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This week, Facebook announced grand plans to take their already successful live broadcasting platform to great heights. The announcement included product updates like two-person broadcasts, waiting rooms for viewers, and Snapchat-esque filters all in the works.

With these updates in mind, carving out a strategy for Facebook Live seems like a no-brainer.

Oh, and did we mention the potential live video has for Facebook engagement? Initial data from Facebook revealed that people comment 10X more on Facebook Live videos than on regular videos.

Now, we get it. Going live, well, it’s kinda scary. What if you mess up? What if the camera wigs out? There are a number of things that could go wrong. But while you’re contemplating the risk, a ton of brands are out there engaging their audience in some really exciting and personal new ways.

To help you shake the nerves, we put together a list of some of the best Facebook Live broadcasts we’ve ever seen. From live debates to intense trainings, you’ll get a little taste of everything to inspire you to fire up a stream for your own company.

(And read this article for more tips on how to get started with Facebook Live.)

7 of the Best Facebook Live Videos We’ve Ever Seen

1) Tough Mudder

Tough Mudder is an endurance event series known for its military-style obstacles and enormous sense of community. A few weeks ago, they took to Facebook Live to broadcast their Merrell Michigan Training Event with Coach T. Mud, a.k.a. Kyle Railton. Infectious energy aside, this stream made the list for a few reasons.

For one, it serves as a great use case for how to keep your community engaged — even when they can’t make it to your event. By bringing the event right to their audience’s desktop or mobile device, they can choose to follow along with the training, or simply get a sense of what they might be signing up for.

At the beginning of the broadcast, Coach T. Mud gives a shout out to the Tough Mudder Snapchat handle to encourage those at home — and at the event — to follow along with the training there. This is a great way to cross-promote your channels and increase overall engagement.

Around the six-minute mark, the person filming chimes in to reiterate where they are streaming from. She does the same thing again around the eight-minute mark. This is a great strategy for keeping those who might be joining mid-stream in the loop.

Finally, we really love the way Coach T. Mud gets up close and personal with some of the attendees around the 18-minute mark. While he mainly uses this time to get to know the Tough Mudder community a little better, he also sneaks in some subtle promotions, like this:

Well played, Coach.

(Want to learn more about Tough Mudder’s growth strategy? Check out this episode of The Growth Show featuring Tough Mudder Founder and CEO Will Dean.) 

2) Benefit

One really interesting route brands have taken with Facebook Live is the series approach. In other words, they broadcast a themed video series on a set date and time, usually weekly.

Why does this work so well? As Author Laura Vanderkam explains: “TV shows come on at certain times so people get in the habit of watching them. You can do the same with Facebook Live.”

One of my favorite examples of this come from the folks at Benefit, who host a series called “Tipsy Tricks” every Thursday at 4:15 P.M. Here’s one of the episodes from a few weeks back:

One of the most interesting things they do throughout this particular video is ask questions of the audience to inform how the video will play out. For example, around four minutes in, the host polls the audience to determine which product they’d like to see them use in the makeup look they’re creating.

Then, they give a couple of minutes to let the audience weigh in before following through based on the responses — it’s sort of like a beauty-themed, choose-your-own–adventure game.

This strategy aims to keep those watching engaged, while also helping the folks at Benefit learn more about their audience’s product preferences.

Another way they’re keeping the audience involved? Benefit allows their viewers to submit ideas via Facebook Live comments or Snapchat to help the hosts brainstorm future topics to cover. You can see this in action by checking out the comment thread on this video, where they ask viewers to Like the comment if they’d like to see an episode about concealing:

3) Jason Carr

The next Facebook video on the list comes to us in two parts. In an interesting series of events, Jason Carr, a former news anchor for FOX 2 in Detroit, takes Facebook Live viewers on a ride to his new gig at WDIV-TV, Local 4 News … but he doesn’t tell them that. At least not in the beginning.

The first video begins with Carr explaining that he’s going Live to follow up on a promise he made during his final broadcast for FOX 2 earlier that morning. This was his first right move: Using Facebook Live to extend the conversation following something like a webinar, interview, or panel discussion is a great way to connect with your audience while they’re already engaged.

Viewers watch as Carr — who is broadcasting live from the back of a Cadillac — takes a trip to what he refers to as “parts unknown.” During the first half of the stream, he provides some context around leaving the station, while engaging with viewers in the comments and continuing to build suspense for where he’s headed.

