How To Livestream Your New Product Launch


Firms should coordinate a profitable product launch when bringing a brand new answer to the market. Up to now, this meant internet hosting a dwell occasion or shopping for promoting house on tv or in industry-related magazines. Nevertheless, at present’s digitized world requires a extra participating product launch expertise that permits each loyal clients and prospects to study extra concerning the answer and work together with the corporate in real-time.

Livestream product launches are a good way to extend model visibility and drive gross sales. With video advertising and marketing methods solely rising in reputation, it’s a no-brainer to proceed this development. Analysis by Wyzowl exhibits that 88% of individuals have been satisfied to purchase a services or products after watching an organization’s video. As well as, the identical research experiences that 73% of individuals favor studying about new merchandise from brief video content material fairly than textual content articles.

Whereas prerecorded video content material is already profitable, livestreaming provides one thing recent to the combo. It permits creators to listen to from their clients straight, reply their questions, and drive house their firm’s core values dwell. As well as, Livestreaming will allow viewers to really feel extra linked with the manufacturers they help and create an incentive to purchase their merchandise.

However to create a profitable livestream product launch, long-term planning is a should. It takes a powerful advertising and marketing marketing campaign, a catalog of content material, and assured use of at present’s applied sciences to do this new avenue of promotion.

That is your step-by-step information to streaming your product launch to the world efficiently.

Half I: Earlier than the Stream

Analysis Your Goal Viewers

The very first thing it’s essential do when planning your livestream product launch is to analysis your audience. Analyze your already current followers, in addition to the personas you might be planning on focusing on.

From on-line behaviors to on a regular basis habits, collect as a lot information as doable by asking particular questions. For instance, the place do your potential patrons store? What are their favourite social media platforms, and at what occasions do they scroll? What sort of content material retains them engaged?

The extra solutions it’s important to these questions, the higher ready you can be to plan out your stream.

Choose Your Platform—or Platforms!

Now that you already know who your audience is and the place they go to devour content material, it’s time to choose the platform that can most successfully attain this viewers. Once more, manufacturers have many choices, and most social media platforms have a livestreaming part.

Choose the platform the place most of your followers collect and join every day. You need to make sure that your livestream is handy and comfy for them to entry. Selecting a livestream platform that matches your manufacturers total messaging can also be important. For instance, if you’re selling a product for the leisure house, Twitch may very well be an important alternative. If you’re launching an answer for B2B corporations within the tech world, strive LinkedIn Stay.

What in case your viewers is unfold out throughout a number of social media platforms? Multistreaming is a wonderful answer for corporations that need to develop their attain to each medium doable. Livestreaming functions that help multistreaming, like Switcher Studio, enable manufacturers to share the identical dwell feed to a number of channels concurrently, together with Fb Stay, YouTube, Twitch, and extra. One research exhibits that 65% of live-stream corporations who livestream have additionally had multi-streamed earlier than. An built-in answer like this implies you wouldn’t have to decide on.

Schedule Your Stream and Work Backward

It’s time to select the day and time of your livestream product launch. First, you need to make sure you go dwell when your followers can be found and engaged. Subsequent, take note of your prospects’ time zones and align them for a profitable worldwide stream.

You additionally need to make sure you give your self sufficient lead time to advertise and market your digital occasion. (We’ll go over this subsequent.) Be sure to price range time to tease the occasion, put together new content material, search out PR alternatives, and promote the livestream product launch. It’s by no means a good suggestion to hurry into any occasion, so give your self sufficient time to plan.

After all, you do not need to tease your viewers for too lengthy. Setting a product launch date three months prematurely might trigger your followers to lose curiosity or, even worse, overlook about your livestream altogether. Strike a stability between creating anticipation and conserving your viewers actively excited about your huge launch.

Upon getting nailed down a streaming date, work backward earlier than constructing your advertising and marketing marketing campaign. Use a social media scheduling software to prepare your promotion concepts. For instance, resolve once you need to announce the occasion and spotlight particular days every week to share extra data together with your viewers. That is known as a breadcrumb strategy.

Consider a breadcrumb as a brand new element concerning your occasion or product. The entire level of this strategy is to proceed giving your followers one thing to look ahead to so that they care about your livestream launch till the day of the stream.

Construct Your Advertising and marketing Marketing campaign

Constructing a profitable advertising and marketing marketing campaign in your livestream launch means selling your occasion by each obtainable useful resource. From pay-per-click (PPC) adverts to influencer advertising and marketing, there are numerous methods to spice up your occasion’s visibility.

First, you must take into consideration creating natural content material that highlights the worth of your services and products. From brief movies to infographics, profitable natural content material ought to encourage your prospects to interact together with your model with no need paid adverts or sponsored content material (though these outbound advertising and marketing techniques can work nice with natural content material advertising and marketing).

Subsequent, take into account submitting any pre-launch supplies to media shops for press protection. PR campaigns are a good way to extend model visibility and enhance RSVPs earlier than a livestream occasion. Ship press releases and natural content material concerning your new product to the main publications in your {industry}. A point out in an article or an unique interview can go a great distance in turning your executives into genuine thought leaders.

