Analyze the live broadcast process from 0 to 1!

According to the survey data of [2021 China's Pan-knowledge Payment Industry], 65.7% of users indicated that they learn more based on the desire to explore knowledge and information that they are interested in; 46% of users are based on social needs;

Through the screen, we can feel the students' thirst for knowledge and anxiety to varying degrees. What should we do?

As the saying goes: where the national awareness is, there the traffic outlet is.

In 2022, the scale of paying knowledge users will continue to increase steadily, with users sinking to third- and fifth-tier regions and the user age group extending to middle-aged and elderly groups. With the continuous iteration of lifestyles, people from more circles are also constantly paying for knowledge.

As users' learning time becomes more fragmented, learning scenarios continue to expand, from official accounts to video accounts and finally to vertical knowledge-based paid learning platforms.

The carriers that support user-paid content have undergone iterations from picture information—audio—medium and long videos—short videos—live broadcasts.

Compared with other forms, live video can bring instructors and students closer together, and face-to-face communication can attract students' attention and convert them into course purchases.

Through a successful live video broadcast, countless lecturers have completed the closed loop of customer acquisition - retention - fission - monetization, gaining considerable fans and achieving explosive growth in orders.

Today, we will follow the live broadcast sequence: preparation - warm-up - broadcast - live broadcast - end of broadcast, and use marketing functions interspersed to let everyone master how to make a successful knowledge live broadcast from 0 to 1 and continuously convert and close deals.

1. Live broadcast preparation: Activate public and private domain traffic and attract core students through free live broadcast

1. Set up free live broadcast themes for target user groups

We launch a free knowledge live broadcast based on the daily questions and common pain points of target users to attract most users. Then, combined with vertical and precise content selection, the students can forward the information to their friends circle and WeChat groups, thereby obtaining more new students to participate in the free live broadcast from social circles.

2. Create more free live streaming portals to activate public and private domain traffic

After we have set up a free live broadcast, I believe many instructors will have this question: "Why are there no students signing up for my live broadcast?"

In fact, we ignored the live broadcast entrance. If we start a live broadcast and want users to watch it, we must of course tell users through different entrances.

We can set up a WeChat group as the entrance for sending live broadcast links, and reach users through multiple channels through WeChat personal accounts, WeChat groups, and Moments, providing accurate fission traffic for free live broadcasts.

3. Live streaming is instantaneous and contains valuable knowledge, which is naturally attractive to students.

Therefore, the live broadcast replay password and shared courseware can be used as fission bait. In addition, at the public domain entrance, we can place the entrance for free live broadcast on platforms such as [Activity Line], [Interactive Bar], and [Activity Meeting] that publish online and offline activities for free, and accurately circle the search traffic from the activity platform.

2. Live streaming: Enhance user expectations and create a sense of ceremony for live streaming registration

After the students stay to watch the free live broadcast, it usually takes about 3 days from preparation to the official start of the broadcast. We need to strengthen users' expectations for the live broadcast in a private environment. Because users' paid consumption of knowledge is mainly influenced by their needs for ability and a sense of belonging.

Using specific methods to complete specific actions in the community will make everyone feel a "strong demand", so that users will purchase intelligence-related products (knowledge payment, courses) in subsequent live broadcasts to make up for this shortcoming.

Ability requirements: For example, the students of the lecturer in the picture below are both nutritionists, but one can effectively improve the physical condition of his family or employer through nutritional matching and diet therapy, while the other only knows simple nutritional ratios. In contrast, the nutritionist will doubt his own abilities and thus improve his abilities through learning.

Need for belonging: In addition to being independent individuals, we are also social beings deeply involved in social networks.

For example: when people were discussing certain brands, products and outfits at work, he would take the initiative to come forward to communicate. Later, I found out that in order to prove that he was of the same kind, he actually placed an order in the live broadcast room recommended by his friends.

When we lose control of our lives, we are more likely to focus on the limited resources we have, become more likely to feel anxious about resource shortages, and more likely to take measures to replenish resources and reduce psychological anxiety.

The same is true for the consumption of knowledge products. When people in the same community begin to frequently pay attention to live broadcasts, we will have various consumption needs.

Based on the above, before the live broadcast begins, there are two ways to create momentum for the live broadcast in the community:

1. Large group registration + modify group name, remind users of live broadcast time + registration method.
2. The countdown action will start at 9 o'clock that evening, and will count down for 3 hours, 1.5 hours, 1 hour, and 15 minutes. Double prompts of group announcements + group names will be used to create a hot community atmosphere, which will also further increase the transaction conversion of subsequent live broadcasts.

3. Live broadcast preheating: using private domain inventory to enhance live broadcast popularity

Nowadays, everyone's time has been fragmented by various APPs. Even the circle of friends is not opened as much as before. In fact, the energy is very scattered. What method should you use to convey your message at this time?

1. It needs to be very clear

• What is the purpose of this information?
• Schedule of delivery
• What channels to use to send

2. Purpose of transmitting information

We cannot achieve all goals in one content. For example, in the example below, for the nutritionist’s free live broadcast, the main theme of the copy should focus on describing: how to use nutritional combinations to prevent and treat diseases and attract target users to sign up.

3. Schedule and channel for sending

Preheating in advance and emphasizing its importance will allow users to pay attention. In addition to the conventional sending channels such as public account tweets and Moments notifications, there is also the function of the instructor’s own teaching platform.

Combining the three push methods together to warm up in advance, users have too many things to distract their energy and time. Even if they pay attention to the content, they will forget to listen to it by then, so the promotion on that day is more important.

Classes are held and promotions are conducted on the same day, which increases the urgency for users to listen to the live broadcast.

