Facebook live Selling: How to Convert More Customers
No one can deny the importance of video in growing your business and its ability to quickly nurture your audience.
In this article, I’m going to tell you the four requirements necessary to get somebody to buy from you and the exact flow of your live streams that will help convert your viewers into buyers.
Live streams can be great for your Facebook page and also for your Facebook groups.
Now, we often think that Facebook lives are only useful for a certain amount of time before they stopped getting engagement. But I’m going to show you one simple trick to help you breathe new life into your Facebook lives. But first let’s hop into the four requirements in order for someone to make a purchase and the exact video flow.
- You have to be able to state exactly what problem you’re solving and they have to agree they have that problem.
- You have to agree that you are the one to solve that problem. Which means they have to believe that you have the credentials, the background, or the knowledge in order to solve that problem.
- You have to be able to show them that they are going to get a particular result that you can provide and that they want.
- You have to make solving that problem now a priority.
If you can get all these four requirements down within your live stream, then you are well on your way to getting them to say yes to buying your products and services.
So, what does your livestream actually look like? Here’s the exact video flow.
- Your first few, maybe 30 to 60 seconds are going to be you just being a regular, human, kind of like an icebreaker. Mention maybe what you’ve been doing that day, say a little joke, tell them something that’s been challenging. You want to be seen as a regular person doing regular things before, you’re about to hop in and blow their mind with all of your awesome content.
- You want to set up their frustration? How do they feel right now? What, they wish something was different and they’re feeling frustrated or upset or angry or overwhelmed by one particular idea or topic and they wish it would change. You want to highlight that frustration. So, then you can set up how you’re going to make their life easier and better.
- The why you story. If we want them to believe that you actually have the knowledge to help solve their problem, then you have to tell them where that knowledge comes from. Talk about a past story, a past experience, credentials. You have to make sure they know that your somebody worth listening to and potentially buying from.
- Setting up the transformation. Imagine a world where is a really great phrase to use to let them see what the world could look like after they’re done working with you or after they’ve gotten the result they’re hoping for. Setting up the frustration, telling the why you story and setting up a transformation all equals about two to four minutes of content.
- Lastly it is all about the training or the content that you’ve created to help teach them something. This can usually take between five to 15 minutes. The best way to look at this is how to fill a gap or give a hack. Filling a gap helps change the way they think about something. They believe it to be true in one way, you’re going to help show them that there is a new way of thinking about solving that problem. Or you can give a hack. That is a much more tactical way of showing them how to do one particular thing, say, use live streams to get clients.
- The why now. We have to get them to believe that solving that problem now is really important because if they wait, they pay more for any product or they have to spend more time. When you don’t have scarcity, tell them that if they wait, this is what life’s going to look like. Your life is going to be the same way it is now. You’re going to feel those same frustrations you feel now and nobody wants that. You’ve got to find the why now to make solving the problem a priority.
Then you end with that CTA, that call to action, where you tell them what to do next. You want them to get on a call with you, click and look at a sales page, message you a particular word so that you can engage a message back.
A CTA is really important to help finish out that live stream, to ensure that they move from viewer to client and that’s why now in that CTA, that’s about one or two minutes, which gives you about a 20-minute live stream.
Now, before I hop into the one trick that’s going to help you extend the life of your live streams, here’s three things I want you to take a look of.
- Make sure that you don’t make people feel like they’re not smart enough. That’s why we start with making you human and not making you perfect. Make sure that you don’t talk down to people. Be inclusive, welcome their comments and be like a friend instead of like a teacher.
- Don’t make it too complex. Keep it simple. Don’t try to teach them everything you’ve ever known in one live stream. The more specific you are with your topics, the better engagement you will get.
- Finally, don’t assume that just because you’re putting out good content that it will sell. If you’re not touching on those four requirements we talked about, then odds are, they’re going to think your content is great, but never buy from you.
Now that you’re finished with your live stream, what do you do with it?
If you’re doing a live in your Facebook group, one of the things you can do is make it an announcement. Now, one of the really cool things about announcements is that you can pin that announcement to the top of your group. That means everybody, when they come in, see that post. The reason it’s so important to keep them as announcements is because Facebook will serve up whichever video they haven’t seen.
So, each week when you’re recording a new live stream, you’re going to pin the new one to the top of your group. People can binge on you every time they log into your Facebook group. Now your live from a month ago is still getting viewed by members.