No one can deny the importance of video in growing your business and its ability to quickly nurture your audience. Today we’re gonna show you the four requirements in order to successfully sell with Facebook live. And also the exact flow of your live streams that will help convert your viewers into buyers!
Livestreams can be great for your Facebook page and also for your Facebook groups. Now, we often think that Facebook lives are only useful for a certain amount of time before they stopped getting engagement. But we’ll show you one simple trick to help you breathe new life into your Facebook lives. But first let’s hop into the four requirements in order for someone to make a purchase and the exact video flow.
4 Live video purchase requirements
Number one, you have to be able to state exactly what problem you’re solving and they have to agree they have that problem.
Number two, you have to agree that you are the one to solve that problem. Which means they have to believe that you have the credentials, the background, or the knowledge in order to solve that problem.
Number three, you have to be able to show them that they are going to get a particular result that you can provide and that they want.
And number four, you have to make solving that problem now a priority. If you can get all these four requirements down within your live stream, then you are well on your way to getting them to say yes to buying your products and services.
Facebook Live Video Flow
So what does your live stream actually look like?
Your first few, maybe 30 to 60 seconds are going to be you just being a regular human, kind of like an icebreaker. Mention maybe what you’ve been doing that day, say a little joke, tell them something that’s been challenging. You want to be seen as a regular person doing regular things before you’re about to hop in and blow their mind with all of your awesome content.
Number two, you wanna set up their frustration. Tap into what they feel right now. What do they wish was different? What are they feeling frustrated or upset or angry or overwhelmed about, that they wish it would change? You wanna highlight that frustration, so you can then set up how you’re gonna make their life better.
#3. Why You?
Thirdly, we have “Why you?” If we want them to believe that you actually have the knowledge to help solve their problem, then you have to tell them where that knowledge comes from. Talk about a past story, a past experience, credentials. You have to make sure they know you’re somebody worth listening to and potentially buying from.
“Imagine a world where…” is a really great phrase to use to let your viewer see what the world could look like after they’re done working with you. Or, after purchasing your products, or after they’ve gotten the result they’re looking for. Setting up the frustration, telling the “why you” story and setting up a transformation all equals about two to four minutes of content.
Next, it’s all about the training or content that you’ve created to teach your viewers something. This can usually take between five to 15 minutes. The best way to look at this is how to fill a gap or give a hack. Filling a gap helps change the way people think about something. They may believe something to be true, and you’re gonna help show them a new way of thinking about solving that problem. Or, you can give a hack! That is a much more tactical way of showing them how to do one particular thing, say, use live streams to get clients.
#6. Why Now?
Why now? We have to get viewers to believe that solving that problem now is really important. Because if they wait, they pay more for the product, or they have to spend more time sourcing for it. Create scarcity. Tell them that if they wait, this is what life’s going to look like. Your life is gonna be the same way it is now. You’re gonna feel those same frustrations you feel now and nobody wants that. You’ve gotta find the “why now” to make solving the problem a priority. Then you end with that call to action, where you tell them what to do next. Get on a call with you, click and look at a sales page, message you a particular word so that you can engage a message back, for example.
A CTA is really important to help finish out that live stream, to ensure that they move from viewer to client. The CTA is usually about one or two minutes, which gives you about a 20-minute live stream.
3 Mistakes to Avoid
Before we hop into the one trick that’s gonna extend the life of your live streams, here are three things we want you to keep in mind.
Make sure that you don’t make people feel like they’re not smart enough. That’s why we start with making you human and not making you perfect. Make sure that you don’t talk down to people. Be inclusive, welcome their comments and be like a friend instead of like a teacher.
Number two, don’t make it too complex. Don’t try to teach them everything you’ve ever known in one live stream. The more specific you are with your topics, the better engagement you will get.
And finally, don’t assume that just because you’re putting out good content that it will sell. If you’re not touching on those four requirements we talked about, then odds are, they’re gonna think your content is great, but never buy from you.
What to Do After Your Facebook Live
Now that you’re finished with your live stream, what do you do with it? If you’re doing a Live in your Facebook group, one of the things you can do is make it an announcement. Now, one of the really cool things about announcements is that you can pin that announcement to the top of your group. That means everybody, when they come in, see that post. The reason it’s so important to keep them as announcements is because Facebook will serve up whichever video they haven’t seen. So each week when you’re recording a new live stream, you’re going to pin the new one to the top of your group. People can binge on you every time they log into your Facebook group. Now your live from a month ago is still getting viewed by members!