The biggest mistake small businesses make is that they stay small…
Despite the controversy around it, TikTok is currently the fastest way to go viral in the marketplace.
BUT HOW DO YOU STAND OUT AS A SMALL BUSINESS AMONG MAJOR BRANDS AND TIKTOK INFLUENCERS?
You become one yourself!
And I can show you how. But you don’t have to take my word for it. I have the numbers to back it up…
As I write this, I have grown my TikTok following to 1.8 million followers.
However, I didn’t do that for my ego. I did this for the incredible marketing opportunities social media has — which have been invaluable to all of my companies.
Before we go into the steps it takes to get bigger with TikTok, I’ll lay out the possible rewards if you stick with this…
TikTok’s Impact on Small and BIG Business
To start, TikTok has 50 million daily active users who spend an average of 1.5 hours per day on the app. From that alone, you can speculate its potential…
There are staggering statistics that support how small businesses can grow on TikTok.
Allow me to share just a few from the Hootsuite blog.
Two-thirds of TikTok users said they were likely to buy a product available on the platform…
IN CASE YOU WERE WONDERING, TWO-THIRDS OF 50 MILLION PEOPLE IS NEARLY 34 MILLION.
In addition, there is an entire genre of videos with the hashtag #tiktokmademebuyit!
Next, 92% of consumers are inspired to take action after watching a TikTok video. That is anything from hitting a landing page, taking a survey, or making a purchase.
This last piece of data might be the most interesting to you as a small business owner yet…
SMALL BUSINESS TIKTOK IS THE THIRD LARGEST COMMUNITY ON THE ENTIRE TIKTOK PLATFORM.
Based on all of this, you can do some supercharged networking as well as connect with a warm audience if you play your cards right.
Hopefully, you’re getting excited about using this powerful tool in your social media marketing strategy.
Still, we have to go over the nuts and bolts of TikTok if we are going to expand your business effectively…
Personal vs. Business Accounts on TikTok
The first important decision you’ll make is whether you want a business or personal account to promote.
BELIEVE IT OR NOT, A TIKTOK BUSINESS ACCOUNT IS NOT ALWAYS THE BEST CHOICE — ESPECIALLY IF YOU ARE SMALL.
Here are the major differences between them, so you can make the right choice for you.
TikTok business accounts are designed with marketing and sales in mind. Therefore, there are strong advantages to this type of account.
THOSE ADVANTAGES ARE THEIR ADVANCED ANALYTICS AND INSIGHTS.
Inside a business account, TikTok provides information about who you’re reaching and their response to your content. Also, there are extra tips and suggestions within the area you upload videos to optimize them for your audience.
Next, are personal accounts. Most people have this type of profile. But what they don’t know is that there are ways to make money available only with personal accounts…
The Creator Next and Creator Fund are programs that allow TikTok users with personal accounts to monetize their content.
Creator Next connects solopreneurs with larger companies for potential partnerships and sponsorships. Whereas the Creator Fund is where TikTok itself rewards videos and content that does well.
Both of these features are something that you should consider if you’re a solopreneur or in an artistic industry when making your account.
BUT ONCE YOU MAKE YOUR DECISION, STICK TO IT!
It is easy to switch between a business and a personal account on the app in just a few taps. However, constantly going back and forth results in TikTok limiting your reach.
Now that you’re all set up, we can go over making TikToks that are entertaining and promote your small business…
Creating TikTok Content that Converts
TikTok has come a long way since it was introduced in 2016. The video-sharing platform is more than lip-syncing and dance trends.
Today it is recognized as a place for credible information, honest opinions, and a great marketing tool.
Below are the steps on how to best use TikTok for your small business, and make the most of it.
Create a Recognizable Brand
More than ever, people don’t buy on blind faith. They prefer to transact with companies and brands they know and trust…
WHICH IS WHY YOU MUST PUT IN THE WORK TO BUILD A BRAND.
You will — and should — spend more time on this step than any other promotional activity.
But what is branding, how do you do it?
For our purposes, a brand is an identity or image that can be seen as an asset. It represents you, your values, and immediately reminds consumers of you.
For example, Coca-Cola’s red and silver cans…
McDonald’s and their golden arches…
Or, the Starbucks logo with its green siren seal…
The list is endless. But the one lesson you should take away from it is that all the industry leaders are recognizable from a mile away.
One of the best tips I have for personal branding is to figure out who you really are and the mission of your small business.
Having these concepts fleshed out will make compelling, authentic content for your small TikTok easier.
Provide Value and Become an Authority
So, you have developed your brand and are ready to start creating your TikTok videos.