The whole suspense aspect is key, as it helps Carr spark his audience’s curiosity. After all, a little curiosity can go a long way: Research from the University of California revealed that sparking participant’s curiosity with the right question helped to prepare their brain for learning, while also making learning a more rewarding experience.

Just before the stream wraps up, we see Carr arrive at his secret destination — his new station — where he announces that he’ll pick back up once he has a chance to go in and get settled.

A little over an hour later, Carr fires up his stream again to give viewers a behind the scenes look at his first appearance on the new job.

Talk about a creative way to announce a new hire.

4) Grazia UK

This Grazia/Facebook collaboration just might be the most interesting use case for Facebook Live on our list. This month, the team at Grazia UK, an Italian women’s magazine with international editions, headed off to Facebook’s London headquarters to piece together their first “community issue.”

They took to Facebook Live to document a week’s worth of behind-the-scenes footage, allowing their audience to participate in things like their editorial meeting, cover shoot, and GraziaxFB Brexit Debate.

While all of the footage really helped to pull back the curtain for Grazia’s audience, the GraziaxFB Brexit Debate was one of the most successful broadcasts of the week — and for good reason.

The debate, chaired by The Guardian’s political editor Anushka Asthana, was centered around the UK’s decision to remain in or exit the European Union. The panelists were each given time to discuss their views, while also leaving time for questions from both the live audience and Facebook audience.

Asthana encouraged Facebook Live viewers to submit their ideas via the hashtag #GraziaxFB at the beginning of the broadcast.

Note: If you’re hosting a live debate, discussion, or training, coming up with a hashtag in advance is a great way to organize the submission process for questions. (Read this article for tips on how to use hashtags on Facebook, Twitter, and Instagram.)

Overall, the discussion was timely, well executed, and helped to get the Grazia community talking about not only the Grazia/Facebook collaboration, but also the larger political issue at hand.

In the words of Grazia Editor Natasha Pearlman: “This is a fantastic opportunity to bring Grazia to life for our readers, and at the same time launch our real-life community, in partnership with the biggest social media network in the world.”

“The Grazia audience aren’t just readers, they are part of the brand – their views and opinions shape our content and really matter,” she went on to explain. “Now they can participate with us in real time.”

5) Tastemade

When you live in an apartment and Boston (or any city, really), you quickly learn how to make the most of a small kitchen. But this video from Tastemade takes that concept to a whole new level.

According to Tastemade’s Head of Productio Jay Holzer, the tiny cooking concept was inspired by one of Tastemade’s Japanese partners. As it turns out, miniature cooking is quite popular in Japan, as a result of kawaii — the quality of ‘cuteness’ — which is plays a prominent role in Japanese pop culture.

While Tiny Kitchen started as a pre-recorded series, the folks at Tastemade tested their luck with Facebook Live by recording this real-time cooking demonstration:

What’s great about this particular use case is that it can be enjoyed without sound. In other words, viewers can tune in without having to stop and adjust their volume, or put on headphones.

The strangely fascinating footage is really easy to consume, which likely contributed to the success of the original episodes. By going live, Tastemade simply added a unique interactive element. And 3.7 million views later, they’ve proved it works.

The lesson? Sometimes, less it more. 

6) BuzzFeed

While BuzzFeed recently made headlines for their not-so-perfect Facebook Live attempt with none other than the president of the United States, we can assure you that they know what they’re doing.

On a much less serious note, the folks at BuzzFeed took to Facebook Live this past March to host an epic live dance battle.

But this wasn’t just any old dance battle: “Dance Craze Battle: Live” was an interactive competition that required the audience to vote on performances and submit suggestions for dance moves.

In between the first two rounds, the host took time to get to know each of the contestants a little better by asking them a few questions. This was really smart for two reasons:

1. It created an opportunity for BuzzFeed to show off their team and humanize their brand.
2. It gave time for viewers to submit ideas for the second round of dance battles.

With the help of user submissions in round two, viewers watched as their ideas came to fruition in the form of some pretty interesting dance moves, like “crying college student”:

After each dance, the person monitoring the comments section prompted viewers to cast their vote:

And the entire thing came to a close with a spirited dance party … because why not, right?

