Chantal : JT, welcome back to the show!
Justin Tamsett: Hi Chantal, how are you?
Chantal : I am very, very excited to have you back. It’s been a little while.
Justin Tamsett: You’re such a fibber. You’re not excited.
Chantal : I am, I am always.
Justin Tamsett: I’m off the bench, I’m off the bench.
Chantal : That’s right, we always like having you on the show, and this week you’re here to chat to us about tips for live video streaming.
Justin Tamsett: I am. I’ve got plenty of hot tips, I’m going to fill the FBP family’s ears with hot tips on video live streaming, but before we get into the interview, can I explain one of my answers from the quick fire five last week?
Chantal : You can.
Justin Tamsett: You asked me a personal habit, that something that makes me better?
Chantal : Helps you become better at what you do.
Justin Tamsett: I said I have a personal trainer.
Chantal : You did.
Justin Tamsett: I’ve been training in gyms since I was in high school. I think that was about 15 years old, so that was just last year. No, I’m a trained PE teacher, I’m a former personal trainer. I know exactly what to do when I’m in the gym to achieve my goals. I know exactly what to do. What I love about having a personal trainer is I don’t need to think. I’ve got enough things going through my little tiny head if thinking about what I was going to be doing in a workout was going to take priority over anything else, then other stuff would drop off. Having a PT means I haven’t gotta think about what I’ve gotta do when I go to the gym. It helps me achieve my goals, keeps me motivated, but gives me that head space of one less thing to worry about.
Chantal : I could not agree more, and that’s not just because I’m a personal trainer as well.
Justin Tamsett: You are a personal trainer?
Chantal : I was, I was formerly a personal trainer. No, I couldn’t agree more. There’s something that’s quite satisfying about being able to just walk up and not have think about or not have to plan.
Justin Tamsett: Love not planning, love not thinking. I’m putting a challenge out there to everybody listening. If you’re a business owner or manager, I actually think it’s foolish not to have your own PT because you will reap the benefits on so many levels.
Chantal : Could not agree more. Okay, let’s get cracking into this week’s topic. It feels like pretty much everywhere we turn at the moment, we’re being told to start using live video streaming for our businesses. 15 months ago, JT, you launched a weekly Facebook Live show called JT in The Raw. Naturally, you were already ahead of the curve there. How many shows have you released now?
Justin Tamsett: We’re up to 57 shows. That’s around about 15 hours of shows, I mean, that’s almost a sitcom in itself. I’ve had over 3500 views of the show.
Chantal : Woah, that is huge reach.
Justin Tamsett: That’s impressive, isn’t it? Even I think that’s impressive.
Chantal : It is impressive. In your opinion, why should someone consider doing a live video?
Justin Tamsett: Well I think a live video show can position you and build trust with you. It’s absolutely the hottest marketing strategy at the moment. When people are watching you on a live video, they’re seeing you for who you are. They know you’re not fake, they see you wart like, or warts and all, which adds to your authenticity. It adds to your credibility, but I also think it adds to your connect-ability, if that’s even a word, I’m making it up. This helps both your current and your future customers or prospects or members or clients, whatever you want to call them, feel comfortable with you. These are all the reasons that lead to business opportunities of more clients retaining and other opportunities.
You’re not generally selling anything and you’re not trying to lead people. Maybe they’ll inquire, but your live video makes everything easier, because it’s less sales-y. It’s more conversational. There’s no big button to click on, there’s no hard sell. It’s a much softer closing option with calls to action. What else can I tell you? Yeah, in your live video, because it’s so conversational, your call to action is really about helping people. You’re letting everyone know that you’re there for them, you’ll take care of them. When they see you, they just get this feeling about you and your business being a real positive and helpful individual.
Chantal : Okay, so let me ask you this. You just mentioned last week’s show, show 118.
Justin Tamsett: Great show, by the way. If you haven’t listened to it, get back and listen to it. He’s awesome.
Chantal : Yeah, he’s absolutely awesome. One of the pieces of advice that he gave us was that we should be doing a live video as part of our fitness business. He actually spoke about the importance of being consistent. What’s your advice when it comes to frequency?
