From Tradition To Tech: How Livestreaming & Digital Engagement Helps Small To Medium Businesses Transition From Traditional Marketing Methods
Introduction:
This Knowledge Hub Article was written in conjunction with “From Tradition To Tech”, the recent Onestream LIVE 4 part mini-series designed to help businesses and organisations transition from traditional marketing methods through to the digital era of Livestreaming & Digital Engagement. The series can be found at:
“From Tradition To Tech” – A 4 Part Mini-Series
Transforming Tradition: How Livestreaming is Redefining Small Business Engagement
The shift from traditional marketing to digital engagement has become increasingly vital for small and local businesses aiming to thrive in today’s competitive landscape. As technology evolves at a rapid pace, many small enterprises are embracing digital strategies to connect more effectively with their customers. A compelling example is the transition witnessed in local cafes/eateries that previously relied on flyers and word-of-mouth advertising, who have now turned to social media and online ordering systems to attract a broader clientele. The COVID-19 pandemic significantly sped up Digital Transformation, with 61% of small businesses reporting an increased online presence. These businesses recognized the need to adapt to changing consumer behaviours.
In this digital age, consumers expect brands to engage with them across multiple channels. A significant 73% of consumers prefer such interactions with small and local businesses, which highlights the importance of integrating digital marketing strategies into business models. Businesses that fail to adapt risk losing relevance in a market that increasingly values online engagement. For instance, a small boutique that embraces an omnichannel approach—utilising social media, e-commerce, and in-store experiences—can better meet the diverse needs of its customers, thus fostering loyalty and brand recognition.
The Limitations of Traditional Marketing
Traditional marketing methods often present several limitations, particularly in terms of reach and interactivity. Local print advertising, for example, may only reach a limited audience within a specific geographic area, unlike digital platforms that can extend a business’s reach far beyond its immediate surroundings. This limitation can be detrimental, especially in a digital-first world where potential customers are increasingly seeking information online. Additionally, the costs associated with print materials and local advertising can significantly strain small business budgets, making it challenging to maintain a sustainable marketing effort.
These traditional methods frequently lack the immediacy and responsiveness that digital platforms offer, which can hinder a business’s ability to engage effectively with customers. For instance, while a flyer may inform customers about a sale, it cannot provide them with real-time updates or facilitate immediate purchases. The inability to capture valuable customer data also limits businesses’ abilities to tailor future campaigns, as traditional marketing does not provide the insights gleaned from digital analytics. This lack of insight can lead to missed opportunities for engagement and growth, particularly as consumer preferences continue to evolve in the digital landscape.
The Rise of Digital Marketing
Digital marketing represents a significant opportunity for small businesses, allowing them to reach a broader audience at a fraction of the cost of traditional methods. A prime example is a local gym that utilises social media platforms to promote its classes, reaching potential customers who may not have been aware of its existence otherwise. With 90% of consumers conducting online research before making purchasing decisions, having a robust online presence is crucial for attracting potential customers. This form of marketing not only enables targeted advertising but also enhances customer satisfaction through real-time engagement, allowing businesses to respond to queries or feedback instantly.
Additionally, the measurability of digital marketing efforts offers small businesses the chance to evaluate their effectiveness. For instance, using tools like Google Analytics, a small retail shop can track which products are most popular online, allowing them to adjust their inventory accordingly. The global digital advertising market is projected to reach $645 billion by 2024, indicating significant growth opportunities for small businesses looking to expand their reach and enhance their customer engagement strategies. By leveraging these channels, small businesses can cultivate meaningful relationships with their customers, ultimately fostering brand loyalty and increasing sales.
Livestreaming as a Service (LaaS)
Livestreaming has emerged as a game-changing tool for small businesses aiming to enhance their marketing strategies. The immediate connection that livestreaming offers allows businesses to engage with their audience in real time, fostering transparency and trust. For example, a local South African Snack Food & Meat Company – Ke Nako Biltong are finding a “Winning Combination” of traditional marketing methods such as monthly artisan markets etc plus a strong mix of digital transformation through Livestreaming & Digital Engagement. Businesses that incorporate Livestreaming in the overall strategy have reported a notable 20% increase in consumer engagement during events. Such interactivity not only captures the attention of viewers but also encourages them to participate in discussions, enhancing the overall customer experience.
