Just when business owners were ready to give up on Facebook because of the “gotta pay to play” shift the platform seems to have taken, they go and release live streaming, leaving many scratching their heads wondering how on earth to use Facebook Live for business. It’s been around a while, but many business owners still aren’t using it mostly because they just don’t know what on earth they should be talking about when they go live! It’s hard enough coming up with content to post, let alone videos to create. I’ve got some ideas; Let’s hit it!
Last week, I got an email asking: “Hey, Kim! I’d like to hear your thoughts on using Facebook Live for business (specifically photography!).”
Before we dive into how you can use Facebook Live for your photography business, let’s get something out of the way:
Often, business owners are hesitant to put videos out there because they don’t feel good about themselves. They think people will judge their smudged makeup (or their no makeup!), or that they will get tongue tied and become the laughingstock of the internet, or that no one will give a darn what it is that they’re saying.
Videos can be scary.
I’m often hesitant to do live videos because I look tired, or don’t have the oomph to get all dolled up just to record a five-minute video. Maybe I got a killer zit, and I’m positive that no one will take me seriously until my new friend disappears. I did my last broadcast while I was in the parking lot at Costco because I got the chance to run errands for two hours sans baby unexpectedly right smack during when I’d promised to unveil some Instagram tips to my Hustle Meets Heart members. But, no one cared that I was streaming in my car and not at my desk. Plus, they understood that when you have the chance to go to the store alone, you freakin’ take it!
The thing is, when you put quality content out there, no one is going to be paying attention to whatever it is you think is so terrible that you shouldn’t possibly put yourself out there! Get rid of the notion that you have to be perfect to be taken seriously. In fact, for some business owners, that raw authenticity can make your audience relate to you in a wonderful way! Aim to show up.
Bonus: once you force yourself to show up a few times, it gets a LOT easier! You just have to get over that hump.
Now that we’ve gotten that out of the way let’s chat about why Facebook Live is a great tool for business owners!
It broadens your reach. When you broadcast on Facebook, your audience will see that you’re online and your reach will suddenly begin to rise. Aha! Facebook wants you to use live streaming, so those who broadcast benefit from that perk. Keep in mind there is a way to turn off notifications, so if you’re not putting quality content out there, people do have the option to turn you off. Worse, they might unfollow you all-together.
You’re able to bring your most valuable asset to the table- your personality! Facebook typically isn’t a place where your bright personality takes center stage. Sure, you can wow people with your copy, but that just isn’t the same as talking to someone one on one. Live streaming is as close as you can get to having a genuine conversation with potential clients, without actually being in front of them! Your videos help to establish that know, like, and trust factor.
Repurpose your videos and kill two birds with one stone. You’re able to save your videos after you record them, so you’re able to upload them elsewhere! You can use them in a blog post, in your email newsletter, on YouTube, wherever. You have the option to leave the videos on Facebook until the end of time, or delete them when you see fit.
So you’re convinced that you should get over your fear and add “live stream” to your to-do list? Awesome! Coming up with ideas isn’t as overwhelming as you might think. Here are some ideas to get you started:
- Commentary on something you just posted. Maybe it’s an article, or an image, or a quote. Take it a step further and post the content in the morning, and do a live stream in the afternoon! This gives you the opportunity to give your opinions, feelings, and ideas, and add even more value to whatever it is you shared.
- A tip or trick your ideal clients will adore. Think about what your ideal clients value most, and talk about it! Say you’re a photographer who focuses on couples. I’ve said this in past posts, and I’ll say it until I’m blue in the face: you should not be posting things that are only photography related! Same goes for your live streams. Perhaps you do a video about how to plan the perfect date night. Or interview the owner of a super cute coffee shop that couples could brunch at this weekend. Maybe you share your secret for squeezing in couple time after you become parents. The more you share that they can relate to, and use, the more likely they will be to share your videos and keep coming back for more!
- Your story. Why do you do what you do? Tell your audience! If you shoot families, and your ideal clients are moms, talk about your kids. Want people to feel connected to you? Be relatable! It can be something as simple as “I just got out of the carpool lane and into the Starbucks drive-thru and finally feel like a human now that I’ve had my (enter whatever the heck you drink here).” Because really, what mom of school aged kids couldn’t relate to that?! Bonus if you give them a fun drink recipe to try next time they find themselves ordering coffee just to stay sane (so, in five minutes?).
- A behind the scenes look at your business. Bring someone with you to a session and have them film you while you’re in action (make sure it’s ok with your clients first!). Show a peek at your editing process. Talk about your favorite part of running your business. Have a past client give a live testimonial. Quiz your kids about what it is that they think you do. Tips for juggling work with the rest of your life. Remember, your videos are about your ideal clients, so keep them in mind when you’re talking about yourself!
- Special announcements. News is usually more fun when delivered in a video vs. in a plain text post! Share something exciting, announce a contest, give the inside scoop live first. If your excitement levels are high, your audience will feed off of it!
- Blog post teasers. Want to get more eyeballs on your blog? Give the hi-lights in a quick video, and encourage people to go check out the rest on your blog. Give them just enough information to want to know more, without it feeling totally sleazy. For example, if you have a post called “The Top 10 Things Your Photographer Wishes You Knew Before Showing Up for Your Session”, give them three tips, and then tell them to click the link in the comments to read the rest.
When it comes to any live video, the key is to have a plan.
Sit down and brainstorm your video before you begin, and keep your notes nearby if you feel nervous! Remember- people will decide in the first 30 seconds or so if they’re going to stick around. So go in hot! Emit confidence, immediately say what you’re going to talk about, why it’s important, and what gives you the right to be talking about it (mainly, introduce yourself speedy quick!).
While you’re live, interact with your viewers. This is hard for me! I have ADHD, so I have to try REALLY hard not to go off on tangents while talking to viewers. Say hi to people, but keep it short. If someone has a great question, jot it down and let them know you’ll address it at the end. People have short attention spans (plus, everyone is busy!), so if you go off track, you’re likely to lose people.
Don’t forget to ask people to share the video when you’ve made it to the end! Ask them to share it, tag a friend, etc. Also, add a call to action. What do you want them to do next? Could be something like: “turn on notifications by doing this,” “sign up for my newsletter (mention WHY they should do that) here,” “share this with me in the comments,” “check back at 9 AM tomorrow for my next broadcast where I’ll talk about this”.
There you have it, the lowdown on Facebook Live and how to use it for your business. Still have questions? Pop them in the comments and let’s chat!
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