The Ultimate Checklist for Marketing Success with Live Streaming in 2023

In today‘s digitally-driven world, video has emerged as the preferred medium for consumers. And within the video landscape, live streaming is experiencing explosive growth.

Consider these live streaming statistics:

  • The live streaming industry is expected to be worth over $247 billion by 2027 (Source: Market Research Future)
  • 80% of consumers prefer watching a live stream from a brand over reading a blog post (Source: Livestream)
  • Live streaming is expected to account for 82% of all internet traffic by 2022 (Source: Cisco)

Clearly, if you‘re not incorporating live streaming into your marketing mix, you‘re missing out on a massive opportunity to reach and engage your target audience. But where do you begin?

In this post, we‘ll walk you through the essential steps to running an impactful marketing live stream from start to finish. We‘ll cover everything from setting your strategy to technical setup to amplifying your results. Whether you‘re new to live streaming or looking to level up your approach, this checklist will serve as your blueprint for success. Let‘s dive in!

Before Your Live Stream: Setting Your Strategy

Define Your Target Audience and Goals

As with any marketing endeavor, a live stream needs to start with a clear understanding of who you‘re trying to reach and what you aim to achieve. Ask yourself:

  • Who is my ideal viewer? Consider demographics, interests, pain points, etc.
  • What action do I want viewers to take? Is it to visit your website, sign up for a free trial, purchase a product?
  • How will I measure the success of this live stream? Establish key metrics like viewer count, engagement rate, conversions, etc.

Having specific answers to these questions will guide every decision you make regarding your live stream, from topic selection to promotional tactics.

Choose Your Live Streaming Platform(s)

There are a plethora of live streaming platforms to choose from, each with its own unique features, audience, and strengths. Some of the top platforms for marketing live streams include:

  • Facebook Live
  • YouTube Live
  • Instagram Live
  • Twitch
  • TikTok LIVE
  • LinkedIn Live

To decide which platform(s) to use, consider where your target audience is most active and engaged. Also look at the unique capabilities of each platform. For example, Instagram Live is great for informal Q&As while LinkedIn Live is ideal for B2B thought leadership content.

Many brands find success by multi-streaming – broadcasting their live stream across multiple platforms simultaneously. This allows you to maximize your reach without creating separate content for each channel.

Plan Your Content and Format

Now it‘s time to determine what your live stream will actually be about. The key here is to create content that is valuable, relevant and engaging to your target audience.

Some popular live stream formats for marketing include:

  • Behind-the-scenes looks at your company or product
  • Q&A sessions or interviews with thought leaders
  • How-to tutorials or demonstrations
  • Product launches or announcements
  • Live events or conferences

Whatever format you choose, make sure to have a clear agenda and flow for the live stream. Create an outline or storyboard detailing what will happen at each stage.

It‘s also important to determine the ideal length for your live stream. According to Livestream, the average viewing time for a live stream is 34 minutes. However, the optimal length will depend on the platform, topic and your audience‘s preferences.

Setting Up for Your Live Stream: Technical Considerations

Gather Your Equipment

To run a high-quality live stream, you‘ll need some essential equipment:

  • Camera – This could be a smartphone, webcam, or professional camera depending on your budget and desired production value.
  • Microphone – Audio quality is just as important as video. Invest in a good external microphone for clear sound.
  • Lighting – Ensure your subject is well-lit. Natural light is great, or you can use a ring light or softbox.
  • Tripod – To keep your camera stable and avoid shaky footage.
  • Encoding Software – This converts your video into a format suitable for live streaming. Examples include OBS Studio and vMix.

Test all your equipment beforehand to avoid any technical glitches during your actual live stream.

Check Your Internet Connection

A stable and fast internet connection is crucial for a smooth live stream. For HD streaming, aim for an upload speed of at least 5 Mbps. Run a speed test prior to your live stream to ensure your connection meets the requirements.

If possible, hardwire your internet connection instead of relying on WiFi, which can be less stable. Close any unnecessary programs or browser tabs that may be using bandwidth.

Optimize Your Environment

In addition to your technical setup, also consider your physical environment. Choose a quiet location to minimize background noise and distractions.

