Live Marketing for small business is a new trend in the marketing landscape. The London school of Marketing defines live marketing as “focused primarily around the immediacy of an event or offer happening in real time which is captured via mobile phone, tablet or camera and then streamed live or posted directly onto the web, social media or a mobile phone app”. But what does live marketing really mean for small businesses in South Africa?

What is Live Marketing?

Video and streamed content are the new future in the marketing industry. This engaging social medium allows for more direct contact between business brands and the consumer thus building a stronger brand connection with customers. It quickly gets the message across, and is cheaper than creating adverts for television, for example.

Facebook Live, Twitter and Snapchat have led the industry and it is clear to see why many companies globally and locally have latched on to this trend. Ask Me Anythings (AMA) have been particularly popular on Facebook Live, giving consumers an interactive way to ask questions and receive live feedback. Live Marketing has allowed businesses to stream everything from business events and conferences to community and charity events.

Why has it been successful?

  • Firstly, video content appeals to consumers. Kristin Long of ragan.com reports that people retain 80% of what they see and only 20% of what they read. Social media users are also more likely to share video content than any other content.
  • People can experience the content immediately.
  • Live Marketing emphasises user engagement and instant feedback.
  • Live debates have also become increasingly popular online.

Tips for Successful Live Marketing

The honesty and spontaneity of a live stream that appeals to the audience can also be its biggest shortfall. Unrehearsed, unplanned streams can look sloppy and unfocused.

To be successful, Live Marketing should be engaging and interesting to the audience. The market needs to be researched and understood, and a well thought out strategy created that is tailored to the audience. The goal is to find a balance between looking unrehearsed yet remaining focused on a clearly defined message.

Drafting a script outline could be beneficial in maintaining the flow of the stream while still allowing flexibility.

Not all live streams need to be ‘adverts’. A successful stream could take a more emotion-driven approach, showing the audience the more human side of a business.

Other Resources

https://www.magisto.com/album/businessesforcommunity

https://www.ragan.com/Main/Articles/Infographic_Why_visual_content_is_better_than_text_48199.aspx

http://www.londonschoolofmarketing.com/blog/the-live-marketing-effect

Ayanda Khuzwayo

Ayanda Khuzwayo

Author at Small Business Forum
Yesterdays successes do not guarantee today's, make winning a habit.

Ayanda is a Durban-born, Johannesburg-based writer, blogger and passionate creative. A recent BA Journalism Graduate at the University of Johannesburg, at 22 Ayanda believes knowledge is a life journey, a journey he is determined to embark on. His interests include Music, soccer, business and politics.
Ayanda Khuzwayo

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