Live shopping has gained a lot of popularity, thanks to its ability to connect with customers in real time and drive sales. However, creating a successful live shopping campaign requires careful planning and execution.
Here we'll share six tips to help you launch a successful live shopping campaign.
1. Defining your goals and target audience
Before launching a live shopping campaign, it's crucial to have a clear idea of what you want to achieve and who you want to target. Start by setting clear goals and objectives for your campaign. Do you want to build deeper customer relationships, create a community, increase sales, boost brand awareness, or drive engagement? Defining your goal makes it easy to build a long-term strategy and set relevant KPIs for measuring the success of your campaign. Next, identify your target audience and their preferences. Determine what kind of products and offers they are interested in and tailor your campaign accordingly.
2. Technical integration & testing
Choosing the right platform is crucial for the success of your live shopping campaign. First, consider the features and functionality of the live shopping platform. Then, ensure that the technical integration is done immediately to allow your team to get to know every inch of the system and start practicing. Finally, make 1-2 test events to get comfortable with the format and platform before going live for your viewers and customers.
3. Plan your first three live shopping events
Develop a content strategy that aligns with your campaign goals, resonates with your audience, and fits your overall marketing plan. When creating live formats, you need to ensure that your content is relevant to your target audience and provides them with a compelling reason to watch your live stream. Consider why they should choose to watch your live stream instead of your competitors or instead of binging their next TV series.
If your topic is unclear, your viewers will likely tune out and not make a purchase. Therefore, it's important to avoid being too broad if your aim is conversion. Remember that live shopping is all about "shop'tainment," so make sure that your events are exciting, entertaining, and on-brand to give your audience the full brand experience.
Set the dates and times for your first three live shopping events and plan them in detail. We recommend setting a date for your first live shopping event one month away. It will give you time to integrate the platform and live universe into your site, plan your product offerings, demonstrations, and promotions, and complete a few tests live streams. Set a schedule that works for your audience; here you might consider when they are most likely to visit your site.
4. Promote the campaign effectively
A crucial success factor for any live shopping event is a significant number of viewers. To achieve this, you need a well-executed marketing plan that utilizes various channels such as social media, email marketing, and paid advertisement to drive traffic to your live shopping events. For example, consider offering exclusive discounts, free shipping, or other incentives to create a sense of urgency that encourages your target audience to participate. Partnering with relevant influencers can also help you reach a wider audience and attract more viewers.
Moreover, with the Liveshopper Platform, you can stream your live events simultaneously on your Facebook page with just a few clicks. This feature can help you attract an even larger audience and increase your event's impact. As a result, your live shopping campaign can generate more sales and boost your brand's visibility.
5. Engage your audience
Engagement is the cornerstone of a successful live shopping campaign. It's crucial to answer your audience's questions, respond to comments promptly, and show that you value their input. However, we have discovered that customers are just as likely to watch recorded events if the content is engaging and inspiring. In fact, sales from on-demand viewing can be up to four or five times higher than those generated during the live broadcast. That's why engaging your target audience before, during, and after your live event is essential to create a lasting impact and driving sales.
6. Measure your success
Finally, make sure to measure the success of your live shopping campaign. Use metrics like sales, traffic, engagement, and feedback to evaluate the effectiveness of your campaign, and analyze your data for each event to improve future campaigns and achieve better results.
Live shopping campaigns offer a unique and engaging way to connect with customers and drive sales. With these tips in mind, you can create a memorable and engaging shopping experience that achieves your business goals and will keep your customers coming back for more.