B2B营销的Tiktok的最终指南

Over the past few years, TikTok has quickly become one of the leading marketing platforms for B2C brands. Ever heard of the “TikTok made me buy” trend? Even this alone speaks volumes about the power of TikTok in influencing consumer purchases. But what about B2B brands?

With the right approach, TikTok can also be a valuable marketing platform for B2B companies. In fact, B2B brands like Shopify and Semrush are taking advantage of TikTok to connect with their audience and boost brand awareness. If you’re not sure how this could work, this post gives you an in-depth guide into TikTok forB2B marketing, why it’s effective, and how you can execute it for your own brand.

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Ultimate Guide to TikTok for B2B Marketing:

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Why Use TikTok for B2B Marketing?

Before we get down to the practical steps, you might be wondering, “Isn’t TikTok just for younger folks and consumer brands?” While this is an easy assumption to make, theTikTok audienceisn’t necessarily just young people. Moreover, it can and has helped many B2B companies to establish a strong brand presence on the platform.

More importantly, there are plenty of ways in which the platform can add value to your currentB2B marketing努力。让我们看一下将Tiktok用于B2B营销的一些主要好处。

Great for driving brand awareness

Tiktok是人们复制其他用户并将其变成趋势的地方。他们尝试舞蹈挑战，使用病毒提示创建视频，并尝试在平台上看到的“黑客”。很快，这些视频都遍布Tiktok，每个人都知道它们。

As such, it’s the perfect platform for brands that want to drive awareness and reach more people. Whether it’s by creatingTikTok challengesor getting influencers to make your product go viral, the platform offers plenty of opportunities to increase brand awareness if you know how to leverage it the right way.

Chance to get creative

Tiktok拥有具有传播潜力的高度创造性内容的所在地，每天都有一个新的弹出。这提供了B2B brandswith a steady supply of inspiration for new content. Plus, you can get creative by adding your own twist or a dash of your brand personality to these TikTok video trends.

帮助您与观众建立联系

由于平台的非正式性质和使用短期视频的使用，Tiktok使品牌及其观众更容易连接。实际上，Sprout Social发现that short-form videos are the most engaging types of social content. So, you can leverage the platform to build a strong connection with your audience by engaging them with informative and fun short-form videos.

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在B2B Tiktok Marketing获胜的提示

现在，您对Tiktok如何使您的B2B营销受益了一个清晰的想法，现在该转到更实用的方面了。这里有一些可行的技巧，可以帮助您在B2B上获胜Tiktok营销。

1.不要犹豫地展示自己的乐趣

While B2B brands often maintain a formal and professional vibe, that doesn’t necessarily have to be the case with TikTok. The platform is, after all, a place for people to have fun and get entertained. In fact, aSemrush研究发现幸福是Tiktok视频引起的最高情感，最受欢迎的视频与幽默有关。

因此，如果您想在tiktok上与观众建立联系，即使这意味着稍微调整品牌声音，也要毫不犹豫地炫耀自己的乐趣。调整品牌声音以匹配社交平台通常是与每个平台上的受众类型保持一致的必要条件。否则，您可能会脱离受众群体，因为他们继续使用其他娱乐性的内容。

这并不一定意味着您只需要更改整个品牌标识才能建立Tiktok的存在。您只需要查看其他B2B公司在Tiktok上正在做什么以及平台的受众喜欢什么。然后，您可以使用它来找到一种创造性的方式来展现您的品牌标识，以匹配人们在平台上喜欢的东西。

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2. Demonstrate how your product works

尽管人们喜欢Tiktok上的幽默，但许多用户也喜欢在平台上发现新事物和产品。实际上，Tiktok的可能性更高比其他用于产品发现工具188滚球地址的平台。平台上的用户在平台上发现它后立即购买东西的可能性更大。

尽管这些数字总体上可能对消费者说话，但我们不能忽略B2B购买者仍然是消费者的事实。因此，即使在tiktok上进行B2B营销的情况下，同样的规则也适用。要利用平台的产品发现方面，您可以使用它来展示演示视频，以帮助人们了解有关您的产品的更多信息。

这可能涉及您产品提供的所有功能的快速演示。您还可以创建有关如何使用产品执行某些任务的专用视频。例如，Microsoft分享了以下演示视频，介绍了如何在Outlook上清理未阅读的电子邮件。

@微软收件箱零生活从未如此简单。＃微软 #FYP ＃外表 #wfh #inboxzero ＃公司的 ♬ original sound - Microsoft

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3. Share valuable tips and fun facts–TikTok style

TikTok users also love to learn new things. In fact,84％的用户use it as a source to discover or learn something new. This is why you see so many TikTok videos sharing tips, tricks, hacks, fun facts, and advice across a variety of verticals. Similarly, you can use your TikTok to inform and engage your audience with practical tips and fun facts to showcase your expertise and establish authority in your industry.

