Companies must coordinate a successful product launch when introducing a new solution to the market. In the past, this meant hosting a live event or buying ad space on TV or in industry-related magazines. However, today’s digital world calls for a more engaging product launch experience that allows loyal customers and potential customers to learn more about the solution and interact with the company in real time.
Live broadcast product launches are a great way to increase brand visibility and increase sales. with Video Marketing Strategies are only growing in popularity, and it makes no sense to continue in this direction. Search by Wyzowl It shows that 88% of people are convinced to purchase a product or service after watching the company’s video. In addition, the same study indicates that 73% of people prefer learning about new products from short video content rather than text articles.
While pre-recorded video content is already a hit, live streaming adds something new to the mix. It allows creators to listen directly to their customers, answer their questions, and bring to life the core values of their companies. In addition, the live broadcast will enable viewers to feel more connected With the brands they support and create an incentive to buy their products.
But to create a successful live streaming product launch, long-term planning is a must. It takes a strong marketing campaign, a content catalog, and a confident use of today’s technologies to experience this new avenue of promotion.
This is your step-by-step guide to successfully broadcasting your product launch to the world.
Part One: Before the Stream
Find your target audience
The first thing you need to do when planning to launch a live streaming product is to research your target audience. Analyze your current followers, as well as the personalities you plan to target.
From online behaviors to everyday habits, gather as much data as possible by asking specific questions. For example, where do potential buyers shop? What are their favorite social media platforms, and what time are they on the move? What kind of content keeps them engaged?
The more answers you have to these questions, the better prepared you will be to plan your broadcast.
Choose the platform – or the platforms!
Now that you know who your target audience is and where they go to consume content, it’s time to choose the platform that will reach that audience most effectively. Again, brands have plenty of options, and most social media platforms have a live streaming component.
Choose the platform where most of your followers gather and connect on a daily basis. You want to make sure that the live broadcast is convenient and comfortable for them to access. Choosing a live streaming platform that fits your brand’s overall messaging is also essential. For example, if you are promoting a product for the entertainment space, Twitch could be a great option. If you’re launching a B2B solution into the tech world, try LinkedIn Live.
What if your audience is spread across multiple social media platforms? Multistreaming is an excellent solution for companies that want to extend their reach to every medium possible. Multicast-enabled streaming apps like Switcher Studio allow brands to share the same live stream to multiple channels simultaneously, including Facebook Live, YouTube, Twitch, and more. One study shows that 65% of live broadcasting companies that do live broadcasts have also done multiple broadcasts before. An all-in-one solution like this means you don’t have to choose.
Schedule your broadcast and work backward
It’s time to choose the day and time for your live streaming product launch. First, you want to make sure you go live when your followers are available and engaged. Next, pay attention to the time zones of your prospects and align them for a successful global streaming.
You also want to make sure that you give yourself enough time to promote and market your virtual event. (We’ll move on to this next.) Make sure you take the time to spark the event, prepare new content, look for PR opportunities, and promote your live streaming product launch. It’s never a good idea to rush into an event, so give yourself enough time to plan.
Of course, you don’t want to provoke your audience for a long time. put a Product launch date Three months in advance could cause your followers to lose interest, or worse, forget about the live broadcast altogether. Strike a balance between creating anticipation and keeping your audience actively interested in your big launch.
Once you’ve decided on your broadcast date, work backwards before creating your marketing campaign. Use the social media scheduling tool to organize your promotion ideas. For example, decide when you want to announce the event and select specific days each week to share more information with your audience. This is called the breadcrumb approach.
Think of the breadcrumb as one of the new details about your event or product. The whole point of this approach is to continue to give your followers something to look forward to so they will be interested in going live until the day of the broadcast.
Build your marketing campaign
Creating a successful marketing campaign to launch a live broadcast means promoting your event through every available resource. From pay-per-click (PPC) advertising to influencer marketing, there are various ways to boost your event’s visibility.
First, you should consider creating organic content that highlights the value of your products and services. From short videos to infographics, successful organic content should inspire your prospects to engage with your brand without the need for paid ads or sponsored content (although these external marketing tactics can work great with organic content marketing).
