TikTok for Small Businesses

Okay. So, like I said, this module, this module, this master class is going to cover Tik Tok for businesses, for small businesses of all kinds, products. We have service- based businesses, coaches, personal brands, founders. I'm going to go through all the different types of businesses, what types of content to create in order to get the results that you want. But I will start by saying that if you are already using Tik Tok for your small business, whether you have a massive following or if you've just started your account and have one follower who is your

mom, you're already one step ahead of most of your competition. Not a lot of businesses are using Tik Tok, believe it or not, to market their products or their services. So, you are one step ahead. Tik Tok is a really great platform for businesses and it is quite different to the way that Instagram or Facebook or Pinterest operates. It is there's over two billion users on Tik Tok and it's not just like you know Gen Z or young people. There is a huge audience of people who are like 25 to over 70 on Tik Tok.

So you can guarantee that no matter who your target audience is, they are there on Tik Tok. So it's a really good opportunity to reach your target audience. But it's really good for organic reach. It's good for brand visibility and it can be good for direct sales as well which we'll we will get into. But kind of the main difference with Tik Tok is that it's a really good discovery platform because the it's there are very low barriers to entry with Tik Tok when it comes to businesses. So previously when any sort of business was

trying to do marketing, you would maybe have to invest in like Photography, product photography, videography, branding, all of that to be able to create marketing collateral that was going to be able to compete um with your competitors to be able to do like paid advertising, billboards, all of that. Even up until the past couple of years, you would have had to invest in really good creative for the likes of Instagram, for YouTube, um, and any other platforms. But for Tik Tok, which I'll talk about a little bit more, organic content, content, content that feels very

raw and ready, tends to do best, which is really good. That levels the playing field for small businesses. And with the way that Tik Tok's algorithm works, just because you have a ton of followers, that does not necessarily mean you will get more views. A creator with 10 followers can get just as many views as somebody with a million followers. The way that it works is each video is treated individually. Tik Tok analyzes each Tik Tok video, tries to understand who that video is for and what it is about, and serves it to a relevant

audience. So if your video is good enough, it does not matter how many followers you have, you still have the potential to go viral, same as somebody with a million followers. So that is one of the added benefits. With Instagram, it's getting more like that, but it hasn't been like that. Uh, historically, most of your content would have been sent to your followers. So, typically, if you have a bigger following on Instagram, you will get more views. So, that's where the key difference is. It makes it a really good platform. And lots of different businesses

have seen really great success with Tik Tok. Here are a couple that you might have heard of, you might not have. Um, Garbo is like a like a ceramics creator. She does like pottery. She grew her personal brand, her personal account and really exploded her business. Then we have Made by Mitchell, which is a cosmetics company, a really Big cosmetics company now, but started off very, very small and used Tik Tok and Tik Tok shop to be able to grow their account and then grow their business um by proxy of that. And then we have

this creator Dasha who was a teenager making scrunchies, like unbreakable scrunchies, grew her account massively and really really increased her sales. I think she got like made like 50 grand in one day from one post and now she is able like she's a bit more grown up now. She has her entire business based off the back of that. But there are lots of different types of businesses that have seen massive success through using Tik Tok really strategically. And I'll go into how they've done that. But first of all, we'll talk about how to get started.

So I'm assuming that most of you already have an account set up. But a lot of the time I would get asked by people, should I have a business account or should I have a personal account? I usually usually my my advice is to people go for a personal account but it really does depend on your needs and what you want. So there are advantages and disadvantages to both. With a business account you have you can add a website link immediately. You don't have to have a certain amount of followers. You get access to advanced

analytics and advertising tools. So you tend to have a bit more like professional business uh tools to your at your disposal when you have a business account. But if you're a really small creator and you're just kind of getting started with content, you might not need those things. So, you might opt for a personal account. When you have a personal account, you get access to the full Tik Tok music library. That means like trending sounds, things like that. Those trending sounds aren't always available to business accounts. You have a commercial Music library. And also with

a personal account, you tend to get greater reach on your videos. This is just something that I have found from working with creators. Those with personal accounts tend to usually get slightly greater reach. The way that this works is so Tik Tok kind of knows that businesses tend to get less engagement than like normal personal creator accounts. So business accounts will get pushed to the for you page slightly less because Tik Tok wants to keep people on the app and if they know that businesses don't get that much engagement, they won't push them as far

as they will push personal accounts. So typically personal accounts get slightly higher reach. So, what I normally say to people is if you really think that when you start your account, it is necessary for you to have a website, like you think you'll be able to start generating leads or generating sales immediately, then maybe go for a business account. But you can switch back and forth. Um, that's kind of the beauty of it. You can kind of experiment and see, but it really is kind of up to you. There aren't massive massive differences in terms

of the reach that you will get. So, in terms of your profile, you want to make sure that your profile is as optimized as possible. And there are five different parts to this. You want to make sure that you have a really good profile photo. So if you are a product based businesses, a product based business, you can maybe go with your logo or a really clean product image, but you want to make sure that it's really easy to read because when people are looking at your profile picture, it's going to be when they're watching

a video of yours and it's going to be really small in that corner of the screen. So if it's something that where there's loads of text on it, it's really hard to read, they're not going to get a clear indication of who you are and what you do. If you are maybe a more service based business or a coach or more of a personal brand, use your own face. People buy from people and I would say in most cases if you can try to use a picture of your face. Again, the way just with like

human psychology and the way that people work, people buy from people. And if they see a logo, there is kind of something almost like subconscious where you know you're being sold to and it makes you less likely to engage. So where you can try and go with an image of your face if you can. Sorry, I have a cold here. summer trying to hold it together. Um, in terms of your username, you want to keep it as simple as possible. You want to make sure it's aligned with your brand that it says basically what you

do in your username. If it's like GN1 34 56, that's not going to give people a clear indication and it doesn't look as professional. So, avoid like numbers, random underscores, things like that, try and get the keywords of your brand in there because it helps make your profile a bit more searchable. And then in terms of your display name, try and have a name of who you are and what you do. So if you're a coach, Emma, fitness coach or if you're a product based business, your business name and then what you do, handmade sense,