更重要的是，请确保您拍摄您的建议或有趣的事实视频，以匹配Tiktok中发现的风格。这可能涉及直接与相机交谈，添加文本覆盖层，甚至可能包括配音。前面引用的Semrush研究还发现，大多数病毒Tiktok视频直接与相机交谈。

利用这些知识，Semrush还使用Tiktok共享信息丰富的视频，它们突出显示了一些最有趣的互联网搜索。在每个视频中，Semrush团队的某人都会添加评论或试图用幽默来回答这个问题，以使事情变得轻松愉快。

@.semrush #duetwith @semrush♬ IT MUST BE NICEE - TOONKYY

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4. Create videos your audience can relate to

最好的方法之一,可以拉近与听众的距离is by sharing content that they find relatable. And TikTok offers the perfect platform for B2B brands to do that, especially with the popularity of “POV” videos. These videos feature a text overlay describing a relatable situation and a person in the video acting out a hilarious scene to depict the situation.

您可以利用这一趋势来创建高度相关的内容，在这种内容中，您可以在其中展示观众通常体验的情况。Zendesk在这方面做得很好，分享了一系列描述客户支持团队的相关体验的视频。例如，以下视频显示了一个POV，其中一个Custome

@zendeskRight before the satisfaction survey too.#customerservice #Zendesk #callcenter #FYP ♬原始声音 - 芭比娃娃

这些视频不一定必须出售或推广您的产品。相反，它们的目的是帮助您的观众与您的品牌建立联系。因此，除非它们自然地适合故事情节，否则避免将产品或解决方案强加于这些视频。

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5.使用您的产品向客户展示

Since TikTok is meant to be a platform for connecting with your audience, the focus should also be on your audience. So, instead of constantly promoting your product and its features, you need to shift the focus on your customers. That means showcasing your product from the perspective of your customers and showing how it fits into their lives.

您可以与顶级客户一起创建简短的视频推荐。您还可以展示客户如何使用您的产品或如何帮助他们解决问题。例如，Square在开展业务的不同活动时分享了一系列客户的视频。在视频结束时，显示客户使用Square接受客户的付款。

These types of customer story videos have a significant impact on influencing purchase decisions. AWyzowl study甚至发现，推荐视频可以帮助47％的人可视化产品或服务在现实生活中的运作方式。此外，有39％的人还说这些视频说明了产品或服务如何影响他们的生活。因此，使用您的产品分享客户的Tiktok视频是确定产品价值的绝佳方法。

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6.显示幕后发生的事情

Another benefit of the informal nature ofTiktok视频是显示正在进行的作品或幕后瞥见的能力。这是使您的听众感觉像公司的一部分的有效方法。另外，它表明您对透明度很认真，并且想与观众建立真实的联系。

您可以分享有关团队在何处，如何制作产品或为即将举行的活动做准备的视频。一种创造性的方式来吸引您的幕后观众是分享“……生活中的一天”视频，其中一位团队成员向观众展示了扮演角色的人的典型日子。

In the case of ShipBob, the company takes viewers “inside a fulfillment center” to see how things work. This helps them to showcase how efficient their fulfillment operations are, which will enable them to earn the trust of potential customers who have products to ship. To keep up with TikTok’s video styles, they use text overlay and voice overs while explaining their fulfillment processes.

