2020 Short Video E-commerce Live Streaming Operation Plan Practical Tips

A quality live broadcast must be carefully planned!

How to plan a live broadcast specifically?

01.Preparation before live broadcast

1. Early stage investment promotion and product selection strategy

(1) Select products based on market popularity and average order value

Creative products of the season are more popular;

Products with a price range of 10-100 yuan have more explosive advantages;

The total number of beauty, clothing and daily necessities products sold exceeds 50%;

(2) Select corresponding products according to fan needs to improve fan stickiness

Choose the appropriate category based on the fan portrait;

Accept feedback from fans through multiple channels;

The matching degree between tone and account content

(3) Strictly select products and recommend them to fans after careful trial.

High-quality product selection is a long-term strategy;

The rate of favorable comments is strongly correlated with the refund rate;

2. Lighting, camera, and anchor should be in place about half an hour in advance

(1) Live broadcast equipment

A: Camera (C1000)/iPhone B: Fill light; C: Computer

(2) Background

A: The gray background wall makes the picture softer, looks simple, clean and white, and the products will not have color difference;

B: You can put small items such as desktop ornaments in the live broadcast room to create a sense of luxury;

C: Be careful not to have any clutter, and the goods in the live broadcast room should be neatly arranged;

3. Live broadcast preheating and traffic diversion

1. Text/video warm-up: Shoot videos related to the live broadcast, or countdown videos for large-scale publicity; mention the selection of live broadcast products, discounts or highlights of the live broadcast in the video;

2. Off-site warm-up - announce the live broadcast time, theme, and promotional notice on WeChat, Weibo and other channels 1-3 days in advance.

3. Bidding traffic promotion: You can promote it by combining your own bidding traffic three days before the live broadcast;

4. Dou+ delivery: 5 days before the start of the live broadcast, a warm-up video will be released to warm up the situation. One hour before the live broadcast, a small budget will be used to start the live broadcast plan to overcome the cold start of the plan.

4. Prepare the live broadcast script

The live broadcast script is the best tool to help anchors sort out the live broadcast process. A qualified live broadcast script should include at least five major parts: live broadcast theme, live broadcast process, product information, time allocation, and transaction strategy.

A Douyin live broadcast lasts three to four hours. During such a long period of time, what does the host talk about first? What time to interact? When will the product be launched? The time to send benefits, etc. all require planning and arrangement of the Douyin broadcast script.

02. Guide conversion during live broadcast

1. Tips for live interactive broadcasts

1. Find your own live streaming characteristics

After the anchor has identified his or her own characteristics, he or she needs to find the language expression that best suits him or her.

Try to choose personalized language that can clearly highlight your personal characteristics. Speaking dialects such as Northeastern dialect, Sichuan dialect, and Henan dialect is also a unique way of expression.

2. Frequently use highly guiding and iconic oral expressions.

Li Jiaqi frequently uses the word "buy it" in his live broadcast room meetings to enhance guidance, and uses the general term "all girls" to focus the audience's attention.

3. Repeatedly emphasize price advantages.

In the live broadcast room, the price advantage is constantly emphasized, and preferential words such as "free gift" and "discount" are mentioned repeatedly. The regular prices of products will also be compared with the prices in the live broadcast room, allowing users to obtain the most intuitive price advantages.

4. Live broadcast of intimate interaction

Li Jiaqi frequently thanks viewers for their support in the live broadcast room, and responds and takes action in a timely manner to viewers' live comments.

5. Lucky Draw

In order to attract more people to watch the live broadcast, lucky draws can be held 10 seconds after the live broadcast begins and at different stages. For example, Li Jiaqi often says: "Everyone hurry up and poke the screen, come on, come on."

2. Live interactive speech

What will be popular next year? Will the products you buy become outdated? How to choose?

Professional explanations can highlight the selling points of a product, while user self-verification can increase credibility and authenticity.

However, exaggerated slogans are taboo in live broadcasts. For example, Li Xiaolu said during Hansu’s live broadcast that a carat of diamonds were ground into powder and added to this skin care product.

In contrast, when Wei Ya was live streaming, she kept telling the audience: "I usually use it this way, I usually use it this way, I don't recommend you to use it this way, because what will happen..."

We will not exaggerate the suitability of products, but talk about real experiences to dispel consumers' concerns. Invisibly enhance users' sense of trust and improve their loyalty.

03. Review after live broadcast

1. Live broadcast after-sales

Live streaming is not a one-time deal, because some people will choose to return the goods after driving consumption, and some people will think that the anchor has damaged the quality and effect of the product.

Therefore, after the live broadcast, we will open an exclusive product consultation and after-sales hotline to resolve consumers’ concerns as soon as possible and effectively reduce the probability of returns.

2. Marketing and promotion after live broadcast

We can post the results and highlights of this live broadcast to WeChat Moments, communities, public accounts, etc. for secondary promotion. On the one hand, it can create a hot selling atmosphere, and on the other hand, it can pave the way for the next live broadcast.

3. Improve conversion after live broadcast

Release works: After the live broadcast, release instructions and precautions on how to use the product to increase user trust and stickiness.

Collect feedback: Interact in the fan group and ask fans for feedback on the effects of using the product and the price and quality.

After-sales service: Follow up orders in a timely manner to see if there are any missed shipments or delays to ensure user consumption experience.

4. Live broadcast review

1. Data review: Use data to verify product competitiveness and determine future direction

2. Comparison and review: Compare the data of the live broadcast room at the same time

3. Post-sales review: Use refund reasons to analyze product selection and use consumer feedback to predict future directions

4. Execution review: Execution review of key positions; output of long-term work sets

For every live broadcast, review it and record the basic sales volume, praise rate, and purchase conversion rate in the live broadcast room, and prepare for optimization for the next live broadcast.

Live streaming sales has become a national trend, and everyone knows that if you don’t keep up, you will fall behind!