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dayspamagazine.com/freeinfo dayspamagazine.com • february 2018 • [ 61 ] © GETTY IMAGES Rally a Crowd Live streaming without amassing an audience fi rst is like shouting into a hurricane. Whip up excitement for the upcoming video by promoting it regularly in email blasts and social media posts at least two to three weeks in advance, recommends Smith-Malin. Wolny suggests choosing the platform where you have the biggest audience, and attaching a promotion to incentivize your followers to tune in. "You could off er a limited number of discounts on a service to people who show up for the stream," he says. "Think of it as a digital open house. The advantage is that you're attracting people who can't make it to the spa that day." You can also reach a wider audience by teaming up with another appropriate brand. Soto and Dr. Lee partnered with a well-established beauty website to host their live stream, swelling their audiences substantially. To promote it, they made a short teaser video, which they posted on their respective social media channels. The stream garnered some 36,000 views. Monitor the Stream During your live video, audience members might leave questions or comments, or point out problems. Have a staff member follow the stream online and interact with viewers. "The ability to engage with your audience in live video builds trust faster than any other content form," says Wolny. "Other posts can be manipulated, but live video is uncensored—raw and real." During the Ole Henriksen Spa live stream, Soto's publicist monitored comments as they came in. "Questions that were asked frequently were brought to the forefront and answered promptly," he says. If you don't have help during the stream, you can still respond to comments immediately after the broadcast. Keep Promoting It Once your live stream is over, it's possible to keep squeezing marketing potential from it. Most platforms allow you to save it as a regular, shareable video. "After I fi nish the stream, I immediately boost it on Facebook," says Allamong. She then shares the video in Facebook groups for local businesses, includes a link to the video in emails, and sends it to cross-promotion partners to share in their own marketing materials. Bottom line: Share it anywhere that might increase your spa's exposure. "Live streams go in front of people who already follow you," notes Wolny. "Make sure you also get that content in front of those who don't." u o , audience ts, s . o sts b ut l ive Patented, Hi-Tech Miracle Cloth. 100% Client Satisfaction Guarantee. No Risk of Loss to Dealers - ever! Over $41 million sold since 2004. other DIY method ever! Dr. Anne Marie McNeill M.D., Ph.D., F.A.A.D., Board Certified Dermatologist. Private Practice Newport Beach, CA EXFOLIA™ EXFOLIATION CLOTHS s7ASHABLE s,ASTSFOR-ONTHS s.O#HEMICALS s.ON!LLERGENIC s2ECYCLABLE Millions sold @ $9.95 1 cloth/box -12/case www.beautyclothwholesale.com