Live broadcast process planning and promotion methods!

Live streaming e-commerce is like a super “human Juhuasuan” for us. Driven by the epidemic and the development of mobile network technology, e-commerce live streaming has also ushered in its heyday this year.

On July 1, the "Code of Conduct for Online Live Streaming Marketing" issued by the China Advertising Association has begun to be implemented. As a socialized marketing method, online live streaming marketing has played a positive role in promoting the expansion and improvement of consumption and forming a strong domestic market.

When we open various apps to watch live broadcasts every day, we can find that the live broadcast operation procedures of most anchors have become very standardized, from rhythm to details.

In short, standardized and regular operations are essential for a high-quality live broadcast.

What I want to share with you today is some things about the "operation" of live streaming.

1. Mental preparation before live broadcast

Three good principles

The host’s image is the first thing that the audience will see when they enter the live broadcast room, so in order to allow the audience to get a good impression, the host must be mentally prepared before the live broadcast. Here, there is a three-good principle .

Mindset

After the audience enters the live broadcast room, whether they buy the products in the live broadcast room, in addition to price being the dominant factor, the most important thing is whether they like the overall state of the live broadcast. Therefore, there is a saying in the industry: "Buy people first, then buy goods." The host's mentality, image, and emotions directly affect conversion . There is no such thing as a successful anchor in one day, so remember to always maintain the highest level when broadcasting.

Personality

Every anchor has his or her own persona, and the ultimate essence of persona is to reduce costs. The host’s character is the main factor that determines the cost of reducing trust.

When introducing a product, it is not advisable to exaggerate its attributes. The anchor needs to be objective and truthful in describing the products, and not brag about the products themselves. It is necessary to provide consumers with reasonable and well-founded basis for their choices .

commodity

Whether the quality of the product is "conscientious" enough and whether the price-performance ratio is surprising enough are also indicators within the three good principles.

Before buying a product, the questions that fans in the live broadcast room may think about most are "Can I trust you" and "Has the host convinced me?"

The anchor in the live broadcast room is actually a KOL in the eyes of fans. She is a caring sister and also a clothing consultant. Therefore, when selecting products, you are responsible to your fans and also to yourself. Only good products can impress more people.

Three Principles

Make a plan

Before each live broadcast begins, a corresponding plan must be made to provide a backup plan.

Such as when to start broadcasting and what time period to choose for broadcasting .

Morning: Fans who watch live broadcasts at this time have more free time, relatively stable income, and do not have fixed anchors to support. Moreover, there are fewer anchors broadcasting on the platform and less competition, making it a good time to attract fans.

Noon: Most of the viewers are people from all walks of life who are taking a break at noon. At this time, the number of anchors broadcasting on the platform gradually increases and the competition gradually increases. Therefore, this is a good time to maintain fans and show talents or skills.

Evening: The platform experiences a traffic peak at this time, with both anchors and viewers flocking to the platform in large numbers during this period. The battle among anchors to recruit new players begins, and this is also the most stimulating time for consumption.

Early morning: Fans who watch the live broadcast in the early morning will be more willing to communicate with the anchor, because fans who watch the live broadcast late at night may need more companionship, so this is also a good opportunity to cultivate loyal fans.

After choosing the broadcast time period, the next step is to gradually fix your broadcast time .

Over time, fans will get used to going online to the live broadcast room to look for the host. Therefore, the anchors are also required not to be late during the broadcast time. At the same time, the broadcast should not be suspended at will. Suspension of broadcasting is something that hurts fans and reduces traffic.

In addition, the duration of the live broadcast should also be planned in advance.

The length of the live broadcast is really very important, because the length of the live broadcast is the final exposure, the speed of accumulating fans, and the live broadcast revenue.

The specific duration of the content modules should also be planned clearly in advance. For example, the first 10 minutes or 30 minutes before the show could be used for interactive chat, talent show, or directly launching the product. Also, how often benefits will be distributed, how often a product will be launched, how often interactions will take place, etc.

In addition, the settings of the live broadcast room background and foreground widgets, traffic diversion plans, etc. all need to be planned in advance.

To practice

Does every anchor have a thorough understanding of the product before starting the broadcast? Can you use language to the fullest to reveal the product value, brand positioning, and feature descriptions that hit the consumer's pain points ? Can we create an atmosphere that this product is reliable and is what users want?