Even though this broadcast carried on for half hour, the level of engagement likely helped them keep viewers interested all the way through. When you’re planning a Facebook Live video, keep in mind that length isn’t necessarily a bad thing, as it provides you with a chance to reach more people. 

7) Callaway Golf

The folks at Callaway Golf are no strangers to live video. In May 2015, Callaway debuted a live show hosted by their SVP of Marketing and Brand Management Harry Arnett. While this particular live series didn’t unfold via Facebook Live, it’s likely that it made the transition to broadcasting content live on Facebook much easier.

According to Arnett, the experience of live video brings Callaway back to their roots: “We felt like if we could figure out a way to be unique in it, provide utility to it, and be a contributing citizen in the community of golfers, we could become sort of the people’s brand,” he told Golf Digest, “which was very closely connected to the DNA of the company when it got started 20 years ago.”

A great example of their segue into Facebook Live is this exclusive tour of Arnold Palmer’s office, led by Palmer’s assistant and longtime friend Doc.

For golf enthusiasts, this is a dream come true. After all, Palmer is known to be one of the greatest players of all time. But it’s the experience that the video delivers that makes it really interesting for those tuning in.

For one, the person behind the camera makes an effort to keep viewers involved throughout the tour. For example, around five minutes in, he thanks the audience for tuning in and checks in to see if they have any specific questions or things they’d like to see. This is a great way to keep people who might be thinking about dropping off engaged.

Around the 20-minute mark, the cameraman also takes a minute to reintroduce the tour guide, Doc, to clarify his relationship with Palmer for those just tuning in.

While there are mentions of Callaway products throughout the video, it’s by no means the main focus. Instead, the cameraman works to surface interesting facts and stories from Palmer’s assistant to keep those geeking out at home both entertained and engaged. For example, around the 23-minute mark, he prompts Doc to tell the story behind Palmer’s infamous umbrella logo:

Pretty cool, right?

If you’re just getting started with Facebook Live, make note of Callaway’s tactics. And remember: Your broadcast doesn’t have to be all about your product or service for it to be successful. At the end of the day, you want people to remember the experience you provided them, which will ultimately help to keep you top-of-mind. 

Getting Started With Facebook Live

Now that you’re feeling inspired, it’s time to get out there and try it for yourself.

If you’re feeling up to it, but still think you need a little training, check out this post from my colleague Lindsay Kolowich. She’ll walk you through how to broadcast on Facebook Live, how to analyze your live video’s performance, and the top tips and tricks for getting the most out of the platform.

Have you experimented with Facebook Live? What is your favorite example? Share your thoughts with us in the comments section below.

Every brand has a story, but great brands that know how to tell that story well. Whether you’re selling coffee, bookcases, or enterprise software, the reality is that the competition is higher than ever before.

Having a compelling brand story is key, but remember: your story is more complicated than just words. Your brand story is communicated through visual identity, tone of voice, PR, and social media channels. Sure is a lot to keep up with, huh?

While churning out endless content hoping something hits the mark may feel like the solution, it’s definitely not. In order to stand out and rise in rank, you have to really connect with your audience. And as much as we wish there was, there’s no ‘one size fits all’ formula for that. Every business is different.

That’s why HubSpot and MOO teamed up to bring you this Social & PR Branding Kit. From setting goals to vamping up your social media game, we’ve got you covered.

We’ll walk you through the process of communicating your brand story online, offline, in social media, and in the press to help you win new customers, retain existing ones, grow your brand recognition, and gain that competitive edge.

More specifically, this kit includes:

• How to craft a valuable ‘About Us’ page that people will read and remember.
• How to identify clear objectives focused on your brand vision and goals.
• What to post on social media, as well as why, and when to do so.
• A breakdown of different social networks.
• How to tell if your social media strategy is working.
• How to build media relationships and write killer press releases.

Your team has spent hours researching, writing, and refining a proposal your prospect was eager to receive.

Now, you are staring at your email account in frustration as you write your third follow-up email in as many weeks.

What could have caused this disappearing act? Was it the content of the proposal? Did the client get cold feet?

When this happens, some people even begin to imagine outlandish reasons why the prospect has failed to respond, such as a month-long vacation (she forgot to tell you about) to a location with no internet access. Maybe the prospect unexpectedly left the company but forgot to update her LinkedIn account (not that you were checking on a daily basis)? Maybe her email account was hacked, and she’s been forced to revert to paper communication and homing pigeons?

It’s possible … right?

