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Elena Terenteva

Why Live Streaming Is For Every Marketer #semrushchat

Elena Terenteva
Why Live Streaming Is For Every Marketer #semrushchat

Live streaming can be addictive. Once you start, it’s impossible to quit!

Live streaming has so much marketing value that it’s sure to make your boss happy. And if you’re a boss, you should learn more about it, because it’s a great opportunity to improve both your company’s social media and search engine marketing efforts.

Last Wednesday in our SEMrush Twitter Chat, we discussed the impact live streaming has on marketing, conversions and audience engagement with Ryan Steinolfson, a renowned speaker and digital marketer at PeriscopeRyan.com, as well as our other participants. First experience of live streaming

Experience matters in the world of public speaking. It usually takes up to a few months or even years to understand the basics. Let’s see how a marketer can become a great speaker and how our guests feel about being on the marketing front line.

The goal of broadcasting is to engage your audience by using channels that are new to them, to improve your content and, from the perspective of search engine marketing, to decrease your bounce rate.

During a live streaming session, your audience knows that they are dealing with a real human being, not a faceless brand. It also allows you to exchange thoughts and receive live feedback--all these things will help you further improve your marketing strategy.

Webinars are also a good opportunity to master speech and performance skills – and, yes, we count them as live streaming! Webinars are an interactive medium and provide some very useful features, such as live chat and instant polls.

The results of first experience with live streaming

Live streaming is not possible without devices like headphones and microphones. Let’s open up a typical live streaming toolkit and look inside. What else might it include?

Live streaming toolkit

When hosting a live streaming performance, having your content delivered by a speaker with charisma is just as important as using high-quality audio and video equipment. Always choose someone who will resonate with your audience and represent your brand well.

The gaming industry is known for excellent live streaming events, so look towards these kinds of companies for basic techniques and hints to increase audience engagement.

While we still count webinars as a kind of live streaming, they are different from other kinds of events in some ways. A live performance requires more entertainment value, while the average webinar is simply about facts.

Blab is a good source of live conversations. It allows marketers to watch live debates on different topics while improving their streaming skills.

Live video always involves bugs and technical malfunctions. To avoid doing the same work again, always back up your streams.

So, a basic toolkit for a marketer should include: headphones, a mic, a functional Internet channel, charisma and some tech skills.

List of live streaming tools

Lead generation via live streaming

It’s time to go deeper and reveal some benefits that live streaming provides for marketers. Apart from increasing audience engagement, marketing is about getting qualified leads. The infographic below shows the impact of live streaming on conversions.

How to generate leads using live streaming

Another topic that we decided to discuss is whether or not people feel comfortable in front of the camera.

Feeling comfortable in front of the camera

Are you a camera-shy person? Good. Because more people are than you might think. Our guests will help by explaining how they deal with performance anxiety.

Having some of your personal things with you, like toys, stress balls, notebooks – and even wearing your everyday clothes – can help you feel much more comfortable in a stressful situation. Another important thing is learning how to relax and be yourself.

Pretending you’re talking to real person, instead of a camera, is also a good way to overcome your fear of public speaking. Even if your audience is small, be a star, because next time you could be addressing a crowd of people.

All in all, practice and experience are the keys to skilled audience manipulation and thus quality live streaming. Just relax, smile and keep sharing your knowledge.

How to feel more comfortable in front of the camera

There are two types of live streaming: broadcasting (where the speaker is usually the center of listeners’ attention) and live conversations that occur between two or more people. What kind of streaming do our guests prefer and why? Let’s find out.

Live conversations or broadcasting

It’s not just matter of taste. Looks like broadcasting and live conversations attract different audiences and serve different purposes.

Yes, broadcasting is great when you need to provide your audience with a general understanding of some specific topic, and it usually attracts more viewers because it’s more formal. Live conversations are a more entertaining option, and you can still receive feedback in real time.

Live conversations also seem more real, so your audience will leave with a feeling of having actually been a part of the debate. And they’re a powerful tool for community building. Let’s recap all our participants’ opinions.

Live conversations vs. broadcasting

Live streaming seems to be the trend now, but what direction will it take in the future? Will it evolve into a different kind of media or remain as it is? In this question, our guests shared their predictions.

What is the future of live streaming

Live streaming is a good substitute for boring webinars and lectures, because it’s a lot more fun and it reaches a wider audience. It can also be interactive, if you offer a challenge that involves a prize or voting.

Marketers and businesses can’t ignore the increasing impact of live streaming, because it adds a lot of commercial value to brands and companies. Even a simple mention on a popular channel can significantly boost your conversion rates.

We added some of our predictions to this list of great ideas shared by our participants. Now it’s time to recap the last question and try to imagine the future of live streaming.

The future of live streaming

That’s it for today! Thank you, Ryan, for being with us this Wednesday, and thanks to our other chat participants for sharing some fascinating thoughts today.

Don’t forget to join our SEMrush Chat next Wednesday!

Elena Terenteva, Product Marketing Manager at SEMrush.

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