Luna Campbell. So try and keep it really, really simple, just descriptive of what you do and think about what people would be searching for to find your product or find your service and try and include those words in there as well. Um, so let me see. So, in terms of your bio, you want to make sure that you are telling people who you are, what you do, and how you're going to help them essentially. So, um, if you were like a skincare business, it could be something like helping busy moms build skincare routines that glow,

and then a call to action at the end like shop here or click here, something like that. Um, so who you are, what you do, how you can help people, and some kind of call to action. Keep it pretty simple. Tik Tok Has increased the characters that you can use in your bio from 80 to 160. So you if you haven't updated this, go and update it. You can add like a couple more um words or lines in there. If you're using a link in your bio, you can either use link tree um or a

link to something like beacons or standtore which is what I use um or directly to your website. The link in your bio is quite important if you are wanting people to take a certain action. So, if you're trying to generate leads or if you're trying to get sales on a product, you want to make sure that you keep it as quick and easy for people to make that purchase or sign up as possible. So, the more steps that you have, if somebody has to click on a link tree and then click on a product page

and then click on the product and then click sign up, there will be a really significant drop off with every single step that you add. So, think about the main thing that you want people to do from Tik Tok and push them directly there. take out like remove any unnecessary steps because you are literally cutting your conversions in half with the more steps that you add. Um, and make it really clear what you want people to do. So, book a call, shop the bestsellers, grab the free guide, make it very, very clear. The other thing

is your pinned posts as well. I did a video on this the other day, but try and have your pinned posts really relevant to who you are, what you offer, and then proof of the results that you have. So the first one on your pinned post should be like uh something about you, your story, your business. The second one should be about your main offer or your product. And then the third should be some kind of social proof or results. So if you're a product based business, this could be some kind Of UGC video. Or

if you're a service based business, it could be talking about a client story. So those are the way that you want to organize that. So that's kind of all the foundations of your profile and your account. Now, we're going to get into the actual content strategy and what I would recommend in terms of the type of content that you're creating. But we'll start with some need to know tips in terms of being a business on Tik Tok. So, the first thing I would say is get a goal with Tik Tok. A lot of businesses come

to me when I'm doing strategies for them and they will say things like Tik Tok isn't working for me or I'm not getting the results that I want. And I'm like, well, what are the goals that you have set out? And a lot of the time it's just like, you know, grow my account, go viral. You need to have some clear specific goals. So, if you're an author using Tik Tok to promote your books, try and have a number in mind of how many books that you want to sell through Tik Tok and set small

achievable goals at the start. If you want to grow a personal brand, start thinking about like what is an achievable follower number for the next month and then maybe the month after that. Set small achievable goals so you can see that you're on track. You cannot measure like if you don't have goals to measure. So, make sure that you have something in mind for what you want to achieve. That's the first thing I would say. The next thing is you do not need polished content. So, as I kind of alluded to at the start of

this, the best type of content on Tik Tok is raw, organic content. And this is a real difference between Tik Tok and any other social media platform. So, with Instagram, typically curated, nicel lookinging content tends to do best because most people on Instagram watch with the sound off. There is a much higher proportion Of people who watch on mute compared to Tik Tok. So, content can afford to be a bit more aesthetically pleasing. It's more content. With Tik Tok, it's all about connection. People are watching to kind of get close to people, to feel things.

Your content should be as raw and unfiltered as humanly possible. Bear with me two seconds. I'm just going to grab a tissue here. Sorry. This is uh the joys of having a cold and then still having to create content. So, it needs to look and feel like a Tik Tok video. So, you need to make it sure make sure it is really native to the format. Make sure everything is filmed in portrait. If you're using certain fonts, make sure they are Tik Tok fonts. You want it to look like a normal Tik Tok video. So,

this means that you need to be consuming Tik Tok content to get a feel for what types of content, what um kind of formats tend to work best. Remember that people do not come on social media and they certainly do not come on TikTok to be sold to. They don't come on to buy things. They come on to consume content. So, you need to be delivering content rather than a sales pitch. As I mentioned before, people buy from people. So, it really does help to h be talking talking directly to camera or doing some kind

of voiceovers. Having people in your content can really help. And I know there's a lot of businesses that kind of want to stay a bit faceless. Um, like maybe you have like a marketing team that you can they maybe don't want to be on camera. Really, if you can, I would say try and get somebody to be consistently on camera because that is really going to help people forge a connection with you. And then people buy a feeling as well. So people don't buy products, they don't buy um like services, they buy what They're going

to gain from that product or what they're going to gain from that service. So that is the thing that you are selling, that is the thing that you are promoting in all of your content. You want to also make sure that you're being really creative and leveraging trends when it makes sense. If there's a trending sound or a trending video format, hop on these if they make sense for your business, but don't try and shoehorn them in just for the sake of doing some kind of trend that is going around. make sure it fits with

your brand and with the goals that you have. But this can be a really good way if you get in on trends early, it can be a really good way of expanding your reach and increasing the visibility of your account. You also want to make sure that you hook people fast. So, I talk a lot about hooks all the time. The first couple of seconds of your video are the most important part. Again, this is more important on Tik Tok than it is on any other platform. You need to really make sure you're grabbing people's

attention within those first couple of seconds. You want to make sure there's movement on the screen. You want to make sure that you're saying something really compelling. You want to use storytelling as well. This is something that all brands should be doing. All businesses should be doing. Use your storytelling. Storytelling is the best way to connect with people. Lean into what makes you different. Lean into the story of your business. Lean into the different kinds of services you provide. Lean into the fact that you maybe do you have processes that are different. What is different

about your product? Why did you start the business? What motivated you? Who is your business for? really lean into those things because Tik Tok is so oversaturated. Like it really is with so many different types of creators. The only thing that makes you stand out is really leaning into who you are. And I'll talk a little bit about personal brand in a second as well just To kind of go further into that. And then one of the most important things to do is always make sure you are talking to cold audiences. Whenever you're creating any

kind of content, whether you're talking to camera, doing a voice over, have text on the screen, always talk to people as if they have never seen you before. So don't come on and be like, "Okay, today guys, I'm doing this or as you see saw in my last video, people watching your content may have never seen you before." And if you start talking like that, you're immediately alienating those people. So always talk as if people do not know you um and have have never seen you before. So as I said, I'll talk a bit about

personal brand because this is really the key differentiator. It's the thing that makes you memorable. It's the thing that makes you stand out and it's the thing that cannot be copied. When you are creating any sort of content for your business on Tik Tok, you will notice that more so than on any other platform, people tend to copy you. So, your competitors will start taking your ideas if they're good. Um, there's a lot of copying that goes on. But if you have a really strong personal brand, people cannot copy you. They cannot copy your story.

