Right, let’s dive in. I recently had a fantastic chat with Noah, a seasoned Facebook ads expert, about how small businesses can actually benefit from the ever-changing Facebook algorithm. We focused on live video series, something I’m increasingly convinced is a goldmine for generating new business. Noah’s insights were so good, I just had to share them. So, grab a cuppa, and let’s unpack this.
Why Live Video? (And Why Now?)
Firstly, why bother with live video at all? Well, Facebook loves it. The algorithm prioritises live content because it’s engaging, interactive, and keeps people on the platform longer. A live video series allows you to consistently deliver value to your audience, building trust and positioning yourself as an authority. Think of it as free advertising, but with actual connection.
The Live Video Series Blueprint: Expert Interviews and Q&As
Our discussion really homed in on one specific type of live video: expert interviews with Q&As. The idea is simple: you invite an industry expert onto your live stream, interview them about a relevant topic, and then open the floor for questions from your audience. It’s a win-win: the expert gets exposure, your audience gets valuable information, and you get to showcase your brand as a hub for knowledge.
Planning is Key: Target Audience and Content Strategy
Before you even think about pressing ‘go live’, you need a solid plan. Noah was insistent on this. Who are you trying to reach? What are their pain points? What questions do they desperately need answered? This is where understanding your target audience truly pays off.
- Identify Your Ideal Viewer: Let’s say you run a small organic skincare business. Your ideal viewer might be a woman aged 25-45, interested in natural beauty, sustainable living, and possibly already following similar brands.
- Map Their Problems: What keeps them up at night? Maybe they’re struggling to find effective organic skincare that doesn’t break the bank. Perhaps they’re confused by ingredient lists or overwhelmed by marketing claims.
- Craft Content to Solve Those Problems: Your live video series could feature interviews with dermatologists specialising in natural ingredients, organic skincare formulators, or even other small business owners who’ve successfully navigated the market.
The key is to provide genuine value. Don’t just regurgitate information; offer unique insights, practical tips, and actionable strategies that your audience can implement immediately.
Finding the Right Expert: Leverage Your Network
Finding the right expert is crucial. Noah suggested tapping into your existing network. Look for people you already know who are respected in your industry. Reach out to past collaborators, university professors, or even industry influencers. Don’t be afraid to pitch the idea and explain the benefits for them. Offer them exposure to your audience and a chance to establish themselves as a thought leader. It’s all about offering value for both sides.
Promoting Your Live Event: Get the Word Out
Even the best live video series won’t succeed if nobody knows about it. Noah stressed the importance of promoting your event well in advance. Use all your available channels: email marketing, social media posts, even paid advertising. Create eye-catching graphics, write compelling descriptions, and make it easy for people to register or add the event to their calendars.
- Teaser Content: Release short snippets of the upcoming interview to pique interest. Share key questions that will be answered or behind-the-scenes glimpses of the preparations.
- Cross-Promotion: Encourage your guest expert to promote the event to their audience. This will significantly expand your reach.
- Facebook Event: Create a dedicated Facebook event page to provide all the details and allow people to RSVP and receive reminders.
During the Live Event: Engagement is Everything
During the live stream, engagement is king. Encourage viewers to ask questions, participate in polls, and share their thoughts in the comments. Respond to comments in real-time, acknowledge viewers by name, and create a sense of community. This is where you build rapport and establish a personal connection with your audience.
Noah shared a neat tip: designate someone (or yourself) to monitor the comments and questions. This allows you to focus on the interview while ensuring that all questions are addressed. Plus, having someone dedicated to monitoring comments makes your audience feel valued and cared for. We also spoke about the need to be aware that sometimes the questioners will hijack the question with their own personal views and the need to gently correct them without making them feel unwelcome. It’s a fine balance.
Post-Live: Re-purpose and Amplify
The live event doesn’t end when the stream stops. Noah emphasised the importance of repurposing the content. Turn the video into a blog post, create short video clips for social media, or extract key quotes for graphics. Share the recording on your website and YouTube channel. This allows you to reach a wider audience and continue to generate value from your live video series for months to come.
So, that was the gist of my conversation with Noah. It’s clear that Facebook Live, done right, can be a game-changer for small businesses. By focusing on providing valuable content through expert interviews and Q&As, you can attract new customers, build a loyal following, and establish your brand as a leader in your field.
