Audience Development is a business function like any other. In order to be successful and convert your online viewers into customers, you need to understand how to build an Audience Development funnel.
Understanding your Audience Development funnel is key to having a successful live broadcast. That goes for businesses of all sizes including enterprises who invest millions in developing some of the best live content online – but, what good is that content if nobody gets to see it?
Your goal is to get your audience to engage with, share, link to, and promote your live event. This is also known as earned media. What often happens is that companies spend all their budget developing a great production and forget about how they are actually going to promote this content online
Let’s Take a look at the Main Players of an Audience Development Funnel:
1. Public
- This is who your live broadcast is being made for. This is your ideal audience before your broadcast gets started. Also known as the top of the funnel or target audience.
- To engage the public you post blogs, spread the word on social platforms like Twitter or LinkedIn and spend your media budget to get people to pre-register for your event .
- When developing your ideal audience, keep in mind who you are creating the content for. Think of unique engagement points and the relevancy of the content the viewer is going to be watching.
2. Viewer
At AmpLive, we distinguish a viewer as at least 5 seconds of play time, and 100% in view. This is anyone who has seen your content – they were definitely interested and the content may even be relevant enough for them to share it with others.
3. Audience
This is a viewer who engages with your content by taking some sort of action. They share your live event, post on their social accounts, or participate in your conversation.
4. Prospects
- To determine whether someone is a prospect, track the amount of attention they give your live broadcast. You should be listening to the social outreach and sentiment happening in real-time. Identify what subject and information they are looking at and what challenges you can solve for them.
- Once prospects are identified you can segment them into different buckets such as: social shares, whether they tuned in and shared something with your keynote speaker, and whether they engaged with a product demo. Segmenting your audience from your Live event is key in understanding your audience and how best to turn them into customers.
5. Customers
- The old adage that it takes at least 7 touches to convert a potential prospect into a customer is true with live video as well. It’s always important to follow up with personalized ad sequences, and content that is relevant to their interest.
- Once you’re able to convert your audience into customers, it’s your follow-up and touch points that turn a customer into an ambassador for your brand.
6. Adovocates
The only way to turn your customers into brand ambassadors is to make sure that your marketing efforts live up to your product. Engage your customers, ask for feedback, and make them part of your community. Give them ownership, and help them be successful in using your products.
Conclusion:
Each stage of the funnel takes time, effort and is an investment for your company. Using Live video and understanding the audience development funnel will help you create content for a specific community that will engage, and ultimately help you sell your product.
About Cameron Jahn
Cameron Jahn is a storyteller, a growth marketer, and a start-up strategist. He currently serves as CMO of AmpLive, a live streaming distribution platform that multiplies audiences.
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