With the development of technology, live streaming marketing has become an unstoppable trend in today’s market. Whether it is a merchant who wants to better market his products or an ordinary novice operator, the key to doing a good job in live streaming marketing is to grasp the six core elements of live streaming marketing.
(1) People: anchors, merchants, and customers.
When choosing a live streaming anchor, we must first consider whether the image and temperament of the whole person are in line with the personality of the live streaming anchor. Personality, habits, catchphrases, lifestyle, etc. are all elements that need to be carefully polished: Secondly, the anchor’s ability to sell goods. In addition to mastering the professional knowledge of related products, a qualified anchor must also have good language expression skills and the ability to interact with the audience. He can mobilize the atmosphere of the live streaming room well and can cleverly guide customers to buy products. In addition to the anchor, merchants and customers are also factors that need to be considered. Merchants must be reliable and can guarantee the quality and supply of products. Only in this way can they meet customer needs and provide support for live streaming marketing. Customers, that is, consumers, are the target of live streaming marketing, which is the audience entering the live streaming room. Only by understanding customer needs and being targeted can we bring value to customers. Only by taking all three into consideration and making overall plans can we do a good job in the human part of live streaming marketing.
(2) Goods: Product selection and sales strategy.
The goods in live marketing mainly involve the selection and sales strategy of goods. This book recommends a simple formula, namely:
Product selection = good price (high cost performance or high discount) x high visibility x strong demand
From the above formula, we can see that the factors that affect customer decision-making are mainly reflected in three aspects: ①Demand level: whether it is a good product with just demand; ②Live broadcast price: whether it is a product with medium price and high discount, or a live broadcast room exclusive price or the lowest price of the merchant; ③Brand awareness: the higher the awareness, the greater the potential energy of the brand to influence the consumer’s mind, and the lower the conversion threshold.
According to statistics, merchants provide large discounts and high cost performance products in the first order of live broadcast, which is easy to create “explosive products”, which can gradually strengthen customer demand intensity, enhance brand value, and enhance customer stickiness.
(3) Scene: live broadcast scene setting and interaction.
The venue is the live broadcast site. In fact, live broadcast is not limited to a small room. It can also take the audience to the outdoors or factories for field visits. This can increase the user’s trust in the product and make the live broadcast more authentic. The live broadcast site is the closest to the customer’s fantasy of the product and brand lifestyle. An overly simple live broadcast room will make the audience feel that the merchant does not attach enough importance to this live broadcast, and then question the quality of the product. The setting of the live broadcast room does not need to be too luxurious and grand. The background should be as clean and tidy as possible. Only some products related to the live broadcast content should be placed. It should be beautiful and at least look comfortable so that the audience will want to continue watching.
In addition to the venue, the interaction in the live broadcast room is also a kind of “field”. If the anchor keeps selling products to users throughout the live broadcast, it will inevitably cause disgust among most viewers and even lead to the failure of the live broadcast. Therefore, live broadcast interaction is very important. In addition to answering some questions from the audience and communicating with them, live broadcast interaction can also set up some preferential benefits to stimulate their enthusiasm. For example, activities such as lucky draws and red envelopes will help retain the audience.
(4) Brand: the carrying function of the brand.
Because the product is too specific, it is impossible to express a very abstract lifestyle when describing it. At this time, the role of the brand is revealed. As long as the brand really exists, don’t treat it as a simple logo, but give it a beautiful meaning.
⑸ Drama: Reasonable design of live broadcast content.
Live broadcast is like the host acting. There must be a set script, and the content of the live broadcast must be under the control of the host. This is similar to filming a play. Every minute is choreographed. You know where the climax and low point of the script are, and you have a clear idea of it.
(6) Team: live broadcast team.
The success of live broadcast usually depends on the joint efforts of the team. The first thing to consider when building a team is the job setting, followed by job responsibilities, and finally the work process and system rules. Generally speaking, a live broadcast team mainly includes the host team, planning team and operation team.