If you‘re streaming from an office or studio, make sure the background is clean, professional, and on-brand. Avoid overly busy backgrounds that may distract from the subject.

Promoting Your Live Stream: Get More Views

Leverage Multiple Channels

To get the most eyeballs on your live stream, you‘ll need to promote it across multiple channels. This could include:
– Your website or blog
– Email list
– Social media profiles
– Relevant online communities
– Paid ads

Start promoting at least a week in advance to give people ample time to mark their calendars. Increase the frequency of your promotions leading up to the live stream date.

Create a Compelling Landing Page

Create a dedicated landing page for your live stream on your website. This page should include:
– Title and description of your live stream
– Date and time
– Embedded video player or link to view
– CTA to sign up for a reminder
– Social sharing buttons

Optimize the page with relevant keywords to attract organic traffic. Share the link to this page in all your promotional posts and emails.

Offer an Incentive

To entice more people to tune into your live stream, consider offering an exclusive incentive or piece of content. This could be a discount code, free resource, or opportunity to ask questions live.

Promote the incentive in your marketing messages to motivate people to mark their calendars and show up live.

During Your Live Stream: Engage Your Audience

Have a Strong Opening

The first few seconds of your live stream are critical for hooking viewers. Start with a strong opening that clearly communicates what the live stream is about and why viewers should stick around.

Avoid long, rambling intros. Get to the point and start delivering value quickly to keep viewers engaged.

Encourage Interaction

One of the biggest advantages of live streaming is the ability to interact with your audience in real-time. Encourage viewers to ask questions, share their thoughts, and participate in the discussion via the comments.

Make a point to address comments by name to make the experience more personal. You can even incentivize engagement by offering prizes or shoutouts to the most active participants.

Have a Clear CTA

Throughout your live stream (and especially at the end), make sure to have a clear call-to-action. What do you want viewers to do after they finish watching? Visit your website? Sign up for your email list? Purchase your product?

Don‘t assume viewers will take the desired action on their own. Guide them to the next step to take their relationship with your brand to the next level.

After Your Live Stream: Analyze and Optimize

Repurpose Your Content

Once your live stream is over, your work isn‘t done. To get the maximum mileage out of your content, look for ways to repurpose it, such as:

  • Downloading the video file and uploading to other platforms
  • Embedding the recording on relevant website pages or blog posts
  • Extracting audio and using as a podcast episode
  • Splicing into highlight clips for social media

This allows you to extend the shelf-life of your live stream and reach viewers who may have missed the original airing.

Analyze Your Results

To gauge the success of your live stream and identify areas for improvement, be sure to review your analytics. Key metrics to track include:

  • Total viewers
  • Average watch time
  • Peak concurrency (number of concurrent viewers)
  • Engagement rate (comments, reactions, shares)
  • Click-through rate
  • Conversions

See how your results stack up against industry benchmarks and your own past live streams. Use these insights to guide your strategy for future live streams.

Follow Up With Attendees

The relationship with your live stream viewers shouldn‘t end once the broadcast is over. Find ways to follow up and nurture these leads after the fact.

If you collected emails from registrants, add them to your mailing list and send a thank you email with a recording of the live stream. Continue to provide value and build the relationship with a lead nurturing email sequence.

Engage with viewers who left comments by responding and inviting them to check out other relevant resources from your brand.

Putting Your Live Stream Checklist Into Action

We‘ve covered a lot of ground in this guide to live streaming for marketing. But the only way to truly harness the power of this tactic is to take action and start experimenting with live streams for your own brand.

As intimidating as pressing that "Go Live" button may seem, remember that authenticity and value are more important than perfection. Viewers will appreciate seeing the human side of your brand.

Over time, you‘ll start to find your groove and discover what formats, topics, and promotion strategies work best for engaging your unique audience. The key is to be consistent, pay attention to your results, and always keep your audience‘s needs and preferences at the heart of your live streaming approach.

By following the checklist laid out in this post, you‘ll be well on your way to unlocking the full potential of live streaming and taking your digital marketing to new heights.

Happy live streaming!