They can't copy your sense of humor, your tone, your experiences. So, this is something to really, really lean into with your content. So your personal brand is like I said your story, your reason for starting your business, where you came from, how your business was built, your tone, so what kind of like um personality your brand has, like is it funny, is it light-hearted, is it compassionate, is it serious, is it friendly? Really like take a step back from your account and really try and figure these things out because when you're able to be really

consistent with Your tone and your story and things like that, that's where you start seeing a bit of momentum. Also, your opinions. This is especially true if you are like a coach or a service provider and you maybe have certain opinions about your niche or your industry. If you take certain counter stances, that can make you really memorable. And then also the way that you do things. Again, a bit more applicable if you are a service provider or a coach, but if you have different kinds of processes or methods that makes you stand out, but

if you're a product, this is your USPs about your product. So, those are all the things that make up a personal brand. Personal brands are not built overnight. They are things that come about through the more content you create. You start to notice what kind of content, what tone of content people resonate with and then you lean more into those things. So, it's not something that happens immediately, but it's something to be really conscious of when it comes to your content. And the more conscious you are of this with every single video you create, the

faster you will build a personal brand. And I always say like I have a module in the course called the magnet content method. And this is all about how to weave personal brand into your content. But basically with every single video you do, whatever that video is about, always ask yourself, how can I put more of my personal brand into this video? Can I add an anecdote that is going to be personal to me? Can I add an opinion that is going to make me stand out? Can I add my sense of humor? Can I

add some kind of visual um aspect to this that is consistent with the rest of my content? Every single time you do a video, really focus on personal brand. That's going to make it different. So another thing that is very important as a foundational element of your strategy is your ICP. So your target audience or your ideal customer or ideal client. And this is something that is really really overlooked but is vitally important with Tik Tok because as I mentioned before the way that Tik Tok works is whenever you post a video Tik Tok analyzes

that video. It tries to understand what this video is about and who it is for. So, if you really understand who your video is for, that influences the topics you talk about, the language you use, the tone, the references you make, and Tik Tok uses all of that information to get it in front of the right people. So, you need to understand not just who your audience are, but also like in terms of their demographics, I guess, like male, female, this age, from this location, but you need to understand what are your audience's pain points.

What do they struggle with? What are their desires? What do they want to achieve? What are their behaviors? Especially when it comes to consumption of online content. What other kind of content are they looking at? What are their buying buying triggers? Like what triggers them to buy? Is it status? Is it a sense of FOMO? Is it impulse purchases? And what are their main objections when it comes to buying products or services like yours? Is it price? Is it feeling like um is it trust? Is it feeling like they've already got one of these things

and they might not need any more of them. So really try and get a good handle on all of these things because if you understand what your audience's pain points are, for example, like what they struggle with, you can lead your video with those things. You maybe have a hook that really latches on to an audience painoint and goes with that. And if you're able to do that, if you speak to a pain point really specifically, Whenever people whenever your video lands on somebody's for you page, they're going to be able to selfidentify really quickly

and go, "Oh, that sounds like me." And you create a really strong emotional connection. So understanding all of these things is one of the first things that I would do. I would like really go back to basics. Think about who your audience is and really try and map out all of these things. Even just a couple of points for each one can help you start to build a fuller picture of who they are so you can better get in front of them. Um I am so nasely with this cold. I'm so so sorry. So now

we'll go into all the different types of businesses and what type of content to create for each of them because it is slightly different. So product based businesses I would say probably have the hardest time on Tik Tok for a few reasons but primarily because if you are selling or promoting a product that is not able to be purchased on Tik Tok shop you will have a very hard time using Tik Tok to generate direct sales because Tik Tok wants everything to be purchased through Tik Tok shop. It does not like you pushing people off

the app to go and buy something, which makes it really hard to include call to actions in your videos or telling people where to go to buy something, but it's not impossible if you're not on Tik Tok shop. It's by no means impossible, but sometimes it can be a little bit harder to get those direct sales. So maybe a more applicable goal for your account is brand awareness and growth that will then lead to sales in the long run. So in terms of your product based business, the types of content that you can kind of

cycle through are first of all your product in use. You obviously want to show the product on how it works. You want to show the benefits of the product. Like I said before, people buy a feeling, they Don't buy product. So you want to show how this product is going to save them time, save them money, make them look better, make them feel better, whatever it might be. Sell those things. You can show satisfying demos of the product. You can show how to use the product. You can do educational content on how this product can

be used, what it's good for, all of that. But product related content should be your primary content if you're trying to sell the product. Um, you can do behind the scenes content. This is really good for getting people to get to know you. Maybe getting to know your story, getting to know your processes. You can show um videos of the packaging process, the production, daily life, maybe if you're working in an office doing little vlogs, um that kind of storytelling content as well. I would really encourage you if you haven't already, no matter what type

of business you are, to do some kind of storytelling video telling the story of how your business started and where you are now. This tends to work best in a voiceover format where you're doing a really impactful story, cut to loads of footage of maybe how your business started and where it is going. It could be just footage of you like going about your day, packing orders, printing labels, doing all of that. But the voice over is the main part of it. You're telling a story. You script that voice over first. try and cut it

to like a tight a tight 90 seconds. Really good storytelling hook and then you want to just basically tell people why you started create an emotional connection with them. If you haven't done one of these videos, I would definitely encourage you to go and do that for all business types regardless of whether it's product or service based. Another type of content that tends to work exceptionally well for product based businesses is UGC and any sort of like customer videos. So This is basically how Tik Tok shop works. every single like Tik Tok shop video from

