Introduced in August 2015 to high profile users and across the world in the following months, Facebook Live is today one of the most popular video platforms for B2B companies
From the mom with the Chewbacca mask to exploding watermelons - it is easy to see why businesses are keen to get in on the action when so many Facebook videos are going viral. Nearly 2 billion people have watched Facebook Live broadcasts since its introduction, and that is an attractive number for any social media marketer.
But, as with any kind of social media marketing, you need to proceed with caution. Blindly jumping in and assuming your video will make an impact is a bad idea — period.
Why Should Your B2B Brand Consider Using Facebook Live?
I feel there are three main benefits to the platform:
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It helps build trust with your customers.
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Live video is known to be highly interactive - with shares, like and views growing around 20% for some top influencers like Ray William Johnson and Logan Paul.
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They are highly shareable. A recent study showed that Facebook Native videos (which includes Facebook Live) drew 530% more comments compared to Youtube videos.
Make Sure You Have Defined Goals and a Plan
You need to know exactly who your audience is. Just because cat videos go viral doesn't mean you should be jumping on that bandwagon.
As a B2B company, any Facebook Live videos you make have to be geared towards your audience; it isn't always about the sales.
You may have other audiences you can reach:
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Investors
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Ambassadors of your brand
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Media and journalists
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Potential business partners
Taking this into account before embarking on a strategy is going to be vital to your success.
Make sure that you have planned your video. Marketers are always drawn to things that are new, so it is crucial to know this is the right strategy for you and your business
For your video to be a success, you need to consider a few things:
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Ensure people know about your live video well in advance — they need to know what is going to happen and when.
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Make sure it isn't a one off — you need to be there and often. You need to commit to multiple videos to keep people engaged and help spread the word.
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Have the right technology in place — it might sound obvious, but you are going to need to know your connection is going to hold out.
What Are The Benefits of Facebook Live Videos?
With a Facebook Live video, you have up to an hour and a half to broadcast, and users who engage with your brand regularly will receive notifications leading up to it.
Viewers will be able to watch in real-time and leave comments as you are broadcasting; this gives you the potential to interact one-on-one with the audience you are trying to target.
Following the broadcast, the video will be posted on your timeline, and any of your target audience that missed the live broadcast will be able to see the recorded version.
Facebook Live gives you direct access to the people your brand needs to be speaking to, with the bonus of real-time reactions and commenting on your video content.
Ideas to Ensure Your B2B Brand Facebook Live Content Is a Success
Ideally, you will have identified some possible ideas for the video content during your research and planning process. If you are still struggling for ideas, here are a few that I have seen get great results for other B2B brands.
Presentations
As a B2B brand, there is a good chance at least some of your team will be used to giving presentations at industry conferences. Taking those presentations and moving them to Facebook Live can massively boost exposure.
If you have decided that your key target audience are potential partners or investors, this can be a great way to show your expertise and brand authority.
Behind the Scenes
This technique might not be right for all B2B brands, but it is something that regularly works well. Every business is run differently and has more to show than they might believe.
Behind the scenes content allows you to show key audiences how your business actually runs.
As with other Facebook Live videos for B2B, it isn't going to be the sexiest content — but you are demonstrating your expertise to those key audiences that you defined at the start of the campaign.
Holding Q and A Sessions
This is one of my favorite tactics and one that doesn't require lots of planning. You simply adjust the topic of your Q and A to be in line with the audience you want to target.
Say you are looking for investment — Ii would be shrewd to produce a Facebook Live video where investors are invited to quiz your senior team members on the business’ plans for the future.
If you are after a more general lead acquisition, a typical Q and A session may involve scouring your social media channels for frequently asked questions. You might also want to get your sales team involved and see what common issues they regularly encounter.
Having this content available afterward also allows you to direct users to content that answers their questions. As well as generating interaction on Facebook, you may be reducing how much time you need to spend on customer support.
Your Plans for the Future
This option for Facebook Live video is ideal for reaching many key audiences at once. It gives you a chance to shout about your plans and demonstrate you know exactly where your business is heading.
You could cover:
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Expansion plans
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New product lines
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Annual goals and achievements
Product Demos
Demos are another of my favorites. In the world of B2B websites, product demos are thin on the ground. By using Facebook Live, you can demonstrate exactly what it is you offer. It gives your key audience more insight into how your business and products work.
Even though the videos are on Facebook, you have to think like a marketer. Don't get seduced by the latest viral video. Think about your audience.
As a B2B owner or marketer, you can attract, engage and help convert potential clients at different stages of the buying cycle.
You can answer customer questions and engage with them in a way brands have never been able to before. Connecting with customers in this way helps you build your brand, and strengthen your business.
Final Thoughts
Remember to keep the focus on your audience and their specific wants/needs — it isn't about what you think is great. Find creative ways to use live video to interact with that audience, and this strategy will help you grow your audience through shares. Ultimately, these things will help you build trust in your brand through the authenticity of Facebook live. If you have tips for Facebook Live, please add them in the comments below.