You may think live video is something best left to influencers, musicians, and people who are supremely interesting. But no matter who you are or what you do, you should be leveraging live videos for your business.
- Live videos get a lot more engagement than pre-shot videos on Facebook and Instagram. The more engagement you get, the more Facebook and Instagram will want to show those videos to other people, and the more trust those videos will build.
- Live videos allow you to respond to questions in real time. People watching your videos can comment their questions and you can respond directly and get people to engage even more. Facebook live videos are the absolute best way to answer customer questions.
Ready for some ideas to help you get started with Facebook & Instagram live videos? We asked Amber and Megan, our Digital Marketing Strategists and Facebook Ads Specialists to share their top 10…
#1 Talk about what you do, where you do it, how long you’ve been doing it, and who you do it for
The purpose of this type of video is to answer some of the common questions potential customers will have and want answered before they pick up the phone and call you.
What you do & where you do it:
Give those watching a good idea of what types of problems you solve and how you can help them. Let them know some of your top services and what areas you provide those services in.
How long you’ve been doing it:
Talk about how long you’ve been doing it and how your experience translates to value for your customers. The more you can talk about why you’re passionate about what you do, the more trust you’ll build with your potential customers.
Who you do it for:
Share what your dream customer looks like. Do you service apartments, homes, and commercial properties? Give details about who could and should hire you. If people see themselves in that persona, they’ll feel like you’re a good fit for them.
#2 Talk about price
Literally every business owner hates this one, but the ones that do it have found good success with it. What do we mean by success? Increased trust and less customer calls from people who don’t fit their demographic, can’t afford them, or are looking for a ‘cheap’ fix.
Now, do you need to go on live video and list every single service and every single price? No. What we recommend is that you talk about price for your top five most popular services or the top five services you’re wanting to do more of. Talk about:
- What is involved in that service
- Why it’s important
- An industry standard price
You do not need to tell them exactly what you charge for that service, but let your potential customers know what they might expect to pay when they call a company to schedule that service. That said, if you can go into specifics about what your company charges, DO IT.
We have a client who does share specifics. They say things like, “You know, we are higher priced than these other companies. Here’s why.” People are willing to pay a premium for a better service and a better experience — especially when the business is upfront about it.
#3 Give a safety list, to-do list, or some other step-by-step or numbered info
When you do a live video that quickly walks your customers through things like: “#1: do this. #2: do this,” people eat that up. Here are some example topics:
- How to find properly seasoned firewood
- How to properly store seasoned firewood
- How to unclog your drain — DIY
Anything that gives the customer value and makes something complicated or unclear a little bit simpler, do it. Sharing information and providing value for free builds trust with customers so that when they are in need of your services, you’re the one they think of.
#4 Talk about how you got started in the business
What did you do before you started the business, if you’re the business owner? Bring a little bit of your story into it and a little emotion into it, because, you guessed it: people love stories.
Where did you start? How did you get into the industry? It doesn’t have to be some magical story — just make it yours. Let it be raw. Let it be emotional. If it’s a story that’s worth crying over, cry. It’s okay.
Live videos are where you get to show the most emotion and be real with your customers.
#5 Interview one of your technicians or office staff about their favorite parts of their job or what their average day looks like
This is a fun, super short and simple live video that can really build trust and confidence in your company. It lets your customers see the faces of those working in your business, which is important because people don’t do business with businesses they like — they do business with people they like.
#6 Show them how something unique to your business works
People want to feel knowledgeable — like they know something their neighbors don’t know — and your live videos can help.
Most homeowners or customers don’t know about all the tools you use in your specific trade. So give them that information in case chimney sweeping or plumbing comes up during table talk.
Are you a plumber? Outside of a wrench and a plunger, many people have no idea what you use to get the job done. Plumbing relies on some pretty technologically advanced (and expensive) equipment. Equipment your customers don’t have sitting around in the garage. Let them know!
Are you a chimney sweep? People are imagining Dick Van Dyke with his filthy crew of singing and dancing sweeps. You’re not just showing up to the job with a broom. You’re not just using a Shop-Vac — it’s much more advanced than that right? Show them what you really use to get the job done and how you keep their homes from looking like London during the Industrial Revolution.
