Wish to dominate the TikTok B2B market? We’ve rounded up the highest tricks to get began, crush stylish content material creation and crack the TikTok B2B formulation.
TikTok has shortly turn into a cultural juggernaut. Anticipated to develop to 1.5 billion month-to-month energetic customers, briefly order, it’s no marvel advertising and marketing groups are scratching their heads considering, “How can we get in on this?”
Enter Will Aitken. As Head Gross sales Evangelist at Gross sales Feed, he’s contributing to a media community of music, parodies, quick movies, and memes that commemorate how superior—and at instances ridiculous—the world of gross sales will be. Inside 9 months, Will has grown his TikTok and the Gross sales Feed TikTok to a cumulative whole of 80,000 followers. I sat down with Will to learn the way he cracked the TikTok for B2B formulation—and how one can too. We focus on how he received began, being the primary on B2B TikTok, driving the wave of traits, and getting your enterprise’ ROI in stunning methods.
It may be arduous to know the place to begin—TikTok can really feel a little bit intimidating. However concern not, with these helpful ideas from Will on creating binge-worthy content material, you’ll be hitting For You pages very quickly.
1. Getting Began: TikTok For B2B
Manufacturers typically underestimate the significance of enjoyable. TikTok’s platform prioritizes fast hits of leisure or schooling. If companies—particularly B2B SaaS companies—wish to achieve success on the app, they should create lighthearted, non-salesy movies.
“If companies wish to achieve success on TikTok, they should create lighthearted, non-salesy movies.”
Will AitkenGross sales FeedHead Gross sales Evangelist
At the beginning, your creators ought to soak up TikTok content material repeatedly. To make good TikToks you need to watch good TikToks. Get on the app, scroll by means of movies, and discover creators who’re already making content material in your area of interest.
Check out the hashtags and start to research the widespread issues that make these movies profitable and fascinating. What occurred within the first 5 seconds that hooked your consideration? Why did you retain watching until the tip? What made you are feeling compelled to remark and proceed the dialog?
4 Rules for Making a TikTok Content material Technique
When you’ve gotten to know the platform, apply Will’s 4 rules to your TikTok content material technique:
Neglect all of the content material you have already got—Don’t attempt to immediately repurpose your present B2B video for TikTok—that’s the way you get boring, generic content material. I do know it’s scary, however belief me. Absorbing nice TikTok content material will show you how to uncover what sorts of movies you wish to create. Instructional, office way of life, comedy—there’s certain to be one thing that works in your model.
Time-to-value is the whole lot—TikTok is primarily for short-form video, which suggests you have to hook your viewers shortly. You solely have a couple of seconds earlier than customers lose curiosity and hold scrolling. Ask a query or start with the central thought of your video. “What does each single gross sales name want to incorporate?” or “Right here’s why each assembly shall be within the Metaverse in 5 years …”
Know your voice—When constructing your model’s TikTok or responding to feedback, guarantee you have got a clearly outlined model voice. Is your model voice sassy? Humorous? Playfully impolite? Be sure that it’s constant all through your movies and feedback.
Cut back, reuse, recycle—When you’re creating for TikTok, you have to be reposting these movies on LinkedIn, YouTube Shorts, Instagram Reels, and even Pinterest. In truth, TikToks typically carry out simply as effectively and even higher on different social media websites. (What a aid!)
“You need to be reposting your TikToks to LinkedIn, YouTube Shorts, Instagram Reels, and even Pinterest.”
Will AitkenGross sales FeedHead Gross sales Evangelist
Put Your Movies to Work Create, host, handle, and share your movies.
It’s a fragile steadiness to each batch-create unique content material and trip the wave of TikTok traits. Will’s recommendation is to do traits whereas they’re nonetheless on the rise—you’re extra prone to get eyes in your video if the development is approaching its peak. He additionally follows hashtags like #trendwarning or #trendalert to maintain up to date on what’s coming.
One of the best ways to determine your rhythm is to create and schedule your deliberate content material as early as potential—for Will, that’s Gross sales Assist Desk episodes, interview footage, profession recommendation, and spotlights on different creators. He plans and creates his video content material within the month prior, so he can depart time for all the fashionable, relatable movies that come up all through the present month.
3. TikTok for B2B: A Floor Flooring Second
In 1995, a fresh-faced Invoice Gates defined the early web to David Letterman. It could come as a shock that David and his late-night viewers discovered the idea laughable. However the irony isn’t misplaced on us now. We watch movies of misguided individuals underestimating the web with embarrassed awe. Don’t be a David—particularly in the case of TikTok for B2B.
The worth of being early to a platform right now is immeasurable, particularly as a B2B model. That’s what makes TikTok distinctive. Will launched the Gross sales Feed TikTok lower than a yr in the past and it’ll proceed to develop as a result of it capitalized on being one of many firsts to the platform.