an affiliate is a piece of UGC content. This is user generated content. It's normal people using your products, reviewing or promoting your products. This tends to work best because it builds trust because it's real people recommending things to real people rather than you as a business telling people how good the product is. There tends to be a layer of trust. I have worked with a lot of big businesses who use Tik Tok shop. Like really big businesses who make millions through Tik Tok shop. 90% of the sales that they get come from affiliates, not their

own personal brand page. Affiliate marketing, UGC marketing is extremely extremely powerful. So, if there are any sort of like influencers, they don't have to be massive influencers, even micro influencers that you could work with to help you create content that's going to be a bit more trustworthy, that might be something worth investing in. And like I said, it could be a micro influencer who maybe only has like a couple of thousand followers, but they're really in line with your brand. that is sometimes worth investing in to get that content that then you can use in

your ads that you can use on your own account and that that creator can promote on their account as well. The next thing is trends as I mentioned before. So joining trends or trending sounds, trending video formats, but always keep them on brand. Do not try and shoehorn a trend in just cuz it's trending. Do not do it unless it really fits with you and your mission and who you are and your goals. And then as I kind of mentioned, if you're not selling through Tik Tok shop, be quite careful With your call to actions.

So I'll talk a little bit more about call to actions in a moment, but try not to put any website links anywhere. Try not to tell people like go to the website and then click this. You need to be quite cautious with your call to actions and I'll I'll get into that as we go through it. So those are product based businesses. Those would be the main types of content that I would suggest cycling through on your account. With service-based businesses, you your goal is really building trust and authority that showing that you are the

best at what you do and that what you do can help people. So, the types of content that tend to work best for service-based businesses are before and after transformation. So, these could be visual or narrative. Showing like what maybe you're a coach, maybe you're a therapist. Talking about how you have helped clients, that's a before and after transformation as well. So showing how you took somebody from here to there, that can be a really good effective type of content because it's it is essentially a little bit of social proof. So educational content as well.

So showing yourself as an expert in your field. So tips, advice, tricks, tutorials, recommendations, all of that kind of content is really good for building your authority within your space. Process insight. So talking about what it is like to work with you. Again, client stories, that kind of content as well tends to work well. relatable content showing the human side of your business. So, this could be some storytelling content as mentioned before, but also um like little vlog style footage or just any sort of like observations, personality driven content that can work quite well just

to add some texture to your account. And then social proof, which is client stories, reviews, testimonials, and case studies. This type of content is the best type of content for converting people into clients. When people see themselves reflected in the stories of your customers, if they identify with the issues that your customers had at the start, that makes them more likely to purchase. This is the best type of high converting content. So, those would be the main type of content, but it's really all about authority, trust, and education. Whenever you're kind of in a service

um based capacity, then coaches, if you're like more um like kind of fitness coach, that kind of thing, um it's fairly similar. It's about like credibility, authority, and connection. You It's very similar to a service-based business framework, but you're kind of more focused on that personal connection with your audience. So, you maybe talk a little bit about your own story, like I have been where you are type of content. Um, little mini training uh tasters as well can fit into that, but it's going to be really similar to the service uh side of things, but

it's really about credibility, connection, and conversions with your content. So those would be the main types of businesses and the main types of content that I would suggest for each there is also the option to go down the route of founder content. So rather than having an account for your business, you have your own personal account and build your personal brand and then grow your business as a byproduct of that. So your business content kind of comes secondary to your your personal founder content. So, I don't know if any of you guys follow like Grace

Beverly, who is like the CEO of like Tala or Shreddy. They're both kind of one's like an apparel company. The other is like a fitness app or Ben Francis from Gym Shark. They would both have founderled content uh founderled accounts where basically they build Their personal brand, build themselves as an influencer. They maybe talk about the processes of their business as part of their account, but most of their content is about them and their lifestyle and all of their business stuff comes secondary to that. This is a route that a lot of people are going

down and it tends to work quite well because it kind of really taps into that whole thing of people buy from people. So, what I have I've worked with a couple of businesses to do a mixture of both. They maybe have a business account where they focus more on like education, client stories, all of that. and then they have a founder account to go alongside it where they talk about um their own opinions, their own processes, their own story and they kind of separate the two. Sometimes that can be worth experimenting with to see which

one kind of takes off. If one does better than the other, then you maybe kind of lean into that and like kind of leave that other account a little bit more dormant, but that can sometimes be a route to go down. So, usually it's the founder that does the founder content, but sometimes it can be like the marketing manager or somebody who is like a face of the team. But it's really about sharing the values um the stories um and more kind of like entertaining content. It's really not about polished brand videos or tra traditional

ads. It's the person behind the brand and building that like authenticity that is the kind of main grab I guess of that founder content. In order to do this really effectively like I said storytelling content. So little mini stories. It doesn't have to be your entire life story or business story. You can do like little mini stories like here's the story of the day that I got my first client. Here's a story of the day that everything went wrong in the factory. Those kind of little mini stories, behind the scenes content, so showing your processes,

packing orders, testing new products, daily routines. You can also bring people into your content so you can get your audience more involved like um here is a new product that we're testing, help us name this, help us decide on the packaging, that kind of thing. That can like increase interactivity. And then a little bit of educational or expert content as well just to kind of position you as a trusted authority. So some tips uh insights hacks whatever it might be related to your niche. So you you really want to make sure that it is personality

driven. So you are really focused on getting your personality, your sense of humor, your opinions really like that is kind of the main focus of this type of content and any sort of like vision, mission and thought leadership as well. So what do you stand for? What are your values? What are you passionate about? You lead with that in your content. So, the next part I'm going to go into is the funnel. And I have talked a little bit about this in my Tik Tok content. There's also a module um like a previous module in

the course all about how to use a funnel as a small business to be able to gener generate sales or leads. So, I'm going to talk you through this. So, with a funnel, you are essentially splitting your content into three different types. You have top ofunnel content that aims to attract your target audience. Middle ofunnel content that aims to nurture or educate your target audience. And then bottom of funnel content that aims to convert your target audience. With your top ofunnel content, you're talking to cold audiences, people who don't know you, who have never seen

