Periscope, the live video broadcasting service from Twitter, might be big news in social media circles but, as with many new technologies, it’s leaving many of us marketers a little bewildered. Sure, Periscope is a pretty neat app, but how will it help us build brand, generate leads and ultimately sell more? Because busy marketers haven’t got the time to waste on “playing” with new technology, we wanted to share 6 ideas to help Periscope “work” for you.
- Webinars: If you have previously used webinar technology to deliver detailed “thought leadership” to an audience of clients and prospects, the leap to live streaming via Periscope shouldn’t present too many problems. The biggest change will be changing the focus of the broadcast from your old (and, let’s face it, probably really dull PowerPoint presentation) to an actual, hopefully engaging and charismatic, person.
- Press Conferences: Breaking news has a habit of breaking when nobody is quite ready to do anything with it. Periscope enables marketers to place a brand’s perspective on breaking news in front of journalists, bloggers, industry influencers and the general public as quickly as you can pull your smart phone from your pocket.
- Product Demonstrations: There is no better way to sell something than to show someone how to use it. Focus on the problems your product or service solves, and watch the orders come flying in. Don’t forget to solicit plenty of questions from your audience (you can do this in advance via email and social). If you can solve a problem for just one viewer, there is a good chance that this will resonate with many others viewing the broadcast.
- Training: Smart businesses know that it is much easier to make money from existing clients than find new business. Training provides a valuable opportunity to ensure your clients maximize their engagement with your product or service. It also enables you to present upsell opportunities and helps increase your chances of keeping hold of a client for the long term.
- Live Events: Broadcasting from a live event can help showcase your brand to a global audience. Keynote speeches, award ceremonies or even just a quick glimpse behind the scenes at a well-known industry event all present great opportunities to build a following via Periscope.
- HR: Finding the right people to work in your organization presents a huge challenge and cost for many businesses. Showcase your cool working environment, smart employees and amazing clients via Periscope, and you might just find the process of filling vacancies a little bit easier.
Of course, finding success on Periscope (and any other social media or traditional marketing channel) is as much about what you DO NOT share as what you do share.
To this end:
- Every broadcast must have a purpose
- Every broadcast must conclude with a call-to-action
Remember: If you’ve got nothing to say, it’s probably better to say nothing. The first time you broadcast something dull and uninspiring will probably be the last time a viewer checks you out.
What about Email Marketing?
Marketing works at its best when the various channels you engage your audience with are orchestrated as part of a cohesive strategy. Periscope is no different, and this is where careful planning, scheduling and promotion via email and other social media channels come into play.
Scheduling your Periscope broadcasts in advance will give you the time to promote via email and social channels (in much the same way you would with a webinar or an event). Best practice would dictate you send at least one email announcing the broadcast and another reminding subscribers that the event is about to start around an hour before broadcast. This will help increase your Periscope followers and maximize the number of people who attend your live show and replays.
Uploading your Periscope broadcasts to “traditional” online services like YouTube and featuring links to your shows in future newsletters and other campaigns will help extend the reach of your broadcast and drive future engagement.
How are you using Periscope to promote your business? Share your comments below:
This post first appeared on the iContact Email Marketing Blog.