It seems that Irish businesses have still not truly embraced mobile and social live streaming and those that have leave a lot to be desired I am afraid with only a handful of notable exceptions. But today I was heartened to see Donal Skehan try out YouTube Live to live stream as it is the day of his new book launch.
I came across the live stream as I subscribe to his YouTube channel and receive email notifications for his updates. If you are an author, be it self published or with a publishing house, there is no question that you need to build your own marketing engine to help promote your book. This is Donal’s fifth book, so he is well versed in online and offline marketing for his books, events and products, but this was the first time he had used YouTube for live streaming.
Donal has also been live streaming using Facebook Mentions – a feature only available at the moment to people with verified Pages and to journalists.
You can see on his Facebook page that he promoted a live cookalong.
So it was great to see him experiment with YouTube Live today – you can watch the replay here. He certainly brought his usual enthusiasm to the event and I am sure the investment of his time has turned into sales for his new book.
Eight recommendations for authors who plan to use YouTube Live or other Live Streaming platforms to promote their new book
So inspired by seeing Donal’s live event today, here are eight tips that can help you if you are an author and want to use live streaming to help promote your book and sell more copies!
- Get familiar with the platforms available to you for live streaming which include YouTube Live, Blab, Periscope, Facebook Mentions and Google Hangouts on Air amongst many others you could use
- Be clear on what your objective is for the live stream – in Donal’s case he walked people through every recipe in the book in his YouTube live event with the clear objective to entice people to purchase the book
- Consider embedding the live stream on your own website – Donal did not do this, but if he had done, he could have included promotions of other products or services such as tickets to any forthcoming events he is speaking
- Anticipate the questions you will get from the audience and be prepared to answer them – in the case of a live stream for your new book,it is highly likely that you will attract an international audience so have all the links ready to share with where people can purchase your book online across the globe
- Have the best connection you can to get high quality audio and video – people will be more forgiving with the quality of the video, but it can be distracting so using a microphone can vastly improve the audio quality – on YouTube Live, Periscope, Meerkat and Facebook Mentions you do not need a headset as you are not in conversation with other people other than them posting in the chat to you
- Promote the live stream in advance of the event – Donal’s YouTube channel has almost 262,000 subscribers and therefore it is not unusual for him to have 45,000 view of his recipe videos. However the YouTube Live event only had 106 people at any one time watching in real time. He could promote his next live stream though his social media channels and YouTube videos and by perhaps offering something exclusive to viewers he could significantly boost viewer numbers. The opportunity to win a signed copy of a copy of your new book would be a good incentive for people to join you for a book launch live stream
- Have a moderator to support you – if you are not experienced in managing the live event, delivering content and responding to viewers, it is a good idea to have someone manage and respond to comments
- Review your live event – after the live stream review what went well, what you could improve and put in place a plan for the promotion and marketing of the replay, the repurposing of highlights and reviewing the analytics. As Donal used YouTube Live he will have access to rich analytics in his YouTube channel that he can then use to help determine any changes he might want to make for the next time he hosts a live stream.
Exploring how Lord Sugar used Periscope for live streaming to promote his new book
Another example of using live streaming to promote your book that tool place on Periscope recently was the live stream from Lord Sugar who posted about his live event hosted at Twitter in the UK to promote his new book titled ‘Unscripted’. You can see a curation of his Tweets here or in the slideshow below. You will also see that he posted a link to a short video summary of the live stream that is hosted on his publishers YouTube channel.
One think you may notice is that the same image is used continuously for the live stream promotion – I would personally recommend different images and mixing the image with animated gifs and short videos to promote the event to increase engagement – yes he did have different content in the Tweets, but visual content will make a greater imapact in your Twitter marketing for your live stream.
I would also recommend creating multiple short clips from the live stream content that can be used over the months ahead to support the book launch promotion.
If you are an author and have used live streaming for virtual book tours what would you add to these tips?
If you are considering using live streaming to promote your book and have questions, you can contact me for a free consultation to explore the options available or you can check out where I am next speaking on the topic of using online video and live streaming for business.