TikTok was the most visited website in the world in 2021. While it has been lightly used thus far in B2B circles, that is beginning to change. The organic reach that can be achieved through this is unmatched by any other social platform. It offers an excellent opportunity to do one of the most important things in B2B marketing today; humanize your brand.
Create A Pro Account
There are two types of pro accounts, business, and creator. The business account offers API access, creator studio, scheduling, and third-party analytics, while a creator account offers a better opportunity to grow your following. Both give you access to analytics, contact button, gift card delivery, and the swipe-up feature. Larger businesses are best served with the business account as they can leverage influencers and paid advertising to drive reach. Smaller companies and sole proprietors are better off starting with a creator account.
Outline Your Audience
While every B2B marketer has gone through the exercise of narrowing their target market a billion times, it’s a little different on TikTok. People are likely not there for business purposes, and striking a nerve with them will involve knowing a bit more about them personally outside of your typical business demographics. You’ll need to do a bit of research on the platform to learn what types of videos your target audience is consuming and create content accordingly.
Develop A Hashtag Strategy
This isn’t going to be like Instagram, where you can add thirty hashtags with the hopes of one of them helping you be found. TikTok has a one-hundred-character limit, including your hashtags, so you’ll need to be strategic with your approach. Keep abreast of trending hashtags, find out which ones your audience is following, and create relevant tags to your business, content, and audience.
Pay Attention To Trends
Piggybacking on trending challenges and sounds is a big part of finding success on TikTok. If you’ve got some within the office who are creative and daring enough to participate, this can bring a ton of exposure to your organization and help to humanize your brand.
Use Paid Advertising
There are a few ways to advertise on TikTok. The most cost-effective way is with in-feed ads. This is where you create a video just like any other and pay to put it in front of a particular audience, similar to Facebook or Instagram. You can sponsor TikTok challenges, use brand takeovers, and create discover banner ads if you have a much larger budget.
Create Entertaining And Educational Content
This is really where your attention needs to be focused if you want to have any measure of success. TikTok is all about the content, and you’d better be entertaining or educational if you want to gather a following. For B2B brands, the challenge comes in communicating relevant messaging while making your content entertaining enough to be consumed by your target audience.
Partner With Influencers
Both large and small, influencers are an integral part of social media marketing these days. With some of the more popular influencers on TikTok commanding audiences in the millions, these partnerships can bring your brand a great deal of exposure. You’ll want to choose people who create content on par with your brand values and have an established audience of your target market.
Winn has over 30 years of experience providing marketing support to B2B technology and financial organizations. Contact us today for help with your next campaign!