Over the past year you let Facebook go a bit, didn’t you? Instead of posting every day you started posting five times a week, then three, then … well, whenever the mood struck. Now it’s gift-giving season again and you want your customers back.
You’ve noticed that although you have 500 followers to your Facebook page only about 50 are seeing your posts. As pathetic as that appears, that percentage actually beats the average, which is 7%. All that work over the years building your fan base, and Facebook only allows 7% to see your posts?!
The main reason this occurs is because you are getting little or no engagement – likes, comments and shares – on the few posts you are creating. This takes a lot of time to turn around, but there’s a faster way to get started on rebuilding your audience.
This feature was introduced earlier this year, probably in response to Snapchat’s live broadcast capabilities. There is one big difference. You can post your video to your Facebook page after the live broadcast, and repost it again and again. But the best thing about Facebook live is the notification that ALL of your followers get when you begin broadcasting. People who haven’t seen any of your posts in months will be reminded that you are online, and still in business.
Setting it up couldn’t be simpler. Once you are logged into your Facebook account on your phone, hit search for your business page. Click on “Publish” and in the drop-down menu click on “Live Video”. Describe your video and then click “Go Live”.
Now that you know how it works, when can you use Facebook Live?
Are you planning a trunk show or other special event? You will want to promote it both BEFORE and during the event if you want in-store traffic to show up the day of the event. The “before” clip can be a very short commercial just advertising the particulars of the event. The video you take during the event can be as long as you wish, but we recommend that you stop when the excitement wanes a bit.
Have you recently geared up your inventory for holiday sales? Video is a great way to show tons of new products a lot faster and better than it would be to shoot each piece individually and create posts. You can use models, if appropriate, or just hold up an array of products on hangers. Plus you have the benefit of being able to show your products from every angle, exploring designs and features, even doing demos for products that need more explanation than just a picture.
Get to know us
Here’s where you get to put a human face on your establishment. The owner(s) and staff introduce themselves and say a few words about their background, expertise or even family and hobbies. You’d be surprised how many people like knowing details such as this about local stores and the people who work there. This is also an opportunity to talk about extra services such as volume discounts or punch cards, layaway and gift certificates.
This takes a bit of planning. Gather three or more of your best and happiest customers in the store at one time. Show them shopping and also “interview” them, making sure they mention why they shop in your store, what they like about it, and what they are looking for on that day. You could also show one of the sales staff in action helping them. These video testimonials are gold to retailers!
There are so many ways to use Facebook Live to promote your retail store, and so many benefits, too. Remember, once your broadcast is finished your video becomes a permanent Facebook post that you can boost to your fans and their friends. You can get quite a bit of promotional mileage out of this terrific Facebook feature!
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