When Your Business Should Go Live: The Benefits You Can Reap Almost Immediately

Live StreamingLive streaming or live video is the utmost darling in Internet marketing through social media today. It’s preferred by most Internet users who love being entertained and informed via videos. From the business side of live streaming, what you will be surprised to find out is that, even if less than 100 people view your videos, the response and engagement rate is A-mazing:

  • 40 to 50% will ask questions or try to connect to the business via email.
  • An average of 30% people who view a well-made informative live video will view three or more of your next videos.

However, these results came from a study using Periscope, the live streaming app of Twitter. It is also important to note that the study was done after Periscope introduced Autoplay on Twitter, meaning the videos were broadcast over Twitter.

Live streaming is without a doubt one of the best ways a business can engage with its market. The benefits are immense, considering the many choices one has in marketing a business. For instance, when Spotify decided to use Periscope (one of the early brands to open a Periscope account), it was able to launch its first video within the day and received over 1,500 hearts instantly.

FB Live is the closest strong competitor of Periscope, backed by the very aggressive and successful Facebook. FB Live has millions of loyal followers and users, one of which is The Tonight Show, using FB Live to give audiences a sneak peek into their backstage whirlwind activities before and during a live show.

The response from both Periscope and FB Live is nothing short of positive thunderous acceptance and approval. The great news is that live streaming can be done by anyone to introduce new product, launch promotions, and sustain consumer interest. Some of the benefits from live streaming are yours for the taking, and include:

  • Allowing you to communicate directly to your market.
  • Not discriminating against any business size, industry, or product.
  • Embracing uniqueness. The more original your video is, the higher the chances of being appreciated. In fact, “produced videos” tends to be less appreciated than spontaneous, informative videos.
  • Driving engagement and encouraging viewers to follow or subscribe to your brand’s social media account.
  • Projecting a more “personalized” ambience.
  • Integrating fully into several platforms.
  • Allowing you to monitor your content and interact with your followers.
  • Giving you options to share your videos on a live feed to the public or to selected followers only.

To ensure going live successfully, make sure you have a strong Internet connection, send bulletins out to your network about your first (and succeeding) live videos, respond to everyone, and experiment on different kinds of broadcasts from Q&A, behind-the-scenes, and special events or interviews.

Most importantly, don’t give up easily and don’t forget to have some fun with the live feeds. If your initial strategy isn’t working, try something else. A good hint on how to proceed is to follow the lead of your viewers. If they start asking questions or commenting, follow their lead and build on that.




The End for Periscope?

PeriscopeLast month, Periscope, Twitter’s live streaming service, became the lifeline for Democrats and the many Americans following the vote on a new gun control law. After the Republican-controlled CSPAN booth shut down, it was through Periscope that some Democrats were able to live stream the events inside the hall.

Will the launch of FB Live be the end for Periscope? This is unlikely, for several reasons:

  • Periscope is determined to stay fresh with new updates like its recent Go Live button strategically placed on the Twitter app, which, when clicked, directs the user to Periscope.
  • With a new update, Periscope now allows you to save your streams forever.
  • Periscope is a standalone app, which allows you to track accounts and keep tabs on your followers.
  • You can use it with GoPro, iOS and Android.
  • You can sketch while live streaming.
  • There are thousands who love anything BUT Facebook because of the multiple issues surrounding its use such as the new privacy and censorship policies, among others.

Most definitely, video and live streaming is the current darling of all social media features. It is able to generate up to a 1200% increase in shares, compared to images or text. However, not everyone likes Facebook and will admit to having some kind of love-hate relationship with the service. This means that if possible, they will use whatever alternative is available – and for now, Periscope is it. In fact, according to Forbes, millennials adore and are obsessed with Periscope.

Here’s why:

  • Periscope allows users to feel that they are in a private intimate setting where one can get the freshest information.
  • Periscope is engaging.
  • With Periscope, you also can enjoy a sense of urgency now that it is packed with Twitter through a Go Live icon.
  • There is less of a promotional feel to live streaming on Periscope for several reasons, such as its more personal way to communicate with sketching and the use of the GoPro.

In a recent interview with the CEO and founder of Periscope, Kayvon Beykpour spoke about the future of live streaming.  Beykpour spoke about how the performance of Periscope will affect the future of Twitter, especially now that FB Live has been launched. Some of the highlights of that interview include:

  • Periscope is a real chance for business entrepreneurs to break into the mainstream more easily.
  • With Periscope, a business can actually engage with the company to create a dedicated channel for special events.
  • The main focus of Periscope in the coming months will be audience interaction, which Beykpour believes is a powerful marketing tool because it gives viewers a voice.
  • As business entrepreneurs, one of the most valuable business assets you could ever hope for is customers’ personal responses to your marketing efforts. Just imagine how extra special your client will feel when you respond to their comment or feedback on your live stream video. Right there, a bond can be established that will have untold returns if addressed properly.

Some of the top world brands that use Periscope and are happy with its service are BMW, Netflix, Red Bull, Spotify, Adidas, DKNY, General Electric, and Mountain Dew.

What these and many more companies are doing with Periscope is simply amazing:

  • Behind the scenes videos
  • Special promotions
  • Live events
  • Contests
  • Live interviews

With Periscope, you offer your customers a wider perspective of your business – and this can enhance brand loyalty and offer an abundance of goodwill that can last several lifetimes.




