants can help give a face to your brand and build relationships with customers.

This is particularly important for longer live videos with customer interaction, as it provides the audience with someone to respond towards.

Including call-to-actions throughout can prompt purchases, leading viewers to your SEO e-commerce website.

Likewise, the format of your live video indicates to viewers what they should expect from your content.

Viewers may stop watching or search for something more relevant where their expectations aren’t met.

Some live video formats you may want to consider, and include in creating a solid campaign strategy could be:

  • Question and Answers — these give viewers the chance to learn more about your products, and how your business works by asking questions to specialists.
  • Interviews — by introducing someone from your management, a specific department, or a user of your products, these find out more about an individual, helping customers to relate to, and better understand your business.
  • Live Events — with a wide range of potential, live events could test products, host workshops to teach skills such as how to create an email with a custom domain, or introduce new affiliate schemes, and sales to clients and customers.
  • Behind the Scenes — to show customers more of the production and research behind your business, this displays some of the less visible processes to interested viewers.
  • Webinars — sharing your expertise in your field, webinars cover topics that relate to your business, build your business’s reputation, and provide viewers with valuable information.

Audience Role

Live videos allow your business to interact with your audience directly. How you do this may change across different live video content, finding new or more appropriate ways of engaging with viewers.

If you’re looking for conversations and discussions with your audience, it is important to adapt style and content, reflecting this in your interactive videos.

Anticipating the role of the audience can shape your live videos.

Likewise, if you want your audience to be active in your live videos, you need to be using a platform that facilitates this.

There are options for emoji reactions, messages, question boxes, or inviting viewers onto the screen within live videos.

However, audience interaction becomes difficult and awkward if you’re using the wrong platform. Ensuring your audience can participate or that you can limit audience interaction means your live videos run as expected.

How Solid Is Your Live Video Campaign Strategy?

Whether you have an existing live video campaign strategy or you’re just creating one for your business, there’s more you could be included and consider.

The more developed your system, the easier it is to play out, and your live videos will be more effective.

By considering these various areas of your live video campaign, you can improve your strategy, and ensure it has the intended effect on your target audience.

As you try out new things within your live video campaign, you will learn more about what works for your business.

Including a localization strategy example may gain more live video interest from viewers in specific areas; however, it may lack wider exposure and universal appeal.

These previous experiences inform your decisions, optimizing your engagement.

Noticing these elements in your strategy creates a solid live video campaign to promote your business.

Author: Francis King — Customer Acquisition, OnlyDomains

Francis leads customer acquisition at OnlyDomains, a domain management solution that offers global services and support that can be accessed from anywhere in the world. Francis has been a part of the team since 2009. He is our go-to guy for everything online advertising and blog branding. Originally from Melbourne, Francis cannot go a day without lifting weights; he is considering taking on Jiu-Jitsu next. Francis King also published articles for domains such as Trujay. Here is his blog.

--

--

Get the Medium app

A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store