As a business brand, if you cannot get attention, you’re going to struggle to get business.
If like me, you’re a fan of Gary Vaynerchuk, you’ll be aware of one of the phrases he uses when talking about how he built his first business.
That phrase is frictionless.
In Gary’s world, it means having the opportunity to execute a communication with the least resistance as possible.
For example when he was growing his family business, The Wine Library, from a small store in Queens New York to a million dollar business using Google Ads or back then Google AdWords, he described the process as frictionless.
His point was that he could write a keyword title of the wine, a description of the wine, target his area and when people looked for that wine online he was top of Google.
He would deliver the wine. He got attention.
It was frictionless for him to do and he grew that business from $3 million a year to over $60 million a year in a short space of time.
That was then and AdWords marketing prices per keyword were generally cheap, so huge upside and ROI. Fast forward today and we have new platforms.
Frictionless platforms.
TikTok
TikTok is one. Large reach, relatively new and hugely engaged. So much so, that it was eating Instagram’s lunch for a while and now has been taking business users from LinkedIn. So much so, that in certain cases, LinkedIn actually using TikTok in an attempt to help young people start careers.
If you’re a business not using the power of TikTok, you’re missing out on engaging with your potential customers in a creative and meaningful way.
Let’s look at why.
Why TikTok for business
TikTok grew massively during the pandemic. Over the last few years, the platform has been used by everyone from Presidents and politicians through to car manufacturers and building companies.
Why? Because the platform has a frictionless way to create organic content as well as targeted ads.
“1 in 4 of the millions of TikTok users can’t be found on any other platforms” – TikTok for Business
Organic content
TikTok is a content led platform, meaning that unlike other social media channels, it provides so much of what you need within it’s system. Camera, filters, text overlays, emojis, music, plus much more.
So from scratch you can make an engaging video about the ‘Value you create’ and share it with users.
TikTok is also a creative partner with Vimeo and Canva.
TikTok Ads
TikTok should be part of the marketing mix, even if you start with a test budget. There are numerous features within the TikTok Ads Manager. Here are a few:
Target
You can target what TikTok calls lookalike and custom audiences.
Budgets – You have control over your budget within the TikTok Ads Manager and there are a variety of flexible options.
Measure
You can refine and track real time results through the dashboard – which like other social and online sites involves adding a pixel on your site.
Creative
One of the biggest upsides of TikTok being content first, is the suite of powerful in-app creative tools. Some are super advanced including –beautiful transitions, AR effects and unique filters.
Repurpose Content
You don’t need to continually be creating new ads. You can repurpose existing content or content that has worked well in the past in the Creative Centre within the TikTok Ads Managers.
How to start
These are just a few of the features so what now.
As we always say, a good campaign starts with a good plan.
Invest time on your strategy and make a content plan to fit in with your overall objectives.
If you’re a CMO or Marketing Director who would like to discuss ways of devising a social strategy, talk to one of our team and see how we can help.
