I. Pre-1, on-site script
In the first step of live broadcast, the store needs to clarify the script and process of live broadcast. When the store broadcasts live, it is necessary to divide the live broadcast into certain structures and levels. There should be some planning about which parts to introduce and how to introduce them. A good script can help the store clear its mind and guide the audience, so as to obtain better live broadcast effect. So a complete script must be essential for live broadcast.
Step 2 dress up
Dressing up this point, in today's inclusive society, everyone will basically pay attention. Niu Ge wants to mention it here, because I have seen too many anchors pay too much attention to the excessive program effect, but they can't achieve their goals and get no results.
Before the live broadcast, what does the anchor need to know about the purpose of this live broadcast? If you are introducing goods and want to make a transaction, then you need to give people a clean and tidy feeling, so that the audience will think that you are logical and willing to listen to what you say next. Take the outdoor anchor as an example, you need to shape the image of a professional master, so your dress and attire can be mainly sportswear and casual wear. Of course, different industries need to judge what to wear according to the actual situation of their own industries. Generally speaking, cleanliness is a must.
Gfd is different for male and female anchors, so I won't elaborate here in Niu Ge, but don't be careless.
3. Equipment testing
Everyone has different opinions on whether it is necessary to test the equipment, but Niu Ge suggested that all anchor friends test 1-2 times before the live broadcast, so as to ensure the smooth and stable live broadcast, and then let the audience have a very good experience, so as to generate transactions.
Here we give a counterexample to let everyone know its importance.
As you all know, Dong Mingzhu, Chairman of Gree Group, got the goods for the first time in Tik Tok on the evening of April 24th. During the live broadcast, the signal is constantly stuck and heavy. According to media statistics, the live broadcast of "Miss Dong" was stuck for more than five times, and one stuck directly led to a sharp drop in the number of people in the live broadcast room from 230,000 to 1.3 million.
4, preheating before sowing
When this traffic is king, the connection between the anchor and the fans is already inextricably linked. Although the information on the network spreads quickly, it is difficult to achieve the expected effect if it is not warmed up before the live broadcast. For example, Li Jiaqi and Victoria will definitely warm up and publicize on major media platforms before the live broadcast. Imagine, because they didn't actively promote it before the live broadcast, how could there be such a large flow in the live broadcast room?
Therefore, Niu Ge suggested that online shop anchors should pay attention to cultivating their own fans on weekdays, relying on welfare and activities to retain them, and then consider the fission of the number of fans. You can also post publicity on major media platforms, such as Weibo, friends circle, official WeChat account, Baijia number, headlines, etc. You can even find the marketing number to do the promotion preheating to ensure that enough people see your live information.
Second, the mid-term live broadcast is very important for the retention of fans. Metaphorically, people come in. How can people read the product you want to introduce in a few hours? People's mental focus is usually 15-30 minutes. How can we throw out the excitement and let users indulge in watching your live broadcast or even clinch a deal? Here, Niu Ge will share with you some words that can be used in the live broadcast.
The first thing you need to throw out for fans is welfare. Take Weiya as an example. Every live broadcast of her is based on the phrase "Don't say much, win the prize first." This benefit is not only conducive to the retention of old users, but also very attractive to new users.
After completing the opening benefit, you can set a time node before introducing the product, and throw a benefit at each point to make users addicted. For example, in the live broadcast, you can say, "XX products at XX have XX discounts, come on!" "XX points 1 yuan spike, only XX", "XX points buy one get two free" and so on.
Followed by interaction, all anchors need root fan interaction. In the absence of fixed fans in the early stage, high-frequency interaction is the key to ensure that anchors and fans increase their stickiness. Here, Niu Ge shares several simple and easy-to-use interactive dialogues with you. The first is interactive questioning. The anchor can say, "Have you tried this XX?" ; The second is to recommend interaction "I strongly recommend you to use XX, and I have used it for X years myself"; The third is to choose the interaction "I hope that the barrage of X product is 1 and I hope that the barrage of X product is 2".
Of course, the early interaction still needs to invite some naval forces. After all, everyone has a herd mentality. When the audience sees that the full-screen barrage is "1 122", they will naturally have a purchase intention. Finally, it should be noted that you can direct live traffic to WeChat group or QQ group to create your own private domain traffic.
The point is, of course, the purpose of the owner's live broadcast is to sell goods, so we can use some marketing means to urge the audience to place orders in the live broadcast.
Niu Ge tells you three basic methods. The first is the most commonly used hunger marketing. For example, this product is sold at a 50% discount for a limited time, only for 30 minutes, and interacts with the clerk and the water army to create an atmosphere in which the goods are being quickly robbed, so that the audience will place an order with a high probability.
The second is to place an order first, and then draw the lucky ones to get it for free. This method is based on the audience's luck. Originally, the products in the live broadcast room were all discounted, and they were basically earned when they were bought. There is still a chance to get it for free, so the number of people placing orders will increase greatly.
The third is community marketing, fans can't just go out and need to be classified according to their consumption. High-level fans enjoy high welfare. Conditional anchors can also cooperate with brands to sell branded goods to high-level fans at the price of gifts, while others can only enjoy a slightly more expensive discount.
After the live broadcast, emphasize your attitude of liking powder again, and then give benefits such as "joining the group to give gifts" and "paying attention to giving gifts", so that new and old fans can feel your sincerity, and subsequent fans can know the time of your next live broadcast through your media and group, and finally end the live broadcast in the form of a lottery, laying a good foundation for fans.
Third, late 1, live playback
After the live broadcast, the first thing the anchor needs to do is not to look at the sales volume or calculate the delivery cost, but to watch the live video immediately. What you say is not good, continue to improve, what you do is too much, you need to control it next time, and analyze your body language during the live broadcast to make it better next time.
2. Fan maintenance
Whether the anchor pays enough attention to the maintenance of fans is the most important embodiment of whether an anchor has a strategic vision. After the live broadcast, the anchor should take the initiative to maintain fans, and can mingle with fans by chatting and sharing hot spots, so as to increase the loyalty of fans and facilitate the next live broadcast.
3. Live playback
From the early stage to the middle stage, we will make an all-round resumption, summarizing where we have not done enough, where we have not prepared enough, what effect we expect to achieve, what effect we will eventually achieve, how much the goods cost, how much we sold, and so on. It is meaningful to record and analyze the data at this time, and the live broadcast in the future can be more and more perfect.
Live broadcast can not only bring huge traffic to stores, but also greatly increase the spread of store brands, which is the development trend of the Internet era. At present, various e-commerce platforms are still supporting live broadcast and giving traffic help, so it can't be said that it is the outlet of live broadcast at present, but it must be the best time to join the live broadcast army.