How to Run a Facebook Live for Your Small Business

# How to Run a Facebook Live for Business

In an era where digital connection is everything, Facebook Live offers Australian small business owners a unique opportunity to build trust and authenticity. It allows you to bypass the polished, edited world of traditional advertising and speak directly to your customers, answering their questions and showing the human side of your brand in real-time.

Whether you are showcasing a new product in your Brisbane boutique or hosting a Q&A about your professional services, Facebook Live is one of the most effective ways to boost your organic reach and engagement on the platform.

Prerequisites: What You’ll Need

Before you hit that 'Go Live' button, ensure you have the following ready:

• A Facebook Business Page: You should stream from your business page rather than a personal profile to access analytics and maintain professionalism.
• A Strong Internet Connection: Aim for a stable Wi-Fi connection or a strong 4G/5G signal. If you're in a regional area, test your upload speed beforehand.
• A Smartphone or Webcam: Modern iPhones and Androids have excellent cameras, which are usually sufficient for most small business lives.
• Basic Lighting: Natural light from a window is great, or a simple ring light to ensure your face is clear.
• Microphone (Optional but Recommended): Even a pair of wired headphones with a built-in mic will significantly improve audio quality compared to the phone's internal mic.

---

Step 1: Define Your Goal and Topic

Don't go live just for the sake of it. Your audience's time is valuable. Decide what you want to achieve. Are you launching a new service? Doing a "behind the scenes" tour of your warehouse? Or perhaps an educational session?

Step 2: Choose Your Setup and Location

Find a quiet spot where you won't be interrupted. If you are in a high-traffic area (like a cafe or a busy street in the CBD), ensure you have a directional microphone to cut out background noise.

Step 3: Open the Facebook App and Navigate to Your Page

Open the Facebook app on your mobile device. Ensure you are switched into your Business Page profile (not your personal one).

• Tap on your profile picture in the top left to go to your Page.
• Look for the button that says "Live" under the "Create a post" section.

Step 4: Configure Your Live Settings

Once you tap 'Live', you aren't broadcasting yet. You will see a preview screen. Here, you should:

• Add a Description: This is crucial. Write a catchy title and a brief sentence explaining what the live is about. Include a call to action, like "Ask us anything in the comments!"
• Tag Your Location: If you are a local Brisbane or Gold Coast business, tag your location to help local customers find you.
• Check Your Camera: Ensure the camera is facing the right way (front-facing for a selfie-style talk, rear-facing for a product demo).

Step 5: Check Your Audio and Video

Tap the 'Magic Wand' icon if you want to add filters (keep it professional!), but more importantly, check your framing. Ensure there isn't anything messy or distracting in the background (like an unstacked dishwasher or sensitive documents on a desk).

Step 6: Go Live!

Tap the blue "Go Live" button. There will be a brief 3-2-1 countdown.

Step 7: Engage with Your Viewers

As people join, you will see their names and comments pop up at the bottom of the screen.

• Acknowledge people: "Hi Sarah, thanks for joining us from Toowoomba!"
• Ask questions: "Let me know in the comments if you can hear me okay."
• Answer questions: If someone asks a question about your product, answer it live. This builds incredible rapport.

Step 8: Include a Call to Action (CTA)

Throughout the broadcast, and especially at the end, tell people what to do next.

• "Visit our website to book a consultation."
• "Click the link in our bio to shop the new collection."
• "Sign up for our newsletter for more tips like these."

Step 9: Finish and Save Your Broadcast

When you are finished, thank your audience and tap "Finish". Facebook will then give you the option to post the video to your timeline. Always select 'Post' so that people who missed the live can watch the replay later. Replay views often far outnumber live views.

Step 10: Review and Optimise

Once the video is posted, you can go back on a desktop computer to edit the thumbnail, add captions (vital for people watching with sound off), and refine the description.

---

Common Mistakes to Avoid

• Ignoring the Replay Audience: Always speak to the people watching later, not just the live viewers.
• Bad Lighting: Avoid overhead fluorescent lights which create harsh shadows. Natural light is your best friend.
• Failing to Promote: Don't just go live out of the blue. Post on your Instagram Stories or your Facebook feed 24 hours in advance to let people know when to tune in.
• Being Too Salesy: Facebook Live is about connection. Provide value first, and sell second.

Troubleshooting

• Connection Drops Out: If your internet fails, Facebook will try to reconnect. If it fails completely, simply start a new Live and say, "Sorry about that, our Brisbane weather/internet got the better of us! Let’s pick up where we left off."
• No One is Commenting: This is normal for your first few goes. Keep talking through your outline. You are creating content for the replay as much as the live event.
• Audio is Echoing: This usually happens if you have the Live open on a nearby computer or tablet at the same time. Mute any other devices in the room.

Next Steps

Now that you've mastered the basics of Facebook Live, it's time to look at your broader social media strategy. Consistency is key to growing your Australian small business online.

If you need help creating a content calendar or managing your social media advertising, the team at Local Marketing Group is here to help.