Facebook Live Video That Converts by Mari Smith - Social Video Summit 2021 #SVS21

How To Increase Your Reach,
Results & ROI
Mari Smith
Premier Facebook Marketing Expert
Social Media Thought Leader
CEO, Mari Smith International, Inc.
FACEBOOK
LIVE THAT
CONVERTS!

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MARI SMITH
• Premier Facebook Marketing Expert 🥇
• 'Queen of Facebook’ 👸
• Social Media Thought Leader 🙋
• Seasoned Live Webcast Host 🎬
• Brand Ambassador Ⓜ
• Clients include:
• AAA, AT&T, Adobe, Allstate, Bank of America, Cisco, Facebook,
HubSpot, LS Retail, Nations Lending, Pinterest, PNC Bank, Verizon
© Mari Smith International, Inc. | #SVS21 3

Today we’ll cover:
! WHY use Facebook Live?
! Steps to Success
! How to Monetize
! 14 Facebook Live Format Ideas
! 10 Examples
! Mari’s 3-step Amplify Process
! FB Live Gear & Software
© Mari Smith Interna4onal, Inc. | #SVS21 4

LIVE: best organic reach!
• Organic marketing on Facebook is not
dead
• LIVE video = best performing organic
content
• Facebook Live gets 6x engagement
• Facebook “streaming TV”
• Competing with Netflix, Amazon Prime
TV, Apple TV+, and YouTube

Untapped potential!
Distribu(on of post types on Facebook
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© Mari Smith International, Inc. | #SVS21

Best video lengths
• Very short = <12 secs
• Short = 12-24 secs
• Medium = 24-61 secs
• Long = 61secs - <5 mins
• Very long = >5 mins
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© Mari Smith Interna4onal, Inc. | #SVS21

© Mari Smith International, Inc. 8
Secret To
Success
PLAN your
ultimate results
for before,
during & after!

Your ‘Go Live’ Flow
• Setup studio > choose software > plan
content > engage > convert*
• *Use Mari’s 3-Part Evergreen Marketing Model:
1. Content: plan to optimize each live video
2. Engagement: interact to build community
3. Conversion: drive business results
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How to monetize
• Start with the end in mind
• What is your ask/your offer?
• Your own products/services
• Affiliate offer
• Partners
• JV, Ambassador, Influencer marketing
• Maybe Facebook feature monetization
• Stars, POE, Subscriptions, ad rev-share

2 types of CTAs
• Lead generation
• Drive to a lead magnet
• Integrate a chatbot
• Monetization
• Drive to an offer
• Paid partnership

Plan & Prep
• On-camera appearance + video quality
• Purpose and format
• See Mari’s 14 FB Live Format Ideas
• Create an outline
• Just bullet points
• Choose your CTA
• Where are you driving your viewers?
• What action do you want them to take?
• Create visuals

14 Facebook Live Format Ideas
1. Teach
• How To, Demos (free)
2. Talk Show / Podcast
• With/without guests (or co-hosts)
3. BTS (Behind the Scenes)
• ‘Day in the life of’
• How products are made
• Meet the team (suppliers, partners)
4. AMA (Ask Me Anything)
5. Breaking News
• Trending topics, relevant industry news
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6. Unboxing
• Gifts, or recommended products
7. Product Reviews
8. Live Sale/Auction
9. Stream a Live Event
• Any in-person event, concert, etc.
10. Live Critiques
• Audience submits samples, e.g. websites, photos,
creations
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11. Live Readings
• Astrology, Tarot, DISC, Human Design, etc.
12. Live Class
• Workshop, Bootcamp, etc.
13. Customer Spotlight
• Real customers using your product/service; testimonial
14. Walking Man/Woman
• Take your audience for a stroll and chat! "
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EXAMPLES
Facebook Live Videos To Inspire You

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LIVE
SHOPPING

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Face the 4 Fears
Slay
• The Fear Of Being On
Camera
• The Fear Of Tech
• The Fear Of What To Say
• The Fear Of Asking For
The Sale

Set the right GOALS
• Proxy metrics
• These are precursors to your Business metrics
• Reach, impressions
• Engagement: video views, reactions, comments,
shares, clicks, saves
• Business metrics
• These 3 metrics should demonstrably
move the needle to grow your business:
• Traffic, leads, sales

On the day…
• Get camera ready
• Checklist for the day of
• Tech troubleshooting tips &
back up plans
• Remember to drive the
ACTION

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The Amplify Process
Get maximum reach, step-by-step

Step 1. Promote PRE-Live
• Schedule your Facebook Live
• AND, create a Facebook Event
• Include the scheduled FB Live
• Promote the Event using Mari’s ‘RSV’
• Radical Strategic Visibility
• Organic:
• All social channels + email list
• Ask audience/partners/affiliates/ambassadors to share
• Paid:
• Objective: Engagement > Event Responses
#SMMW | @marismith 33

Step 2. Promote POST-Live
• Broadcast your Facebook Live
• Include plenty CTAs! "
• Then, go through Mari’s post-live checklist
• (See next slide)
• Promote your FB Live video
• Organic
• Paid; test objectives:
• Video views, Traffic, Messages
• Then, do a retargeting campaign
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Post-live Checklist
• In Creator Studio:
• Click ‘Edit Post’
• Review Video Details – title, description, hashtags
• Add up to 8 keywords
• Review captions
• Choose the best thumbnail (or upload)
• Distribution > add to Playlist and/or Series
• Trim (beginning/end, if needed)
• Click SAVE
• Reply to comments
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Step 3: Retarget & Expand
• Create Custom Audiences
• Video views
• Website, Segmented customer lists
• Run follow-up CTA ads to these audiences
• Create Lookalike Audiences
• Based on your various Custom Audiences
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Set your own benchmarks
• Number of live concurrent viewers
• Number of live viewers total
• After x time
• Reach
• Engagement

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VIDEO GEAR
4 Questions…

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Facebook Live Options
• Mobile phone
• Livestream from Facebook mobile app(s)
• Computer
• Facebook Live Producer
• 3rd party software platforms
• Browser based
• Desktop
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Stream from your computer
• PC or Mac (native)
• Facebook Live Producer
• Mac (3rd party)
• Ecamm Live (3rd party desktop)
• PC (or Mac) (3rd party streaming software)
• Desktop:
• Zoom, or BlueJeans, or OBS
• Browser:
• Streamyard or BeLive
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ACTION items!
• Review your gear + software
• Start super basic!
• Brainstorm ideas with your team
• What Live format(s) will you test?
• Deploy Mari’s Amplify Process
• Keep the right metrics in mind
• Strive to be consistent
• 3, 2, 1 – ACTION! Just do it. "
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www.marismith.com
facebook.com/marismith
Twitter: @marismith
Instagram: @mari_smith
LinkedIn: @marismith
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JOIN Mari Smith’s Social Scoop Facebook Group:
facebook.com/groups/marismithleaders/

Facebook Live Video That Converts by Mari Smith - Social Video Summit 2021 #SVS21

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Facebook Live Video That Converts by Mari Smith - Social Video Summit 2021 #SVS21