If you’re wondering how to generate sales leads for your B2B company, you’re not alone. A lot of companies are seeing the tactics that previously could be counted on to generate quality B2B sales leads – things like email marketing, blogging or frequent posting on social media platforms – just aren’t resulting in quality website traffic and conversions like they used to.
The Internet is saturated with content, and those blog posts and infographics that once swayed customers are now experiencing diminished returns. So, now what?
To do something about this, you need to look to the future, and adopt some less conventional methods of lead generation – and that’s where live streaming comes in. By 2019, 80% of all Internet traffic will be video, and adopting live streaming as a B2B marketing tactic is a key long term play for your business.
Live streaming can help you to acquire trust with your B2B prospects, while doing it in a cost-effective manner. How can you use live streaming platforms to increase the number of quality leads for your business?
Here are our top 5 tips for how to generate B2B sales leads using live streaming:
Your B2B Live Stream Can’t Be Boring
Yes, this sounds obvious, but a lot of companies – both multinational corporations and small business ventures – fail at this basic hurdle. Don’t gamble as an entrepreneur by choosing something and hoping. This is not like old-fashioned SEO where you could publish literally anything and gain customers from it.
Live streaming may be effective, but it requires the right content. In the beginning, your live streaming efforts should be confined to experimentation and getting to know your audience. At this stage, you are testing the waters and trying to find what attracts the most people. Don’t focus too much on generating leads until you have a clearer picture on who you’re talking to and what type of content engages them.
Take advantage of marketing activities you’re already involved in. Taking part in industry trade shows? Delivering the keynote at a local conference? Want to showcase your stellar customer service team working with customers via live chat? Incorporate some of these behind-the-scenes clips into your live stream video strategy so prospects can get a feel for the culture – while learning a bit more about your company.
Keep Your Branding Consistent
It’s possible to live stream on a variety of different subjects, but whatever you live stream you need to keep your branding efforts consistent. It’s important that whenever you live stream something everyone knows at a glance who is streaming.
Keeping branding consistent requires you to adopt the same tone and to make sure that your various logos and marks are constantly visible. Subconsciously your audience is taking into account your logo and your brand. Whatever product or service you’re selling, if you skimp on the branding, they won’t remember you after the live stream is over.
Where Does it Fit into Your B2B Lead Generation Funnel?
There are some who look at live streaming as some sort of modern miracle where you can post a live stream and your B2B business will become a success overnight. You need to become a master of persuasion by taking into account how each live stream fits into your overall funnel.
Every live stream should lead to something else, and it shouldn’t just be the next live stream. Think about what you are trying to accomplish with each live stream. Where are you trying to go?
What it leads into is entirely up to you. You can decide to send someone to a landing page, another video, a compelling case study, or an educational piece of content. Tailor this to the audience you’re trying to engage with, and test different types of B2B content to see which ones result in the greatest number of conversions. Your goal is to keep moving them down the funnel towards a purchase.
As you can see, it all has to fit in with the rest of your brand.
Build a Strong Community
One of the main benefits of live streaming is the ability to build a strong community. A social media platform like Periscope garners attention and engagement – in addition to headlines – because they allow people to comment on live streams and interact with each other in real-time. Not only are you connecting with customers, and able to address questions and comments immediately, you’re also fostering relationships between your brand’s most loyal followers.
The social proof provided by a strong community is vital to successful lead generation. Prospects can ask previous customers what they think of your product or service. If your customers are happy (and generally, if they’re tuning in to your live stream, they are), this increases the odds of your leads making a purchase. Your existing customers are acting as brand ambassadors, even as you’re pursuing new leads.
Double-Dipping: Generate B2B Sales Long After Live Streaming
There are benefits to time-limited offers. However, live streaming isn’t one of those options. Understand that everyone has a busy schedule and they may be unable to actually make the live stream. Don’t hamper your lead generation efforts by preventing prospects from viewing your live stream videos at their convenience.
Live streaming is a natural extension of video marketing and there are significant benefits to making a live stream available for playback later. It still gives them a chance to find out more about your brand. At a minimum, you should make a live stream available for a few weeks after the original broadcast date. Or use clips from your live stream on other platforms like Instagram, Facebook or Twitter to further extend your social media marketing efforts while letting your other social followers know that you’re using live streaming to share content.
Using Live Streaming to Generate B2B Sales Leads
To wrap this up, we’ll leave you with a couple more things to consider. Live streaming is like any other B2B marketing campaign tactic – you have to test, and test again, so you can get the best results. Ask for direct feedback from your audience and don’t be afraid to try new things. Give yourself time to grow your audience, keep at it, and soon you’ll be finding the right mix of content that generates high quality leads for your business.
How will you use live streaming in your B2B lead generation process?