@shipbob.com第2部分??我们的履行中心♬ LA LA LAND (Part 1) - Official Sound Studio

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7. Announce new products/feature updates

Tiktok上的简短视频为您提供了一个完美的工具，可以分享令人兴奋的新闻，例如新产品公告和功能更新。您可以分享新产品的快速视频或一些乐观的音乐，以使观众为此感到兴奋。

由于Tiktok更为非正式，因此您甚至不必创建一个成熟的促销视频才能在平台上分享。您可以简单地整理该工具的一些视频录制或使用的功能，并使用内置的Tiktok功能添加一些音乐，配音和文本覆盖。

请参阅以下视频，其中LinkTree共享有关其新移动应用程序的更新。他们简要预览了该应用程序的外观以及用户可以使用什么。它们还包括一个有趣的标题，该字幕还可以作为下载应用程序的行动呼吁。

@linktr.ee跑步，不要步行下载我们针对iOS和Android的新移动应用程序！#Linktree #linktreeapp #linkinbio #loveisland ♬热重磅炸弹 - 爱情岛

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8.吸引有影响力的创造者传播您的信息

Tiktok有很多企业帐户。更不用说使用该平台来促进其业务的小型企业主和企业家的越来越多的社区。在许多情况下，这些业务帐户获得了令人印象深刻的追随者，其中一些人甚至被认为是各自壁ni的影响者。

Leverage the influence of these accounts to effectively spread awareness about your brand. You could partner with influential business owners or brand accounts for a sponsorship so they can talk about how your product solves their business challenges. You could have these influential creators review your product, share their experience, or even give a short tutorial so their viewers can learn something new.

Better yet, look for influential businesses that are already loyal fans of your products to see if they’d be willing to share their story with their followers. This is likely to boost the authenticity of your message, enabling you to win the trust of potential customers. You could also get them to Stitch or Duet with you or vice versa to engage each other’s audiences.

In some cases, there may even be influential creators who are already talking about your brand. Look for those conversations and see if you can help amplify their message.

例如，Sprout Social拥有许多独立的社交媒体经理和机构，他们正在创建有关他们对平台功能有多热爱的Tiktok视频。这些视频有助于传播有关产品的信息，甚至可以鼓励更多的客户尝试该平台。

@nobraineragency@Sprout Social and Excel are life savers when it comes to social#socialmediamanagement #socialmedia #agencylife #excel #planner #social #sproutsocial #worklife ♬原始声音 - 布拉德·贾克斯（Brad Jax）

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9. Amplify authentic influencer content with paid ads

You could take yourB2B影金博宝188备用网址响者营销进一步结合付费广告vertising. TikTok’s Spark Ads feature ads that are connected to and served from an organic account. This allows businesses to drive a higher level of engagement and attract higher intent users. B2B brands on TikTok can also take advantage of this feature to amplify the impact of their influencer content.

This would involve having influential accounts share their authentic experience or review of your product. You can then push those TikTok videos using this ad format to reach an even bigger audience. While you can use this format even with branded content, the impact is much greater with creator content, mostly because of its authenticity.

For example, NEXT–an online small business insurance community–尝试三种不同的广告类型。Besides displaying Spark Ads from creator accounts, they also pushed Spark Ads from their business account along with non-Spark ads. For the first ad type, they engaged TikTok creators who were also business owners. These creators shared their main pain points as small business owners and then presented the unique solution from NEXT.

The Spark Ads featuring creators were able to drive 20x more conversions compared to the other ad types tested. Plus, their cost per acquisition was also 95% lower, which speaks volumes about the return and impact of creator-backed advertising.

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10. Start a hashtag challenge

TikTok is这home for viral challenges that shake the internet, and many of these challenges have a unique hashtag associated with them. So, to gain more visibility on the platform and reach a bigger audience, you could start your own hashtag challenge.

这可能很简单，就像要求人们按照某个主题分享他们的故事。或者可能涉及要求他们根据您的提示执行特定任务。无论哪种方式，挑战都应与您的品牌和所选标签相关，以便更多的人可以了解您。

例如，遵循英国新的MTD税收规则，Sage（Sage -Business Accounting Software）将受众吸引到#BooSMTD。他们使用标签分享了从这些新规则中获胜的企业主和专业人士的一系列视频。到目前为止，#BOSSMTD标签已获得2360万次观看次数。

@sageuki@itsrowanne使用我们的软件每次为她的业务征收税款，使新的MTD规则负责。找出您也可以如何！#bossmtd ♬原始声音 - 鼠尾草

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在Tiktok上与您的B2B观众联系

With its focus on short-form videos and its unique take on social media, TikTok offers a way for B2B brands to breathe new life into their social media strategy. It serves as the perfect place to engage and connect with your audience with fun, creative, and relatable content. Make the most of the tips we’ve shared above to start marketing your B2B brand on TikTok.