Enterprise Douyin live streaming sales plan!

1. Industry Background

In 2019, many people in the Internet industry tasted the sweetness of selling goods through short video live streaming. By 2020, more and more individuals and companies have joined the short video + live broadcast army. Compared with Kuaishou, the live streaming field of Douyin has actually been lukewarm. However, this year's Douyin live streaming has become extremely popular. In the past, only big V accounts could sell goods through live streaming, but now accounts with tens of thousands or even thousands of fans can sell products through live streaming. Therefore, companies must seize the favorable trend of short videos + live broadcasts to help monetize their corporate accounts!

Videos must have high-quality content to increase followers, and the same goes for live broadcasts. The content must have good value to retain people in the live broadcast room. Therefore, whether it is a short video or a live broadcast, good content is the prerequisite for everything. For enterprises, they must spend more time researching their own video content and their account fans, because content is the direction. Because only with good content can you have fans and popularity, and only with fans and popularity can you have transactions, and only with transactions can you have the trust of users. This is a long and arduous journey.

At this time, many companies will say, in terms of content, I can find a professional agency like yours to help produce short video content. But how should I operate the live broadcast? Now, fellow business owners, please get your stools ready and let’s learn together the process of corporate live streaming.

2. Necessary prerequisites for live streaming sales

The first step in selling goods through live streaming is to apply to activate the product sharing function. Generally, if you apply on a weekday, your application will be approved after a few hours on the same day. If you apply on a weekend, it will be reviewed and approved on Monday. The application requirements must meet three points: 1. Real-name authentication. 2. The number of videos on the personal homepage must be ≥ 10. 3. The number of followers of the account is ≥ 1000.

After activating the product sharing function, we can also choose the source of product sharing, such as adding small store products. However, the requirements for opening a small store are relatively high, and the Douyin account that needs to be bound must have a number of fans ≥ 30W. If you meet the required number of fans, you can add a store through various alliance platforms, including Taobao, Tmall, JD.com, Kaola, Vipshop, Suning, etc.

If there is no associated store, we can also add products by ourselves and upload them to the [Product Showcase] in advance to ensure that the product title, main picture, and product information meet the specifications. It should be noted here that the products to be shared in the live broadcast need to be added to the [Product Showcase] in advance, and only products in the product showcase can be added during the live broadcast.

Before starting the live broadcast, we need to use a computer to make recommendations. For streaming tools, we can download the Tik Tok Live Companion or a third-party OBS Live broadcast by ourselves.

Many business owners here are having a headache again. After all, they have never done live streaming and still don’t know how to perform the specific steps of live streaming. Here, the editor recommends the official teaching account of Douyin Live Streaming - E-commerce Assistant, where you can view: event notifications, regulatory updates, gameplay sharing, etc.

You can also use the account management platform to analyze Douyin account data and fan portraits. By analyzing fan users, we can know what works to post, what to talk about in live broadcasts, and what products to sell.

3. Three Elements of Live Broadcasting

Having discussed the premise of live broadcast preparation, I will now talk about the three elements of live broadcast:

1. People (having personality, good speaking skills, and knowledge of goods). The person actually refers to the anchor, and the selection of the anchor plays a crucial role in the live broadcast. First of all, you have to be able to speak, which means you can control the situation and set the pace. Secondly, you need to understand the product, which actually means knowing the market and the product’s selling points better, and being able to explain the product’s advantages and selling points based on user needs. You also need to have a personal image, which actually means establishing yourself as a professional who is friendly and down-to-earth.

2. Goods (product selection, price, gifts). In addition to the anchor, the next thing is the goods, that is, the products we sell during the live broadcast. Here, we need to select products based on the age, region, and gender of our fans, which is what we often call fan portraits. Secondly, we must choose high-quality products, and the prices of the products must be advantageous. We must understand why users must buy from the live broadcast room. The products in the live broadcast room must have more price advantages. In addition, we also need to categorize the products, design some hot-selling, clearance, and discounted products for sale, and increase the popularity of the live broadcast room.

3. Scene (traffic, live broadcast room gameplay). Also, there is the venue for our live broadcast. For example, we can do a live broadcast at the place of origin, visit a store, or set the scene in the live broadcast room. Choose a scenario that is suitable for selling your products.

