Today, let’s discuss how to conduct private domain live streaming activities.

1. The logic and function of private domain live streaming

Nowadays, live streaming seems to have become a standard for companies to expose their brands and increase sales. Li Jiaqi sold goods worth 1 billion yuan during Double 11, and even rockets were sold in Wei Ya’s live broadcast room. These have made more and more businesses realize the power of live streaming.

However, not every merchant can afford to hire big anchors like Li Jiaqi and Viya to promote their products. On the one hand, the slot fees for slightly more popular anchors are too expensive. On the other hand, public live streaming, which is mainly based on public platforms such as Taobao and JD.com, is not friendly to some merchants. Merchants who enter these platforms must first compete for traffic. Even if sales volume increases later, fan stickiness is not very strong.

In addition, one limitation of public domain live streaming is that it does not take care of offline stores. This type of public domain live streaming may even have an impact on other sales channels of merchants represented by offline.

Private domain live streaming solves these problems well. Private domain traffic is essentially a decentralized marketing upgrade, and private domain live streaming based on WeChat mini-programs is essentially the activation of private domain traffic. It connects live streaming with the private domain ecosystem, forming an online and offline integration.

Private domain live streaming not only brings sales to merchants, but more importantly, it activates private domain traffic, increases the utilization rate of private domain traffic, and forms a closed loop of live streaming and sales channels. The fans and sales are their own, and merchants can then carry out fission and conversion within this link. For small and medium-sized enterprises that cannot afford big anchors or large-scale live broadcasts, private domain live broadcasts are the best choice for accumulating fans.

2. How to conduct a high-conversion live broadcast?

So, for small and medium-sized enterprises that are new to live streaming, how should they do it?

First of all, you need to plan your live broadcast according to your live broadcast goals. If you plan to do live broadcasts throughout the year, you must make a good plan for the live broadcasts throughout the year.

Generally, businesses will have a plan for live streaming throughout the year, including how many live broadcasts a year, what time period to do the live broadcast and what the purpose of the live broadcast is. These all need to be planned in advance. For example, during the Double Eleven period, the intensity and rhythm of merchants' live broadcasts will be greatly increased, and there will be more live broadcasts when new products are launched.

Some businesses will first consider whether to make a year-round live broadcast plan based on the results of the first live broadcast. Then, the planning of a single live broadcast becomes particularly important. A good live streaming event can not only boost sales, but also bring high fission and high conversion effects to merchants.

The most important thing in planning a single live broadcast is to have a good grasp of your rhythm planning and product planning. The following will introduce how to grasp these two points through event planning . The planning of a live broadcast event is divided into five aspects: live broadcast time, live broadcast theme, live broadcast marketing plan, live broadcast product planning and live broadcast review.

1. Live broadcast time

You can broadcast live from 7 am to 12 pm, and you should set the appropriate time based on your consumer group.

Exposure time: Generally, 10 a.m. is the peak exposure point in the morning, when most people have already gotten up; 2 p.m. is the peak exposure point in the afternoon, not during lunch break. The highest point of evening exposure is 10 pm, which is bedtime for most people.

However, the prime time for a live broadcast is actually between 8pm and midnight, because this is the time when most people get off work and go to bed. People have plenty of time to entertain themselves or watch live broadcasts, and the consumer groups of most businesses are working people. Li Jiaqi’s live broadcasts are generally held during this time period, which is one of the reasons why each of his live broadcasts achieves such good results.

2. Live broadcast theme

The live broadcast theme can be a current hot topic such as the 6.18 big sale, the Double 11 hot sale festival, etc., or it can be some solar term themes. Or businesses can create their own holiday themes, such as holding promotions on the brand’s anniversary.

3. Live Marketing Rules

The live broadcast marketing rules of the live broadcast room are to attract fans, conversion, fission, and retention.

1) How to attract fans in the live broadcast room?

There are several ways we can promote our live events before they go live. First, you can make full use of the official account for dissemination, such as using official account pictures and text previews for live broadcast previews. In addition, you can also set up follow-up replies, automatic replies to customer service messages, etc. for live broadcast previews. When the show is about to start, send a poster with the mini program QR code to attract customers' attention.

Secondly, we can also make a preview on the mini program mall page, place a banner or live broadcast plug-in on the homepage, or open the screen for promotion, and broadcast it in rotation.

PS: To add a live streaming entry to the page, follow these steps:

In addition, you can also preheat the campaign by forwarding it on WeChat Moments, and if you have offline stores, you can also guide customers to pay attention in advance by having offline store guides guide you, placing posters in stores, and other methods.

Cross-industry cooperation is also a good way. For example, a merchant selling health food will go to a local gym to negotiate with the owner to see if the two parties can cooperate to put their posters in each other's store. This is a good way to spread the word.

So, if you want your live broadcast room to quickly gather a large number of fans within ten minutes before the broadcast, you can add some words in the preview, such as distributing high-value coupons or large-scale lotteries in the first fifteen minutes, so that you can quickly attract fans into the live broadcast room.

2) Conversion

After the live broadcast room starts, we have to find ways to achieve the conversion of fans. Several common types of sales conversions in live broadcast rooms are: flash sales, lotteries, coupons, and bargaining and group buying.

In the live broadcast rooms of Wei Ya and Li Jiaqi, hot-selling products and special-price flash sales are often used, but ordinary merchants may not be able to offer special-price flash sales for every product like they do.

