Now that you’ve brought people to your Twitch
channel from your top-of-funnel discovery,
it’s time to deliver the goods.
Your content has to stand up to the hype you’ve
built from that discovery work.
However, getting new viewers to stay with
you and come back can feel totally random.
THAT SUCKS.
Here’s the key though: you have to prove
that you’re worth their time by building
trust.
And that’s what mid-funnel marketing is
all about: trust, likability, and engagement.
The more they like you, the more willing they’ll
be to come back to your content.
And if you're unsure about how to build audience
engagement, don’t worry: Taylor is here
to help you sell yourself without selling
out and make a living as a creator.
LET'S GO!
So what’s our mid-funnel marketing mission?
Get new viewers to like you and hit that follow
button.
There are two things here we have to accomplish:
first, that you are worth their time, and
second: to build an emotional connection between
you and your viewers.
So how do we do that?
Start with your why.
Why are you streaming?
What's the purpose of your content?
Why is it important to you, and what do you
want to give to your audience.
This is your value proposition: a north star
for you to follow that tells you the type
of content that you want to put out into the
world.
Now watch out: If you present one type of
content on other social media channels, and
then people show up to your channel and it’s
something different, viewers might bounce
off because it's not what they expected.
It's not what they were pitched.
Congruence is important.
Keep coming back to the why.
And by the way, you don’t have to figure
it out all at once.
Part of you figuring out your why is that
it’s a process.
You’ll want to experiment to decide.
What feels good, and what doesn’t?
To be honest, it took me a while to find out
what I wanted to focus on, so don’t feel
discouraged if you don’t have it figured
out immediately.
Now here’s a content trap to avoid: if your
stream is not about you, but is about the game,
you better be really good at that game.
Because the value proposition you’re putting
out is being a "really skilled gamer".
But if your content is just you playing games with
"mortal abilities", what makes YOU different
than all the other people playing that game?
It’s not focused on skill anymore - it’s
focused on emotion.
It's all about your personality.
So that’s why it's easier, and why we have
to focus on the emotional connection component.
So that being said, here's some ways you can
build an emotional connection with your audience.
First: who are you?
what’s your back story?
Where did you come from, and why are you doing
WHAT you’re doing on stream?
Focus on the story of your journey of how
you got here.
What about your history do you want viewers
to know, what did you overcome to get to this
moment, and how did you change and succeed?
Viewers love a hero's journey, so tell me
the story of how you became YOU.
Now, your panels are a great way to tell your
story and who you are.
I do have a video here that I've linked below
that talks about how to write your panels
and a simple formula for your "about me" panel.
Using THAT formula will help you write your
story in a simple way.
Now if somebody asks you what you're all about,
you'll have an easy answer.
Next, focus on your core beliefs.
What is important to you about the world,
and how do you communicate that to your audience?
This helps viewers get a deeper connection
with you, and they'll self-select if they
connect with that mindset.
You can communicate these values in your conversations with your viewers, as well as your rules
or values panel.
It’s another way to tell your story and
get people emotionally invested in you.
Ultimately, if you try to please everyone,
you end up pleasing no one.
So make sure you believe in something that
your viewers can get behind.
By the way, a shared set of beliefs helps
people feel like they’re a part of something.
And a sense of belonging is SO important to
your viewers.
So give it to 'em.
Treat your community like a special club.
What are the inside jokes, the terminology,
and the words you and your community use regularly?
Find and use a motto or value proposition.
Viewers can then self identify with that and
figure out if they're in the right place.
Additionally, having a name for your community
and its members gives an even stronger sense
of belonging.
And belonging also includes interaction.
Twitch is a live platform, so give your viewers
something to interact with.
This is where you can flex your conversational
muscles, and really engage with that chat.
Start conversations with questions of the
day, or find out more about your individual
chatters.
A simple “how are you” or "what's goin'
on?"
goes a long way.
Also, there's are a lot of simple tricks you
can do with chatbots and overlays to keep
your viewers entertained.
And for even more engagement, getting viewers
into a Discord channel is a great way to engage
them when you're not available online.
But when building a Discord community, remember
to have a reason to have it.
Just having a chat room is not enough.
Why does this channel exist?
What are the conversations that you and your
community will drive there to keep people
coming back and again and again?
By engaging your users both on and off stream,
you're creating emotional threads that will
make people want to keep checking in.
And in regards to new viewers, how are you
welcoming them to help them understand what
your stream is about?
A highlight reel is a great way to communicate
this.
If people are showing up for the first time,
playing that highlight reel at the beginning
of your stream helps get people involved.
And if a raid comes in, play that highlight
stream again so people will know what
you're about.
Make it easy for them to understand what your
value is.
Creating vertical slices of your content helps
turn new viewers into returning viewers.
The goal of everything we’re trying to do
here is to prove that our stream worth a person's
time.
The longer you retain a user, the easier it
will be to get them to convert to the bottom
of the funnel.
That's where we try to create a conversion
from casual viewer to paying viewer.
That's getting them to subscribe, give us
bits, give us tips, and other things.
Now, for tips on rewards to give your viewers
to drive engagement, and also earn you some
revenue, this video here is a great place
to start.
I’m going to put on my shades, and I’ll
see you in the next video, and you keep making
great content.
See ya!