Beyond engagement, livestreaming which has seen a compound annual growth rate (CAGR) of 21.4% during 2023 and 2024 can seamlessly integrate into existing marketing strategies, enabling businesses to maximise their reach across various social media platforms. For instance, a restaurant could use Instagram Live to showcase a new dish, encouraging viewers to visit in person or to place orders online. Research indicates that 54% of consumers prefer brands that utilise livestreaming for product launches and demonstrations, showcasing the potential of this medium to capture consumer interest. Moreover, studies have shown that 30% of viewers make a purchase during or shortly after a livestream, highlighting the direct impact of this strategy on consumer behaviour and sales.
The Winning Combination
Before we dive into “Digital Transformation” we should acknowledge the fact that there IS & REMAINS a place for traditional marketing methods currently? In fact around 25% of SMEs across Europe still effectively use them. So what?? Well it most definitely is a journey! This is what you are actually looking to achieve? “The Winning Benefits”? WHY – Because you WILL still need a mix of both until you can fully transition. I still see a p[lace for aspects of traditional marketing in 10 years time BUT adding in aspects of Digital Transformation such as using QR Codes on business cards, pop-ups, flyers/brochures etc is a simple starting point. The team at Livestream Solutions will ensure that you get a simple effective “Transition Plan!”
Jill WOODS Podiatrist and Founder of Practice Momentum Marketing Agency discussed many of these aspects when I caught up with her during one of our recent chats – Merging Traditional Marketing with Digital Transformation
Getting Started with Livestreaming
To successfully embark on livestreaming, small businesses must select the right platforms that resonate with their target audience. Options such as Facebook Live, Instagram Live, or YouTube offer unique features that can cater to different demographic groups. For example, a local artist may find success on Instagram, where visual content thrives, while a tech gadget store might attract a more engaged audience on YouTube with detailed product reviews. Planning content in advance is crucial for ensuring a structured approach that captivates viewers. Content Creators and businesses should promote their livestreams ahead of time to build anticipation and encourage attendance, perhaps by offering exclusive discounts to viewers who tune in?
Engaging with viewers is key during & after Livestreams; It’s ALL about the follow up? Reacting positively to ANY engagement is an excellent way to build that relationship with ose following you? It’s also common courtesy after all they’ve taken the time to watch your Live? incorporating polls and live Q&A sessions can greatly enhance interaction and strengthen connections with viewers. This real-time feedback allows businesses to tailor their offerings and address customer concerns more effectively. Furthermore, seeking professional support from companies like Livestream Solutions – Livestream Academy can significantly improve production quality through their Joint Venture Partnerships with the likes of Onestream LIVE Getting Started, ensuring a seamless viewer experience. By investing in these strategies, small businesses can optimise their livestreaming efforts and create memorable interactions that resonate with customers, ultimately driving loyalty and repeat business.
Key Digital Marketing Strategies
A well-rounded digital marketing strategy is essential for small businesses looking to expand their reach and connect with customers effectively. Social media marketing plays a pivotal role in this process, enabling direct interactions and the sharing of engaging content. For instance, a local bakery could use Instagram to share mouth-watering images of its baked goods while engaging with customers through comments and direct messages. Content marketing, which includes blogs and videos, further enhances brand storytelling and fosters deeper engagement with the audience by providing valuable information that resonates with potential customers.
Moreover, email marketing remains a cost-effective method for reaching existing customers with updates and promotions, such as a monthly newsletter highlighting special offers or new products. Pay-per-click advertising provides immediate visibility tailored to specific demographics, allowing small businesses to target their ideal customers effectively. Additionally, Search Engine Optimisation (SEO) helps improve organic search rankings, driving more traffic to business websites. A small landscaping company, for instance, could enhance its online visibility by optimising its website for local searches, thereby attracting new clients seeking gardening services in their area.