The best way is to select 4-5 regular flash sale items for each live broadcast, and put them on sale at the top of the hour or in the middle time period. Set the price at 50% or 60% off the usual price, and emphasize that this price is only available in the live broadcast room and is not available at other times.

You can also choose a few items for flash sales at low prices, such as 1 yuan or 9.9 yuan, and sell them without including shipping. This can encourage customers to buy other items to complete the order and solve the postage problem.

In addition, in order to increase interaction with fans and prevent fan loss, you can take screenshots at regular intervals to hold draws, distribute small coupons, etc. Telling fans that they can get coupons by liking or following the live broadcast room is also one of the uses of coupons.

Bargaining and group buying can be used as ways to attract traffic and achieve flash sales in the live broadcast room. For example, if the price of a product is 90, the merchant can set the group purchase price at 80, then fans will invite relatives and friends to bargain or group purchase, creating a flash sale effect. If these fans all come to the live broadcast room, then a diversion and fission effect can be achieved.

3) Fission and retention

Bargaining and group buying can be used as a way of fission. In addition, distributing coupons and gifts to encourage fans to forward live broadcast information to their friends circle is also a good way of fission.

During live broadcasts, you can remind fans to follow the live broadcast room and personal WeChat account, official account, or join the corresponding community to receive benefits, coupons, red envelopes, etc. from time to time, which can achieve fan fission and retention.

It should be noted that the settings of the above anchor room operations are very important.

A lot of information can be added to the advertising space, such as the host’s basic information, advantages and highlights, WeChat, popular products, or introduce the background of the entire live broadcast room, the form of the entire marketing campaign, etc.

In addition, make good use of dialog boxes to guide activities and answer some common questions.

The background wall can be used to introduce activity benefits, marketing benefits, activity background, etc.

4) Live product planning

Live broadcast room product planning is the key to the entire live broadcast event, which involves product selection, script planning and script production. In this issue, I will share with you script planning and script production. Script planning includes time planning, marketing rhythm and product explanation rhythm.

Time planning means knowing how long the entire live broadcast will take and how much time will be spent on explaining and demonstrating each product. These all need to be planned in advance. It is recommended that the explanation time for each product be controlled within about five minutes. If it is too long, it will be dragged out, and if it is too short, it will be impossible to explain the product clearly.

With a clear time plan, you need to control the marketing rhythm during live broadcast. It is necessary to control how many marketing activities are there in this live broadcast, what products are included in each activity, what kind of benefits are distributed, when the lottery will be held, etc.

When live streaming, pay attention to time nodes such as 15 and 45 minutes. You can hold activities such as raffles and coupon distribution at these time points. When announcing a product, you can preview the next big prize event by linking up with the anchor, using barrage, etc. It is best to make the activity regular and let customers form a habit.

Another thing is the explanation plan of the live broadcast product.

First of all, the live broadcast position and explanation order should be reasonably arranged in advance.

The C position of the live broadcast room can be used to place some popular products, while the golden position can be used to place some high-profit products. The order of product explanation does not necessarily have to be presented in the order in which they are arranged, but should be consistent with fans’ opinions and one’s own live streaming rhythm.

When explaining a product, you should combine demonstration and interaction with fans during the introduction. The rhythm of the explanation should generally follow the following six points:

The explanation should be neutral, and the product's style, features, etc. should be introduced.

When Li Jiaqi was live streaming lipsticks, he not only demonstrated the styles and colors of the lipsticks very well, but also recommended to fans which one was better and which one was not suitable for which group of people. He not only highlighted the advantages of each lipstick, but also eliminated some fans' concerns, so fans trust him very much.

In addition, he has his own catchphrases. The slogans "all girls" and "Buy it! Buy it! Buy it!" are very provocative and have brought together a group of loyal fans.

Li Jiaqi's live broadcast room also has a great atmosphere. His dog has attracted a group of fans. His interaction with his assistant is also loving and humorous, which makes many people willing to enter his live broadcast room.

Finally, many of the products in Li Jiaqi’s live broadcast room are not put on the shelves at once. He will put a batch on the shelves first, and then put another batch on the shelves after they are sold out. This is very good at setting the pace, creating the effect of fans scrambling to buy.

If some fans fail to grab the products they want in the live broadcast room, the merchant can also organize a return purchase event and tell fans where they can still buy the products, so that the marketing activities can continue outside the live broadcast room.

With a clear script plan, script production is relatively simple.

Determine the live broadcast theme, time period, and main products, make detailed script planning, prepare the words to be spoken when the audience is bored, and make preparations for the subsequent activities and product purchases, then you can create a detailed live broadcast script.

5) Live broadcast review

Regardless of whether the live broadcast is effective or not, you must do a good review, which can serve as a guide for your next live broadcast.

You can review the live broadcast data and order details data of several consecutive live broadcasts or a single live broadcast. The live broadcast data includes live broadcast duration, cumulative number of viewers, number of shares, number of likes and messages, etc., and the order data is the most intuitive data of the live broadcast effect. A substantial increase in orders indicates that the effect of this live broadcast is still good. If there is a decrease or basically no change, you need to carefully check your live video and live broadcast plan to see which link is wrong.

It is best to make a live broadcast effect output data table, as shown below:

Finally, to sum up, the most important thing for a high-conversion live broadcast is planning. Only with good planning in the early stages can you control the rhythm and deal with various emergencies after the broadcast starts. In addition, live streaming should not be aimed at selling goods as its sole purpose. Using the live streaming room to increase fan stickiness and grow the brand is the long-term solution.

Author: Xiao Y's Operation Notes

Source: Xiao Y's Operation Notes