It’s time to let go of the stuffy conference rooms and hours-long meetings, along with boring white papers. That’s because B2B marketing is undergoing a radical transformation. It’s happening on an unlikely stage too—TikTok, the platform bursting with viral dances and catchy tunes. This app, beloved by Gen Z, is now a secret weapon for businesses, offering a dynamic space to reach new audiences, build brand awareness, and even generate leads.
The best way for companies to forget everything they know about B2B marketing to be able to grab the attention of users on this platform is to focus on bite-sized bits of information that inform, entertain, and most importantly, convert. The beauty of TikTok lies in its interactive nature. It’s not just about broadcasting. It’s about building genuine connections with the audience.
The content that B2B companies should be sharing on TikTok as part of their marketing efforts should be in the form of condensed videos that share valuable information. For example, companies can share quick, actionable tips and tricks that make viewers’ lives easier. Think of it as a mini-masterclass, distilled into practical power-ups.
Another option would be to leave the boring demos behind and showcase the company’s solutions in action, preferably with some sort of twist like storytelling, humor, and even challenges that highlight the real-world impact of the solutions. Grant viewers a peek into the company culture, employee stories, and the daily grind.
Show the human side of the brand and let the team’s personalities shine through. Alternatively, companies can let their happy clients be the biggest advocates. To do this, companies can feature their success stories and how their solutions empowered them to achieve their goals as social proof resonates on TikTok.
B2B companies can also stay ahead of the curve by tapping into relevant industry trends and news. They can share their own insights and analysis in a digestible format, positioning the brand as a thought leader in its niche.
Companies should do well to remember that authenticity is the ultimate advantage. Inject humor, personality, and even a touch of quirkiness into the content. This resonates with the TikTok audience and sets companies apart from the traditional B2B crowd.
Creating stellar content is just the first step. To ensure that the message reaches the right audience, TikTok offers a toolkit of discovery features. Research and utilize targeted hashtags relevant to the company’s industry and niche.
This helps the videos appear in searches and exposes them to viewers actively seeking information related to those solutions. Don’t underestimate the power of TikTok ads. The platform’s advanced targeting options allow companies to reach specific demographics, interests, and even behaviors, ensuring their messages land in front of qualified leads.
Partnering with B2B influencers in the same industry as the company can be a game-changer. Leverage their established audience and credibility to promote the brand through sponsored content, joint video collaborations, or even challenges they create around the company’s solutions.