I guess a lot of people might be thinking like, why, why bother going live? Why can’t I, you know, I could just film stuff and put something out there later. So what’s your answer to that question? Live versus normal?
Yeah, the, well, there’s quite a few reasons for this. So once you get over the fear of going live and you know, I’m sure we will be talking about that. That it’s actually really quick and easy to go live. So I don’t know about you, but when I do prerecorded video, so I went to a professional videographer and we had a professional setup to do some videos and it took me about an hour just to get the first like 20 seconds out. I kept on stumbling over my words. I was, I was suffering from perfectionism. I was trying to get things perfect. And so actually with live video, once you get started it doesn’t matter about the ums or the ers or making mistakes or stumbling across your words, you just get into a flow. It’s just a very natural thing to do. And so once you get over the fear and the gear and you just get in front of the camera and start speaking you’re creating content.
And then from that you can repurpose into loads of other types of contents such as blog posts and all that kind of stuff. So that’s one reason. But the other reason is at, particularly with thinking about Facebook, but all also other platforms, is that they just do better. I mean, there are statistics, let me see if I can, I’ve got some statistics for you that show that live video, does better than other types of content on Facebook. So live videos compared to regular uploaded videos, we see 75% more shares on Facebook just on average. And this is some data from agora pulse. And, and then compared to your other types of content, it’s just a huge amount more. There was some data that was correlated from lots of different types of businesses showing live video and regular uploaded video and live video always performed better in terms of the interactions, the shares, the comments.
So that’s another reason. And then I suppose the other, the final reason, I mean, I could give you loads, but this is another reason is that regular uploaded video is very much one way. It’s you communicating to your audience and then that’s it. Yes, they can comment after that. But with live video, people can actually ask you questions live and you can, you can respond. You can even bring them in onto the live video as well. So that’s a great way of you becoming far more accessible to your audience. And it’s, I mean, it doesn’t really matter what niche you’re in, what kind of you know, what background. But, so getting people to, getting your audience to actually ask you questions and interact with you is an amazing, part of live video.
– The landing page where someone arrives once they’ve clicked you ad is obviously really important, and sometimes you’ll be better off using your website so they can go and explore and have a look around, and sometimes just a one, single landing page that’s really direct is gonna work. So it really depends on the financial service product that you provide, or advice, whatever it is. So, I mean rules are there to be broken, but I guess the closest thing I can come to a rule is where, if it’s someone needs advice because they don’t know what they want and they don’t really understand your financial service product, then the website’s probably a really great place to send them to, and sending them to some content where they can get to know you, build a bit of trust, and just learn about you and your business. That’s probably one way to use a website, and I’d use a landing page if they know what they want, they understand what it is, and they need to get the best deal, and they wanna speak to someone that can help them quickly. And then a landing page is really super relevant, that still kinda shows you and your people and makes it really easy for them to engage with you. Either they pick up the phone to you, that’s the ideal, of that they ask for you to call them back. Whether using your landing page or whether using your website, the kinda the Golden Rule is to be as relevant as possible. So it will be quite rare that your home page is the most relevant page. I often use our home page because we have niched right down, we work just with financial services businesses, we know they need leads, and my home page is effectively a sales page. But for you, you might have multiple services, multiple products, so it might be quite rare that the home page is the most relevant. So you should know, with your advertising, what that person is after or what they’re researching, and you send them to the most relevant page, whether it be your website or your landing page. All of the advertising platforms, maybe not LinkedIn and Twitter, use like a relevancy score, quality score or guidelines that give you basic cheaper costs if your ad is relevant to the audience and relevant to what they’re looking for. Especially with Facebook, especially with Google Ads, relevancy is key and it’s obviously gonna benefit your customer if they get to the right page, get to the source of the info that they need straightaway. Now one thing to note is if you’re looking at Google Analytics, the bounce rate might be higher because they’re on the page that they need to, they don’t necessarily need to look around, so don’t be worried about high bounce rates from paid advertising if you are sending them to the page that they need. They don’t need to look at other pages, and most of them won’t. So one thing to note and remember is don’t worry if your conversion rate is low to begin with. You do get other opportunities with re-marketing, so that’s when someone hits your site, and then goes back on to like a social media platform or another website, and sees your ad again. You get plenty of opportunities. If they’ve been on your site once, and they’ve spent a bit of time on it, they’re probably interested in what you do, and you do have other opportunities to get in front of them. So, if you don’t get it right first time, learn from that, so don’t continue with a page that doesn’t convert at all, I mean that would be madness obviously. But learn from how people are interacting. I’ll drop link into something called Hotjar. You can watch back how people have interacted with that page or with your website and that whole journey. Learn from that. It’s an ongoing cycle of making either your website or your landing pages better all the time.
