In 2020, you probably signed into more Zoom meetings and attended more webinars than ever before. Conferences and trade shows were canceled, business trips halted, and homes turned into offices during the COVID-19 pandemic.
Even in a vaccinated world, live video and virtual events are likely here to stay for good. Coronavirus only accelerated a trend we were already headed towards -- hosting live webinars and events that allow more people access to companies and brands.
Face-to-face events are not completely gone, but they will likely be scaled back. It’s just too convenient to log onto your computer to attend an event instead of having to pack up and travel across the country.
Instead of thinking about the way things once were, now is the time to focus on the opportunity in front of you. By using live video, webinars, and summits, you can reach a much broader audience.
But, before you start scheduling your next webinar or planning a three-day virtual conference, stop and think about what you want to accomplish. If you’re going live for the sake of going live, you will probably not succeed. You need well-crafted live content to benefit your business.
To help get you started, here are some suggestions for using live video to your advantage:
● Connect with your audience - Before you begin planning a live event, think about the pain points your customers are facing. How can you help solve their problems? Are they confused or concerned about something in their industry or community? Are you a B2B company that once relied heavily on conventions? Using live video and webinars are a big opportunity. Instead of focusing all of your energy on a couple of days a year, expand your options and host a live event once or twice a month. You’re no longer confined to the length of a standard expo.
● Give a “behind the scenes” tour - Customers love knowing how a business runs. If you have a warehouse, take them through it and show how your products are made. Think about the heart of your company and what really makes it run every day. Then, show that your customer base and potential clients.
● Include live interactions - One of the best parts about face-to-face communication is engagement. You can have a conversation with a customer. While human interaction is much different via live events, it’s still possible. Answer common questions that come up. Interact with people in comments. Just like a face-to-face conversation, live events should be a two-way street.
● Repurpose and recreate - Once these live videos and webinars are over, you have even more resources at your disposal. Showcase them! Repurpose the content into videos to help your sales cycle. You can post snippets on social platforms or email to customers and clients.
When you do anything live, there is always the risk of something going wrong. But the reward of connecting with your audience is far greater than the risk. Plus, you likely have a much more gracious audience now than you did a year ago.
Do you remember when the BBC Dad video circulated social media? The kids sneaking into the very serious interview with mom running in to grab them was a novelty. Now, it’s likely you’ve had the same experience, and the general consensus is it’s OK - we know life happens.
Working with professionals like Lucie Content can also help minimize risk of any live event. We craft a plan and perform test runs to make sure everything goes as smoothly as possible. With a background in news, going live is where we can really help separate your business from the rest.
We help one of our clients, Westside Future Fund, host live summits twice a month. The summits introduce you to residents, nonprofits, and businesses who are committed to creating racial equality in the Westside neighborhoods of Atlanta. Here is an example of one of the live summits.
They share stories of success and also talk about how to overcome challenges. The summits are streamed live on Facebook and YouTube, and really give a chance for the community to come together. This is truly a great example of how your business or nonprofit can create your news.
If you want to know more about how Lucie Content can help you plan and execute live events, CLICK HERE.