A successful product launch is a team effort between companies to bring a solution to the market. This involved hosting an event or purchasing advertising space on TV or in industry-related magazines. In today’s digitalized world, a product launch experience must be more engaging. This allows prospects and customers to interact with the company and learn more about it.
Livestream product launches are an excellent way to increase brand awareness and drive sales. Video marketing strategies are gaining popularity and it’s easy to maintain this trend. Wyzowl’s research has shown that 88% of people were convinced to buy products or services after viewing a company video. According to the same study, 73% of people prefer short video content over text articles when learning about new products.
Prerecorded video content has been a success, but livestreaming brings something new to the table. Livestreaming gives creators the opportunity to answer customers’ questions live, as well as share their company’s core values. Livestreaming will allow viewers to feel closer with brands and provide an incentive to buy their products.
However, to launch a livestream product successfully, you need to plan long-term. This new promotion requires a strong marketing campaign, a catalogue of content and confidence in the use of current technologies.
This is the complete guide for streaming your product launch worldwide.
Part I: Before and After the Stream
Research Your Target Audience
When planning your livestream product launch, the first thing to do is research your target audience. Analyze your existing followers and the personas that you plan to target.
Asking specific questions will help you gather as much data possible, from online behavior to daily habits. Ask specific questions, such as where are your potential buyers shopping? What are their top social media sites and when do they browse? What type of content keeps them engaged and motivated?
You will be better equipped to plan your stream if you have more answers to these questions.
Choose your Platform or Platforms
Knowing who your target audience are and where they consume content is key, it’s time to choose the right platform to reach them. There are many options for brands, and most social media platforms include livestreaming.
Choose the platform where your followers most often gather to connect every day. It is important that they can access your livestream easily and comfortably. You should also choose a livestream platform to match your brand’s messaging. Twitch, for example, could be a great option if you’re promoting a product that is in the entertainment industry. LinkedIn Live is an option for B2B companies looking for solutions in the tech industry.
What if your audience is spread across multiple social media platforms. Multistreaming is a great way for companies to increase their reach on every platform. Multistreaming is possible with livestreaming apps like Switcher Studio. This allows brands to broadcast the same live feed to multiple channels at once, such as Facebook Live, YouTube and Twitch. A study found that 65% live-stream companies have had multi-streaming before. You don’t have to pick.
Schedule Your Stream, and Work Backward
You now need to decide the time and day for your livestream product launches. First, make sure that you go live when you have followers available. Next, consider the time zones of your prospects and align them to create a global stream.
It is important to give yourself enough time to promote your virtual event. (We’ll discuss this later.) It is important to plan enough time for tease, preparation of new content, PR opportunities, and promotion of the livestream launch. It’s not a good idea for anyone to rush into an event. So plan ahead.
Your audience shouldn’t be teased for too long, but you don’t want them to lose interest. It is possible for your followers to lose their interest in your livestream if your launch date is set three months ahead. Find a way to balance anticipation and engagement with your audience during your big launch.
Once you have established a streaming date, move backwards before creating your marketing campaign. You can organize your promotion ideas using a social media calendar tool. To share more information, you could choose the date and highlight certain days each week. This is the breadcrumb method.
Consider a breadcrumb a new detail about your event. This strategy is designed to keep your followers interested in the livestream launch and to provide something new to look forward to.
Develop Your Marketing Campaign
You need to promote your livestream launch through every possible resource in order to build a marketing campaign that is successful. You have many options to raise your event’s visibility.
You need to first create organic content that highlights the benefits of your products or services. Your prospects should be able to engage with your brand with short videos and infographics.
Next, submit any pre-launch materials you have to media outlets so they can cover your event. PR campaigns are a great tool to increase brand visibility, boost RSVPs, and enhance the experience of livestream events. Send press releases or organic content about your new product to leading publications in the industry. Your executives can be made to think for themselves by being mentioned in an article or interviewed in an exclusive interview.
You don’t have to promote your launch through media outlets alone. Social media influencers, colleagues, industry opinion leaders, and others can shout about your event. You can then return the favor by sharing their work on your company’s profile. Even inviting a specific guest host to your stream could increase attendance.
PPC ads can be a smart investment to maximize your marketing efforts. These are particularly useful for reaching individuals who don’t know what you offer the market.
Brand your Stream and Outline It for Success
Livestreams should look professional. After all, you’re trying to sell your product. Small businesses used to not have the right equipment and editing tools to produce professional live streams. They have the advantage of a pro-quality camera that almost anyone can carry with them.
Companies can now brand livestreaming streams using customizable features. You can select custom colors, personalize the layout with a company logo, and even add multimedia elements such countdowns and polls.
Multi-angle streaming technology is used by many brands. Livestreaming software can connect multiple iOS devices to allow viewers to see your product from different angles. To set your stream apart, check out these features.
You should pay as much attention as possible to the content flow and appearance of your launch. You can create a brief outline of each segment on your livestream. To keep your viewers interested and engaged, you can also set up CTAs throughout your show. Make sure to allow audience participation. Find the right combination of spontaneity, preparation, and spontaneity.
Part II: During Stream
It’s time to livestream your product launch. Be sure to prepare yourself for success before you hit the “stream” key.
Double-check that you have enough power for your iOS devices and that your Wi Fi connection is stable. Make sure you test your lighting and sound before going on the air. Have your graphics and prerecorded content ready for use. While these steps may seem obvious, they will significantly lower your production value and reflect poorly upon your brand. A majority of livestream viewers consider video quality to be the most important thing when viewing live streams. This is why 67% say this.
Once the show is live, it must go on. You are now ready to host your show and showcase your new product. This requires you to be aware of every aspect of your stream. This includes your comments and editing tools as well the live feeds that your viewers see.
You must first interact with your audience. Answering questions in the comments, giving shoutouts and providing specific CTAs throughout the program are all examples of interaction. You should personalize your interactions to make viewers feel seen. Also, create a platform for viewers to learn about your company via post-stream. The closer they are to your brand identity the better.
Edit your livestream immediately to keep it fun and fluid. Some platforms allow businesses to modify layouts, add prerecorded video, or switch camera angles in real time. You don’t have to be boring and show viewers a different side.
A good surprise is always fun. It is always smart to have a surprise for your viewers. Your viewers will be more likely to buy if you offer them special discounts, early bird access, or a livestream exclusive giveaway.
Part III: After the Stream
Many opportunities exist to maximize your product discovery and conversions even after the stream is finished. You can archive livestreams for future use. The best way to repurpose livestreams of between 1- and 2-hour duration is to cut them into smaller content assets that can be used on platforms like Instagram or TikTok. This strategy improves your stream’s duration and shows the value of your solution for users who didn’t see it when it was aired.
After your product launch, it is important to nurture your leads. One easy way to keep the momentum going is to send an individual email newsletter to your viewers that ties to the livestream–including screenshots from the stream, references for funny moments or flubs, and other highly personalized references–and ends with a CTA that leads them directly to a purchase page. It might also contain a discount code, or a thank you gift.
This guide can help you plan your first or next livestream product launch. This marketing strategy can be used by anyone, no matter how new or familiar you are with streaming. When introducing a new product to the market, creativity is essential. A well-planned livestream could prove to be the perfect introduction.