Justin Tamsett: Okay, the first thing about your frequency is that the consistency to me is more important than anything else. I heard Michael Stills speak on the social media examiner podcast, and he said he was doing a Facebook Live every single day. That just became impossible for him to do. From a frequency perspective, you’ve gotta tell your audience that you’re going to be there all the time, they’re going to be able to rely on you. They’re gonna want to know that you’re going to be there. You gotta be regular in their faces, but you can’t be over the top regular. A monthly show, absolutely do-able. Yup, can do that, and we do a monthly show on, or we’re launching a monthly show for Active Management. When are we doing that? Later this month, later this month. Doing it daily is massive amount of work, it’s huge. It either leaves you to do it weekly or biweekly. I find it weekly on the same day at the same time works perfectly for me, but you might find biweekly works. It’s really up to you, but whatever you choose, you need to be consistent. My definition of consistency is that people can set their watch by the start time of your show.
Chantal : That’s great advice, and as you know, we’ve just started for the fitness business podcast our Facebook live, and we’ve decided to launch it as a fortnightly frequency, so great to hear that you think that that’s not a bad idea.
`Justin Tamsett: Yeah, it’ll attract a lot of attention.
Chantal : That’s why, I did that on purpose.
Justin Tamsett: I know, it’s all part of your marketing.
Chantal : That’s right, that’s right, but it’s also a reason that I wanted to get you on today to talk about how to do it properly. Maybe you can give me some tips along the way. Listen JT, once we’ve started or we’ve decided on what’s going to be a realistic frequency for ourselves and a consistent time that we can go live, how important is it for you to have an actual plan before you hit that go live button?
Justin Tamsett: Do you mean a plan for that physical show that you’re about to do or a bigger, more expansive plan around live video streaming?
Chantal : Look, I think both are important, but in this particular example I think a plan for the show itself.
Justin Tamsett: Look, I wouldn’t say it’s imperative, but jeez, it’s going to make your show a lot better, and it’s going to put you more comfortable and more at ease when you’re doing your Facebook Live. Look, a confession to make just to you, you don’t have anyone listening to the show do you?
Chantal : No, just you and me talking.
Justin Tamsett: Okay, just a confession to you is that as an earlier doctor of the Facebook Live technology, I had no idea what I was doing. I didn’t know anything about a show flow or what I should or shouldn’t be doing, but I wanted it to be on brand and I wanted people to kind of think that it was of value. I planned the show from top to bottom. It was completely scripted out, and that gave me an enormous amount of confidence as soon as I went live. Over the 15 months, my show has changed, it’s evolved. I think I’ve improved the content, the flow, and therefore the reach. What I guess I need to emphasise to everybody is if you wait for a perfect plan for your live video, you’re never going to start. Just be real, and launch your own video live show as you are, and be prepared to then make the changed based on the feedback and the research that you pick up along the way to make your videos stronger.
Chantal : You know what JT, in complete honesty, I know that even for myself, and I’m experienced in presenting, I had this rush of adrenaline, and definitely a little bit of anxiety before the first time I went live on Facebook. What tips can you actually share with us to manage those pre-broadcast nerves?
Justin Tamsett: It’s a little bit like someone joining a gym. The hardest part of joining a gym is actually starting. It really is a mindset, Chantal. People expect in a live video that it won’t be polished. They expect everything not to be working perfectly. You haven’t gotta freak out about umm-ing and ahh-ing. Again, I got back to Michael Still and he was doing a Facebook Live and a fly flew in his mouth. He was like, horrified by it, but it just showed the authenticity and the realness of the actual Facebook live in that instance. I think you have to understand that people expect it not to be perfect, and you’ve gotta be comfortable with that. I know you’re a perfectionist, so you want everything right from your hair all the way through to the words that you use. It doesn’t matter on a live steam. You can just relax, although I do feel the better planned you are with the show flow and the content that you’re going to deliver, the more relaxed you’re going to be going into that show, so I guess it comes back to designing that flow of the show.
