How to build an “online live broadcast system” to acquire customers?

More and more companies are beginning to realize the importance of online marketing and are deploying online strategies and using live streaming events to acquire customers. As a result, we can see live broadcast activities in WeChat Moments, social groups, etc. everywhere. However, is it really effective for companies to acquire customers through online live streaming?

1. Key points to note during To B live streaming

1. Design of live broadcast focus

Unlike To C live streaming that pursues traffic dividends, To B live streaming should focus more on accumulating target users. Usually, the buyers of To B products are the decision-makers, while the users are the executives. Therefore, when building a live broadcast system to acquire customers, the focus needs to be on designing based on user characteristics.

• Clarify the attributes and features of the product and what core pain points the company can solve
• Identify the target customer's industry and find accurate promotion channels
• Identify the intersection between user needs and products, and produce corresponding live content

2. Content is the soul of live streaming

For viewers, content is the primary productive force that attracts them. Whether it is an online live broadcast or an offline meeting, it is necessary to use an "introduction" to attract users' attention and induce their potential desire to participate.

When conducting live broadcasts, companies should avoid repeating previous promotional product information and PPTs. It is necessary to create an "introduction" for the participants and stimulate their interest through original, meaningful and attractive content. In addition, a wonderful online live broadcast not only needs to provide users with rich audio-visual effects, but also needs to stimulate user activity. Tips to attract user attention:

• Live product demonstration portfolio and solutions
• Experts interpret industry trends
• Key points

3. Choice of live broadcast time period and duration

Although live streaming is not restricted by physical space compared to offline scenarios, the live streaming time will affect the effect of the entire live streaming. Generally speaking, the live broadcast time period should be 19:00-22:00, and the duration should be 30min-40min . Moreover, each live broadcast must have a core point, and avoid throwing out all the content at once, which makes it difficult for users to digest and understand.

Companies should reasonably split the live broadcast content and conduct live broadcasts in installments. On the one hand, this can control the duration, and on the other hand, it can arouse users' curiosity to participate in the next live broadcast.

4. Key points of user participation

Posters are the most important method of promotion in live broadcast events, and are also an effective tool for companies to acquire customers. Generally, posters can generate 60% of additional traffic from social networks, WeChat Moments, etc. Expand the influence of live broadcast by setting up activity mechanisms in the poster, such as: free participation by forwarding, joining the group to obtain information, limited-time special offers, etc.

The following key points should be paid attention to in poster design:

(1) Create value points and trigger user resonance

What value can the speech content bring to users and why users will participate in your live event. It is necessary to effectively extract the core value points of the content and use concise and effective copy to highlight the content of this live broadcast.

(2) Select the right speakers

Celebrities and KOLs can be used as the main points of promoting live events to attract user participation. Companies should pay attention to the following key points when selecting guests:

(3) Whether the guests and the industry match

Effectively measure the guest's achievements in this field and whether he is influential

Solicit guests' opinions to embed their portraits into posters to increase users' sense of reality and involvement

5. Choice of live streaming tools

The live streaming trend is surging, and various live streaming platforms are emerging one after another. For enterprises, if they want to achieve the goal of acquiring customers, they must have a clear understanding and match with users. Some companies are experiencing live streaming for the first time and have no experience in acquiring customers through live streaming, so they are unable to know the effects.

Many third-party live streaming software for enterprises on the market require annual payment or high recharges to use, which requires a large investment. Enterprises should choose appropriate live broadcast tools based on their own characteristics.

6. Online promotion of live events

In addition to content as a key attraction point, online promotion of live events is equally important. An effective preheating promotion line in the early stage is a prerequisite to ensure the success of the entire live broadcast event. Enterprises can promote effectively through the following ways:

The strength of its own platform:

• WeChat public platform
• Own business community
• Other self-media platforms of enterprises
• Internal employee circle of friends
• Email, SMS

External platform strength:

• Use Baige Events to launch events
• Celebrities and KOLs forwarded
• Cross-industry cooperation

2. How do To B companies build an online live streaming system to acquire customers?

As for B-side customer acquisition, given the long purchasing cycle of enterprise-level services and the large number of purchasing decision makers, a live broadcast alone cannot achieve true customer acquisition. In the later stage, a certain retention and lead incubation are required until users actually pay to buy the product. When companies conduct live broadcasts, they should focus on utilizing live broadcast content to allow users to feel the value brought by the content. Even if users do not have demand currently, it does not mean there will be no demand in the future. For B-side enterprises, live streaming is only one part of marketing and customer acquisition activities. Retaining the target users gained through live streaming in their own traffic pool is the top priority.

