Many businesses are ignoring TikTok, believing it is solely comprised of dancing teenagers. However, nearly 40% of young adults check either TikTok or Instagram before checking Google for local services. Thus, if your business does not appear on TikTok as well as Google, then you are essentially invisible to some of those with the purchasing power.
Since 2009, Boston Web Marketing has been helping businesses build their online visibility. TikTok presents a new territory for local companies. Below is our plan for creating success with TikTok in four weeks!
Week 1: Set-up & Strategy
Find a person within your company to manage the TikTok channel. Ideally, the person should be able to create their own videos, edit them, be on-camera, and post every day. Young employees typically succeed here, as they are familiar with the platform.
Next, find a few relevant searches to begin educating TikTok’s algorithm about your account. For example, find popular content within your industry and simply “like” it. Leave comments on some of these posts as well. When you like and comment on posts that fit your account’s theme, it tells TikTok’s algorithm exactly what you want your account to focus on.
For example, instead of trying to rank for “Boston Restaurant”, try to rank for “Best Restaurants in North End for First Dates” or “How to Fix Frozen Pipes in Winter”. These types of searches are much less competitive.
Your content split should be 80/20; 80% of your content should be focused on creating a “For You Page” type of content for users discovering new things, and 20% of your content should be focused on creating content targeted towards a specific search term. As a new account, you have limited authority; therefore, you should focus on building an audience first with engaging content that captures a viewer in the first three seconds.
Create a batch of videos and spend significant time developing both the filming and editing process. Every single video should have a compelling hook that grabs the viewer’s attention within the first three seconds. Utilize fast cuts, eliminate pauses, utilize text overlays, and caption your videos, since many viewers will consume your content without audio.
Week 2: Launch and Optimization
Begin posting daily. Make sure to optimize each video you post with an accurate and keyword-rich description (no longer than 500 characters), and three to seven relevant hashtags.
When you receive comments from viewers, use your target keywords in response. This reinforces your content focus to TikTok’s algorithm.
Monitor your retention rates closely. What causes viewers to leave? Most viewers drop off at the 5-second mark; therefore, your hook is extremely important. Test videos with different hooks to determine what best captures the user’s attention.
We follow a similar methodology to the one outlined above. Data drives strategy.
Weeks 3-4: Analysis and Adjustment
Continue posting while analyzing performance. Check your Creator Search Insights to see which videos are attracting search traffic and what terms were used to locate the content.
In addition to continuing to create content, continue to engage with other content creators within your niche. Success is a combination of participating in your niche and broadcasting your content.
If search videos are not ranking, adjust your caption and/or hashtags. Even minor adjustments to your content can result in increased visibility.
Why Businesses Must Claim Space On TikTok
The majority of businesses have not established themselves on TikTok. Those who move early will establish themselves with younger generations, which will be the driving force behind future business growth.
A complete strategy includes utilizing TikTok with paid advertising and a solid social presence. Each channel targets different demographics.
Restaurants may be able to create videos showcasing the preparation of their food. Contractors may be able to showcase problem-solving techniques for the most common issues. Retailers may be able to showcase their unique products. Professional services may be able to break down complex topics.
Utilizing local references in your content will help you develop a connection with local audiences. References to specific neighborhoods, landmarks, and weather conditions will allow you to connect with local audiences.
While four weeks provides a foundation for growth, sustainable growth takes months. TikTok rewards consistent posting and authentic interaction with its users. The algorithm prefers fresh content; thus, consistency beats perfection.
Don’t overthink it, start small. Create your account. Post one video. Monitor your results. Continuously improve.
Do you need assistance incorporating TikTok into your digital marketing strategy?
Contact us for a free consultation. Our team assists small businesses in improving their online visibility and generating quality leads across all platforms!
Contact us to identify opportunities to grow your customer base across both traditional search and emerging channels, such as TikTok.