The Real Problem Isn’t About Email

The issues illustrated above don’t occur because of the method of proposal delivery — though email is probably not the best way to communicate something of such importance to your business. Rather, the problem begins during the sales process.

For starters, if you are simply responding to the client’s comment — even if they seemed earnest in their request — that they would love to see a proposal, you’re wasting time. From the beginning, you’re putting your agency in a position of lower authority, which will destroy any negotiating power you initially had. In addition, you most likely have little insight into what the client’s challenges, needs, and goals are — or should be — resulting in a proposal that has little chance at converting the prospect due to its irrelevance to their pain points. 

The rush to write a proposal and the resulting frustration due to a lack of feedback or even a simple “no” is the result of a non-existent sales process or one that is driven by the client’s wants, rather than the agency’s attempt to qualify and drive the right type of new business.

How to Define the Sales Process

You can’t automate the sales process, but you can make sure that you create fewer proposals that are ignored.

1) Understand Your Ideal Client

The first step is determining the attributes of the types of clients you want to work with. By creating an ideal client profile that aligns with your best types of clients, you’ll be able to screen for prospects who are simply shopping, who would be unhappy, or even worse, who would make your team members unhappy.

By focusing on the right type of client, you’ll better understand your target prospects, and you’ll increase sales and retention.

2) Create Qualifying Questions

If you understand your ideal client, you’ll be able to create questions that help you to discover who you should spend time with and who you shouldn’t. These questions can be used in lead generation forms, an intake questionnaire, or during a more formal meeting to discuss a future relationship. (Here’s a list of 26 qualifying questions to get your started, or you can review these sales qualification frameworks prior to building your own.)

These questions should move your conversation to the point where your team feels confident it can help the client overcome her challenges, providing value to the client in ways beyond simply producing work.

In addition, you should see the client’s interest and trust in your abilities increase during the process. Her tone and line of questioning should change from “Can you do this?” or “Do you have experience in this?” to “How would you overcome this challenge?” or “What has successes have you seen with other brands?”.

It’s a simple switch, but it shows that the client has gotten past the mindset of “prove to me that you can do what you say you can do” to wanting — and valuing — your advice and expertise.

3) Create a Proposal Template

Finally, you should create a simple proposal template you can use to reduce the time it takes to create the document.

Many agencies spend countless hours writing up details on the client’s challenges, the prescribed strategy, and why their agency is the right partner. While there are many differing opinions on how long and in-depth a proposal should be, the basis is that the proposal should be a written confirmation of what you have discussed. And that the client should understand this isn’t a document that will outline how exactly you will solve their problem because 1) you don’t know enough about the brand, its competitors, its problems, etc., and 2) you don’t give away your agency’s strategy prior to even winning the account.

The prospect should already know how great your team is, its track record for success from case studies, its processes, etc., so the proposal could be as simple as a one-page document with a contract attached for signing.

You should only send proposals to prospects you are certain will sign a contract. (And you should make sure you are sending it to the people who actually have the authority to sign on the dotted line.) If you’re not confident, then you need to do more work to nurture the prospect to the point where they are actually ready to review and sign a contract.

(Check out these proposal tools to make it easy to customize, track, and manage the process.)

How to Present a Proposal

Finally, when you are ready to hand over your proposal (or even better, a contract), don’t email it — at least not until you’re ready to review it with the client.

Before you even begin writing the proposal, schedule an hour meeting with the prospect to review the proposal in-person or over the phone. Make it clear that the proposal document is not the first step in the sales process, rather the last. The proposal should confirm and clarify the client’s understanding of the relationship, provide timelines and legal terms, and serve to inspire any final questions before beginning the first step in a new partnership.

If the prospect can’t commit to a one-hour meeting, that’s a sign this isn’t the right fit, and you shouldn’t waste time creating a proposal. And if the client only wants a proposal so she can price shop, then you haven’t done your job during the sales process. The price of your services should never be a surprise.

Fewer Proposals, More Contracts

Defining your own sales process, rather than letting prospects control it, is the first step to improving your proposal win rates and the types of clients your agency works with. According to research from Vantage Point Performance and the Sales Management Association, companies with a defined sales process see 18% higher revenue growth than companies without a formal process.  

Bring your team together, and begin to document what your sales process should and could look like. And hopefully, this includes fewer proposals and more (signed) contracts.