But, what kind of content do you start with?
Tours of your facilities? Showcasing your products? Announcing sales?
In the beginning, you should focus on providing value and education. To accomplish this across my social media, I follow a principle I call the 95/5 Rule.
YOUR POSTS WILL BE INFORMATIVE CONTENT 95% OF THE TIME AND PROMOTIONAL FOR THE REMAINING 5%.
Posting this way establishes your knowledge, and your authority, as well as builds trust. As a result, your target audience is naturally more likely to buy from you.
But, are there ways to utilize those famous TikTok trends I mentioned earlier to your advantage?
Utilize TikTok Trends to Grow Your Small Business
Before we go any further, I want to be clear that not every viral fad across the platform will work for your business. You need to make sure they align with your brand.
That being said, I have some TikTok trend discovery hacks that can put you on the radar for a wider audience…
- Watch competitor’s ads and content — Using this tip allows you to see how those in your industry can apply trends in a creative, clever way. It’s great to help spark some inspiration.
- Find your #Tok community — One of the features people enjoy about TikTok is that there is a group for every interest under the sun. Search tags related to your business and you can discover what is relevant in your corner of cyberspace.
- Use popular audio — Often, specific songs, celebrity quotes, or sound effects are popular at certain times. Businesses and regular users apply them to their products or personal life — usually to be funny. These change quickly so stay current if you want to use this strategy.
These methods can seem time-consuming, but they do pay off in the long run. On the other hand, sometimes you can fast-track your reach if you team up with the right partners…
Collaborate with Other Businesses and Influencers
You may have concerns about how effective influencer marketing can be — especially if you are new to TikTok. But now more than ever, there are more benefits than risks.
Consumers don’t want to feel like they’re being sold to. They prefer to see presentations by people they like showing the product in action.
ANOTHER STATISTIC TO BACK THIS UP IS THOSE TIKTOK ADS THAT TEAMED UP WITH CONTENT CREATORS HAD AN INCREASE OF 26% IN BRAND FAVORABILITY.
On the other side of this, there is always the option of collaborating with other small businesses on TikTok that are adjacent to yours.
For example, if you are an independent coffee shop, you could partner with a local bakery for content and cross-promotion.
Utilize this tool to tap into others’ resources and expertise. But if you really want to master this TikTok game, you have to make videos that its algorithm likes to promote to more people.
Work with the TikTok Algorithm
Simply put, the TikTok algorithm is the programming language that suggests videos to individual users. It works based on each person’s interaction with the content to serve you more of what you like.
THAT IS THE REASON NO TWO PEOPLE’S FOR YOU PAGE WILL BE THE SAME AND WHY TIKTOK IS SO ADDICTIVE.
The algorithm takes various factors into account to determine your video’s quality and who to show it to. It scans your TikToks for characteristics like video length, text color, hashtags, and keywords in your captions.
THERE IS GOOD AND BAD NEWS ABOUT TRYING TO PLEASE THE ALGORITHM…
The bad news is that TikTok is always updating the programming. So tricks that worked yesterday, may not work today….
However, the good news is that quality content always wins on this platform. As long as you keep delivering value, you will connect with the right audience.
Because of that, you must post — A LOT…
Post 10X More Than the Competition
I’m going to be honest with you. Chances are, your TikToks will suck unless you have a professional team or a film background…
KEEP POSTING ANYWAY!
In fact, I want you to post more on TikTok than any other business — big or small — in your industry.
Frequency is the only way you are going to get great. And there is something else about that imperfect content that nobody will tell you…
IT MAKES YOU RELATABLE AND MORE LIKABLE TO PEOPLE.
That familiar feeling is one of the major appeals of a “small” business. Utilize that as you grow.
Once you get these steps nailed down, you can start weaving in more advanced TikTok strategies…
Advanced Tips to BLOW UP Your Small Business on TikTok
One of the most important lessons I’ve learned is to never rely on a single source for income, leads, or anything else…
That includes social media platforms.
And with the threat of TikTok being banned every other day, you can and should use that content to promote on other channels.
Videos you originally filmed for TikTok can be repurposed as Instagram Reels or as YouTube shorts.
Another advanced tip is to have a content schedule. This way your viewers will know when to expect new content from you, and check-in.
I have pre-made templates for content schedules, promotional and value content, and more in my 10X Marketing Program if you need some help.
Ultimately, TikTok is such a strong player right now that it would be a disservice to your small business to not take advantage of it. May these tips help you become a GIANT your industry.
Be Great,
Grant Cardone
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