#7 Highlight how your team starts the day or a fun activity you guys like to do together
The goal of social media is to get people to know, like, and trust you. This is the like part of that. Show them that you have similar interests. Show them your morning routine or what everyone does when they get to the office.
Does everyone drink coffee together before heading out for the day? Great — highlight that. People love coffee!
If you get comments like, “Ew, you drink Dunkin Donuts coffee?” GREAT. Engagement is the goal, and your DD loving customers will like you even more because of that shared connection.
#8 Get a live video testimonial from a customer
We would love, love, love to see more of this. If you have a customer who’s been a customer for years and would feel comfortable providing a testimonial on camera, ask them to do it live! All you have to do is introduce them. For example:
“Hi, my name is Amber and I’m here with my client, Jessica. She just got Facebook Ad services and wanted to tell you a little bit about her experience so far.”
Then, just let your customer share.
These videos are easy and effective — you just have to make sure your customer’s comfortable sharing their experience. And here’s the best thing about these videos: If you tag the customer in the video, it’s not just going to be shared on your page — they’re going to want to share it with their family and friends on their own page as well. And their friends and family will say, “Oh, that’s my friend,” and want to share the video to their pages.
That’s going to broaden your post reach and increase your post engagement by so much. And funny enough, this is the #1 live video (after price) business owners don’t want to do.
#9 Interview someone prominent in the community that would have information that your audience might find helpful
This live video is designed to provide value, but doesn’t need to be tied directly to your business. For example, if I was a chimney sweep, I might interview a plumber. If I was a plumber, I might interview an HVAC company. If you know the mayor, reach out to the mayor if he’s well-liked. Ask to do a live video to go over some info that would be beneficial or helpful to your audience.
Let’s say you reach out to a local plumber and say,
“Hey, I’d like to do a quick interview with you. We’ll tag your business and you can share it on your page as well. What I’m hoping is that we can cover your top five plumbing tips for homeowners.”
Those tips will provide additional value to your customers and build trust. Plus, the plumber you interview will probably want to provide his or her audience with the same kind of value, and may ask you to do a video on their page (for example: providing your top five chimney maintenance tips).
It’s free, helpful content for your customers that makes both you and the company or individual you’re interviewing look more trustworthy.
#10 Tell them what to expect when they call to book with you
There are a lot of new homeowners out there who have no idea what to expect when they hire a plumber, chimney sweep, HVAC company, or other home service provider. So get rid of their uncertainty and help them call and book with confidence by enlightening them a little bit.
Tell them things like:
- What questions they may be asked on the phone and how they can figure out the answers to those questions ahead of time
- What to expect when you show up at their home to do the work
The best customer experiences are those when homeowners don’t have any questions because you’ve already answered them all. So, detail as much for them as you can and answer their questions before they have them.
P.S. Want to print a cheatsheet of ideas to jumpstart your brain when you’re planning your live videos? Just download and print the infographic below. 🙂
The killer formula for a good live video
Okay, so you’ve got some ideas for live video, but what about format? How the heck do you know how to start or wrap up your live video? Don’t worry, we won’t leave ya hanging. Here are the 7 components that pretty much every live video should have…
- Attention grabber – Grab you audience’s attention with a question or fact that will surprise them and draw them into the video.
- Intro – Next, introduce who you are and what you do. If you’re interviewing someone, introduce your guest here as well.
- State the problem – Get specific about the problem your customer is facing.
- Solve the problem – Tell them how your company can solve that problem.
- Show expertise – Explain your qualifications and how they make you an expert on this subject.
- Overcome objections – Help customers overcome objections with thorough explanations.
- Call to action – Close with an if/then call to action (CTA) that will urge them to contact you.
Now, grab your smartphone and go live!
Have questions about Facebook Ads, Instagram Ads, or how you can use these two platforms to grow your business and build trust? Reach out to Amber at firstname.lastname@example.org. She’s got a wealth of knowledge!