1. Use WeChat ecosystem to fill private domain traffic

WeChat has 1 billion users and extremely strong user stickiness, making it a traffic platform that no company can ignore. Currently, the WeChat private domain traffic pools that support enterprises are:

• WeChat Official Account
• Community
• Personal Number

The role of live events:

• Conduct live broadcasts to acquire customers and obtain some sales leads
• Direct potential users to your own traffic pool for the next step of conversion

It becomes extremely important to use live streaming to attract users to communities, personal accounts, and WeChat public accounts. Usually when companies conduct live broadcasts, there are several ways for users to participate:

(1) Direct traffic to personal accounts + communities

Users scan the QR code on the poster (add the company’s personal WeChat account) → enter the community (distribute the live link) → watch the live broadcast

(2) Direct traffic to the official account

Users scan the QR code on the poster (follow the official account) → register for the live broadcast → watch the live broadcast

(3) Directly register to participate

Users scan the QR code on the poster → get the live link → watch the live broadcast

(4) Tips for acquiring customers through live streaming:

①Set participation threshold and obtain user information

When distributing links, companies should collect information about participants through the setting of registration forms to lay the foundation for subsequent marketing.

②Pre-meeting reminder function to increase participation rate

Many people tend to forget the live broadcast time after signing up. At the beginning of the live broadcast, use the reminder function to remind users of the start time through email, text messages, WeChat, etc., thereby increasing user participation rate.

③ Improve user participation

Live events cannot be a one-man show by the speaker, users must feel involved. That is, users have changed from beneficiaries of live broadcast events to participants of live broadcast events. By participating in the interaction, users can have a deep impression of the live event.

You can improve user engagement by:

• Set rules for user participation and interaction
• On-site lucky draw interaction
• Guest speaker answering questions

④Guide users to download through the data package

The high-quality content produced at the end of the live broadcast: video + PPT, is very attractive. Companies can extend the influence of live broadcasts and obtain more accurate leads through social networking sharing, official website downloads, public account downloads, etc.

2. Encourage users to convert through preferential settings

You can distribute coupons during live broadcasts or in social groups, and organize limited-time and limited-quantity events to promote user conversion. However, it should be noted that for B-side users, coupons are less attractive, and companies need to make effective measurements based on the usage rate of their products and the average order value.

3. Continuously input high-quality content to retain and promote activation

Content is the basis for user retention. Without high-quality content as support, users acquired in the short term cannot be deeply retained.

Company introduction: company background, investment and financing information, external cooperation information, product dynamics, etc. Practical knowledge: professional skills, methodology, learning manuals, public sharing classes, data learning packages, etc. Industry information: industry hot spots, trend interpretation, in-depth analysis, policy interpretation, etc.

Operational activities: creative activities, user rewards, fan activities, new product activities, etc.

High-quality content will continuously strengthen users' awareness of the brand and capture users' minds. For enterprises, it is necessary to continuously build a high-quality content library and continuously push high-quality content through social platforms, official websites, and emails. Make users interested in and look forward to the output content.

4. Invite high-quality users to improve conversion

For users who are interested in live broadcasts and participate in multiple episodes, companies can classify users through the customer relationship management system (CRM) and screen out high-quality users. For this group of high-quality users, companies can invite them to participate in offline marketing activities, and through on-site explanations and demonstrations, enhance users' awareness of the product and improve conversion rates.

After the epidemic, everything will eventually return to normal, and more activities and meetings will still have to be completed offline. Live streaming is only one part of a company’s marketing and customer acquisition process and it is difficult to completely replace offline marketing activities.

Author: Cheng Bubao

Source: Cheng Bubao