4. Live broadcast room traffic acquisition and interactive conversion

After talking about the three elements of live streaming, many business owners will ask again: We understand the steps and key points of live streaming, but how can we get traffic to the live streaming room? We can’t just broadcast live without anyone watching. Here the editor will share with you some ways to obtain traffic in the live broadcast room.

First, before the live broadcast:

1. Video preheating: send a live broadcast preview 3-5 days in advance. The preview content cleverly adds some information such as the live broadcast date and theme through some plot content.

2. Add a live broadcast preview notification on your personal account homepage.

3. Add live broadcast preview notifications through corporate Weibo, official accounts, Xiaohongshu and other self-media platforms.

4. Redesign the account cover and title to attract fans to click and browse.

Live broadcast:

1. You can directly increase the traffic of the live broadcast room by purchasing dou+.

2. You can upload some behind-the-scenes footage of the live broadcast preview video to divert traffic to the live broadcast room.

3. Increase the interaction in the live broadcast room through lottery, red envelopes and other gameplay.

4. Participate in live broadcast activities and topics organized by Douyin officially.

So, now that the live broadcast room has traffic and fan attention, how do we achieve interactive conversions within the live broadcast room?

On the homepage, we need to make clear the purpose of fan interaction, which is mainly to enhance users’ understanding of the product, increase user trust, and increase the length of time fans stay in the live broadcast room. So, what are the ways of fan interaction?

√Guide users to pay attention and increase fans through live broadcast.

√ Guide users to comment in the live broadcast room, for example, by asking some questions to increase interaction.

√ Prepare some interactive topics in advance to encourage users to leave more messages.

√ Liven up the atmosphere of the live broadcast through some methods, such as hourly promotions, lucky draws, etc.

√ Order guidance, informing users of the ordering process.

5. How to play products in the live broadcast room

So, when selling goods in the live broadcast room, in addition to traffic, fans and interaction, the most important thing is that we have to design the process and content of the live broadcast to attract users to continue watching to the greatest extent. Here, we also recommend several commonly used ways to play with goods in the live broadcast room.

1. Set up limited-time and limited-quantity promotions. For example, we can set the promotion at the top of the hour to stimulate user conversions.

2. Lottery, various forms of lottery, are conducive to users staying in the live broadcast room.

3. Distribute coupons in the live broadcast room to stimulate users to convert as quickly as possible.

4. Send red envelopes to enhance user stickiness.

6. Live broadcast content planning

Finally, to do a good live broadcast, you must plan the content in advance. Here, the editor has sorted out our content planning process for all business owners. Business owners can refer to it:

1. Theme selection: tutorial explanation. For example, if you sell clothes, you can make a dressing tutorial. If you make products, we can share product usage tutorials.

2. Time period and duration planning: The best live broadcast duration is 3 hours. You can choose to start the broadcast during users’ free time such as at noon or in the evening. If the video content is popular, you can start the broadcast at any time.

3. Product explanation: Combine the explanation with the user’s needs to stimulate the user’s desire to buy. Each product must have at least three or four characteristics, and ensure that the introduction time of a single product does not exceed 10 minutes.

4. Marketing gameplay rhythm: increase fan benefit time and return purchase time.

5. Carry out tests before broadcasting, such as testing the network speed, live broadcast room functions, equipment testing, lens lighting, etc., to ensure that there will be no unexpected events that affect the live broadcast effect.

7. Successful Case Studies

The account that the editor would like to share with you here is: Lijiang Pomegranate Brother. This account is very instructive for many companies planning to sell products through Douyin live streaming. Why do I say so? The personality positioning of this account is: fresh, place of origin, pomegranate grower. Selling pomegranates on the streets of Lijiang. The content of his videos is mostly in the form of street-side shooting and selling, which is closer to users and more down-to-earth. And because he speaks in a serious manner, he has also created an image of being honest, cute and simple. Therefore, for more companies, we don’t have to build those flashy live broadcast rooms. Most of the time, we can create our own simple personal image to increase credibility. At the same time, strengthening regular broadcasts can also improve fan stickiness.

Author: Silk Road Academy

Source: Silk Road Academy