Since its inception, TikTok has been one of the hottest social media platforms. It is available in over 160 countries. 60% of TikTok users are Gen-Z, who are known as trendsetters. You should be on TikTok right now if anyone between the ages of 13 and 60 is part of your brand's target audience.
TikTok is rapidly becoming one of the top networks for business-to-business (B2B) professionals to engage with potential clients and expand their companies. TikTok had 1.5 billion monthly active users in 2023, and it is expected to reach two billion by the end of 2024. Now is the time for B2B marketing!
Let us delve into the article and explore what B2B marketing strategies to focus on, why they are effective, and how you should implement them in your brand.
TikTok marketing is the use of TikTok to promote products and services to other businesses. This can be done through a variety of methods, such as creating videos that showcase your products or services, providing educational content, or participating in trends and challenges.
TikTok has expanded its user base and content capabilities to make it one of the best platforms for SaaS and business marketing. Globally, an average user spends 95 minutes per day on the platform. Here are some of the top reasons, why TikTok should be used for B2B marketing:
B2B TikTok markеting stratеgiеs arе dеsignеd to hеlp businеssеs rеach and еngagе with thеir targеt audiеncе on thе TikTok platform. TikTok is a social mеdia platform known for its short-form vidеos, and it has become increasingly popular among businеssеs of all sizеs in rеcеnt yеars. Below are the four basic elements to use in TikTok's marketing strategy.
This is the first and foremost step when you are planning your strategies. Marketing is all about selling and purchasing. But there are multiple brands in the market, and how you position yourself matters the most. Resonate with your ideal audience and understand their basics, starting from:
What are they finding?
What is missing from your competitors?
How can your brand create an impact?
How are you different from others?
Why can your brand make you stand out?
You need to understand that your ideal client is ready to move forward in their purchasing process. Your buyer’s journey consists of three stages, i.e. awareness, consideration, and decision. Businesses can convert their leads into customers and tailor their marketing and sales efforts accordingly.
Intelligent businesses target demographics, but smart businesses target psychographics to create a complete image of a buyer. Here is a fact: B2B sales work longer than B2C sales because they are mostly based on agreements.
Once you understand your buyer, you need to set some goals for your TikTok marketing campaign. Markеting goals should directly corrеlatе with your business objectives in thе B2B rеalm.
Whether it's boosting brand awarеnеss, gеnеrating lеads, or driving salеs, align your marketing goals with your corе business goals. It's crucial to еnsurе that your marketing goals arе not only ambitious but also rеalistic in thе terms of your business capabilities and rеsourcеs.
You can set SMART goals, i.e. specific, measurable, achievable, relevant, and time-bound. Make sure the metrics you choose are relevant to your goals. For еxamplе, if your goal is to gеnеratе lеads, you might track mеtrics such as wеbsitе visits from TikTok, lеads gеnеratеd from TikTok, and cost pеr lеad from TikTok. Track metrics like page impressions, inbound links, the volume of traffic, click-through rates, conversion rate, and buyer frequency.
After identifying all the knowledge in the buyer’s graph, it’s time for plan execution on TikTok. You are already aware of what to market, how, and when. Check out the most active times of your ideal audience on TikTok and decide how to execute.
In essence, your execution strategy serves as your guide for overseeing everyday marketing operations. Make sure your plan is visually appealing to attract an ideal audience. Pain points to their necessities and highlights their solution for better understanding.
You better promote your TikTok account so that more people can connect with your vision. You can do this by creating challenges, following trends, using relevant hashtags, or running successful ads in the form of campaigns.
All of these factors influence your B2B marketing strategies. You also design a content calendar and add all the posts to it to analyze what, when, and how to appeal to users effectively.
The key to success on TikTok is to create high-quality content that resonates with your audience and clearly defines your business objectives. Your videos should be visually appealing, interesting, engaging, and informative.
Prioritizing the buyer's needs and delivering the right content at the right time can be a solid strategy to execute your marketing goals. Marketers are not only using sales and promotion tactics but also using storytelling methods. You can buy TikTok followers to visually engage your audience in your campaigns. This helps them create smart partnerships with businesses to gain more reach and increase sales.
Your content should be a mixture of text, videos, images, audio, gifs, infographics, charts, facts, reports, whitepapers, case studies, guides, articles, etc. Research shows that articles and case studies are the top-most packs of B2B marketing.
TikTok plays an important role in B2B marketing. The data-driven approach ensures that your objectives are not only clear but also achievable. They align with the broader marketing goals of your business. Here are some viral tips to consider in B2B TikTok marketing.
The first viral tip is to make your profile leave an everlasting impression on users’s minds. Start by adding a brief introduction about yourself, who you are, and what you do.
These questions develop your unique approach. Give your prospect a reason to follow you. You can also use some catchy phrases and keywords to represent your brand when they search for you.
Focusing on a smaller group and fulfilling their needs is the basic step. Identify the key decision-makers and influencers within the businesses you are targeting.
Carefully conduct market research and survey your existing customers. Learn about their demographics through TikTok analytics.
Consistent posting is essential, especially for B2B TikTok accounts. TikTok’s algorithm favors accounts that can build strong conversations. Craft content for a specific purpose that should be informative and entertaining.
Create curiosity among users and engage them to see part two of the video. You can also repurpose your videos, which have a higher engagement rate.
Hashtags are essential for boosting visibility and reaching a wider audience. This app is organized around hashtags. Your content is more likely to be seen by people who are searching for the same hashtag.
Use popular, trendy, and challenging hashtags. This will give users an edge in seeing the content ranking using these hashtags.
Showcase your products to the users and educate them on how they can be valuable to them. Highlight the key features, benefits, and solutions to their problems to engage users actively.
You can also feature some consumers in your videos who can share their positive experiences. This increases the brand’s credibility and builds trust among potential customers.
Find the right influencer for your brand and connect with them. TikTok Influencers with large followings can showcase your products and services on their pages and help you reach a wider audience.
This totally depends on the influencer you choose, who should have a higher audience and engagement rate. You can also discuss your campaign's goals with influencers.
Yes! TikTok can be used for B2B marketing. In fact, it is becoming increasingly popular among B2B businesses of all sizes. TikTok is indeed a great platform to reach a wider audience, establish credibility, and showcase your products and services.
Through affordable target advertising, you can connect with the identified audience to increase your visibility. Just focus on creating relevant content and try to provide solutions to already existing problems.
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