Why is it that some TikTok messages between businesses work so well while others don’t?
To respond to this question, you must first be familiar with the nature of B2B marketing and the practical applications of TikTok within businesses.
When contemplating B2B communication, it is also important to keep in mind the concept of business-to-consumer (B2C) marketing, as there are significant distinctions between the two.
A TikTok agency’s success hinges on your ability to successfully plan and execute their clients’ campaigns, so familiarity with these distinctions is essential.
Insightful tips for communicating successfully in the B2B market are provided in this article.
Business-to-Business vs. Business-to-Consumer
The term “business-to-business” (B2B) is used to describe exchanges between companies. This term is used to describe businesses whose customers are other companies; as a result, the target audience for all of their advertising efforts is the business itself, along with its needs, concerns, and concerns about its customers.
A “business-to-consumer” (B2C) relationship is one in which a company deals directly with its end users. The target audience consists of regular consumers as opposed to wholesale buyers.
Therefore, all advertising aims to address the concerns of real people and the things that they care about.
How to Use TikTok for Productive Business Communication
Since the global pandemic, TikTok’s popularity has skyrocketed, and the app’s growth is only expected to accelerate in the near future; consequently, how businesses leverage TikTok for all things B2B is becoming increasingly crucial.
Key insights into what constitutes efficient B2B communication on the platform are provided below.
“Don’t Be Shy About Getting Acquainted”
The purpose of business-to-business marketing and lead generation is to create meaningful connections between companies and their target audiences. Accordingly, B2B marketing on TikTok relies heavily on relationship building, especially at crucial points in the purchase cycle.
Why? This is an excellent opportunity to show the world what kind of business person you are and how you conduct yourself in the world.
Interacting with your intended demographic is a great way to boost brand awareness and set yourself or your client’s business apart from the competition.
Get to know your specialised field
In the B2B world, niche markets are the norm (and this certainly applies to TikTok as well), so it’s essential to understand who you’re trying to reach. Gather and analyse the right information to entice them.
It’s up to you to decide what form (qualitative or quantitative) your data will take. Google Analytics and keyword research are two of the best ways to gather information.
One of the best ways to figure out who might be interested in what you have to offer is to conduct research into your current customers and their wants and needs (along with relevant hashtags within your niche).
By exploring the search engine results page (SERP), you can learn more about the types of searches people are conducting.
If you combine the results of your SERP analysis with those of your keyword research and the demographic data analysis in Google Analytics, you should have a good idea of who your target audience is.
Learn the Slang That Matters
Businesses are more likely to do business with a professional who is conversant in their industry’s lingo, procedures, and other factors of importance during a purchase than with someone who is not.
Thus, learn the vernacular of your target demographic if you hope to have any kind of meaningful exchange with them.
For example, a business-to-business company selling £20,000 worth of office equipment shouldn’t write inciting copy that makes readers feel like they need to make an instant purchase.
The focus of the content should be on reassuring the reader that they are making the right choice without any bias.
The new machinery will help the business run more efficiently. To make the best choice, they need to put their emotions aside and weigh the costs and benefits of the purchase objectively.
It is crucial for marketers to realise that lead generation efforts that capitalise on distinctions between business-to-business and business-to-consumer marketing will be more fruitful.
Marketing is always conducted face-to-face, regardless of whether one works in the business-to-business or business-to-consumer sector.