– Is there anyone that disagrees with us? That people buy from people? I guess there’s more transactional financial services. I’d say car finance is more transactional. Like, but I firmly believe, and I would find it hard to find an argument against anyone, so anyone in the group or that does financial services that part of their service is advice.
– Yeah. That’s the key, really.
– And you are the person giving the advice. It’s not the logo giving advice, is it? It’s not like the company. Because you could have, I bet everyone’s dealt with a company, a big company, where a rubbish advisor, a rubbish customer service person has ruined it for them. Or they’ve gone shopping and someone was amazing and that makes them feel better. ‘Cause it’s those people, isn’t it? I just think it’s so important. I’ll be interested to hear from anyone who disagrees with that completely. But I still think the person’s more important than anything else.
– Yeah. And even when I’ve been through, not just financial services, with anything you do, even with big brands and small. Yeah, that kind of When you do meet that customer face to face. Even now, thinking back, I think back to the positive ones I’ve had and I do remember them.
– I think the biggest thing with all of the lead gen and the ads and everything, if you can earn someone’s trust, then that’s when you’ll get a lead, but you’ll also get, more of those leads turn into sales. ‘Cause they won’t be comparing you with anyone else. It’ll be, I wanna work with, you know, Joe, or I wanna work with Tom, or whoever it is.
– I’ve found with some experiences there are people in certain sectors that don’t want to give anything away, basically. Because a lot of the time they’re worried about what the competitors are doing. And they say, oh, well I don’t want to give any information away because I want them to speak to me first to get that information. There comes a point where you’ve got to sort of meet them halfway with it. Otherwise they just won’t get in touch.
Amy runs a business called content 10X and she wants to help business owners maximise their ROI not just in terms of revenue but the time spent on creating content. She is the number one expert in repurposing content on to all the different social media channels and converting things like a podcast into videos or written articles etc.
Amy’s Website: https://www.content10x.com/
Arguably the biggest name in live video across the world his blog has had millions of views. Ian Anderson Gray joined me to chat all things live video, we discuss why someone in financial services would leverage live video to generate leads and how to go about it.
We discuss all the social media platforms that you can go live on. A little bit of history on how Ian initially got in to live video and the different tech options available.
A lot of people fear live video but Ian and I discuss the things you can do to practise (go live to yourself only) and not worry too much about being perfect.
Ian’s website: https://iag.me/
I’m rubbish at Twitter and have never got on with it. I’ve never really focused on it as a platform.
I’m an ads guy so if I get a message out there I want to target exactly the right people. However, the more I do this podcast and build a community of brokers i’m getting loads more out of ‘organic social’ (the free stuff).
I doubled my Twitter following in the week after recording this interview (It wasn’t hard I only had about 50 followers).
There’s so many hints, tips and hacks here not just about Twitter but your branding too.
FOMO Creator and Social Media Correspondent May King Tsang
made her debut at #ATOMICON19: Andrew and Pete’s sell out conference. Her role was to Live Tweet, and broadcast live on Facebook and Instagram all from her smartphone!
She’s been Live Tweeting professionally for many years helping conferences, festivals and workshops trend with their hashtags in Australia and the UK.
May King continues to help conferences around the world with her FOMO prowess and in 2019 has already been hired to FOMO Create and Social Correspond at a Music Festival, Social Media Conferences, Masterclasses and Workshops so far.
May King is also a lover of tea, and you’ll mainly find her tweeting with her teapuns at @maykingtea.