Tips you need to know about live streaming

In 2019, "Li Jiaqi" and "Viya" should be names that everyone knows, and these two names are usually accompanied by various huge numbers, such as: XX orders were sold in a few minutes, and a total of XX billion was sold in a live broadcast.

In fact, it’s not just them. With the support of major e-commerce platforms, a large number of online influencers have emerged on each major platform, and live streaming has become an eye-catching tool for various online platforms such as e-commerce, social networking, and video.

Live streaming e-commerce has also become a trend and outlet for the future development of e-commerce. So how do ordinary people sell goods through live streaming? Today we will share some tips on live streaming sales , hoping it can help everyone.

In today's world where everyone is flocking to live streaming, Li Jiaqi and Viya are able to firmly hold the top spot. A very important point is that Li Jiaqi used to be a teller at Maybelline in Nanchang, and Viya has opened a physical clothing store herself. They both have experience in face-to-face sales to customers, so they also know how to communicate with customers in front of the screen, how to impress them and arouse their desire to buy.

On the other hand, when celebrities live stream, even though they often face the camera and have outstanding acting talents, their performance in selling products is often mediocre, and there are even cases of failure.

This just illustrates the difference between sales and performance. It doesn’t mean that if you are good-looking, eloquent and good at acting, you will be able to do a good job of selling good products through live streaming.

1. Preparations before live streaming

Before starting live broadcast, we need to pay attention to many aspects, such as live broadcast equipment, live broadcast room characters, live broadcast scripts, and pre-broadcast traffic.

First of all, the live broadcast equipment is actually very simple. You need two mobile phones, one for live broadcast and the other for interacting with fans. Maintaining timely interaction can increase the fans' sense of presence and improve conversion rate and fan loyalty.

The core of the live broadcast room's personality is the person. If there is an extremely distinctive anchor in the early stage of live broadcast, then this live broadcast room will be more likely to stand out among various live broadcasts, giving the audience a bright feeling and full of novelty. An excellent anchor's personality can leave a deep impression on users, while increasing fans and stickiness.

Since the core is people, then this person, that is, the anchor of the live broadcast room, must have strong abilities, be able to choose suitable products, have professional knowledge, have good sales ability, and the ability to communicate with fans. Not every anchor who has just started live broadcasting may have all the abilities, but as long as they work hard and make progress, through continuous practice and learning, they can eventually become excellent. After all, all successful people do not have smooth sailing from the beginning, they have to go through a long process.

When it comes to live streaming sales, people are a very important element, namely the anchor.

Only when the anchor constantly interacts in the live broadcast room can it be called live broadcast, otherwise the official will demote the anchor or even directly close the live broadcast room.

In the past, when we mentioned anchors, we often meant show anchors who displayed their talents in the live broadcast room and received rewards. However, e-commerce anchors are completely different. Their purpose is to sell goods, and they display products in the live broadcast room to facilitate transactions.

Therefore, in addition to talent and appearance, the ability to truly realize transactions is the core factor that tests an e-commerce anchor.

Therefore, in the early stages, anchors with distinctive personalities are more likely to stand out, either by being humorous or nonsensical. In short, an outstanding personality can leave a deep impression on users, and what follows is an increase in fans and stickiness.

But the character setting is not something that can be fanciful. You can create whatever kind of character you want, and it must be combined with your actual situation and product.

Regarding the live broadcast script, the live broadcast script determines the quality of the content broadcast in the live broadcast room, because the biggest function of the live broadcast script is like a schedule, which can plan every step of a live broadcast in advance, arrange the time reasonably, and make a detailed plan, which makes it easier to do a good live broadcast.

Traffic generation before the broadcast is also crucial. It can bring more viewers to the live broadcast room. Only when there are viewers can there be fans, which can increase the fan conversion rate. This can be done mainly through advance announcements and promotions on Weibo or short videos, or by posting announcements on the homepage.

2. Operations during live broadcast

After talking about the preparations before the live broadcast, let’s talk about the things that happen during the live broadcast. The most important part of the live broadcast is the interactive part.

An excellent anchor must have very good interactive skills and be able to chat with the audience. This requires a wealth of knowledge and a deep understanding of the product. The success of Li Jiaqi and Wei Ya is inseparable from their super infectious power in the live broadcast room. This infectious power will bring a sense of relaxation and joy to the audience, satisfying their material needs while also satisfying their spiritual needs.

However, not everyone is born with an aura and can talk to everyone, so it is crucial to master some necessary chat techniques and live interactive skills.

There are also some precautions. Each live broadcast platform has different precautions. You must learn more about them before doing a live broadcast. If you don’t know anything, you may be at risk of being restricted or even blocked. For example, what words can be said and what words cannot be said, there are some platform banned items, and current sensitive topics, all of which should be avoided as much as possible.

Real-time interactivity is a major advantage of live streaming.

Through timely interaction, information is conveyed and emotions are communicated between the anchor and the fans. Whether it is Li Jiaqi, Viya or Simba, the interaction between the anchor and fans is usually very frequent during the live broadcast of selling goods.

