How to Improve Live Broadcast Effect?
I. Understand the concept of live marketing
1. About live broadcast marketing
As the name implies, live broadcast marketing is a digital marketing method that uses the Internet live broadcast platform as a carrier to output the progress and process of live events in real time through video, so as to enhance the corporate brand image, expand corporate influence and increase the product sales volume.
2. Difference between live broadcast marketing on CIFTIS and influencer marketing
The audiences of live broadcast marketing broadcast are mainly (B-end) enterprise customers, while the audiences of ordinary influencer marketing are mostly (C-end) individual consumers. The exhibitors can use the influence of CIFTIS and seize the opportunity of many domestic and foreign exhibitors participating in the exhibition, so as to create a unique online enterprise cloud live broadcast.
3. Establish a correct concept of live broadcast marketing
First, exhibitor enterprises must uphold an honest and open live broadcast attitude, so as to establish a cooperative relationship of mutual trust. Second, exhibitors should display excellent corporate style, high-quality services and core products through the live broadcast room, and pass on positive marketing concepts to win the trust and favor of the buyers, and finally achieve the purpose of live broadcast marketing of CIFTIS.
II. Make overall process planning of live broadcast
1. Before live broadcast
⑴ Decorate the live broadcast room. First, prepare the live broadcast room properly and design the corporate image well to highlight the corporate cultural characteristics; debug the supporting live broadcast hardware and software equipment to create a good live broadcast environment.
⑵ Set up a live broadcast team. Exhibitors should coordinate and arrange experienced host, product manager, business, customer service, translation, technical support and other human resources to set up a professional live broadcast team. Multiple live broadcast groups can be prepared to work in shifts to meet the target group's time difference requirements.
⑶ Make a live broadcast marketing plan. According to the exhibitor's own target customer group, prepare different marketing plans to ensure the quality, diversity and richness of the live broadcast content, such as new product launch, exhibit promotion, product demonstration; the live broadcast content should be clear with a clear-cut theme, and the live broadcast can be divided into In different stages, with each stage explaining different theme exhibits.
⑷ Referral traffic and promotion. Promote the live broadcast in advance, and use self-media platforms such as the enterprise's official website, WeChat official account and Weibo to promote the exhibition. You can also notify and invite the target merchants via phone calls, SMS, emails, etc. to add more visitors to the live broadcast room. Send the name of the live broadcast room (conference ID) to the merchants in advance, so that the merchants can visit the live broadcast room in time.
⑸ Live broadcast rehearsal. Enterprises need to submit a live broadcast application to the organizing committee for review 24 hours in advance. Enterprises need to be proficient in various operations in the live broadcast room, and adopt live broadcast methods such as marketing explanations or product operation demonstrations according to their own needs. Enterprises also need to conduct multiple live broadcast rehearsals, so as to adapt to various live broadcast emergencies in advance.
⑹ Time planning. First, enterprises need to organize and master the time for some merchants to watch the live broadcast, and then plan the schedule for the live broadcast, so as to take into account the time for all merchants to watch the live broadcast and ensure the live broadcast traffic. The content of the live broadcast should be determined at least one week in advance, and the notification and invitation work should be done properly.
2. During live broadcast
⑴ Explain in sincere words. In the live broadcast, you need to pay attention to the corporate image and your words, make use of professional terminology in the explanation process and in a simple and easy-to-understand way, taking into account merchants of different cultural levels. Take a sincere attitude and avoid exaggeration, so as to establish a good corporate image.
⑵ Interactive communication. In addition to carefully explaining the product content during the live broadcast, you also need to patiently answer the questions raised by the merchants. You also need to master the live broadcast rhythm, control the duration of the live broadcast flexibly, and promote interaction and communication with merchants, so as to activate the atmosphere of the live broadcast room, enhance the trust of the merchants, and support multi-language switching in the live broadcast room to facilitate communication and negotiation with foreign merchants.
⑶ Retention and transformation. Maintain old customers, develop new customers, and support merchants to initiate negotiations from the live broadcast room. Guide potential customers consciously in the live broadcast, allowing merchants to provide contact information, so as to facilitate further communication after the live broadcast, and promote final cooperation.
3. After the live broadcast
⑴ Live broadcast playback. The platform provides a live broadcast playback function. After the live broadcast, the video supports playback. It can be promoted through self-media platforms such as the enterprise's official website, Weibo, and WeChat official account to increase the amount of video playback, so as to expand the enterprise's influence, increase exposure, and enhance the attention.
⑵ Information collation. After the live broadcast, the problems and contact information generated during the live broadcast interaction with the merchants should be classified, archived, and analyzed for future operation and transformation.
⑶ Live broadcast replay. Conduct an overall assessment of the live broadcast, sum up experience, so as to improve the effectiveness of the next live broadcast.