4. Live broadcast starts: Make good use of the sign-in function to create a sense of participation in the live broadcast

At the beginning of the live broadcast, setting up the [Sign-in] function not only retains user information, but also facilitates in-depth understanding of users in the future and provides accurate content services.

1. The online check-in action also simulates the user's check-in for offline activities

When users complete the sign-in action, they actually subconsciously recognize this free live broadcast more, creating a sense of ritual for participating in the live broadcast and improving conversions during the live broadcast.

During the live broadcast, students' consumption time points and decision-making points are not only due to their need for ability and a sense of belonging to build momentum before the live broadcast.

2. We also observed that users prefer products that meet their needs rather than the right products.

For some time nodes that are directly related to paid products, such as the application season for adult education and the anxiety of working people about knowledge after the Spring Festival, users' willingness to pay will be higher than usual.

Of course, as the live broadcast time coincides with the beginning of the year, users' willingness to buy will also be relatively higher.

In order to meet the needs of users, for example, Shiyijia will combine the customized membership card function, add the [Nutrition Coaching Class‖Master Nutrition Conditioning and Meal Preparation in Half a Year] training camp and [Self-Media Marketing] column course, etc., to tailor-make spring learning plans for different types to meet the needs of users.

5. Live streaming: Combine multiple marketing functions to increase user willingness to pay

After everything is ready, during the live broadcast, we also need to stimulate users' interest in learning according to the rhythm of the live broadcast content, so as to make learning entertaining and achieve happy transactions.

The live classroom can be divided into four parts from the content level:

1. Preparation
2. Interactive incentives
3. Concentrated Transaction
4. After-class exercises

1. Preparation

When there is a gap between a person's current information and the information he wants to know, curiosity will arise, which will then prompt us to look for new information in order to fill the information gap. This is especially important in live broadcasts of paid knowledge.

If you feel that you know less than others, you will have a relative sense of deprivation, which will motivate you to seek out new information.

Therefore, before the live broadcast, we recommend the interactive form of video live broadcast. Post preparatory live broadcast content pictures in the interactive area to create suspense. Users will follow you during the live broadcast and delve deeper into the live broadcast content step by step.

2. Interaction incentives

The interaction between teachers and students during the live broadcast not only enhances the lively atmosphere of the live broadcast room, but also allows us to take this opportunity to combine interactive functions such as voting and multiple-choice questions to set up interesting Q&A scenarios for interaction, which can also deepen students' impression of a certain knowledge point.

After the students answer correctly, online incentives are immediately issued, such as coupons for customized membership cards or partial courses for customized membership cards. The students approve the content and naturally place an order for the complete content, thus successfully converting.

3. Centralized Transaction

Live broadcast can induce concentrated transactions, and at this time the live broadcast room requires students to be in an excited climax state. At the same time, it has a competition mechanism, allowing users to feel the warmth and sociality similar to the real environment.

Shaping the "realistic scenes" and "taking advantage" of live broadcasts.

At this stage, we can combine some of the functions of the live broadcast tools, such as live broadcast likes, lucky draws, red envelopes, good product recommendations, etc.

For example: When you see a group of people rushing into a supermarket, all rushing to grab discounted goods, and the price of this product happens to be what you need.

Moreover, the price difference is more than 2 times compared to usual. There will be no more promotions after this wave is sold out.

At the same time, the supermarket guide keeps playing the message on the loudspeaker in a loop, and if XX people come at the hour, they can participate in the free-bill lottery.

In such a buying frenzy, I believe we will also follow the herd mentality and rush to place orders.

In contrast to live broadcast, we can pre-set live lottery;

Guide students to like the video live broadcast interface. If XX people like it, a live broadcast red envelope will be sent out. When the popularity value is reached, the red envelope can be doubled, and guide users to share courses.

During the live lottery, [designated discussion copy] provides a live lottery support with a sense of ritual and atmosphere for the live broadcast room of the knowledge payment track.

Adding [designated discussion text] "Order has been placed" can allow students to create an atmosphere of concentrated transaction and fill the screen with messages while participating in the lucky draw.

Add [Invite Friends to Listen to Live Broadcast] to allow specific groups of people to bring in new people and bring accurate users to the instructor's live broadcast room, so as to obtain secondary conversions in the live broadcast room later.

4. After-class exercises

For students who do not place orders during concentrated transaction periods, we can also offer flash sales and resale. For content that we really want students to consolidate, we can assign an after-class practice assignment.

Guide students to post their impressions of the live class in the [Course Circle] or community, and real student cases will allow other students to feel the value of the course. Lecturers will also interact with students and guide them to adjust their meals so that they can continue to learn and improve through interaction between teachers and students.

The students’ real evaluations also enrich the display content of the learning community, provide excellent learning objects for other students, and improve user retention in the instructor’s classroom.

6. End of broadcast: Cooperate with check-in and fan circle to enhance the stickiness of students

Successfully completing a live broadcast at the beginning of the year means that we have completed a circular monetization of public and private domain traffic for the knowledge store.

Currently, video live streaming has become the most direct solution for monetizing traffic, and continuous live streaming will also add a steady stream of new users to knowledge stores.

At the end of the course, guide students to check in and record their feelings about each viewing. The instructor can then use this as a reference to optimize the setting of the next live broadcast theme. You can also initiate discussions about the live broadcast in the fan circle, collect feedback from target users, and form a virtuous circle.

For continuous live broadcast of knowledge, we can use the method of breaking down knowledge points to create fixed content columns, or we can draw on students' comments.

Choose to hold an interactive live broadcast of reading reviews to bring students closer and enhance student stickiness.

VII. Conclusion

Being in the Internet age, we are destined to constantly adapt to various content changes and content presentation forms. The development of live video has also spawned a lot of content chaos.

As practitioners of knowledge payment, we must stick to our original intentions, provide high-quality content services, be a firm long-termist, and grow positively with our students.