you, who aren't actively looking for your products or services. You're just getting in front of the right people. With your middle of Funnel content, you're speaking to warm leads essentially. So, people who have a little bit of an interest, who want to know a little bit more, and then at the bottom of the funnel, you're speaking to like really warm leads, like essentially hot leads who are ready to convert, but maybe have a couple of questions and a couple of objectives. So, I'm going to show you what I mean by all of this. So, with

your top ofunnel content, like I said, cold audiences, people who have never seen you before, this is content where you just want to get in front of the right audience. This tends to be really quick, brief, snackable pieces of valuable content. Three really good tips for this. One really good hack for that. It could also be really relatable content. So like that POV style content where it's text on the screen. You're saying something really brief but really relatable to your audience. The goal is just to get in front of people. You're speaking to your audience's

pain points, their struggles, maybe in a humorous, light-hearted way. With middle of funnel content, like I said, you're speaking to warmer audiences. These are people who are maybe actively searching for services or products like yours. They maybe don't have a lot of information, but this is where you build your expertise and authority. You show these people that you are the person to be trusted. You know what you're talking about, and you can solve their problems. This type of content tends to be pretty problem-solving content. It tends to be longer. Um, it's explainers, it's how-tos, it's

a bit more detailed content. And this is where you start to introduce who you are. So, with your top offunnel content, you're just providing value. You're getting in front of people. With middle of funnel content, This tends to be more talking to camera videos where you're maybe giving a bit of context. This is why in a lot of my videos, I will say things like, "Hi, my name is Lana. I run the content club." That's just getting in front of people. Most of my content is middle of funnel content. So, you start planting the seeds

for what you have to offer. With your bottom ofunnel content, this is your warmest audience. So, you're talking to people who are actively looking for your products or services or products or services like yours. And the aim here is to convert them. So, this is where your um social proof, your case studies, um your reviews, your testimonials, objection handling, problem solving content really comes into play. With this type of content, you want very strong and clear call to actions. You want to tell people exactly where to go and what to do. So, click the link

in my bio to go and get my free guide now. Click the link in my bio to book with me. I've only got two spaces left for this week. Um it could be send me a DM and I will send you the link to this. It could be comment this word and I will send you my guide. Whatever it might be, have a clear call to action. Tell people exactly what you want them to do. So, middle ofunnel content, you're planting the seeds. This is what I offer. Just so you know, this these are the

things I help people with. Bottom of funnel content, you need to go and get this now. That's essentially the vibe of this. But with this funnel, you're essentially taking people on a journey from never having heard of you, not knowing much about your services, to learning a little bit more, being educated, starting to trust you to the bottom of the funnel where they feel like they need your services. This can be a really effective way, and it's really it's especially good for service- based businesses. Um, and what what I would suggest doing is splitting your

content equally into threes. So 30 about well about 30% top ofunnel content maybe About 40% middle of funnel content and then the remaining 30% bottom of funnel content. You don't want too much bottom ofunnel content because bottom ofunnel content tends to be a bit more promotional and promotional content doesn't tend to do as well. So you want to limit this to make it really super effective. Bottom of funnel content will always get less views. That is totally normal. You you should not care about views with the bottom of the funnel. It's all about generating leads,

generating sales, generating signups, whatever it might be. So the views tend to get less the more down the funnel you get. Your top of funnel content should have the highest views, middle of funnel, medium views, bottom of funnel, least amount of views. So funnels can work exceptionally well. So this is an example of how this would work for somebody who is a life coach for women in their 30s or 40s. So the top of the funnel content might be things like, if you feel like you're doing everything right, but you still feel stuck, this is

a message for you. And then it could be some kind of like inspirational motivational message or um three three signs that you're not lazy, you're just burned out, three really good pieces of value, really impactful that's it's just getting in front of people or here is one mindset shift that changed everything for me in my 30s. It could be a bit of text on the screen. It could be you talking to camera for like a minute. The middle of funnel content would be a bit more detailed. So it's things like here's the exact exercise I

do with my clients to stop spiraling thoughts. Here's exactly how to create boundaries without feeling guilty, step by step. Let me show you how my coaching works. This is what I'd ask you on our first call. Here are three things I tell every client who struggles with confidence. Or here's what my client said to me after just four weeks of working together. So, This is where you're showing your expertise. You're showing people what you do. You're showing them how you solve their problems. And then your bottom of funnel content might look something like this. So,

um, my clients come to me feeling lost. Here's how they feel after 3 months together. And then it could be screenshots of reviews or bits of feedback that you've got. Um, if you've been watching me for a while and you're ready to stop overthinking and start rebuilding your confidence, my onetoone coaching is open this week. And then maybe you go into detail about what your what your onetoone coaching um, helps people achieve, handle some objections in that as well. Or here's exactly what you get when you work with me. And then maybe show them behind

the scenes of your services. Then like I said, client testimonials, that social proof, showing before and afters, transformations, that kind of thing. Or answering any FAQs. So, if you get any like comments on any of your videos being like um what how much does it cost to work with you or can I work with you if I'm in uh like Canada, wherever it might be, do video replies to those comments where you answer those FAQs and then include a really strong call to action pushing people to go and book or sign up or purchase. So,

talked a little bit about actions. Called actions are very, very important because you want people to actually do something with your videos. You could there are lots of different types of called actions. So in your middle of funnel and kind of top of funnel content, you can have softer call to actions that are maybe more interaction based like save this video for later. Comment and let me know if you feel feel like this. But if it's a more bottom of funnel video, you want to tell people exactly what to do. So click the link in

my bio to go and get my free guide. One very clear called action. The More called actions you have in a video, the more you will give people kind of like decision paralysis. They won't know what to do, so they'll just do nothing. So make it really clear. be quite specific with your call to action. So, not just like, "Click the link in my bio to sign up." Click the link in my bio to sign up today and you'll get 30% off. Or, "Click the link in my bio to get the exact guide that helped

this client go from this to this." Or, "Click the link in my bio to go and get the blueprint that has helped over 3,000 people do X, Y, or Zed." Give context and give a bit of reason. You can also create a bit of FOMO or urgency, saying like, "There are only a certain amount of spaces left." um or you need to get in this before doors close, like that kind of thing. That can be helpful as well, just for stimulating a bit um of hurried engagement, I guess. So, call to actions, very important, but

really important on your bottom of funnel content and kind of in the middle of the funnel as well. So, in terms of just final tips for using Tik Tok for your business, one of the main things I would say is really understand Tik Tok culture. So spend time on the app like really as a consumer seeing what your potential customers are watching and what they engage with and finding those communities. So as I said at the start understanding your target audiences is so important. So really think like them. Look at the content they look at.

