In recent years, B2B live video has exploded in popularity as a viable marketing tactic. Live video isn’t just a hot trend – it’s changing online content as we know it.
In fact, live-streaming currently accounts for two-thirds of all internet traffic and is expected to jump to 82% by 2020 (source). And other video streaming statistics support this.
Of course, your B2B live video strategy will only be as successful as the content you choose to feature during live streams. Need some ideas? Keep reading – today’s blog post offers tips and tricks for B2B marketers to make the most of live streaming!
1. Live stream a product reveal.
How do you announce a brand new product or feature? If you still adhere to old-school marketing initiatives, your product announcement likely comes in the form of a standard press release. Luckily, B2B live video presents a much more exciting alternative or addition.
Build anticipation for your new product drop by promoting teasers of your live stream in advance. When your audience tunes in, show off the product’s features and explain how it will be valuable to customers. You can even reveal a product while it’s in its beta stage, and allow your audience to offer feedback and suggestions to fine-tune the product to fit their needs and preferences.
2. Offer product demos or how-to videos.
Even if you don’t have a new product to unveil, you can still showcase your products through B2B live video. Host a live demo to give your audience an in-depth look at how customers and prospects can use your product best. If your business offers many different products and services, you can host several live demos throughout the year, with each video focused on a specific product.
B2B live video is uniquely beneficial for product demos because it is inherently interactive. Viewers can leave comments and questions as the video progresses and you can respond to questions in real time. This provides a more immediate, convenient experience for customers.
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3. Provide live event coverage.
Not every one of your followers have the budget or time to attend an in-person event– but live video can make customers and prospects feel like they’re actually there. Plus, live streaming can provide a massive boost to future event attendance. In fact, 67% of live video viewers are more likely to buy a ticket to an event after watching a live video of that event or a similar one (source).
Here are a few examples of how marketers can provide exclusive event coverage through B2B live video:
Stream a keynote speech: Say your company’s CEO is speaking at an industry event, or you’re hosting an event with a number of great speakers. Broadcast keynote speeches to your followers so they can feel like they’re right there in the audience.
Promote your tradeshow booth: Give viewers a detailed look at your tradeshow booth before or during an event. Show off your eye-grabbing booth design, and tell people what they can expect when they stop by your booth.
Tour the event hall: Take your live stream on the go and give your audience an all-encompassing view of the event. You can visit other booths, pop into keynote speeches, and so much more.
4. Host customer Q&As.
If you’re like most businesses, you’re constantly answering your customer questions on a variety of topics. Rather than responding to individual questions across platforms, broadcast regular Q&A sessions where you answer several questions at once, in one engaging video. Or, stream a live chat hosted by your CEO or leadership team. THen, they can speak directly to your audience in a more personal, informal setting.
5. Combine with influencer marketing.
B2B influencer marketing is another growing trend, and it fits in perfectly with live video. If you’re looking for content ideas after partnering with an influencer, consider streaming an exclusive Q&A where your influencers can interact with your audience and provide their expert insight on key industry topics.
You can also broadcast a product demo hosted by an influencer. Then, they can give their unique perspective on what makes your product or business so great. Not only do influencers impact purchasing decisions, but they can also draw in a larger audience to your live videos.
6. Give a behind-the-scenes tour of your company.
Bring your audience into your office for a virtual tour via live video. Show them what your company looks like on a daily basis. Introduce them to specific teams and employees and explain how every person at your company contributes to your overall goal.
A live stream of your company will appear more authentic and personal than a carefully-edited promo video. As a result, you will create a more personal connection with your audience as they get a glimpse into the human beings behind your brand.
7. Repurpose your live content.
The purpose of live streaming is to offer video content in real time. But, you can use your live content long after the stream ends. In fact, 61% of marketers say a benefit of live video is that it creates content that can be viewed or repurposed later (source).
There are a number of ways you can use your live video after the initial stream. Here are a few examples:
Share the entire video: Some people will miss your live stream as it happens, so keep it active on your Facebook page or YouTube channel for them to discover later.
Cut video into short clips: Pull small bits of your live video for quick, easily-digestible videos that you can share across social media.
Use live content on product pages: If you live stream a product reveal or demo, that video can become a key attraction on your landing pages.
Share audio from the live stream: Some videos, like Q&As or live chats with your CEO, translate well to audio-only content. Turn the video into a podcast for your followers to listen to on the go.
Of course, this list of live streaming ideas is by no means comprehensive. The best part about live video is that there are countless opportunities to use the medium in unique, groundbreaking ways. So, don’t be afraid to experiment! Live streaming is here to stay and will continue to grow in popularity. The more comfortable and experienced you become, the more effective your live content will be in the future.
Contact ZoomInfo today to learn how our B2B contact database can improve and evolve your marketing strategies.