Media shops are usually not the one methods to cross-promote your launch to new audiences. Enlist social media influencers, colleagues, and {industry} opinion leaders to shout out your occasion and return the favor by posting about their work in your firm profile. You may even invite a selected visitor host to affix you in your stream, offering an attendance attain that exceeds your organization’s follower depend.

Lastly, optimizing your advertising and marketing efforts by investing in some PPC adverts is at all times smart. These are particularly efficient for reaching personas unaware of what you might be providing the market.

Model and Define Your Stream for Success

You need your livestream to appear and feel skilled; you are attempting to promote your new product, in any case. Up to now, small companies didn’t have the industry-grade gear or modifying instruments essential to make their dwell feeds look polished. Fortunately for them, the tides are altering now — practically everybody has a pro-quality digicam proper of their pocket.

At this time’s livestreaming functions enable corporations to model their streams with customizable options. For instance, you’ll be able to choose customized colours, personalize your format with a emblem, and even incorporate multimedia parts like countdown timers and polls.

Many manufacturers take this customization one step additional through the use of multi-angle streaming strategies. Utilizing a number of iOS units, livestreaming software program can hyperlink completely different video sources to provide viewers a take a look at your product from each angle. Check out these options to set your stream aside out of your rivals.

Pay as a lot consideration to the content material circulation of your launch as you do to what it seems to be like. Make a bullet-point define of the completely different segments of your livestream and arrange CTAs all through the present to maintain your viewers lively and engaged. Lastly, make sure that you permit room for viewers participation and Q&A classes. Discover the right combination between preparation and spontaneity.

Half II: Through the Stream

The day has arrived, and you might be able to air your livestream product launch. However, earlier than you press the “stream” button, make sure you set your self up for achievement.

Double-check that your iOS units are totally charged and that your Wi-Fi connection is robust. Check your lighting and sound earlier than you air, and have your graphics and prerecorded content material on file and able to use. The following pointers might sound apparent, however forgetting one among these “apparent” steps will considerably cut back your manufacturing worth and replicate poorly in your model. As well as, 67% of livestream viewers say that video high quality is most vital when watching a dwell feed, so pay particular consideration to those little particulars.

As soon as you might be dwell, the present should go on. It’s time to put in your internet hosting hat and confidently showcase your new product. To do that, it’s essential to stay observant of every side of your stream. This contains your feedback, modifying instruments, and the dwell feed that your viewers see.

First, just remember to work together together with your members. This implies answering questions within the feedback part, giving shoutouts to excited viewers, and giving them particular CTAs all through the present. Attempt to personalize your interactions, so every viewer feels seen, and create an avenue for them to study extra about your organization post-stream—that is greatest finished by offering them with a solution to schedule a one-on-one name. The extra linked they’re to your model id, the higher.

Preserve issues enjoyable and flowing by modifying your livestream on the spot. A number of platforms enable companies to alter layouts, add prerecorded content material, and change digicam angles dwell. So don’t be afraid to change issues up and present your viewers a unique aspect of your latest enterprise.

And talking of enjoyable, who doesn’t love a superb shock? Preserving a shock or two in retailer in your viewers is at all times smart. Construct extra incentives in your viewers to show into patrons by providing a particular on-air low cost, early-bird entry, and even selling a livestream unique giveaway.

Half III: After the Stream

As soon as your stream is over, many alternatives stay to optimize your product discoverability and conversions. One of the best half about livestreams is that they are often archived for later use. Profitable entrepreneurs repurpose their 1- to 2-hour streams by chopping them into bite-sized content material belongings for platforms like Instagram and TikTok. This technique will increase your stream’s longevity and proves the worth of your answer to customers who didn’t watch the stream when it aired.

After all, it would be best to nurture your leads instantly following your product launch occasion. One straightforward solution to maintain the momentum going is to ship a person e-mail publication to your viewers that ties to the livestream—together with screenshots from the stream, references for humorous moments or flubs, and different extremely customized references—and ends with a CTA that leads them on to a purchase order web page. It might additionally embody a reduction code or a particular thank-you reward.

Use this information to start planning your first (or subsequent) livestream product launch. Whether or not you might be new to the sport of streaming or utterly comfy with the tech, enable your self to get artistic with this advertising and marketing technique. Creativity is significant when bringing a brand new product into the market, and a well-planned livestream may very well be the right introduction.

Featured Picture Credit score: Picture by Pixabay; Pexels; Thanks!

Nick Mattingly

Nick Mattingly, CEO, and Co-Founder, Switcher Studio
Nick is a livestreaming and social video skilled and leads the Switcher Studio workforce as CEO, and Co-Founder. Since 2014, he has led the corporate to partnerships with Fb Stay, LinkedIn, Microsoft Stream, and past and has garnered options in TechCrunch, USA At this time, Inc. Journal, and BBC. Nick is a FastCompany contributor, and in addition a member of the extremely aggressive Endeavor Entrepreneur community.

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