See what they follow. Look at the trends. Look at the types of content that they are engaging with and see how you can emulate that. Make sure you're always experimenting, always iterating. Do not be afraid to try new things. Don't be afraid to fail because sometimes that is the only way to learn what works and what doesn't. Have fun with your Content. Engage beyond views. So, make sure you're always like responding to comments, thanking people, being polite, fostering those relationships cuz honestly, having a small engaged community can be so much more effective and so much

more beneficial for your business than having a massive audience that aren't engaged. And then be consistent with your content. So try and have a schedule that you can stick to with your posting. Like maybe three to five times a week to start with. The more content you create, the easier it might get, but try and have a consistent schedule because that's the only way you're going to be able to see what's working and what's not. If you're posting 10 times a week, one week and then three times a week the next week, it's going to

be hard for you to analyze what has worked and what hasn't because you don't have that control of the same amount of posts every week to compare against. So it can be very helpful just to kind of see what works. But Tik Tok really likes consistency as well. It likes to see creators who are consistently putting out content and it also helps with your audience if they know that you're consistently putting out content so they can rely on you for the content that you are creating. So consistency is really important but I really this first

one I I think this is really important like understand what your audience are watching what they are engaging with. Look at the other creators in your niche. If you have if you're selling a certain product or if you're providing a certain service, search for that in the Tik Tok search bar. See what types of videos come up first and see what sorts of videos that people are engaging with. And ask yourself, what kind of hooks are these videos using? What kind of formats are they in? What length are these videos? How are they filmed? And

really think to yourself, how can I do the same? Nobody owns a format. You can copy people's formats, just don't copy their actual content. That's kind of where you step over a line. look at the formats that work and try and emulate those. So hopefully that all helps. Um I've included a discount code for anybody who is not a member of the content club and is on this call. I know there are a couple of people um but most people in here will be on the content club. I'm so sorry I'm like dying of cold

here. I'm getting more nasal by the by the second. But yes, if anybody has any questions, please um fire them through here because I like there's loads of nuance when it comes to um using Tik Tok for uh your business. Hold on two seconds. I just stopped uh sharing here. Um yes, there's loads of nuance to businesses and every business is different. So if you do have any questions, throw them in there and hopefully I can help. Oh, I can see questions already. Um, oh, Rebecca has asked, "Is it true that you should avoid saying

link in bio and free as Tik Tok suppresses it?" So, yes, kind of. So, Tik Tok really doesn't like you pushing people off the app. It doesn't like you telling people to go elsewhere. Its goal is to keep people on the app. So when you are um trying to push people to the link in your bio, you want to make sure that the video you are creating is really really valuable so that it kind of like um overrides the link in bio, if that makes sense. If the video is really valuable and it's giving something

to your audience and it's getting a lot of engagement, having that line of link in bio almost kind of doesn't really matter too much. But if you have a really overly promotional post where the main Point of it is to push people to the link in your bio, that's where it can get um a little bit into different territory. Uh where is my Let me I'm just going to blow my nose really quickly here. Sorry. Three seconds. I honestly dying see having two small children that are in nursery and it's absolutely killing me at the

minute. Um so yes, just be very careful with your call to actions. But this is something that I have been experimenting with just to kind of test like how far I can push things. I have like usually what I do like when I'm trying to get like signups to my course or clients for whatever it might be, I push people to DM me. I always send my videos like DM me if you want discount code, DM me if you want to talk about this. Some people like that, some people don't. I just find that works

for me. Um, I kind of find that when I say link in bio, my videos will get slightly suppressed. Um, let me just see. Uh Louisa said, "I have a book talk account reviewing books, but I'm also starting a small candle business that's related to books. Is it okay to combine the two cuz the candles are linked to the books to review?" Yes, absolutely. If it appeals to the same audience, try and keep it on the same account. Make it as easy for yourself as humanly possible. Having two accounts can sometimes be really, really, really

difficult. So, yeah, keep it really um really simple. Um Rachel said, "How do you get on Tik Tok shop as a small business? H or is that impossible?" No, it's by no means impossible. If you want any help with this, send me a message, send me an email, and I can help you with the setup of this and to see if it's viable for you. So, for some businesses, it's not commercially viable, but if you want help with that, I can give you a hand. Um, let me see. Uh, somebody has said, oh, Bri has

said, I've seen somebody mention pointing them to a pinned video, and the pinned video explains how to get the information links. Yeah, I've seen people do that and sometimes that can work effectively, but you're essentially giving people another step and you're creating more work for them. Sometimes you want to keep it as simple as possible for people. Um, should you plug your offers before or after giving the value in a middle of funnel video? So, I yeah, I normally give my I do my plug at the start of the video because most people will drop

off by the end. So, I find that works for me. But if it's like sometimes there is benefit to having your plug at the end because by the end of the video you've got people who are actively really interested and more likely to sign up. Um so I like I would kind of alternate between both and see what happens. You don't want to like add too much to the start of your video that you're putting people off watching the rest of your video essentially. So it kind of depends. Um let me just see. Um uh

um Veron has asked if you wanted to do a post around what coaching is. Do you have any hook examples for this? Um oh I don't I'm not really sure what you mean. Uh what like what your coaching involves. Um I don't have any hook examples for this, but I would say like some of my AI tools would be maybe able to help you with this. Um, how do Tik Tok view you putting links in a DM that takes them out of the app? So, um, what I do is I send people a link to

