How do you deal with potential risks and challenges of B2C influencer livestreams?
B2C influencer livestreams are a powerful way to engage your audience, showcase your products, and boost your sales. But they also come with potential risks and challenges that you need to prepare for and manage. In this article, you'll learn how to deal with some of the most common issues that can arise during and after a B2C influencer livestream.
The first step to a successful B2C influencer livestream is to find an influencer who aligns with your brand, your target market, and your campaign goals. You want someone who has a loyal and relevant following, who can communicate your value proposition, and who can create engaging and authentic content. You also want someone who is reliable, professional, and trustworthy. Do your research, check their reviews, and negotiate a clear contract before you start working with them.
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Disclosure and Transparency, ensure that the influencer discloses any partnerships or sponsorships clearly and prominently during the livestream. Technical Issues, livestreams can encounter technical glitches such as poor internet connection, audio/video problems, or platform issues. Conduct thorough testing before the live stream to identify and resolve any technical issues. Have a backup plan in case of emergencies. Audience engagement, encourage the influencer to interact with the audience during the livestream through comments, polls, or Q&A sessions. This enhances engagement and makes the live stream more interactive. Define clear objectives for the livestream and establish key performance indicators (KPIs) to measure its success.
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Ensuring that the life and values of the influencer match with the company's is one of the most important keys to connect with the target consumer. We are living in a continuous state of exposure and we embrace it. Therefore, it is easy to be consistent with what we show in our personal life and our public life.
The second step is to plan the content and logistics of the livestream with your influencer. You need to define the objective, the message, the format, the duration, and the call to action of the livestream. You also need to coordinate the technical aspects, such as the platform, the equipment, the bandwidth, and the backup plan. You should also provide your influencer with some guidelines and tips on how to showcase your products, handle questions, and deal with any unexpected situations.
The third step is to monitor and moderate the livestream as it happens. You need to keep an eye on the performance, the engagement, the feedback, and the sentiment of the audience. You also need to moderate the comments and interactions, and remove any spam, trolls, or inappropriate content. You should also support your influencer by providing them with relevant information, feedback, and encouragement. And don't forget to capture and record the livestream for future use.
The fourth step is to measure and analyze the results of the livestream. You need to track and evaluate the key metrics, such as the reach, the views, the watch time, the clicks, the conversions, and the ROI. You also need to collect and analyze the qualitative data, such as the comments, the reviews, the testimonials, and the social media mentions. You should also compare the results with your initial goals and expectations, and identify the strengths and weaknesses of the livestream.
The fifth step is to follow up and nurture the leads that you generated from the livestream. You need to thank your influencer and your audience for their participation and support, and provide them with any additional information or incentives that you promised. You also need to segment and qualify your leads based on their level of interest and readiness to buy, and create a personalized and relevant email or SMS campaign to move them along the sales funnel.
The sixth and final step is to learn and improve for the next livestream. You need to review and reflect on the whole process, from the influencer selection to the lead nurturing, and identify what worked well and what can be improved. You also need to solicit and incorporate the feedback from your influencer, your audience, and your team, and use it to optimize your strategy and tactics for the next B2C influencer livestream.
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