Why would anybody want to do that when you can record videos, publish them and then promote them on your social media channels. I'll tell you why, because it's a powerful marketing tool and you're missing out if you're not taking advantage of the power of live video.
Amanda Vogel, author of fitnesstestdrive.com and columnist for IDEA Fitness Journal, wrote a great article in the October 2016 issue of IDEA Fitness Journal titled “Using Live Video to Promote Your Services” discussing the myriad of benefits of incorporating Live video into your marketing campaigns. I was honored to have been asked by Amanda to be an expert contributor on the topic. And, although copyright prohibits me from sharing the entire article with you, I can share the five questions she asked me which were referenced in the article itself.
1. Can you briefly explain which platforms you have used to broadcast live for your clients and what are your main business objectives for using live video?
The primary platform for broadcasting live that I recommend and utilize for my clients is Facebook Live. The objective is to share with others, the culture of the gym. This enables viewers to experience the company’s core values. With so much competition, it’s important to let others experience what it’s like to be a part of something.
2. Why go live? Thinking about using social media for marketing, what are the benefits of live video versus just recording a video and posting the recorded version to social?
Recorded videos can come across as scripted, whereas live video is often raw and honest. You are trusting that the viewer will be accepting of who you are and what you are sharing with them. Going live gives someone who may not have access to you, access to you in real time. It’s a great way to get people to know you, like you, and ultimately trust you.
3. What are the main challenges of using live video on Facebook and other platforms?
Most of the challenges with live video are usually technical. They have to do with connection rates and sound. If the connection isn’t solid, the video will cut out. There’s nothing worse than having a video cut out at the wrong time. To overcome this, make sure that you’re connected to WiFi prior to going live. When it comes to sound, invest in a microphone so that your message comes across as clearly as possible. After the video is published, go back and edit the video to add closed captioning subtitles so that your video can be enjoyed with those who are not able to utilize sound when viewing.
4. What do you think is the most rewarding part of using live video for business purposes?
The most rewarding part of using live video for any business is the ability to connect with your audience in a way that you may not have expected. It’s interactive. Viewers can ask questions in real-time and you can respond in real-time. This is extremely powerful.
5. Do you have any advice for fitness pros who want to give live video a try but are feeling reluctant about how to properly leverage this new social tool?
Give live video a try. I think you’d be surprised at how quickly you’ll be accepted by your audience. After all, they are followers and fans because they’re interested in what you have to say. During your broadcast, be yourself, be honest and give the viewer access to something so they wouldn't usually have access to and they will respond positively. After your broadcast, repurpose your video by including them in collateral such as presentations, lectures, or blog posts.
New To Live?
Don't worry, I've put together a handy checklist for your reference. Want it?