My specific course, but in your DMs, those links aren't clickable. People have to copy the link into their browser. So, that is kind of it's annoying for people. Um, but you in your DM you can tell people go to click click the link in my bio. Sometimes I'll tell people to do that instead just to make it easier for them. Um Diana has said, "I think I could benefit from a founder account in addition to my business account, but I don't have the capacity to do two accounts to focus on. Can I mix these two

types under your business account?" Yes, absolutely. I would mix them on the two and make it as easy as possible for yourself before um doing that. Bear with me. Sorry, guys. I have like literally the rubbest nose in the world here. Um let me see. Can you change from a business to a personal account if your business has a Tik Tok shop account? Um, so if you are like a seller account, um, yes, I think you can still have a seller account that is a personal account as well. I might be wrong about this, but

I think you can. Um, but yeah, I'm I wouldn't be 100% sure, but I think you can have a personal account that is a seller account as well. But if you are if you have a Tik Tok shop associated to your business account, I would say probably just stay on a business account because then you have all of the access to all of the additional business tools um such as like this the seller center um the advertising tools, the analytics tools. I would maybe just keep it to the business one. I don't think you would

have there would be much benefit to you switching to a personal one unless it was like you wanted access to trending Sounds and that kind of thing. Um let me see. Zena has asked, "Can I use the funnel method to do my lives?" Um, I am a leadership reinvention coach and want to um use my lives to teach and also do a call to action. So, lives are a little bit more difficult. If you were trying to do you could do separate lives, like one is kind of more geared towards people at the top of

the funnel, the next one is more middle of the funnel, and then the next one that week is maybe a bottom of funnel. I wouldn't try to do it all at once on the one live because people are dipping in and out, but you could absolutely do that. That is another thing. Going live um I will do a separate master class all about lives because I get so many questions about this. Going live as a business can be really helpful especially if you are a coach or a service provider. And then if you are um

selling product on Tik Tok shop definitely definitely do live selling. But I will do a master class. I think that'll be my next one all about going live because I get so many questions about it on a daily basis. Um but somebody has just asked how important is going live. Yeah, it c it can be hugely helpful to go live with your business. Like it can be a really good conversion tool. Whenever I go live, I go live to do like a Q&A. I never go live to do anything overly promotional. Whenever I go live,

that is where I get the most amount of signups because it's a way to really show your expertise live on camera without having to like edit or filter any of your videos. Um, so yeah, I think uh yeah, I think that is definitely worth doing. I'll do a separate master class on that just to give everybody like as much information as possible because going live can be really really beneficial. So Stephen has asked how do you recommend we do a testimonial uh type Tik Tok post. So what I tend to do for mine and I

it does work pretty well is whenever like a member of my community does pretty well at something or gets some kind of achievement. I will do a video like talking about like like what amazing thing they have done that other people can learn from and give a really clear example of the achievement they have made. That makes it easier for me because my clients are on TikTok so it's easier to show that. But you can just do a story like here is how I help my client go from this to this. You can use screenshots

of reviews or feedback that they have given you and maybe talk about um the person that you did that uh session with or whatever it might be telling a bit of a story. Here's how I helped so and so go from this to this. Um that's kind of the best way to do it. That kind of storytelling. Uh can you have two accounts in the same niche? Yes, but I wouldn't recommend it cuz it's just too much work and then you end up competing against yourself. Um let me see. Um yeah, Saliana says, "Surely screenshots

of Google reviews as social proof would be boring." Yeah, it is. If that's it on its own, really try and weave the storytelling into it. Like here is the story about how I helped this client achieve this amazing thing and then maybe show the review on screen just to add a social proof, but don't make it the focus of the video. Um does it matter if you post in the app or if you schedule posts from outside the app? I tend to find that it is Slightly better if you post in the app, but if

you need to schedule things outside the app, use it because it's not like that big of a difference that it like it's is such a small difference. Uh, but I would say like like schedule if you need to schedule. Um, Invoka has said, "My link isn't clickable cuz you're under a thousand followers. What do you recommend?" I would say in your call to action. So, if you have under 1,000 followers and you have like quite a like a smaller following, I would say keep your call to actions really based on engagement. So, uh let me

know in the comments what you think. Save this video for later. Send this video to somebody who needs it. I wouldn't go for a hard sale until you've built that community up. Um if that makes sense. Sorry, I'm blowing over again. This is so much fun being ill. Um, let me see. How can you make content for building your expertise, authority, um, or educational content when you make or sell product? So, this can be quite difficult because say you are, for example, a candle maker. You don't really want to go down the route of like

your here are three tips for making your first candle or here are three tips for like getting the um, wax to last longer, whatever it might be, because then you're educating other candle makers, if that makes sense. You want to make sure you're answering key questions that your audience have about the products that you make. So, if I was a candle maker, I would be saying things like like educational content would look like how to choose the best scent for your bathroom or here is what to look for in candles when it comes to ingredients.

So, think of the questions your audience would have rather than education about how your product is made if that makes sense. That that can be quite difficult for product based businesses. Service based businesses tend to have an easier time with educational content, but it can work for product based businesses, but it just depends on the type of questions your audience have. Ya has asked, "How long does it take for Tik Tok to push your videos again after not posting for a while? I took a hiatus and now my views are much lower." Um, yeah, this

is really normal. If you take a bit of a break and then come back to Tik Tok, it almost kind of like punishes you, but it usually goes back to normal within like a week to two weeks if you're posting really, really consistently. um that it shouldn't be too it shouldn't be extended if that makes sense. Oh guys, I really apologize for my intense sickness here. Um oh let me see. Um Zena has said I also run a weekly group coaching on a Wednesday on Zoom. I share one post on Tik Tok a week for

that and put the bitly link on the screen. Yeah, I wouldn't do that. I would avoid doing that. Any kind of like links or on anything, whether it's within the content, Tik Tok will be able to scrape that and it will be suppressed and it could actually violate a guideline. So, I maybe would not do that. Um, Katarina has said, "Should your profile photo be more professional or be personal, casual?" I It kind of depends, but I would usually say personal or casual. Make it look like you're as much of a real person as humanly

