How to start live streaming sales for brands? Brand self-broadcasting full process design

This article is divided into three parts:

1. Full-process design of brand self-broadcasting

2. Create a brand self-broadcasting system with 10 times the conversion rate and average order value

3. Practical steps before, during and after brand self-broadcasting

1. Full-process design of brand self-broadcasting  

I wonder if you have ever noticed how many seconds the [ average viewing time of users ] is in the background data of the live broadcast room?

[Average viewing time of users] represents how long a user stays in the live broadcast room on average.

In general live broadcast rooms, this value usually does not reach 10 minutes!

The following chart is the data shared by Zhu Guagua's team at the New List Live E-commerce Conference. In June, the average stay time of Douyin's top anchors was only 7 minutes, and the average stay time of ordinary anchors was only 29 seconds.

This means that, according to the calculation logic just now, 2,500 people did see the explanation of this product, but they might have stayed for 1 minute, did not listen to the entire product introduction, and then exited! There is no way these people would place an order!

Hidden within this lies the second commercial essence of live streaming: the seizure of user time!

Live streaming is so popular, how can brands benefit from it?

Many people ignore the real scenarios of users watching live broadcasts:

A user, holding a mobile phone, lying on the sofa or bed, watching the live broadcast.

When watching live broadcasts, users face the screen, and the physical distance they perceive between themselves and the host is equivalent to the distance when chatting with a friend face to face.

This is a very close distance, the closest distance to users that a brand has ever been able to reach on a large scale!

Especially for live broadcasts at night, users watch them in a very private environment. At that time, people's conscious minds are relaxed and their subconscious minds dominate, so the anchor can influence users' hearts silently.

Brands can finally “whisper” to users like their husbands or wives! This is a huge bonus that live streaming brings to brands, and it is the biggest benefit that brands can get from live streaming!

And brand self-broadcasting is where the most efforts need to be made!

Brands must make top-level designs for their own live broadcasts, and only by taking a comprehensive view of the overall situation can they ensure that live broadcasts serve core business indicators!

The top-level design of brand self-broadcasting includes:

Develop the annual live broadcast operation rhythm, gain insight into the operation cycle of typical live broadcast users, select the main products and associated products for the live broadcast room, determine the product pricing system, and draw a demographic profile of the target users.

These five aspects are more or less involved in e-commerce operations and user operations. I will pick two important ones to share with you.

Let’s first focus on how to formulate the rhythm of live broadcast operations throughout the year.

I have observed live broadcasts of many brands. From the beginning of the year to the end of the year, they are all using the same script and the same content, with no difference.

But in fact, users want different content from the live broadcast room at different times and in different states.

2. Create a brand self-broadcasting system with 10 times conversion rate and average order value  

The killer trick to increase conversion rate by 10 times: Visual presentation of selling points!

After two years of exploration, we finally found a reliable method.

Using this method, in my live broadcast room, the penetration rate of a single product among my fans can reach 50%-80%!

If your brand live broadcast can also achieve such a penetration rate, it means that you can use this method to make almost every user of your live broadcast room have a bottle of your product!

The key to 10 times the average order value: grab more user time!

Imagine if other brands’ live broadcasts can occupy a user’s 10 minutes, 20 minutes, or 30 minutes, and your brand’s live broadcast - now everyone can go and take a look at your own brand’s self-broadcasting background, what is the average user viewing time? How much time do your current live broadcasts occupy for users?

I have seen the live broadcast background of some brands, and the average time is probably about 1 minute.

What does it mean that users stay in your live broadcast room for an average of 1 minute? Users will also stay on the original details page for 1 minute!

If your brand live broadcast and your details page can retain users for the same amount of time, then what is the point of doing live broadcast?

The average time users spend browsing the details page and the bounce rate are the core indicators for measuring whether the details page is effective.

For short video platforms, the completion rate of a video (how many people watch the entire video) is also a very critical indicator.

As for live streaming, the average viewing time of users is the indicator that we must work hard to continuously improve!

