How to Grow Your Small Business Using TikTok and Other Social Media


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If your small business is wondering whether to get involved on TikTok – or explore another platform where it can grow its sphere of influence and customer base – now is the time to stop wondering and start a presence. active on social media.

Follow these tips to start and grow an audience on any social media platform and learn why it’s important to have an active social presence, regardless of platform.

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Tips for getting started on social media

Most social media professionals will tell you that starting a social media presence requires having a plan. Businesses shouldn’t feel pressured to be on every platform, nor should their plan involve creating and sharing the exact same content on every site. Here are some basics for your social media plan.

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Identify projects

Lorrie Thomas Ross is the Founder and CEO of Web Marketing Therapy, a full-service marketing agency specializing in social media marketing support and optimization. She recommends creating a plan identifying projects, such as choosing a platform, capturing photos or videos, editing, creating, publishing, moderating, and creating a content calendar. .

This ensures that clear processes and systems are in place.

“There needs to be consistency in content creation and a focus on quality over quantity,” said Thomas Ross. A small business, for example, wouldn’t start a TikTok unless it had people who were able to continually create content, because that’s key to building credibility, visibility, and sellability.

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Do your research

Working in social media, whether you decide to start with TikTok or Instagram, is extremely time-consuming. More often than not, many small businesses are unprepared for this commitment.

Doing your research before you start can be a big help. If you decide to start a TikTok and want to start working on your video, for example, you’ll need to know how long it takes to shoot, retake, edit, add text, do some more editing, and post the final video. Thomas Ross said a short video can take hours to make and should be planned accordingly.

Go where your target audience is

Part of your research will determine which social media platforms are right for your small business and its demographics.

“The platform a business owner should use to grow their business depends on the nature of their business and, more importantly, their target audience,” says Thomas Ross.

Depending on the industry of your small business, you may or may not find that creating a TikTok account is beneficial to its audience. A wedding planner might prioritize Pinterest, someone in the financial services industry might focus on LinkedIn, and a retirement coaching business owner might do more with Facebook.

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Brands with lots of “how-to” video content, Thomas Ross said, will likely prioritize YouTube, Instagram and TikTok.

When determining which platforms are right for your target audience, remember that social media marketing is a lot like finance. A financial advisor would recommend that you create a diversified investment portfolio. The same rule of thumb should apply to small businesses on social media.

“People have their own social media preferences. Some love Twitter, some are big on LinkedIn. Having stronger areas of focus is great, but don’t overlook the power of having a multi-faceted presence to elevate your business,” said Thomas Ross.

Measure effectiveness

“With any marketing effort, you create the idea, execute it, monitor it, and wash out the repetition,” Thomas Ross said. “Measure effectiveness by looking at subscribers, responses, and website traffic.”

Grow your business with blogging

Whatever platform they end up using, Thomas Ross said all businesses should consider using a blog.

Yes, a blog. It can feel like you’re taking your business backwards rather than forwards by blogging, but active blogs full of content can translate to social media posts on all platforms.

“Blogging is at the heart of social media marketing, as a well-managed blog serves as the foundation for generating a plethora of social media posts across all platforms,” ​​said Thomas Ross.

Tips for getting started on TikTok

What specifically should small businesses know about TikTok? Fulya Uygun, co-founder and CEO of Bowery Boost, tells GOBankingRates what TikTok users want and what to know before accessing the platform.

Build a content strategy on fun and meaningful content

Uygun said TikTok reminded him of the early days of Instagram where brands could get substantial

amounts of organic exposure without adding paid advertising to the game. Small businesses don’t want to miss out on this opportunity either.

“Creating meaningful, fun, or engaging content can still earn you views on Tiktok, whereas that strategy isn’t as possible now on Facebook, Instagram, or even Pinterest,” Uygun said. “Be sure to create a content strategy specifically for the platform.”

Be authentic

Here’s what TikTok users don’t want: pushy, selling assets promoting a brand or product. If your small business is heading to TikTok, you and your content need to be engaging and authentic. Ideally, Uygun said you should be ready to let TikTok users learn more about the people behind brands and companies.

Posting new content frequently is a requirement

TikTok users are consuming content faster than any other social platform. If you plan on logging on to TikTok, Uygun recommends preparing to post two to three times, at a minimum, each day.

Small businesses planning to add money to their TikTok strategy are recommended to let their marketing team participate in the content process.

“Brainstorm with everyone who does paid social media for your brand to make sure some of the content you create can run as Spark Ads. This drives higher engagement and eventually conversions,” Uygun said. “On organic and paid TikTok, creating and posting often is important. An ad that performs well one week can perform horribly the next week due to fatigue. »

Don’t forget to follow TikTok trends as well. Uygun said businesses can use influencers to create content for you and check the TikTok ad library to find top-performing content for inspiration.

Why an active social media presence is important for business growth

Being active on social media – and being creative and engaging in your planning – is essential for business growth, as it helps small businesses build visibility, build credibility and build connections to support sellability.

“There’s no on/off switch with marketing,” Thomas Ross said. “Continually staying in front of current and potential audiences is essential to branding, growing, and driving business, and social media is one of the least expensive and hardest-to-cross ways to do that!”

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About the Author

Heather Taylor is Senior Financial Writer for GOBankingRates. She is also the editor and brand mascot enthusiast for PopIcon, Advertising Week’s blog dedicated to brand mascots. She has been featured on HelloGiggles, Business Insider, The Story Exchange, Brit + Co, Thrive Global and other outlets.


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