by Pam Farrel
GROW YOUR AUDIENCE WITH FACEBOOK LIVE
A big advantage of the independent bookstore is the ability to build authentic , loyal and friendly relationships . As a pastor ’ s wife , I saw how my husband , our church staff and other non-profit leaders in our community relied on our local bookstore as a resource center for growth . We took the time to get to know the bookstore owner and staff because we often referred people in our congregation and city to the store to gain next steps in their personal growth with God . In addition , lay leaders , avid readers and those looking for gifts will be more likely to shop at your store if they know and trust you and your resource recommendations .
Facebook Live is a free and effective relationship builder that can be both high tech and high touch . Here are a few tips for using this simple video tool :
Prepare : Try thinking in “ sticky note ” fashion . People ’ s attention span has become shorter , so process your video broadcast preparation in nuggets : What is your goal ? Who is your target audience ? What content will you use ? What kind of show format do you visualize : a book review , book of the week , author interview or Q & A ? Test various lengths from 2 to 20 minutes . You are looking for the balance of short enough to keep your audience ’ s attention yet long enough for Facebook ’ s algorithm to kick in to increase your reach . You can run Facebook Live on either a personal or professional page , and the advantage of running it on your store ’ s page will be the ability to check the page insights tab to gauge audience response and reach . To make broadcasting convenient , create a permanent setting . Arrange natural lighting from a window or use a ring light . Make the background appealing to your target audience .
Pam Farrel is the author of 58 books , including the bestselling Men Are Like Waffles , Women Are Like Spaghetti , and her newest Discovering Wisdom in Proverbs : A Creative Bible Study Experience
( co-authored with Jean E . Jones and Karla Dornacher ). www . Love-Wise . com
Promote : Give your broadcast a name and host it approximately the same day and time so your audience looks forward to spending time with you . Share teasers , memes and invitations on social media channels and email . If you desire to host a one-time video event , like a book launch or book signing party , you can create an event page through Facebook and invite your friends and followers to share the event .
Participate : Create an introduction hook by asking simple questions that viewers can answer in a word or two or with a yes / no or an emoji . Respond to comments to keep viewers engaged . These can be answered live or go back and watch and comment as you replay . Offer freebie digital giveaways as hyperlinks hosted on your website , or entice the audience into your store with on-site discounts or gifts .
Perform : Be yourself ! Smile , speak clearly , be authentic , positive and conversational . Try using engaging visual aids . Keep notes at eye level and in bullet points so you can maintain eye contact . Jump right into speaking to your audience with strong content .
Post-broadcast : Thank them for tuning in , wrap with a simple application and encourage interactions , comments and questions . Encourage them to like and share the broadcast . Repurpose the content on various social media channels and Facebook pages and groups or insert links into your emails .
32 CRA today / www . christianretailassociation . org