Choosing the Perfect Way to Quickly and Easily Level Up Your Marketing

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The Internet is the go-to marketing choice of most businesses because of its convenience, speed, and adaptability, but more so because that’s where the customers are. A few years ago, blockbuster new businesses used the Internet to skyrocket to the top of their respective industries and become highly successful. This year, while the possibilities are still infinite, the competition has become tougher. Internet marketing has become more sophisticated, complicated, and exciting, especially with social media marketing.

Just look at the latest figures from different B2C surveys:

  • 70% of the US consumers are using at least one social media platform.
  • The number of social media users is expected to reach 2.5 billion by 2018.
  • 57% of users are influenced by what they see on their social media accounts.
  • Social media is second most effective means toward customer retention.

The two most popular social media platforms today are Facebook and Twitter. The latest “war” between these two focuses on live videos. Facebook has FB Live while Twitter has Periscope. Which is better for your business?

What is FB Live?

FB Live allows you to post videos up to 90 minutes in length on your newsfeed. You can do live broadcasts or keep it on the feed for those who want to watch it at a later date. You can send out notifications to your network about the videos and respond to any feedback just like a regular FB post.

Recently, Facebook introduced new features such as live streaming using Android or Apple devices, a new video portal, a prominent Live tab, and a world map on current live streams. You can also use filters, which means video quality can be improved easily.

What is Periscope?

Periscope is live video streaming for Android and Apple devices, which puts it in direct competition with FB Live after its launch in early 2015. Within a few months, it had over 10 million users with thousands of videos being streamed daily. Just this year, the company added a new feature: allowing users to stream live using GoPro.

With Periscope, you can tweet links to your Live Stream, limit or disallow comments, and customize viewership. It also has “instant comments” like hearts that viewers can use to express their appreciation. However, the maximum number of hearts a video session can receive is only 500. Periscope also allows for landscape view on its videos and is developing an Apple TV app. One major issue with Periscope is copyright infringement, which the company has addressed by promising to suspend or ban any account that live streams events without authorization.

Which to Choose: FB Live or Periscope?

Pitted against each other, here are the differences that could help you make a wise choice:

  • Facebook is financially more stable, with 1.6 billion users compared to Periscope’s 10 million.
  • Periscope has been experiencing backroom operations problems, especially with its top management turnaround and staggered growth.
  • Twitter is faster with breaking news and points of interests, compared to the laid-back style of Facebook.
  • Twitter is public and still the go-to place for public figures and business leaders.
  • FB Live has a new “trending tab” to break into the tweeting habits of Internet users.
  • Facebook is very aggressive with FB Live and is even paying some media groups to post live videos.
  • Twitter is known for suspending accounts based on what they call “suspicious tweets” not limited to terrorism or crime but more so because of spam.

The bottom line is that today, Facebook is gung ho in being number one in live video streaming and all of its decisions have been to target what can be found on Periscope and other similar apps. Thus far, they have been on point.

Periscope, on the other hand, has an established reputation for breaking news and information. For entrepreneurs, there is no rule that prevents you from using both, running an analysis, and making a choice based on the response from both apps.  Ultimately, it will depend on who your market is and what their preferences are.

 




How To Target Your PPC Efforts

target-marketThe golden rule in marketing and Pay-Per-Click (PPC) is to “know your market.” However simple as that sounds, it’s not as easy as 1-2-3. In fact, PPC can be darn complicated, especially if you have the following views:

“My market is the world!”

“Anyone and everyone is my customer!” or

“What I have is universal.”

Sorry, but every business needs to have a specific target if they want their PPC (or any other type of marketing effort) to work. The bottom line is that what you want is to get your money back on your investment, whether it be in developing your product, maintaining operations, or spending on PPC marketing. A business entrepreneur willing to throw away valuable resources and not receive a return aside from that “feel good” feeling will soon find the need to close shop.

In order to make PPC efforts worth it, here are some suggestions on how to target your PPC efforts:

Review Your Brand Then…Change Your PPC Keywords

You need to ask yourself if your target market is still your target market. Being in business, we often find it surprising that the original target market is no longer our key customer.

Many companies have rebranded and shifted their target market to become a top success story like Hershey’s, which decided to make candy lower in fat for adults, or Harley Davidson, which opted to throw out the “boys only club” and cater to women.

Once you have reviewed your product, you can make the necessary changes in your PPC keywords. Make sure they are relevant, categorized, and tight. If your keywords are not closely related, users will hesitate or be confused about your message.

Keywords Are Not Be-All, End-All; Consider Persona-Based Targeting

The branding is very critical this 2016 because while keywords are important, one trend in PPC is persona-based targeting. Persona-based marketing has been around for many years. It used to be called psycho-graphic or demographic marketing; with the technology we now have, users can be more accurately profiled. That being so, you can reach your market and predict their response to your ads with a higher degree of effectiveness. This gives you an enormous edge and helps you stay in the game.

Improve Your Landing Pages

It is highly possible that you have the perfect PPC campaign but the results are dismal. Could it be that your landing pages are difficult for users to navigate or find the product/information they want? Try to get some feedback on your landing pages from objective users and see where you can improve the experience.

Provide Great Content, Solid SEO

Your PPC efforts will do better if it comes with great content and exceptional SEO. In fact, because PPC provides instant results, you can use it to help you improve your content, provided you have good analytics.  Analytics will help you find that sweet balance between using the right keywords and providing the information users want.