Creating a Campaign vs Creating a Community | Nicolas Bailliache | eStreamly | Bonus Episode
Honest Ecommerce
· with Nicolas Bailliache
· June 15, 2023
· 25 min
Summary
This episode champions live shopping as a powerful, yet underutilized, channel for ecommerce brands to cultivate community and significantly boost conversions. It highlights how eStreamly’s platform facilitates high-converting shoppable video experiences directly on a brand’s site, emphasizing the critical difference between transactional campaigns and sustained community building. Ecommerce operators will learn strategies to leverage live commerce for engaging customers, driving sales, and reducing returns by answering questions in real-time.
Key takeaways
Implement shoppable video directly on your website to reduce friction and capitalize on video's high engagement, aiming for conversion rates significantly higher than traditional ecommerce (e.g., 8-18% for live, 8-9% for evergreen video, but much higher in certain markets).
Utilize live shopping to build a brand community rather than just run campaigns; focus on engaging shoppers on your own platform and owning first-party data, leveraging social media for audience acquisition.
Prioritize informing and attracting your audience to live stream events on your website; high conversion rates are achievable when viewers are intentionally there, rather than just stumbling upon it on social media.
Integrate SMS as a powerful marketing tool to notify your audience about upcoming live shopping events and drive attendance.
Recycle live stream content into evergreen videos and other marketing assets to maximize content utility and extend the lifespan of your engagement efforts.
Leverage the Q&A aspect of live shopping to address customer concerns in real-time, which can lead to a significant reduction in product returns (e.g., 40% less).
On this bonus episode, we talk with Nicolas Bailliache from eStreamly. We talk all about live shopping: The live shopping culture between China and US, why it can produce very high conversion rates, the “channel approach” to marketing strategy, and so much more!
Frequently asked about this episode
What does this episode say about conversion & cro?
Implement shoppable video directly on your website to reduce friction and capitalize on video's high engagement, aiming for conversion rates significantly higher than traditional ecommerce (e.g., 8-18% for live, 8-9% for evergreen video, but much higher in certain markets).
What does this episode say about brand & content?
Utilize live shopping to build a brand community rather than just run campaigns; focus on engaging shoppers on your own platform and owning first-party data, leveraging social media for audience acquisition.
What does this episode say about dtc strategy?
Prioritize informing and attracting your audience to live stream events on your website; high conversion rates are achievable when viewers are intentionally there, rather than just stumbling upon it on social media.
What does this episode say about customer retention?
Integrate SMS as a powerful marketing tool to notify your audience about upcoming live shopping events and drive attendance.
What does this episode say about conversion & cro?
Recycle live stream content into evergreen videos and other marketing assets to maximize content utility and extend the lifespan of your engagement efforts.
