Mobile video and live streaming are powerful tools to showcase your products and services to your target audience. They can help you increase engagement, trust, and conversions, as well as boost your brand awareness and visibility. In this article, you will learn how to use mobile video and live streaming effectively for your mobile marketing strategy.
Depending on your goals, budget, and audience, you can choose from various platforms to host your mobile video and live streaming content. Some of the most popular ones are YouTube, Facebook, Instagram, TikTok, and Twitch. Each platform has its own features, benefits, and drawbacks, so you need to do some research and testing to find the best fit for your business. For example, YouTube is great for long-form and educational videos, while TikTok is ideal for short and entertaining clips.
Just as important as understanding the strength of each content platform by tactic and format (the "how" / "where"), it is critical to understand where your customers are engaging and why. Engaging in an authentic and meaningful way will happen best if the content is Brand-true while also customized for each audience by platform (the "who"). Mapping this is important to ensure you are speaking to all audiences critical to your business in a relevant way. As to the role of each channel by customer segment, you should understand - or at least have a working hypothesis - of your different customer's journey. This will inform the "what" of the content. Do they discover, perhaps convert on TikTok, but also need deeper how-to on YouTube?
Before you start filming or going live, you need to plan your content carefully. You need to have a clear purpose, message, and call to action for your video or live stream. You also need to consider your audience's needs, preferences, and pain points, and create content that solves their problems or satisfies their curiosity. Moreover, you need to have a content calendar that outlines your topics, formats, and schedules, so you can be consistent and relevant with your mobile video and live streaming content.
Structure can often feel like it stifles creativity. In this case, however, the opposite can be true. Creating content can mean a significant investment from a time and budget perspective. Making sure it is developed in a way that allows agility, flexibility, and meets multiple needs (or platforms) means significant pre-work but, if approached with discipline, can become a source for process improvement with relatively immediate business impact. Perhaps there is an opportunity here to gamify and incentivize your team on speed, efficiency, and creative problem solving.
Quality matters when it comes to mobile video and live streaming. You want to make sure that your content is clear, crisp, and professional-looking, as well as easy to watch and listen to on mobile devices. To optimize your quality, you need to invest in some equipment and tools, such as a good camera, microphone, tripod, lighting, and editing software. You also need to check your internet connection, battery life, and background noise before you start filming or going live.
One of the main advantages of mobile video and live streaming is that they allow you to interact with your audience in real-time. You can use this opportunity to build rapport, trust, and loyalty with your viewers, as well as to collect feedback, insights, and testimonials. To engage your audience, you need to be authentic, friendly, and responsive. You can also use some tactics, such as asking questions, running polls, offering incentives, and encouraging comments and shares.
To maximize the reach and impact of your mobile video and live streaming content, you need to promote it before, during, and after you publish it. You can use various channels and methods to spread the word, such as email, social media, blog, website, and ads. You can also leverage your existing network, partners, and influencers to amplify your content. Moreover, you need to optimize your content for search engines and mobile devices, using keywords, tags, titles, descriptions, and thumbnails.
Your biggest voices on behalf of your brand - your employees+your customers-your tribe! Encourage your tribe to create+share mobile videos or live streams (UGC - user generated content) featuring your products. Run contests or campaigns where users can voice their vibe+showcase their creativity or share their experiences. This not only generates authentic content, it encourages user engagement+word-of-mouth marketing. Engage w/your audience during+after broadcasts, by responding to comments, questions+feedback, further building relationships+fostering brand loyalty. And remember to promote your mobile videos+live streams through your website, social media channels, email newsletters+other marketing channels to maximize their reach+impact.
This is a huge missed opportunity by many brands. Just because they have a following on their page or account, that does not mean content will reach critical mass exposure. It can be promoted organically but may also need the benefit of paid media. Just remember to make it specific to the target audience who will care and who will be in that channel.
Finally, you need to measure and evaluate the performance of your mobile video and live streaming content. You need to track and analyze various metrics, such as views, watch time, retention, engagement, conversions, and revenue. You can use the analytics tools provided by the platforms you use, as well as other tools like Google Analytics or HubSpot. You can also ask your audience for feedback and suggestions. By analyzing your results, you can identify what works and what doesn't, and improve your mobile video and live streaming strategy accordingly.
The challenge with evaluating success in social / digital is not lack of metrics. The trick is understanding what qualifies are good. Take time identifying a baseline and a setting a target objective by KPI based on those. You may have to develop your own baseline. Research best-in-class examples, reach out to non-competitors, study your close-in competitors and their activity. Once you have enough data of your own executions to develop your own company's baseline, you may want to use that new one as well as the industry/first-used baseline you initially set. Keep in mind you should have baselines and objectives by channel, content/unit type, etc.
Take your audience behind the scenes of your business or manufacturing process, and voice your vibe LIVE. When you showcase the production, packaging, or creation of your products it provides transparency and builds trust w/your audience. And everyone loves a behind-the-scenes exclusive look - something they don't usually get to see! Showcasing how your products work in real-time helps potential customers understand both functionality and value. Tie in a LIVE Q&A session to interact with your audience in real-time. By encouraging your viewers to ask questions about your products or services, you provide them with valuable insights and answers. This addresses concerns, build credibility, and establish a rapport with your potential customers.