Chantal : Yup, being planned. Okay, so what about when we’re thinking about actually getting that broadcast seen by the people that matter? Is there any type of a secret sauce to have people actually see your live video?
Justin Tamsett: Other than consistently being on the same time, same day, there are a couple of other strategies you can use. I’m going to focus my answer on this around Facebook Live, if that’s okay. Look, there are a number of platforms that you can do live video, but without a doubt, the one that seems to be attracting the most interest and getting the most traction is Facebook Live, so that’s where I’m going to come from here. I recommend that you put a teaser out on social media, and you can put that out on Instagram, you could Tweet that, you could LinkedIn that, but a teaser two to three days prior to going live, and that teaser would be about what you’re going to talk on and what time you’re going to be live. I think I would be putting that out all over the place. Using Facebook, you can also set up the reminders. I’ve heard you talk about that, I think on last week’s show. You can put a reminder up so people can click on that.
Now, this only works on a Facebook business page, so if you’re doing Facebook Live, you’ve gotta really do it from your business page rather than your personal profile. I suggest branding your show, so giving it a name, giving it a hashtag, which makes it super easy for people to find, so if they know you’re coming on at 8:00 at a Friday morning, but they can’t remember where, they remember the hashtag is JT in the raw, so they can just put that in and find you pretty easily on Facebook. The other key is within the show itself, Facebook love, and I mean love in bold, 14 point print, when people engage with your Facebook Live, with your video live. You’ve got to involve your audience and have them engaged, which means they’ve gotta like, they’ve gotta comment, and they’ve got to share as quickly as possible into your show. You can do this in a few ways. You can simply ask people, can you hear me? Hit the like button if you can hear me, and that’s pretty simple. You can ask a question of the day and have people leave the answers in the comments. You can ask if they would like a link to a resource to put a comment in the comments below.
I believe the sooner you get that engagement from your audience in your show, in your live, the more Facebook will love you, and then they will increase automatically the reach for you across the whole Facebook network. You’ll have people finding out that you’re live who you don’t even know. Right off the bat, in the first, I’m going to say first two or three minutes, and by the way, I think a show should be about 15 minutes. The first two or three minutes, you want people engaging.
Chantal : JT, how important is the show title and the description?
Justin Tamsett: That’s your headline. It’s like any other marketing piece. Someone’s going to see that on the feed before they watch the video, they’re going to see what you’re going to speak on. I always put #jtintheraw, I’ll put what show number we’re up to, and I’ll put the three or four things I’m going to speak on in my status above the video, which means I haven’t got to edit it afterwards. People can see, this is what he’s talking on, bang.
Chantal : Okay, perfect. Let’s say we’ve done our very first Facebook Live, we’ve taken the advice that we’ve given us. What happens next when it comes to live video?
Justin Tamsett: Okay, what we have to understand when it comes to live video is there is an afterlife after we go live. It’s all about repurposing our material, and one of the biggest mistakes that people make is thinking that their live video is all about the moments that that video is actually live. That means that they get hung up on the fact that only two or three people were watching them live. It’s far more than that. Your goal has to be to repurpose your live video as much as you possibly can. You can top and tail it, you can edit it, you can upload it to YouTube or Vimeo, whatever your preferred platform is, you can release it as a podcast, transcribe it, make it a blog post. You can use the transcription as the first chapter or a chapter in an ebook. You’re really only limited by your imagination of what fits into your overall content strategy for getting your message out into the community.
Let me give you an example. When I do JT in The Raw on a Friday, it’s a live video every Friday. I’ll then top and tail it with branding, I’ll add subtitles, and then upload that to the JT in The Raw YouTube channel. That’ll go up a few days later, and then I’ll repost that link through all my social media networks. I will use the YouTube video itself as a blog post the following week in the active management website. I’ll use the same video but different copy on LinkedIn. Then milestone shows, which is every six months, I’ll put out the best bits, quotes, stats, bite-sized chunks for an ebook, and I’ll use that as a lead magnet. Then finally I’m hopefully, fingers crossed, in late September, I’m going to release the JT in The Raw podcast, which will be repurposing all the previous videos into a podcast platform. That’s five pieces of online content from one 15-minute video, and everybody listening can do exactly the same.