3. Practical steps before, during and after brand self-broadcasting  

Specific to the practical steps before, during and after a brand’s self-broadcast!

When many people first started live streaming, they thought it was very easy - all they needed was a mobile phone, and they could start broadcasting and selling goods!

In fact, the preparation work required for a 4-hour live broadcast is far beyond what many people imagine!

Take the Spring Festival Gala that everyone is familiar with as an example. From determining the director, to soliciting programs, to selecting programs, to multiple rehearsals... the 4.5-hour live broadcast of the Spring Festival Gala requires more than half a year to prepare!

Of course, e-commerce live streaming does not require such an exaggerated preparation time, but the preparation time required for a live streaming is at least three times the length of the live streaming.

In other words, a 2-hour live broadcast requires at least 6 hours of preparation before the live broadcast!

Especially at the beginning, the entire live broadcast team still needs to work together, the anchor is not so familiar with the product, and the visualization of the product selling points is still in the testing stage. Sufficient preparation time must be given!

Once the team has worked well together and the selling point visualization has become mature and stable, the preparation time can be reduced.

Before the live broadcast: Implement the live broadcast script for each live broadcast

The live broadcast script can be understood as the script for shooting a TV series, which guides the anchor, operation, lighting, props and other related team members on what to do and when.

For brand live streaming, first focus on your main products, visualize the product selling points into a live streaming module, and keep iterating!

Here are some script planning templates for live streaming sales of major brands:

After a period of accumulation, with enough mature live broadcast modules, the preparation time before live broadcast can be gradually shortened.

During live broadcast: Execute live broadcast script & monitor data and progress

1. Execution of live broadcast script

The live broadcast script is written, and many problems will occur during the actual implementation.

Therefore, it is best to have someone watching each live broadcast so that accurate feedback can be given during the review after the live broadcast.

When the anchor is showing a product in the live broadcast room, professional anchors will use their palms to pad the back of the product. Because this way the lens can focus and the user can see clearly.

Of course, there are many other details. As the saying goes, "the devil is in the details." Every improvement in a detail can increase the conversion rate of the live broadcast room a little bit, and quantitative changes will lead to qualitative changes.

2. Someone should always keep an eye on the data

Anyone who has used the through train knows that they need to check the through train data frequently every day and make dynamic adjustments - just like looking at the stock market K-line chart.

The same is true for live streaming. Its data also changes dynamically, so someone must keep an eye on the data. For example, when the anchor promotes a main product according to the live broadcast script, someone has to monitor the click data and transaction data of this product in the background.

According to ideal logic, when the anchor promotes a product, the number of clicks on this product should increase rapidly.

However, the increase in click volume of specific products in each different product line and the total number of clicks ultimately achieved can reflect the preferences of users in today’s live broadcast room and whether the visualization of selling points is effective.

These observations drawn up by people who monitor the data can provide very powerful feedback to the host when reviewing the live broadcast.

Otherwise, the anchor has no idea whether he or she is doing well or not, let alone continuous iteration!

3. Someone should monitor the live broadcast process

The anchor cannot broadcast live, look at the data and read the script at the same time.

The person who monitors the data and the person who monitors the live broadcast progress can be the same person, who can then give the anchor some reminders based on data changes.

For example, if you find that the main product is very effective, you can say in the voiceover: "This main product has a great discount, let the anchor introduce it to everyone."

This can maximize the output of the live broadcast room. When users are hesitating whether to place an order immediately, they can be kicked in to place an order at the last minute.

After the live broadcast: review immediately!

After the live broadcast, you must review it immediately, and the team must review it together!

After the live broadcast, especially the host is very tired, and everyone wants to take a rest. But you can't rest at this time, you have to review the game immediately no matter how late it is!

Live streaming is still in its infancy, and there are still many dividends to be tapped. I hope today’s sharing can bring you some small help.

Author: Qun Xiang

Source: Qun Xiang Club (applemanliu641)