Overcoming Challenges in Digital Transition
Transitioning to digital marketing can present challenges for small businesses, including time constraints and gaps in technical skills. However, these obstacles can be mitigated through training and educational resources that empower staff to navigate the digital landscape. For example, engaging with service providers like Livestream Solutions who have their own in-house Livestream Academy can equip employees with the necessary skills to manage social media accounts or run effective digital marketing campaigns. They will offer technical support and guidance for effective livestreaming, ensuring businesses feel confident in their digital marketing efforts.
Focusing on incremental changes can ease the transition from traditional to digital methods, reducing overwhelm and fostering a culture of continuous learning within the organisation. Instead of attempting to overhaul their entire marketing strategy at once, businesses can implement small changes that gradually lead to a more comprehensive digital presence. Developing a clear digital strategy helps businesses prioritise tasks and allocate resources effectively, ensuring a smoother shift toward digital engagement. This strategic approach not only alleviates stress but also empowers employees to embrace new technologies confidently.
Building a Community Online
Community building is an essential aspect of successful digital marketing for small businesses. Engaging with customers fosters loyalty and encourages repeat business; research indicates that 70% of consumers prefer brands that actively engage with them. A practical example is a local coffee shop that creates a Facebook group for its loyal customers, encouraging them to share their experiences, photos, and recommendations. This interactive feature during livestreams, such as Q&A sessions, can significantly enhance viewer participation and deepen connections with the audience.
Establishing a consistent brand voice across digital platforms strengthens community ties. When businesses communicate in a familiar tone and style, it creates a sense of belonging among customers. Nurturing online communities through dedicated social media groups or forums can promote discussions and feedback, allowing businesses to gain insights into customer preferences and expectations. Regularly sharing user-generated content can enhance authenticity and deepen connections, creating a sense of belonging among customers. By celebrating their community, small businesses can foster a loyal customer base that supports them in both good times and bad.
Future Trends in Digital Marketing
As the digital landscape continues to evolve, emerging technologies like Augmented Reality[1] and Voice Search[2] are poised to reshape consumer engagement. For small businesses, embracing these technologies can create unique experiences that set them apart from competitors. A local furniture store, for example, could implement augmented reality features allowing customers to visualise how a piece of furniture would look in their own home before making a purchase. Small businesses that adopt AI and machine learning can personalise customer experiences, enhancing satisfaction and fostering loyalty.
However, this integration of new technologies requires ongoing adaptation and training to remain competitive. As digital marketing practices continue to evolve, small businesses must stay informed about industry trends and invest in employee training sessions to keep skills up-to-date. Video content is projected to dominate digital marketing strategies, with 88% of all online traffic expected to come from video by 2027, highlighting the importance of incorporating video into marketing campaigns. Moreover, sustainability and ethical marketing practices are increasingly important to consumers, influencing purchasing decisions and shaping brand loyalty. By aligning their values with those of their customers, small businesses can position themselves as responsible and conscientious brands in a crowded marketplace.
Embracing the Digital Shift for Business Success
Transitioning to digital marketing is no longer optional for small businesses aiming for success in today’s market. By leveraging tools like Livestreaming and Digital Engagement with customers through various digital channels, businesses can enhance their marketing efforts and build lasting relationships. A prime example is a local fitness studio or martial arts club that uses livestreaming to offer virtual classes or online library of recordings in an “Education Hub” and interact directly with clients, fostering a sense of community and loyalty. The transition does NOT have to be difficult nor a journey alone? Whilst Livestreaming is an amazingly powerful tool, businesses and organisations MUST engage with those who have the expertise in the field
For further insights and support on livestreaming solutions, visit Livestream Solutions. By embracing the digital shift, small businesses can not only survive but thrive in an increasingly digital world, ensuring their relevance and success for years to come.
[1] Augmented reality (AR) is a technology that overlays digital information, such as images, sounds, or other data, onto the real world. This is typically achieved through devices like smartphones, tablets, or AR glasses. Overall, augmented reality creates a more immersive experience by enhancing the way we see and interact with our environment.
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Retail: Stores use AR to allow customers to visualise products in their own space before buying.
[2] Voice search is a technology that allows users to search the internet or a specific database using spoken voice commands instead of typing. This can be done through various devices such as smartphones, smart speakers, and computers.