Chantal : Quick question, because that’s a huge amount of content that you’ve just created. Going right back to that planning stage for the Facebook Live, roughly how much time would you spend planning or scripting a 15, 20 minute show?
Justin Tamsett: I’ll probably spend between 60 and 90 minutes. It really varies, I mean sometimes some shows I can just rattle off and I’ll just bullet point because I know exactly what I’m going to talk about. Other shows, probably with a higher education content, I’ll spend more time prepping for that, but yeah, somewhere around 60 to 90 minutes.
Chantal : Yeah, so just goes to show, it’s really important to do that preparation for the show in advance. The better prepared you are, the better content you’ve got, the better delivery, and the better repurposing you can do with that material.
Justin Tamsett: Because I script it out, some of those shows, there’s more blog posts. I’ve already got that in a Word document ready to cut and paste, blog post, cut and paste sound bites out to put into a LinkedIn, use that then to use across my platforms. Yes, it takes me an hour, but that’s still part of that five levels of content that I can then use.
Chantal : Excellent. Okay JT, final question for the day. Fit [bizberation 00:17:43]. Do you want to give us your top three tips for planning your first live streaming video?
Justin Tamsett: Okay, the first one is you gotta commit to going live. You gotta select a time that convenient to you, don’t worry about you’re listeners or your viewers, they’ll pick up on it as you grow with momentum, but they’ll also come back and watch replays, etc etc. Pick a time that’s convenient to you, and the consistently deliver that show for at least 12 weeks if you’re doing a weekly show, or 26 weeks if you were doing a biweekly show. You can’t do it for three weeks and go all right, I’m having a rest. You’ve gotta commit to this and commit and commit and commit. That’s number one. Number two is don’t worry. Good name for a song. Don’t worry. Don’t worry about how many people are watching live, because remember you’ve got a repurposing strategy that’s going to help you get added reach. Don’t worry if it’s not polished. People will love the authenticity of your Facebook Live or your video live, whatever you’re doing live. Number three is plan your show. Whether they’re bullet points that you’re just going to look at to be able to, oh I’m going to talk on this, I’m going to talk on this, I’m going to talk on this, or whether it’s fully scripted. Your plan is going to help you stay focused to be able to create all the talking points that you need in your Facebook show, or as I said, whatever live show.
Chantal : That’s sensational advice JT, thank you so much. Before I went live for the first time, despite the fact that I went live sideways, I did actually read your guide, because you created a fantastic guide for video live streaming. Do you want to tell everyone a little bit about that?
Justin Tamsett: Yeah, it’s an ebook that I put together from a bunch of research that I did to help me understand what I was doing and refine my show. What I’m happy to do, Chantal, is give it away to the FBP family. That is such a tongue twister, isn’t it?
Chantal : It’s a mouthful, yeah, you get used to it.
Justin Tamsett: Okay, the FBP family, I’m going to give a copy to everybody that’s listening. It’s called The Hottest Tips to Video Live Stream. If anybody is not listening closely, they can go to the Active Management website and pay 99 bucks for it, or they can go to fitnessbusinesspodcast.com/livevideo and they can download a free copy. How about that?
Chantal : That’s sensational, thank you! It is really good value, and guys, as I mentioned I have read through this guide already and it gives you everything you need to know about getting up and running for your very first live video streaming. That is very generous, thank you JT.
Justin Tamsett: My pleasure, happy to help out the FBP family.
Chantal : We love it when you swing by and have a chat to us and give us an update and help make us richer in our knowledge about a topic, and today it’s been fascinating learning more about live streaming, so thank you for dropping by.
Justin Tamsett: My pleasure, thanks for having me. I’ll come off the bench anytime.
Chantal : Excellent, we’ll see you next time, JT.
Justin Tamsett: See you.
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