Facebook Live: Why You Need To Use It

Way back in March of 2016 Facebook announced that its algorithm would be favoring live video content even more than it does regular native video in News Feed.

Remember that Facebook didn’t arbitrarily decide to do this: naturally it’s a response to user consumption patterns.

When a company tells you not only what’s working best for engaging users on its platform, but that they’re basically changing the rules to favor content produced in a given format, you’d think that companies would sit up, take notice and aggressively move into producing content in that format, at least to test.

But in this case, at least so far, you’d be wrong. Take a look at this chart from socialbakers. What do you see? I see a huge, gaping opportunity for brands, or companies of any size.

facebook live video brand usage
Image: socialbakers.com

Think of the advantages of making use of Facebook Live in 2017:

  • People like it. Facebook users are more likely to (consume/engage) with live video content.
  • Facebook really hopes you’ll use it. All else being equal, Facebook will give you an advantage in the News Feed over other types of content the competition is creating.
  • Potentially low production costs. By applying some creativity, cost-conscious companies and brands can keep the expense of leveraging live video relatively low. Post-production costs are not a factor with live video, and you’ll probably be forgiven for not having slick production with Facebook Live. It’s easy to imagine approaches that make use of spontaneity, personality and raw information over elaborate sets, etc. All this adds up to real opportunity for disruption vs companies with larger budgets.
  • Competitive advantage. Your competition in your niche is probably having a hard time making Facebook Live work for them, or more likely, aren’t even trying!
  • A chance to leverage organic reach again. This is not paid advertising. The costs of this exposure is limited to production costs which again, can be kept low. Even testing paid Facebook ads can get expensive. One good idea well-executed with Facebook Live could achieve or exceed the kind of reach we’d love to achieve with paid ads.

If you’re handling marketing for a company of any size, you should be testing ways to reach prospects and customers with Facebook Live.

For marketing agencies the opportunity is profound. Look again at the chart above. In 18 months the adoption of Facebook Live by brands is virtually negligible.

An agency that can find a way to help its clients systematically make effective use of Facebook Live would be filling a huge need from which it could really expand its client base.

How Email Marketing Works

How Email Marketing WorksI received an email from a Digital Media Minute reader in response to a recent post on Internet marketing newsletters I recommend subscribing to, where I listed nine newsletters that have helped me a lot over the years.

The reader complained that I’d pointed to these examples of great newsletters without really explaining how email marketing works and why it’s effective, also saying that he thought people were getting more than enough email as it is.

I thought I’d take a minute to quickly go over the thought process behind email marketing, just the basics and why it makes sense for both marketers and their subscribers.

So when marketing with email newsletters, here’s the basic rallying cry for marketers:

Give as much value as you can to the subscribers on your email list.

That doesn’t mean give value only after your readers have subscribed.

It really starts with the content marketing you’re doing on your website, publishing content Google deems worthy enough to send people to.

Content that gets readers’ attention and eventually has them recognizing you as an authority.

This helps you as a marketer in your efforts to get readers to trade their email address for a ‘lead magnet’ from you.

A lead magnet is a piece of quality content that will teach something related to the reason your readers came to your site in the first place. An ‘ethical bribe’, it could be a pdf or an infographic, free entrance to a webinar, or even a short course on a topic, delivered by–you guessed it–email.

With both your website articles/blog posts and your lead magnet, your goal is to educate and delight with the quality of the content you provide. It’s critical that your new subscribers associate your content with being valuable.

It will have them paying attention and opening those critical first emails you send them.

The first newsletters you send should create a small habit in them to look forward to what you send for the value it contains. It will also help to keep your emails out of their spam folder.

After this, you send out regular emails, always providing value. What about making money? Some marketers sell every once in a while to their subscribers, some sell on every single email (as we all know).

This is critical: do surveys and track email clicks to understand the people on your list, segment them based on those interests, and market to them accordingly.

This little dance to grow and sell to your list is still**very**effective in 2017, especially when done with care.

If you have a website, no matter if you are business or a blogger, even if you don’t yet know what you’ll sell your list, you should be making one. Sumo.com has excellent free tools to help you get started.

Even as a blogger with no thoughts yet of monetizing your efforts, your subscribers might become customers for digital products you create, or prospective clients for a marketing agency you might start.

No matter what you’re doing, there’s no reason not to attempt a communications channel for the 95+% of people who come to your site and never come back.

They say ‘the money is in the list’, and it’s one of those adages that’s still hard to argue with.

For many people, collecting email addresses begins their transition from ‘blogger’ to online marketer.

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