With the release of Facebook Live, which allows users to create free live broadcasts, businesses are jumping at the chance to create live broadcasts that engage with their consumers. Let’s look at the best ways for a green industry company to get started with this exciting new technology.

How it works

Facebook Live lets users, including business pages, broadcast live over the Facebook channel. People can watch your broadcasts in real time, commenting while you discuss various topics. The livestream, which can run up to four hours, shows up in the timelines of Facebook users who are your fans or friends. After completing your broadcast, a recording of your video is saved on your page.

All your friends/fans won’t see the broadcast; only those who engage with your other posts will. Another caveat, the feature is “mobile only,” meaning you can only use it on your mobile device and within the Facebook or Facebook Pages application.

Technology needs

Here are a few things to remember before broadcasting to Facebook Live.

Download the Facebook Pages app. Facebook Live is only available to use with mobile devices. Additionally, you cannot use a mobile device’s web browser to launch this feature; instead, you will need to download the Facebook Pages app from the iOS or Android store. After downloading this app, you’ll need to log into your Facebook Page using your administrative credentials.

Use a mobile device cradle and tripod. You’ll need a device that runs a mobile iOS or Android operating system. With these options, recording a live broadcast more than 20 minutes long can make holding your phone an exhausting feat. That’s why a mobile cradle that you can attach to a tripod will make recording your broadcast much easier. Additionally, the secure hold will make for a clearer video, limiting the “bounces.”

A lavalier microphone can help sound. Mobile lavalier microphones can connect directly into the headphone jack and cost less than $100. For that investment, your broadcasts will have crisp audio.

Get the most out of Facebook Live

While no one is expecting a broadcast worthy of an Emmy, here are a few things you can do to get the most out of your Facebook Live events.

Plan, plan and plan. Like any video, have a plan for what you’ll talk about in order to limit rambling or dead air. A great way to keep things moving and stay on track is to create cue cards to place behind the camera.

Target your audience with ads. Use Facebook Ads to increase the size of your audience. Using Facebook Ad targeting, you can segment your potential audience by demographics, interests and other factors. The week of your live event, run an ad each day featuring the day and time of your broadcast with a topic you plan to address, and ask for comments from users to address during your event.

Encourage feedback. During the broadcast, encourage viewers to comment, and respond to any comments you receive. Also prompt viewers to hit the “subscribe” button on their screen during your broadcast. It will notify them of your future live events. Finally, make your broadcasts 30 minutes or more, so more people can stumble across it and tune in.

Choose a high-traffic time. Plan to go live at the time most of your fans and consumers are online. Lunchtime and early evening tend to be high-traffic Facebook times, but use your Facebook Insights to see when your fans are online the most.

Facebook Live for landscape pros

Some ways to use this feature for the green industry include:

• Feature a behind-the-scenes look at how you plan for a project. Show the amount of work it takes, creating value in your service.
• Provide maintenance tips to help consumers get the most out of their landscaping investment, such as plant health tips and more.
• Feature new products that can enhance outdoor living spaces.

While it was originally intended for people to share experiences with their friends and loved ones, Facebook Live has become viable for businesses to connect with their customers and prospects. Quick, no cost and limitless in potential, Facebook Live just might be the way that your business can attract, engage and sell more services to potential clients.

photo: ©istock.com/natushm