To replay

The live broadcast review before the broadcast is to combine the process mentioned in the previous article and the host's own preparation to make a final review before the broadcast to ensure that once the live broadcast begins, it will present a live broadcast that will not "crash" to fans.

2. Pre-live broadcast planning

Four steps to positioning

Who am I: I have x years of experience and what services can I provide to consumers?

Who they are targeting: age, income, spending power

What products/services can I provide: core competitiveness

I bring xx benefits to consumers

Product selection and pricing

Traffic-attracting products : low prices to attract traffic

Hot products : such as seasonal necessities, etc.

Profit payment : Increase the profit of corresponding stores

Regular model : Maintain live broadcast operations

Set up promotions

Opening bonus : Just after the show started, in order to attract popularity, a lucky draw for free delivery

Hourly lucky draw : lucky draw at hourly or key points, screenshot or pop-up screen

Question and answer lottery : set questions in the live broadcast room, and win prizes if you answer them correctly

Limited-time flash sales : limited-time flash sales for popular items can instantly increase popularity when the live broadcast room is quiet.

Live broadcast room staff settings

On-site personnel : anchor, assistant anchor, assistant anchor (monitor), etc.

Off-site staff : promotion and customer service

The anchor is mainly responsible for introducing the product and coordinating the entire event; the co-anchor creates an atmosphere, introduces promotional activities, reminds guests of lucky draws, and provides selling point reminders; the assistant anchor performs data operations, off-site monitoring, data tracking, review and optimization, and voice-over interaction; creating momentum means using text to drive the atmosphere of the live broadcast room, bringing out the selling points of the product and asking the anchor to answer; the customer service department is responsible for lucky draw registration and answering fans' questions about the product.

Familiarize yourself with product selling points

When interviewing a live broadcast, this editor once took photos of the charts that introduced the selling points of the products on site (with authorization). Now showing you

Before the broadcast begins, the anchor must at least memorize the selling points of each product. If he can remember them completely, the effect may be better.

Develop a live broadcast process

The example is shown in the figure.

Live streaming tools

The lights, stands, mobile phones or cameras involved in live broadcast need to be prepared and debugged in advance.

Live broadcast schedule

The live broadcast schedule is available at the end of the article . At the same time, live broadcast planning forms, product selling point diagrams, commodity pricing forms, on-site execution division of labor forms, live broadcast review forms, etc. are also sent out.

3. Mid-term planning for live broadcast

Preheat in advance

Warm up one week before, three days before, one day before, and before the broadcast.

Also, prepare pictures, videos, copywriting or scripts , etc.

Equipment review

Check and debug the existing live broadcast tools and equipment that have been prepared. (Mobile phone, bracket, sound card, etc.)

Preview

At the end of each live broadcast, key and popular products will be reviewed to take care of those who enter the live broadcast room later so as not to miss any sales opportunities .

At the same time, it previews the next batch of popular and best-selling products, giving fans something to look forward to .

Review

After the live broadcast, each group will conduct a timely review and summarize the mistakes and details that can be optimized by watching the playback.

In addition, the data is reviewed and summarized for dimensions such as maximum online, cumulative interactions, number of shares and product clicks, as well as customer flow in different time periods, changes in the crowd for promotional activities, and changes in product flow.

4. Post-live tracking

After-sales tracking

For goods that have already been sold, urge merchants to ship the goods as soon as possible according to the agreed time.

If there are logistics problems with certain products, or delays due to other factors, we must take the initiative to communicate and resolve them .

If there are quality problems with the goods, we must negotiate with the utmost sincerity. For example, there was a problem with the "Spend some time" flowers sold by Luo Yonghao in the live broadcast room. Luo Yonghao and the merchant finally gave consumers a compensation plan.

Lottery Tracking

For viewers whose winning lists have been announced on the spot in the live broadcast room, please make sure to register your address and ship your prizes in a timely manner.

Prizes are actually secondary marketing .

summary

The editor hopes that every anchor can do well and achieve results in this new trend of live streaming sales.

While the country is proposing regulatory requirements for the industry, it also indirectly represents the country's optimism about the live streaming e-commerce sector and hopes that the industry can be standardized and prosperous in the future.

Compared with traditional TV shopping and two-dimensional graphic and text displays, live streaming has unique advantages and is irreplaceable! It can be said that seizing e-commerce live streaming means seizing a new business opportunity !

Author: Gecko Look

Source: Gecko Look