Facebook Live: Defining Leads & Metrics of Success
After the above broadcast, our team received a few questions that I wanted to address here for anyone who may have missed seeing the answers.
One of those questions is a really good one: how do you define warm and cold leads during your Facebook Live broadcast? This question is fairly simple, but also forces you to pay attention from beginning to end.
How do you identify leads?
Defining a warm lead on Facebook Live streams can be as easy as seeing who shows up and who stays for its duration.
Remember, during a Facebook Live sesh…everything is 100% live. Your audience is showing up because they’re enticed by your live stream topic and/or something that you have to offer. You immediately have insight into what they’re interested in discovering while interacting with your brand.
It’s your job, then, to keep them interested in your live stream and to sell them on your product (which can be as simple as your newsletter), services, or your authority as a subject matter expert. The latter is especially purposed to help build your brand up as a trustable, go-to source for information.
Read Also: Part 3–Tips for Being an Engaging Presenter on Facebook Live
Another way to identify leads is to read live comments and interact with your audience. If you’re broadcasting from a brand page, you should think about jumping in as the broadcaster or prompting your broadcaster to respond to questions as they come in, and to thank folks for watching.
If you missed a question or comment during the live stream, this is a great opportunity for you to show you care by reaching out afterwards. This tactic also helps you cultivate potentially interested buyers without approaching them with a cold sell — heck, just by being at your live cast, your attendees are even more likely to be interested in you as a brand and/or what you have to offer.
But if you want to know more about your audience before initiating one-on-one convos with them, activate a social media listening tool like Zoomph to learn the behaviors & affinities of the leads you’re bringing in. Do they share any of the same connections as you? How familiar do they seem with services, products, or brands like yours?
Aside from keeping your eyes peeled on your live audience, it’s also crucial for you to track key metrics.
What are metrics for determining the success of your broadcasts?
Engagement.
Do not focus on views in your first few broadcasts. I also wouldn’t focus on it much at all.
The reason I pay attention to engagement is because it tells me if people are actually enjoying my content.
What does engagement mean?
Engagement entails comments, shares, and average watch time. This tells you who and how people are interacting with your content. It also highlights who the warm leads are, and what they’re looking for. If someone is willing to share your video with their audience, you know they’re interested enough.
Average watch time is telling, but only comparatively. Compare your previous videos against each other when it comes to things like views and watch time to see if you’re increasing, decreasing, or staying the same. Hint: you’ll want to increase or keep the numbers the same as your audience continues to grow.
Additionally, tools like Zoomph help you monitor the attention you’re attracting week over week by giving you data on the real-time engagement around your Facebook brand page, and insight on the demographics and affinities of the audience you’re growing. Do they share the same interests and backgrounds as your target audience and/or buyer personas? If not, should you adjust your content to better appeal to your target?
Hopefully, this series has been helpful for you to start live video broadcasting, figuring out how to nurture your audience and how to make the most of your live video content. Feel free to reach out to me at any time (@VincenzoLandino) with questions, comments or strategy ideas.
