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Grow Your Business Social Media

How to Use Facebook Live for Business

Facebook-Live
Credit: sitthiphong/Shutterstock

If you are on Facebook even occasionally, you know video is king. As a user, you will likely see dozens of videos or animated posts every time you scroll through your feed. But what does this mean for your business?

First, it means you should be sharing videos of your product or service on a regular basis. It also means when you aren't sharing your own videos you should be using animated or video-based posts to catch the attention of those who follow or like your page. But if you really want to take your business to the next level, you must start using Facebook Live.

One of the things people appreciate about Facebook Live its sense of authenticity. There are no editing tricks or slick production values for most live video – and that's what people love. It harks back to the days of live television where people had to be good at what they were doing, or funny when they messed up.

This means Facebook Live video is accessible for anyone who is truly proud of their business. All you need to begin immediately broadcasting are a smartphone, decent lighting, a relatively quiet space and a good internet connection. Even the smallest company can afford to go outside and talk into their phone for a few minutes. By doing this consistently and talking to your audience while you broadcast it is possible to increase engagement with your posts, which tells the Facebook algorithm to promote your content more aggressively to those who follow your page.

The gift of Facebook Live doesn't end with your broadcast. As soon as you stop filming, Facebook converts the video from live to a recorded video that your followers can watch at any time.

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Unlike many other forms of content, it can be difficult for companies to generate compelling ideas for live video. If you get in front of the camera and do not have a goal in mind and a general idea of what you will say, it is unlikely your followers will continue watching, which can hurt the statistics of the video and may cause Facebook to not promote it as heavily. Fortunately, there are several great topics most businesses can utilize to create compelling live video content on a regular basis.

  • Inside Look – No matter what kind of business you have, your customers want to know more about what it takes to make it work. Whether this means a behind the scenes look at a day in the office or a walk down the production line, there are ample opportunities to capture unique footage.
  • Answer Questions – Regardless of your industry, you receive regular questions. Use your Facebook Live session as a way to answer some of the most commonly asked questions first. Then send out a request to your email list or online community for questions they'd like answered and address a few at a time across the span of several Facebook Live sessions.
  • Promotions – If you have an upcoming event, special or launch, Facebook Live is an excellent way to build interest. Show people a little of what is to come or give them an excited verbal preview.

While Facebook engagement is good, it is not enough to simply have people watch your video if it isn't somehow benefitting your business. Use the attention you gain from the Facebook Live to move people into a funnel. There are several methods you can use to accomplish this:

  • Offer to explain about a topic in more detail on a blog post and provide a link to the post in the comments and description of the video.
  • Provide a coupon code for a product or service that is good for a limited time. Be sure to link to the sales page to make it easy for them to utilize the code.
  • Mention if they would like more free content like this they can sign up for your email list. Again, provide a link so they can do so easily.
  • Create a free printable that goes with the topic of the Facebook Live and at the end describe it and provide a link. Be sure to use this as an email list builder.

Facebook Live has far greater potential than most businesses assume. By becoming an early adopter of the technology, you have the potential to reach a greater percentage of your target demographic and substantially increase your reach. Think about some of the ways you could implement Facebook Live into your marketing strategy and start broadcasting today.

For general best practices recommended by Facebook, visit this blog post.

Marisa Sanfilippo

Marisa is an award-winning marketing professional who loves to write. During the day, she wears her marketing hat in her marketing director role and at night she works as a freelance writer, ghost writing for clients and contributing to publications such as Huffington Post and Social Media Today. Follow her: https://twitter.com/marisaasan