Next, consider sending any Pre-launch materials To the media for press coverage. PR campaigns are a great way to increase brand visibility and boost responses to an invitation before a live event. Send press releases and organic content related to your new product to the leading publications in your industry. A mention in an article or an exclusive interview can go a long way in turning CEOs into real thought leaders.
Media outlets are not the only way to cross-promote your launch to new audiences. Ask social media influencers, colleagues, and industry opinion leaders to shout out your story and give back by posting their work on your company profile. You can even invite a specific guest host to join you on your broadcast, providing access to attendees beyond your company’s followers.
Finally, it is always wise to improve your marketing efforts by investing in some PPC advertising. These are particularly effective for reaching people who are unaware of what you are offering to the market.
Brand and define your success path
You want your live broadcast to look and feel professional; You are trying to sell your new product, after all. In the past, small businesses didn’t have the industry equipment or editing tools necessary to make their live feeds look polished. Fortunately for them, the tides are now changing – almost everyone has a high-quality camera in their pocket.
Today’s live streaming apps allow businesses to brand their streams with customizable features. For example, you can choose custom colors, customize your layout with a logo, and even incorporate multimedia elements like countdown timers and polls.
Many brands are taking this customization a step further with multi-angle streaming technologies. With multiple iOS devices, live streaming software can link differently Video sources To give viewers a look at your product from every angle. Test these features to differentiate your broadcast from your competition.
Pay attention to the flow of content at launch as much as what it looks like. Dot the different segments of your live broadcast and set up calls to action throughout the show to keep viewers active and engaged. Finally, be sure to leave space for audience participation and question-and-answer sessions. Find the right mix of preparation and spontaneity.
Part Two: While Flowing
The day has come and you are ready to broadcast your live streaming product launch. But, before hitting the Broadcast button, be sure to set yourself up for success.
Double-check that your iOS devices are fully charged and that your Wi-Fi connection is strong. Test lighting and sound before broadcasting, and get your graphics and content pre-recorded on file and ready to use. These tips may seem obvious, but forgetting one of these “obvious” steps will significantly reduce the value of production and reflect badly on your brand. In addition to, 67% of live viewers Say that video quality is most important when watching live broadcasts, so pay close attention to these little details.
Once you live, the show must go on. It’s time to put on your hosting hat and showcase your new product with confidence. To do this, you must remain alert to every aspect of your flow. This includes your comments, editing tools, and a live feed that viewers see.
First, make sure you interact with the participants. This means answering questions in the comments section, giving shoutouts to excited viewers, and giving them specific CTAs throughout the show. Try to customize your interactions, so that each viewer feels visible, and create a path for them to learn more about your company’s post-broadcast – and the best way to do that is to provide them with a way to schedule a one-on-one call. The more they relate to your brand identity, the better.
Keep things fun and flowing by instantly modifying your live stream. Some platforms allow companies to change layouts, add pre-recorded content, and switch camera angles directly. So don’t be afraid to switch things up and show viewers a different side of your new project.
And speaking of fun, who doesn’t love a good surprise? It’s always wise to keep a surprise or two in store for your audience. Create more incentives for viewers to convert to buyers by offering a special on-air discount, early access, or even promotion of an exclusive livestream bonus.
Part Three: After the Stream
Once the broadcast ends, many opportunities remain to improve product discoverability and conversions. The best part about live broadcasts is that they can be archived for later use. Successful marketers repurpose 1- to 2-hour streams by breaking them down into bite-sized content assets for platforms like Instagram and TikTok. This strategy increases the longevity of the broadcast and proves the value of your solution to users who did not watch the broadcast when it was broadcast.
Of course, you’ll want to nurture potential customers immediately after your product launch event. One easy way to keep up the momentum is to send an individual email newsletter For viewers who relate to the live broadcast – including screenshots from the broadcast, references to funny moments or twists, and other highly customized references – and end with a CTA that leads them directly to the purchase page. It can also include a discount code or a special thank you gift.
Use this guide to start planning your first (or next) live streaming product launch. Whether you’re new to the streaming game or totally comfortable with technology, allow yourself to get creative with this marketing strategy. Creativity is vital when bringing a new product to the market, and a well-planned live broadcast can be the perfect introduction.
Featured image credit: Pixabay Photography; Pixels. Thank you!