The Ultimate Guide To TikTok and B2B Marketing

Alexis Juanita

Why Should Your Company Use TikTok Marketing?

TikTok is currently experiencing exponential growth, which means there is a large audience waiting to be tapped into by forward-thinking brands.

Here are three advantages to using TikTok marketing for your business:

  • Boost Brand Awareness
  • Create a community
  • Product and service

Brands that successfully shifted to TikTok early have reaped massive brand awareness benefits, often with little investment. Publishers such as The Washington Post have quickly amassed massive followings by positioning themselves as a creative powerhouse and, in the process, expanding their reach to a new, more global, and younger demographic.

TikTok also has a level playing field when it comes to achieving viral status on the app. Unlike Instagram or YouTube, even accounts with zero followers can get millions of views. Take Jenna Labiak, founder of The Silk Labs, whose business took off after a viral TikTok video.

“It was absolutely mind blowing,” Jenna explains. “One of the very first videos we ever posted went viral and it changed everything.”

TikTok thrives on niche communities, and there is truly something for everyone, whether it is for books, art, pop culture, sports, fashion, self-care, or cars. So, whatever your brand is known for, you can succeed on the app. For example, the Victoria and Albert Museum in London has developed an engaged community of followers who enjoy their entertaining and educational videos. TikTok is a great community-builder, so do not be afraid to go all-in on your brand’s niche.

  • Sell Products and Services

TikTok is quickly becoming a major force in generating leads and driving sales — the #TikTokMadeMeBuyIthashtag has over 12 billion views. You can use trending hashtags such as #supportsmallbusiness (over four billion views), TikTok Ads, or drive traffic to the link in your bio. However, manually updating the link in your bio with each new video can be time consuming, which is where a link in bio tool comes in handy. You can create a clickable, mobile-optimized landing page with Later’s for TikTok tool, as well as add specific links to your videos before posting.

B2B (business-to-business) marketing refers to any marketing strategy or content aimed at a company or organization. B2B marketing strategies are typically used by companies that sell products or services to other businesses or organizations rather than to consumers.

The purpose of B2B marketing is to make other businesses familiar with your brand name, the value of your product or service, and convert them into customers.

B2B marketing focuses on the needs, interests, and challenges of individuals who make purchases on behalf of, or for, their organization (rather than for themselves).

Here are few examples of B2B businesses:

  • A coworking space where remote teams and freelancers can rent office space (like WeWork)
  • A service that provides on-demand order fulfilment, warehousing, and screen printing (like Printful)
  • A marketing software company that sells social media management software, lead generation software, and other marketing tools to businesses and organizations (such as HubSpot!).

B2B Marketing Strategy:

As I previously stated, marketing is dependent on its audience. While B2B and B2C marketing differ, not all B2B marketing material is the same. In this section, we will discuss various B2B marketing strategies you can use to reach your target business audience. But before we get started, make sure you understand the B2B buyer’s journey. Take note of how each of these stages might affect your marketing strategies and how you put them into action.

When you begin to form your B2B marketing strategies, there are a few steps you should take before you jump straight to execution.

  • Determine your brand positioning:

You must have to fully understand your brand positioning if you want to make an effective strategy. This statement is the who, when why and how of your brand identify or how the customer’s eye distinguishes your brand. Develop a brand positioning statement that your team and prospective customers can believe in, and you will be ready for the next step.

  • Identify your target audience:

Search your target audience or who is enthusiastic for your product of your brand or services. This information will help to make buyer personas and understand how they make purchase decisions, a way which is extremely useful for any sort of marketing.

  • Run a competitive analysis:

Scale out the market and find what competitive analysis other businesses use to market your target audience. Things to be noted for when inspecting competitors are the following:

  • Competitor product contributions
  • Competitor scales policies and results
  • Competitor marketing content and social media presence.

The main advantages of using TikTok marketing for your business are that it helps to boost your brand awareness and expand your reach. TikTok creates a community and helps you to engage with community followers and TikTok helps you to sell your products and services. While B2B Marketing strategies help determine your brand positioning, identify your target audience and run a competitive analysis.

Image source: Solen Feyissa, Unsplash 

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