LinkedIn Live Starter Guide for Businesses – Everything You Need to Know 2022
Linkedin Live events are a great way to connect with your Page Followers. It is an important tool in your content armoury that is a great way to really stand out. This being said, the same content “rules” apply. You are creating content that speaks to your ideal client’s problems and how you solve them, i.e. add value.
Applying for LinkedIn Live
LinkedIn Marketing Solutions have simplified the process to get access to LinkedIn Live. To find out if your Page is eligible no longer requires an application. (March 2022)
- Per LinkedIn, you will need a minimum of 150 followers for your Page, demonstrated history of original content and history of abiding by LinkedIn Community guidelines.
Select an Approved 3rd Party Streaming Service
1. Select an Approved Streaming Service
The next step is to choose a streaming service as the broadcast is not done natively within LinkedIn at this stage.
Alternatively, those who want to connect directly to an encoder or streaming software like Zoom or WebEx. Full instructions – Click here.
Using a streaming service will also allow you to broadcast to multiple locations at the same time eg YouTube, Facebook, Twitter etc
Good Trading Co uses StreamYard. We have an affiliate link that will allow you to get a $10 credit. To take advantage, use this link – $10 Savings Link.
2. Choose a location to stream to - LinkedIn Company Page or Employee Profile
The next step is to choose a stream location. This is actually more important than you may think.
Before we get lost in the tech side of things, we need to stop and think – what are your business goals for holding LinkedIn Live? Knowing your goals will make a choice obvious. E.g. brand awareness, grow an email list, build employee profile in the industry?
For the purpose of this article, we will focus only on streaming to your LinkedIn Page. The process for Profiles will be very similar but doesn’t have all the advantages.
The Set-Up Process
The process has become streamlined with the recent changes to LinkedIn Lives (Oct 2021). Creating your broadcast in the streaming service will automatically create your LinkedIn Live Event. Let’s step through this using Streamyard. Other platforms will be similar.
1. Register for Streamyard
2. Add a Destination
Select Destination from the left-hand menu. Then a menu will appear as per below. Connect your various accounts. You can only connect to LinkedIn Page if you have been approved for LinkedIn Live.
3. Create Your Broadcast
a) Click on “Create a broadcast”.
b) Click “New broadcast.”
c) Select where you would like to broadcast to. This is where you select LinkedIn Page and any other platforms you would like to stream to at the same time. eg Twitter, YouTube, Facebook. This is an easy way to extend the reach of one piece of content.
d) Enter title and description, schedule for later.
e) The thumbnail image will be 1280 x 720 pixels.
Be careful to put in good information, as StreamYard will create an automatic post to LinkedIn.
Once the broadcast is created, you will see this on the screen.
Time to Enter the Studio - Set Up Before LinkedIn Live Broadcast
Good Trading Co recommends that you go in well in advance to set up your broadcast theme and details. It will take some time to customise your branding and understand how the controls work.
Inviting Guest Speakers
- Click the 3 dots to see the drop-down menu.
- To invite your guest speaker, select – “Invite a Guest”.
We can’t stress enough that “Invite a Guest” is only to be used for those that will be speakers and part of the Live Broadcast. It is NOT what you use to get attendees.
Set up Company Branding (available on paid Pro StreamYard subscription)
There are plenty of options to set up a theme for your broadcast on the Pro Plan. If you use the free subscription, you will get the overlay from Streamyard and their logos.
You can set banners up that will display at the bottom (static) or ticker (move across) on the screen. These can be customised so use them as an opportunity for you to get an important message across.
Good examples are asking for audience questions or comments, showing how the audience can follow your content, asking for audience locations etc.
Invitation and Promotion are the keys to success
The more work you put in upfront to promote your LinkedIn Live the more successful it will be. Live Events can be scheduled in advance now so take advantage of this.
Get as many people clicking the “Attending” button as soon as you can. The more that people see others are attending the more inclined they are to attend.
Each person on LinkedIn is limited to 1000 invites for events in any one week. This is in total and is across events if you have multiple. Getting key staff involved to invite their network will be important.
Keep in mind many will watch on replay and not necessarily live.
Good Trading Co Going Live Tips!
Whilst the audience is very forgiving and doesn’t expect perfection, it is important to realise there is no deleting this once you are going. What message do you want to portray to the audience?
Not being prepared, starting late, bad sound or lighting, stumbling around does not create a good first impression. Practice behind the scenes so you know what you are doing.
Choose your guests wisely. They too will reflect on your brand. Again preparation will be key.
Today more than ever our time is precious. If your audience has given you their time, it is critical you return that time invested by giving value.
At the time you go Live – LinkedIn will help promote by sending out to a % of your Page followers.
LinkedIn Live is an amazing tool to get a connection to drive your brand and drive demand for your business when you invest the time upfront to ensure it runs smoothly and is a high-quality event.
The bonus for LinkedIn Pages is that the Live will be shown on the Video tab on the LinkedIn Page for future reference.
If you would like more information on how to get the most out of your LinkedIn Page with an audit and strategy review don’t hesitate to reach out to firstname.lastname@example.org.
Michelle J Raymond is the Chief LinkedIn Strategist at her company Good Trading Co and a founding member of the LinkedIn Small Business Advisory Council for LinkedIn Pages. Michelle specialises in helping small to medium business owners make a real impact in business. As a leading global authority on LinkedIn Pages, her passion is to change the world by doing good business with good people.