More and more To B companies are starting to do live broadcasts. Whether they are established companies like SAP/Microsoft/AWS, or many SaaS innovative companies, they are all involved in the live broadcast trend. After the outbreak, To B live broadcasts have sprung up like mushrooms after a rain.
Many friends of To B companies want to do live broadcasts, but have no idea what the positioning of live broadcasts is? How to do it? What platform are you using? Who should be in charge? Behind the small live broadcast is a series of questions and systematic thinking. I summed up this "To B live broadcast strategy: from 0 to 1 to build a live broadcast operation system", I hope to help everyone.
1. What is the difference between To B live broadcast and To C live broadcast
1.1 Why are more and more To B companies starting to do live broadcasts?
There must be a reason behind country email list this. I systematically analyzed it and concluded it as "three major driving forces" and "three basic conditions".
First, let's analyze why To B companies are willing to do live broadcasts, and what are the driving forces behind them, namely the "three driving forces".
Brand and customer acquisition:
This is the most fundamental reason. The marketing and operation departments of most companies are tasked with brand promotion, and the marketing/operation departments of some companies also carry KPIs for clues, customers and even revenue. Live broadcast is an effective way to promote products and acquire customers. .
This is the most direct reason. In January 2020, the epidemic broke out during the Spring Festival. Since February, many companies have stopped working. Even if they resume work, they will not be able to do offline activities and visit customers. Many offline salons, exhibitions, and conferences have basically stopped, and sales have not been able to visit customers until June-July. Therefore, there are actually many unavoidable factors in doing live broadcasts, which belong to Plan B.
In particular, many traditional and brick-and-mortar enterprises are already undergoing digital transformation. The epidemic has also accelerated this process. Everyone is doing live broadcasts, small programs, mobile websites, and online malls.
If an enterprise has the will, it does not mean that it can be done. Behind this, it needs a lot of infrastructure to support it, that is, the "three basic conditions".
Develop the habit of watching live broadcasts:
C-end live broadcasts began to explode in 2016, such as Inke Live, Taobao Live, Douyin Live, etc. Many users already have the habit of watching live broadcasts and are familiar with the relevant processes and operations, at least not rejecting this type of activity.
Live SaaS tools emerge:
This is the advancement of live streaming tools and technology. When I was doing a live broadcast in 2016, I used Webex at that time. At that time, users had to download a mobile APP or a PC browser to load a plug-in to watch the live broadcast, resulting in a very low registration-to-view ratio. (I don't know how the experience of this tool is now, students who have used it recently can add it)
But at that time, there were not many good live broadcast tools to choose from, and there was no way. In the past two years, many useful live broadcast tools have emerged, especially in the form of SaaS. Clicking on the live broadcast URL can directly watch the web page, which greatly facilitates business organizers and users.
Internet speed increase, tariff decrease:
With the development of 4G and 5G, the network speed has been greatly improved and the cost has been greatly reduced. Many people watch live broadcasts directly on the mobile phone. Incomplete statistics, even for To B live broadcasts.