About cost performance:

Text and picture sales and short video sales are more suitable for normal sales situations, while live streaming sales are very suitable for one-time large-scale promotions. The intensity of promotion is one of the important factors affecting the effectiveness of sales.

In Li Jiaqi's live broadcast room, in addition to selling brand products at a 30% discount, there is also a buy one get one free promotion.

Buy one get one free, which is 35% off, a price you can’t get through any other channel. Sure enough, this product was sold out instantly in the live broadcast room.

The lowest price on the entire network is the confidence and strength of the top "Internet celebrities".

It is said that one time, Viya and Li Jiaqi had a live broadcast collision, and Li Jiaqi sold the same item 5 yuan more expensive than Viya. Li Jiaqi was furious and lost his temper in the live broadcast room, calling on fans to return the products and never buy them again.

3. Review after live broadcast

The review after the live broadcast is similar to the review and correction of omissions by students after class. It can help improve deficiencies, perfect the live broadcast method and content, and contribute to the progress and long-term development of the live broadcast room.

The post-live broadcast review mainly includes data analysis, fan conversion rate and user activity. After the live broadcast, careful comparison and analysis are carried out, and notes are taken to make timely corrections during the next live broadcast. Taobao's No. 1 anchor Wei Ya will record and reflect after each live broadcast, and will not rest until she has done these.

How to do it, live data analysis

Record and analyze the live broadcast data to optimize it for the next live broadcast

Live data——

Time and duration: Test the live broadcast effect at different time periods/durations

Likes: The number of likes from fans and users, which continuously increases the popularity of the live broadcast room

Number of viewers: The real-time number of viewers in the live broadcast room

Number of comments: fans and potential fans comment in real time in the live broadcast room

Number of reposts: Reposting can bring other users to click on the live broadcast room to watch

Live broadcast follower growth: the number of unfamiliar users who enter the live broadcast room and are attracted to follow

E-commerce data——

Order Management: View all status orders

Bill management: view the transaction amount in progress and completed on third-party platforms (Taobao/JD.com, etc.)

Clicks: The number of clicks that reach the product or store

Number of payments: the number of payment orders brought in

Total amount: total income amount

Collect fan feedback

Comments and feedback:

Record 1-3 hot comments in the live broadcast room, such as "maintenance tips"/"try more color numbers"/"how much does it cost", etc. Highlight the key points in the "planning script" stage before the next live broadcast to answer the main pain points of fans.

Private message feedback:

Randomly conduct “private message follow-up” among active live broadcast fans and collect in-depth feedback through private messages.

First, express gratitude for support, build closer relationships, and increase fan loyalty.

Second, collect feedback on the live broadcast, what was done well and what was not done well enough, and give some suggestions for the next live broadcast.

Customer service feedback:

Answer fans’ questions online through customer service, and actively collect live broadcast feedback in the fan group.

"How would you rate the live broadcast?" "Do you like the clothes in tonight's live broadcast?"

"Would you like to see lipstick next time you live stream?" "What time should we meet for the next live stream?"

Other feedback:

Through research among friends, relatives, colleagues or other off-site channels, timely discover issues that need to be optimized in live streaming.

IV. Summary

Today's marketing is entering an era where what you see is what you get. The functions of media and channels have been integrated. For example, today's Taobao is both an e-commerce channel and a content media. The same is true for Douyin, Xiaohongshu, and official accounts + mini programs. There are no longer time and space restrictions between "marketing" and "sales". Consumers can buy after watching and buy while watching. It is not like in the past, when I saw an advertisement today, I had to wait a few days to go to the supermarket to buy it. This leads to the fact that the core of traditional marketing is to make consumers remember and understand, so that they can think of the brand when they go shopping and sales can be achieved. In an age where what you see is what you get, the core of marketing has become to get consumers to take immediate action, buy immediately, and consume on impulse.

Therefore, when it comes to live streaming sales, the most important thing is to create an immersive sense of presence for consumers. Let consumers naturally enter into a shopping scene when watching live broadcasts, just like they are shopping in an offline mall. Live streaming should make consumers feel comfortable, at ease, and without any doubts. Only in this way can they make decisions in a very short period of time, without searching for more information or comparing prices and similar products, and directly place an order to purchase.

This requires the anchor to use his or her personal charm to help consumers create a good shopping experience. Just as Wei Ya said in an interview, live streaming is a form of companionship. Yes, live streaming is a form of companionship. It is not just about encouraging consumers to shop.

Ultimately, the establishment of style should be based on one's own personality and universal human nature. Don't exaggerate for the sake of exaggeration. Don't do things that make most people feel uncomfortable and embarrassed just to attract attention. Such a style may attract traffic and attention, but it is difficult to bring purchases - for ordinary consumers, shopping is a serious matter. Consumers are not fools. They are shrewd, cost-conscious, cautious and not credulous. They may watch Qiao Guevara’s videos, but they will never buy the electric bike he uses to carry goods.

Therefore, nothing can be achieved overnight, or you can succeed without hard work. If there is, it is only in a dream. To do live streaming sales well, you must start from the basics to go further.

Author: Qinghao

Source: Kuoyi Culture Media