Utilizing TikTok for B2B promoting might sound unprofessional. However TikTok has confirmed a strong channel for B2B messages.
On this information, I’ll take you thru the highest 5 methods for leveraging TikTok for B2B gross sales — backed by research-based stats and stay examples.
Why use TikTok for B2B gross sales?
Let’s paint by numbers:
- Simply 15% of B2B sellers presently use TikTok to market their firm. Which means the area of interest is open however not overcrowded—that’s the right time to hop on.
- …however 37% plan to extend their TikTok advertising and marketing efforts this yr.
- TikTok’s advert income development for 2022 is26%.
- TikTok customers are 1.7x extraseemingly to purchase the merchandise they’ve found on this app.
The highest 5 TikTok methods for B2B gross sales
1. Create enjoyable, useful, not-pushy content material
Content material is vital for convincing B2B consumers, who undergo a median of 13 content material items earlier than selecting their companions.
And 84% of TikTok customers faucet into the platform to be taught one thing new.
Which means you’ll be able to leverage TikTok movies to persuade your viewers that your product meets their wants like no different.
The TikTok clips I’ve discovered handiest share:
- Suggestions
- Hacks
- Recommendation
- In-depth data
Your objective at this level is to teach your viewers in a fascinating method. Why?
- This establishes your experience and builds your credibility.
- Sharing related data units you other than the competitors.
I really like this instance from ClickUp: a TikTok video showcasing how bringing your pets to work can enhance productiveness.
This video works as a result of it’s not pushy, and ClickUp clients really feel like they’ve realized one thing new.
Why that is good: Everybody loves pets on the workplace — however this instance goes past the feel-good and straight into good model technique.
ClickUp markets itself as an app that enables its clients to “simplify work and get extra performed.” So this video — discussing techniques to extend work productiveness — strengthens the affiliation between the app and the idea of productiveness.
Keep in mind: Guarantee your TikTok movies are related to your viewers and model.
2. Create connections to transform extra chilly leads
On-line? It’s time to get social.
Social promoting has been confirmed to extend gross sales:
- Alternatives: by 45%
- Quota: by 51%
- Efficiency: by 78%
TikTok is the wealthy setting for social promoting. This channel helps you join along with your leads extra personally, catching them early sufficient on the gross sales funnel.
Associated: The Energy of Social Promoting (+ 7 Guidelines for Storytelling in Gross sales) 📚
Why?
Like in any relationship, belief is the spine of your B2B gross sales.
Right here’s how one can create that customized communication and belief:
- Create TikTok movies that your viewers can relate to with out being too salesy. The purpose is to construct that connection first.
- Present your human facet. Whereas B2B gross sales happen between firms, these firms are led by people. Apart from, B2B sellers and consumers are extra on the identical degree than B2C ones. And that’s why forging a long-term, real relationship is arguably extra essential on this case.
- Supply related instruments and assist, no questions requested. The purpose right here could be to place your organization because the knowledgeable to attract in your clients. Pushing clients in the direction of your merchandise can backfire in the event you haven’t constructed that sturdy relationship first.
3. Get inventive and blend up your messaging
ShipBob’s TikTok account is one in every of my favorites, providing a slew of movies that you need to use as fashions on how you can construct connections along with your viewers, like:
Enjoyable quizzes
The video beneath has individuals attempting to guess what number of packages they see.
How-to TikTok movies
This clip exhibits the method of packing fragile gadgets and the advantages of taking all precautionary measures.
Direct reply movies
ShipBob responds to its clients by way of in-depth clips.
3. Create a bigger base of prospects
More and more extra research present that individuals use TikTok for product discovery and as a search engine.
How does that enable you as a gross sales (and never advertising and marketing) individual?
Nicely, your potential B2B companions are seemingly on TikTok too. And meaning you may make them conscious you exist and are the most effective answer for them.
3.1. TikTok Adverts
TikTok adverts could make or break your product within the consciousness stage, and also you shouldn’t go away your advertising and marketing division to do all of the heavy lifting.
If you wish to hit the nail on the pinnacle, you can begin by creating an advert with your self because the face of the corporate.
You don’t need to be a marketer for this (I’ll clarify beneath).
Apart from, TikTok will quickly let you remodel any video you already posted into an advert, utilizing their TikTok Promote platform.
The proper adverts can sway your potential companions in the best route:
- You’ll be able to assist your prospects perceive their true wants. For instance, a consumer who all the time misses deadlines might not want harder-working staff or stricter schedules. They could want a greater software program communication instrument.
- You’ll be able to place your organization as The Resolution. Join along with your clients genuinely and focus in your aggressive edge.
NEXT is a B2B insurance coverage firm that used TikTok Spark Adverts that includes content material creators to extend engagement and notoriety.
Consequently, their conversions elevated by 20%, whereas their CPAs have been 95% decrease in comparison with different adverts NEXT examined:
Aspect notice: I’ve additionally used TikTok adverts that includes influencers as a result of this technique reduces advert fatigue and CPA. On the similar time, I’ve seen a spike in engagement and conversions.
I realized that utilizing content material creators means that you can not be perceived as spammy and to maintain your viewers .