possible. Uh, let me see. Z has said, "Do you have any tips on how to make your post compel more human engagement?" Yes, they really Really need to speak to some kind of like emotional connection with people. So, you really need to like tap into a feeling that people have. So, the best way to do this is give really clear examples. I would work with a lot of like therapists, mindset coaches, those types of people. One really big problem a lot of these creators have is that their videos are very abstract. So, it's things like,

you know, how to deal with burnout or how how to be more confident and things like that. Those concepts can mean anything. They mean different things to different people. So, you always want to make sure that you're giving really really clear examples. Um, you know, like what to do if you um have no motivation and feel like bed rotting all weekend. So, that like kind of paints more of a picture that people see themselves reflected in. rather than like abstract concepts of like how to be happier, how to be better, those types of things that

those are really hard for the algorithm to categorize as well. If you're doing a video on how to be more confident, there are a million different types of confidence and that like confidence speaks to different types of people. How to be more confident as a first-time mom, how to be more confident um dating in your 50s, that means so many different types of things. So, you want to be as specific as humanly possible. Paint a picture. Give clear examples that people can see themselves reflected in. That is typically the best way um to be able

to do it. Um let me see. Oh, Zezy has said, "I'm a cake designer and I find it very difficult to get good clients on TikTok." Yes. See, if your business is tied to a location, that Could be very difficult because you have very limited control over where your videos are seen. So you might be a cake designer who designs cakes just for people in a certain part of the UK. A lot of your viewers could be American or European. You have very little control over that. So sometimes for certain businesses, Tik Tok is not

always the best for getting direct sales and direct bookings, but it could be better for growing your brand. So maybe you use Tik Tok to generate sales or not Instagram to generate sales, but Tik Tok to generate brand awareness. Um, if your if your business is kind of really dependent on location, let me see. Oh my god, this is going to kill me. I'm going to go lie down after this. I swear to God. Um, let me see. Uh, um, Nicole has asked, "Where are your videos on how to increase views and grow our account?"

Um, if you mean in the course, all of them. But that's what all of them do in lots of different ways. Um, but yes, uh, and Diana has said, "Are you opening any of the VIP sessions soon?" Yes, I'm actually going to open some VIP sessions maybe tomorrow. I'm going to post in the Discord later today. I think I might open two more slots tomorrow. Um, uh, yeah. Oh my god, I'm like literally going to take every single drug I can after this to clear this. I swear to God. Um but yes, so my VIP

sessions are um just to kind of explain what they are. So uh these are more kind of personal one-to-one coaching and they are more suited to people who are kind of like um business side of things. But essentially what you Get with that is you get a full audit and strategy for your account. So, I will review your account, give you like a personal step-by-step um strategy for going forward, but I will communicate with you every single week, give you weekly content ideas, review your account every week, and go, "Okay, here's what worked this week.

Here's what we can improve upon. Here's a couple more ideas, and just kind of giving you consistent feedback for 6 weeks. You will also be added to a VIP group in Discord where you can get like access to me anytime." That's kind of like where I prioritize my communication. But essentially, it's like basically ongoing communication for six weeks and six weeks of like really intense like onetoone um training. I have one initial call with you to kind of as a discovery call to understand like what you're trying to do, what your goals are, who you

are, your personal brand, all of that. Um and then but you can have like a follow-up call later if you feel like you need it. Um as well. So, um, that's I've taken on seven VIP clients at the moment and some of them are absolutely flying. There's like one fashion creator who has like her like account has just like shot up. I think it's better cuz normally what I would do is I offer people audits and strategies that are kind of like a one-off. I'll do an audit of your account. Here's your strategy. Off you

go. But that kind of personal one-to-one coaching where it's ongoing allows us to refine things, change things, test things out. So, um I I feel like it's working a lot better and that is probably the way that I'm going to do things going forward because people are getting a lot better results. So, um I will post in the general channel in Discord probably later today with details of when I'm going to announce these um and if anybody wants To sign up, I'll put the details for that. But I'll have a couple more spots for November

going live uh probably tomorrow, but I'm going to release December slots in the next couple of weeks as well. So, um there should be more spaces. But I think those are all the questions I have there. Um, but look, if anybody else has any questions at any time, especially for your business, send me an email. So, I'll put my email um in the chat here. Uh, let me see. Cuz this is typically the best way um to get in touch with me because I'm able to kind of like save and prioritize messages. Anytime you have

a question, send me an email. I will take a look. I'll give you a hand um with anything you need. I open 30 slots every Thursday. uh for like the content clinic um if you're aware of this. So as part of the content club every Thursday I open a content clinic where I give 30 slots where you can submit a ticket for me to review your account, give you feedback, give you content ideas. Those go live at 3:00 p.m. 5:00 p.m. and 7:00 p.m. 10 slots go live each time, but I am going to be

increasing this to 50 slots a week going forward from next week. Um so that'll kind of give everybody the option to be able to get help um when you need it. So, um, oh, Louisa said, "Do I have to finish the course before I submit a ticket?" Usually, I would recommend yes because I might end up answering a question that is already answered in the course. But if you feel like you kind of need immediate help and you haven't finished the course yet, go ahead and submit a ticket. That is absolutely fine. Um, and just

to kind of put you on the right track. So, yeah, that's absolutely grand. Um, but yeah, that's a good way to get some feedback from me. If you need any help, if you really kind of like need immediate help with anything, do send me an email. I'll be more than happy to help. Is the course linked in Discord? No. So, the course, Whenever you signed up to the content club, you will have got an automated email like immediately afterwards with a link to the course. If you don't have that, it may be in your spam

or your junk folder. But if you can't find that, send me an email and I'll get that to you as well. Um, but yeah, no, thank you guys. Uh that was really good uh like chatting to you and doing this for you. And yeah, the next master class I do will probably be on lives. But if anybody is interested in like a paid advertising one, let me know and I'll be more than happy to do that as well because I think that could be helpful for a lot of businesses. Um cuz so many businesses waste

so much money on like paid advertising and could be doing really simple things to save the money. Um but yeah, let me know if that would be of interest. But yeah, thank you very much, guys, and have a lovely rest of your day. I'm going to go take some kind of nasal spray. I'm going to go call