Businesses are continually on the lookout for innovative ways to connect with their audiences. With more than 2.2 billion monthly active users, Facebook is one of the most popular social platforms today. And Facebook Live is one of its most preferred features that brands use to connect with their audiences.
Live webinars too are quite popular among brands. Nearly 60% of marketers prefer to use live webinars to talk about their products and services. Webinars provide a visual and interactive experience to your viewers. Because of this, they’re effective in attracting the attention of an audience and engaging them.
Live videos are probably the most effective medium to connect with your audience directly. When compared to pre-recorded videos, people spend 3X more time watching live videos. 80% of audiences prefer live videos over blog posts from brands, while 82% prefer live videos over a social post.
Live communication can help you win the trust of your audience and establish strong relationships with them. It can also help you understand your audience on a personal level. But should you use Facebook Live or live webinars? This post will tell you which of these might be better for your audience.
Benefits of Live Webinars
1. Keeps Your Audience Engaged
Webinars are different from other platforms in that they are live and one-time events. If your followers join late, they will miss some parts of the webinar. So the fear of missing out on some parts of the content or even the entire event gives the webinar power.
You can take questions or feedback in the middle of the webinar and make it more of a conversational type session. This will make sure that your session is not a solo webinar and that your audience is engaged. Apart from making the whole session interactive and engaging, it will also increase the awareness of your brand.
40% of webinar creators choose to use engagement methods to increase their engagement rate. These methods include tactics like conducting polls or surveys and distributing handouts.
By using platforms like ClickMeeting, you can successfully keep your audience engaged throughout your webinars. You can take advantage of many interactive features, allowing you to conduct polls and surveys, organize Q&A sessions, share related resources or even add a popup call-to-action.
You can use the built-in chat for one-to-one messaging and group discussions as well. And while ClickMeeting is a great solution for offering webinars on the platform’s website, or embedded on your own pages, it also supports simultaneous live streaming to YouTube and Facebook, so you can circumvent the Facebook Live vs. live webinar conundrum altogether, keeping your content accessible across all channels.
2. Increase Your Sales without Selling Hard
When done correctly and with the right type of content, you can make your webinars less pushy and salesy. You should aim to create webinars based around soft selling rather than trying to hard sell your products or services.
Instead, you need to sell your product while educating your audience about it. The content of your webinar should talk about the problems/issues that your product can solve, without focusing too much on your product’s features alone. This is the characteristics of an effective live webinar.
At the end of the webinar, your audience should know exactly what they want. By this point, you should have made it clear that the “what” is your product. Ideally, by the time you start selling your product, the audience already wants it. This is a very natural way of selling your product to your followers and fans.
3. Generate High-Quality Leads
Generating quality leads is a critical goal of any business. A business will never have to struggle to expand and grow if they have generated enough leads. Organizing live webinars is a golden opportunity to attract new leads and convert them into loyal customers. 73% of B2B marketers reportedly agree that organizing webinars can generate high-quality leads.
To participate in a live webinar, your audience will have to register. When registering for a webinar, participants need to submit basic details like first name, email address, and sometimes contact number.
With this information, you can build an emailing list. They have given their details, meaning they are interested to learn about your brand, or at least about your webinar topic. So you can email them later to update your audience about your products and services. This can encourage them to visit your website and make a purchase.
4. Speeds Up Your Sales and Improves ROI
Sales and ROI are two important determining factors controlling the growth of your business. Even if you have generated high-quality leads, you need to be able to convert them into customers. And live webinars can help you achieve that goal.
You might be wondering how that’s possible. This is because live webinars take all of the primary funnel steps and merge them together. And within a short duration, you can gain and build the trust of your followers and deliver value.
Benefits of Facebook Live
1. Drives Organic Traffic
One of the major benefits of using Facebook Live is that it can generate organic traffic to your Facebook page. By using Live video, you can successfully promote and talk about your products or services. It will motivate your followers to visit your Facebook page even in the future.
As a matter of fact, Live video generates more engagement when compared to pre-recorded video content. Live videos can produce comments more than 10X times in comparison to regular video. The biggest reason behind this is that Live videos can establish a connection with your audience in real time.
But always make sure the content is interesting and engaging enough. Try to come up with fresh ideas and content and make it as attractive as possible. This is the key to generate high-quality traffic to your site.
Also, keep doing live videos regularly. Don’t leave your page dormant or it will push your potential customers away. Through Live videos, you can keep distributing new content to your followers.
2. Improves Connection with Your Audience
Going Live on Facebook is the quickest and easiest way of building a connection with people. Establishing and nurturing a connection with your followers will positively impact your business. You can win their trust and drive them to your website to make a purchase, which will increase your sales.
You must ensure to create and produce content that gains your customer’s attention and gets them hooked. Without investing much in the content creation process, you can simply conduct a Q&A session. It’s a very effective way to strengthen your relationship with your followers.
Nearly 80% of Gen Xers and baby boomers, along with 90% of millennials believe it’s cool for a brand to answer social media questions. So you need to give your best to engage and respond to your followers.
Jorge Cruise, a well-known weight loss and fitness coach, for instance, organized a Live Q&A session on his Facebook page. Through the Live session, he connected with his followers and answered all their questions and doubts related to health and fitness. Even though the video is 40 minutes long, more than 2K people have watched it.
3. It’s Cost-Effective
Regardless of the size of your business, producing a beautiful and budgeted video can be very taxing. It is especially tough if you are a startup or you have a tight budget for marketing. But you cannot ignore the value that videos add to your overall social media marketing strategy.
Nonetheless, the awesome feature of Facebook Live videos can make your life easier and reduce the stress. Lower the corporate curtain in front of your followers and give them a glance of who you really are. Audiences enjoy and love to see their favorite brands in action.
This means your audience will get to see the unedited version of your brand’s personality. And to do all this, you don’t need a design or editing expert or a fancy high-end camera. It’s a smart move to produce cost-effective yet beautiful videos.
When you are launching a product, it’s impossible to invite every one of your fans and followers to the venue for your product launch. But you can do a Live broadcast of your product launch and invite your followers to join it virtually.
You can also use Facebook Live to share the various uses of your product or service with consumers. For example, Aweber uses Facebook Live to share and showcase different ways of using their services. One of their videos managed to gain more than 600 views on Facebook.
4. Increase Awareness of Your Audience
Through Facebook Live videos, you can cover your live events or test your product live. These tactics will increase your brand awareness. Testing or reviewing your products in a Live video will help you gain and build the trust of your followers.
It will also make them aware of the various features of your product. Do a live testing or reviewing of your product after it is launched and available to the public. In this case, the Live video will excite and motivate many of your followers and fans to visit your website and make a purchase.
One of the most popular car brands, Land Rover, used Facebook Live video and conducted test drives for a month. The aim was to educate and increase awareness of their product. They wanted to showcase and communicate that regardless of the terrain, their vehicles can perform optimally. The video managed to receive 9.5K views.
Facebook Live or Live Webinars? Your Choice
Both Facebook Live and live webinars are useful and beneficial for your business because live videos are the most effective way of getting connected to your audience and fans. They help you to engage your audience and strengthen the relationship you have with them. Both Facebook Live videos and live webinar videos allow you to connect with your followers and fans from any part of the world.
It depends on your social media marketing aim, goals, and strategies to decide which one is the best for you. If you have any thoughts on Facebook Live or live webinars, please share them in the comments below.
Shane Barker is a digital marketing consultant who specializes in sales funnels, targeted traffic, and website conversions. He has consulted with Fortune 500 companies, influencers with digital products, and a number of A-List celebrities.