However anybody can turn into a creator now. When you made a social media put up anytime earlier than, you truly are a content material creator.
Which means you will be the principle character in a TikTok advert selling your organization. In any case, you, as the vendor, know greatest which arguments persuade your prospects.
Even in the event you don’t wish to take that hands-on strategy, your insights can nonetheless assist produce compelling adverts.
3.2. Challenges and tendencies
Reap present challenges and tendencies on TikTok to create buzz round your organization. All you must do is:
- Take part in a pattern/problem that’s already widespread: You’ll not be front-and-center, however associating your model with a preferred motion is a much less dangerous option to construct consciousness.
- Create your personal pattern/ problem: This methodology helps you personalize the complete course of and create a singular hashtag that places your organization within the limelight. Nevertheless, the possibilities of gaining traction and recognition could also be fewer until you may have a robust technique to again up the problem.
Shopify is one in every of my favourite B2B firms. Right here’s a neat instance from them, tapping into the “felt cute, would possibly delete later” pattern:
Once more, you are able to do this with any smartphone. You don’t want your entire advertising and marketing division creating something fancy for you.
In reality, creating an genuine, humorous put up can simply flip your model viral.
4. Improve experience and credibility
I’ve already mentioned methods that can assist you construct experience and credibility – two essential pillars in any B2B relationship.
Paid adverts, behind-the-scenes TikTok clips, or how-to movies can construct your authority.
Right here’s the issue:
When you’re a vendor, these TikTok movies might look like you’re tooting your personal horn.
4.1. TikTok Influencers
As a salesman, you could have an intensive database of former and present shoppers. Evaluation that checklist to seek out somebody who would qualify as a TikTok influencer.
I do know you’re most likely scoffing proper now, however right here’s a tip from my expertise:
Don’t deal with somebody with 1,000,000 followers. Even what we name a nano-influencer with 500 followers can enhance your enterprise.
And in the event that they’re your shoppers, chances are high you’ll be able to persuade them to talk in your behalf. That method:
- You get entry to an viewers that trusts them.
- Your merchandise and model obtain reliable third-party suggestions.
- It’s extra inexpensive than adverts.
Sage Accounting Software program companions with influencers which have tried this accounting agency’s companies. The ensuing TikTok clips are credible and informative, decreasing the concerns potential prospects might need:
Now think about asking one in every of your current clients do the same TikTok video for you. In the event that they know their commerce properly, you’re most likely not their solely enterprise accomplice.
So their different enterprise companions will see this clip about your organization. Due to this fact, they will ask direct data on you and attain out in the event that they want your companies.
4.2. TikTok UGC
Person-generated content material (UGC) has already been confirmed to extend gross sales for each B2C and B2B firms. UGC will be extra credible than influencer-generated content material as a result of it’s produced by common individuals who don’t have a stake in your model.
Apart from, your potential clients might wish to see how different firms use your merchandise earlier than shopping for them.
As a gross sales individual, you received’t be in cost with creating UGC TikTok adverts. Nevertheless, you may be accountable for:
- Retaining a listing of your closest clients who know your enterprise properly and are pleasant with
- Schmoozing your clients so they’d wish to advocate your organization (you might not wish to go away this step to CS)
If every part goes properly, they will agree to look in a TikTok clip just like the one beneath from Monday.com:
5. Encourage recurrent purchases
Encouraging recurrent purchases will be performed by way of a mixture of techniques, a few of which we’ve already offered above.
However there are a number of different, extra particular methods to realize this objective:
5.1. Ask for Buyer suggestions
Use TikTok to get in contact along with your current clients and ask for his or her enter. Coronary heart-to-heart movies or direct messages can assist you get extra insights into your prospects’ minds. Positive, this can be a CS perform, however as a vendor, you’ll be able to reap the advantages of a extra hands-on strategy. In any case, TikTok is all about being uncooked and native.
5.2. Share new product and have bulletins
As a salesman, you seemingly wish to announce loyal clients when your model rolls out a brand new characteristic. However as an alternative of reaching out to them straight, you’ll be able to ask your organization’s advertising and marketing workforce to create a TikTok replace.
This tactic will increase product recall and creates need. Plus, it reduces precise area work.
Your B2B clients are curious to see what else you’ll be able to give you, so they are going to be extra more likely to maintain following your provides.
Grammarly has a well-put technique, together with new characteristic bulletins that convey the app again into the limelight:
However right here’s a neat different: You’ll be able to go on TikTok your self, as a gross sales consultant, and movie your self asserting the updates.
This strategy is uncooked and real. Due to this fact, it’s extra convincing as a result of it doesn’t appear to be a traditional advert.
Incorporating TikTok into your gross sales technique
When you learn this information, you now know the most effective methods to leverage TikTok for your enterprise. Keep in mind to create a stable profile that focuses in your clients’ wants and put up related content material repeatedly.
Don’t be afraid to strive new methods and maintain monitoring your outcomes to adapt your MO.
As you’ll be able to see, TikTok is like some other advertising and marketing channel. So long as you may have set the right targets and techniques, adapting them to your viewers, success is simply across the nook.