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It’s even simpler to hitch once you notice you possibly can reuse that content material in all places. A brief, 30-second video of a gross sales, advertising and marketing, or finance tip remains to be going to carry out and supply worth to your viewers on any channel.
“Don’t be a David—particularly in the case of TikTok for B2B. The worth of being early to a platform right now is immeasurable.”
Will AitkenGross sales FeedHead Gross sales Evangelist
In truth, the true return in your funding is rising an viewers that’s engaged sufficient to belief and comply with your recommendation. In the event that they take pleasure in your movies, they’re prone to belief the sources and hyperlinks you embody in your bio. From November 2021 to March 2022, Gross sales Feed had 1,200 views on their bio hyperlinks and 600 clicks on their YouTube channel and publication. As a substitute of eager about changing your TikTok viewers to clients, convert them to lifelong subscribers of your content material.
The businesses doing one of the best on any social media platform are hardly ever speaking about themselves. If you begin speaking about your self, individuals assume, What’s in it for me?
Will makes use of the 80/20 rule—offering 80% worth and sprinkling in 20% product advertising and marketing or directing individuals to the Gross sales Feed publication.
When you achieve this sometimes, there are enjoyable methods to speak about your model whereas offering worth. Entertaining content material helps individuals bear in mind your model, so once they’re prepared to judge a device or learn your gross sales pitch, they’ll be extra open to you. When you may get individuals to assume “Ah, you already know what, I actually just like the Gross sales Feed TikTok. They’ve made me giggle a couple of instances,” you’ve managed to cement your self in your area of interest. Give attention to progress and engagement first and the remaining will come.
5. Fail, Mirror, Enhance
Come at your technique from a place of information—watch TikToks, research TikTok finest practices, and skim the guides TikTok is releasing about how to achieve success on the platform. When you’re doing all that and your movies are nonetheless not performing, there are normally a couple of fundamental the explanation why.
Three Causes Your TikToks for B2B Are Failing
Proper content material, mistaken individuals—When you made a video about B2B gross sales and it will get proven to a 12-year-old gamer, they’re going to maintain scrolling—in flip, the platform will assume your content material is performing poorly. If it occurs again and again, your movies gained’t be pushed to your viewers’s For You web page. As a substitute, use hashtag concentrating on. Analysis the hashtags in your area of interest—they could even be within the captions of TikToks that land in your For You web page. When you’re a B2B model, your hashtags will in all probability be fairly particular, like #B2BSales, #SoftwareDemo, or #SalesTok. Use them to focus on the viewers who’s hungry for what you need to say.
The place’s the hook?—Your hook didn’t work (or it was nonexistent) and folks saved scrolling. Even when the remainder of the video received higher, you’ve received the primary 5 seconds to catch your viewers’s consideration. Return and evaluate the movies that didn’t carry out. Have a look at these first few seconds. Did it actually seize your viewers? How are you going to seize their consideration subsequent time?
It was a foul video, sorry—That is the toughest one. It takes hindsight to look again in your previous movies and notice they weren’t good. That is the place your group is available in. Guarantee you have got individuals to brainstorm concepts or verify punchlines. It helps to have others verify whether or not an idea works exterior your head or wants workshopping.
Lastly, don’t surrender. Even when your TikToks begin out horrible, you possibly can and can get higher. Identical to operating, train, or gross sales—consistency is the important thing to seeing outcomes.
6. Help Your TikTok Creators’ Wacky Concepts
One particular person or group must be empowered to run your TikTok account. Give them the liberty to pursue bizarre and unusual concepts. An excellent instance of that is the B2C model Duolingo, which has amassed 3 million followers round its outrageous and humorous mascot. Will has spoken to the supervisor of Duolingo’s account, Zaria Parvez, who was given the liberty to create one thing particular. It’s a testomony to how profitable manufacturers can get on TikTok in the event that they take dangers.
Set boundaries in your TikTok group, but additionally lean into non-traditional company content material. Let or not it’s quirky, let or not it’s bizarre, let or not it’s hilarious. In case your creators are avid shoppers of TikTok—as they need to be—they’ll work out the way to interact with the platform and create memorable experiences in your viewers.
“Set boundaries in your TikTok group, but additionally lean into non-traditional company content material. Let or not it’s quirky, let or not it’s bizarre, let or not it’s hilarious.”
Will AitkenGross sales FeedHead Gross sales Evangelist
Trip The TikTok for B2B Wave
Whether or not you’re simply getting began on TikTok or increasing your B2B presence to new heights, TikTok is essentially the most thrilling place to be proper now. Observe traits, be eccentric, and develop an viewers. What are you ready for?
Put Your Movies to Work Create, host, handle, and share your movies.
