How a B2B Marketer Successfully Embraced TikTok

ABOUT THIS EPISODE

One of the most interesting parts of the B2B marketing landscape is watching marketers do their own marketing.

I see a lot of it on LinkedIn – my social media platform of choice.

There are marketers who create text posts, videos, carousels, and, of course, polls.

But, believe it or not, there is life beyond LinkedIn for B2B marketers.

And one of the more intriguing places is TikTok. Yeah, TikTok.

It’s no longer just a social media platform for goofy videos but a place where B2B marketers can successfully leverage.

A marketer who appears to have cracked TikTok is Stephen Pope, who runs SGP Labs in L.A.

In this episode of Marketing Spark, Stephen talks about why he embraced TikTok and his tactical approach to making videos that attract prospects.

Hands more givens and you're listeningto more park, one of the most interesting parts ofthe DB marketing landscape is watching marketers do their own marketing. I see a lot of it on my dad, my SocialMedia Platon Oti. There are marketers o play text, posts, videos, parcels and,of course, whole, but believe it or not. There is lifebeyond Linkin or bed marketers and one of the most intriguing places his ticktongue, yeah, tick, Tom. It's no longer just a social media platform for goofyvideos, but a place where B marketers can successively leverage and a marketer who appears to havecracked tick. Tock is Stephen: Pope who runs G G P labs in La for Stephen Tick.Tock has become a leg, gen machine, so I'm excited to have him on the podcastto talk, Abois approach and keys to success. Welcome to marketing sparkthanks man. I appreciate your being on, or I appreciate I'm always saying that,because I'm a e, I appreciate being on your show, I actually love beinginterview, so I'm really excited to be here and I'm really honored. Thank you. We connected about a year ago, likemany people on linked in so I'd like to start by getting into your linked injourney sure it's a platform that you and I have en embraced and seentremendous Roy. So how did you get into it and how has linked in evolved foryou or how has your approach to linked in evolved over the last year? Oh yeah,that's a great. I actually love that question so so I sold one of my companies or the main company that I built a coupleof years ago and then after I started the next one which I've actually gonethrough several pivots to where I am now I was I had you know seen Gary v.He had been talking about Linkedin. He had been talking about content, I justkind of like I drank the juice. Ultimately like I'm one of those peoplewhere, if I see somebody being successful at something, I don't havethat many doubts. I might I might have doubts in myself, but I don't havedoubts in the in what it can do, and so I was just like you know what I'm goingto go on link in and I'm going to do what he says, I'm going to start doingvideos and I'm going to go for it, and so that's what I did and I startedposting every day. Just like he told me to do, didn't knowwhat I was doing and I started to do a couple of videos like terrified out ofmy mind. To be quite honest with you, you go back to my first Linton video. Istill left it there just for for memories. I'm just really stressed out,and then I ended up taking a a video course that helped me kind of learn howto articulate my ideas and get on camera and then just to kind of like I'veactually gone through quiet, an evolution, because you get a lot ofadvice from people and I'll. Tell you. One of the worst pieces of advice I got is join an engagement group, which is, if people don't know whatthat is, was pods yeah. It's a group of people that pretend to or that notpretend, but they share links and content, and then then they all go inthere and they all engage and everything and all of a sudden you'relike you, were nobody and all of a sudden you're. Getting like fifty likesand comments a day and you feel really good. But then you don't you don't everlearn how to make really good content, so that was kind of the beginning. Iactually right after I got on linked on, I did get like. I got a client likewithin the first week, which I thought was pretty cool, but I quickly learned I quickly.Basically, I started to get really in tune with like how I was feeling aboutwhat I was doing and pretty quickly in those engagement pods. I would go tosleep and I'd even talk to my wife and I'd be like this is ridiculous, likewhat are we doing in here? I'm in I'm engaging with people that I don't evenlike their content. They have nothing...

...to do with what I'm doing, and so Iquickly got out of that and I started started the journey. I'm reallylearning how to create content that performed on its own and that startedto reap the benefits, and I started to to get clients from that peoplereaching out to me and over time that has kind of snowballed, and it's reallymore. The more the more and more I focused on creating value like showingpeople what they could be doing, showing what life could look like ifthey were doing these different things dispelling certain things that theydidn't know or things that they did. They didn'tknow, but they needed to know and showing them that then things juststarted to get better and better, and so I just kept doubling down on thatand kind of trying to find my own voice and like what made me comfortable andwhat felt right. What I'm curious as someone who alsoproduces a lot of content on linked and I'm curious about how you think theplatform is treating content creators these days, you've got creator modewhich will talk about later. There seems to be a lot more people creatingcontent as well. Do you think that link on is rewards content creators? Do youthink that it's tougher to get the spotlight these days, because there'smore people creating content it does? It does seem harder. I always do wonderlike do those engagement, pods drown, otherpeople out, you know, and we can talk about creatormode later, but I I don't think that they're really empowering content creators really, for my pointof view, I think, to empower content creators you give them help to create,and I think that's why platforms like tick tack are doing well is becausethey invented a new way to create content. You know they created a reallycool APP that lets you record videos within the APP and you can you can editit and you can add captions. You can do all this stuff with in ten minutes, andI think that is the innovative thing they like created real tools so and then I you know, and then you dosee a lot of people getting banned. I don't know specifically about any ofthose specific situations other than people complaining a lot, but it doesseem like a large number of people getting banned. So you know it's like. I don't knowwhat it is but like when a lot of times when corporations get really large andthey're dealing with a lot of stuff. It's like individual. You know individual people just seem toget crushed, but I would say this too: it's like number one. Just because youcreate content doesn't doesn't mean you deserve a client or something like youdo have to create good content. I think the first step of creating content isto commit like I did and like you did, but then the next thing is like thenext bar is like. It has to be really really good content, so that won't happen overnight, but youhave to make that immediate switch. You have to say: okay, I committed, but nowI got to make it really good. It has to be better than everyone else's has tobe more. Informative has to be more, has to grab more attention and you haveto be patient as you get there, but you do have to make that next lead. I thinkpeople that are creating good content. They do find their voice and and you'realso developing the skills to move to another platform like tick tock. Thereare some annoying things that happen on Linkedin. I'm curious about whatprompted your exploration of Tick Tock, because for many BB marketers tick tockis is a non starter. I they don't want to be there linked in is the place tobe what was it about the platform that intrigued? You Number One? I was so number one likeabout a year and a half ago, or a year ago, before I had gotten on to leaked in, Ihad download the APP and I was just kind of exploring it, and I thought itwas interesting that what was going on there and then I just I had therealization. I was like wait a minute if I'm there looking at content, then maybe there's not as many of me.So I'm forty two. So maybe there's not as many of me but there's going to bemore. If I'm there than that, I knew...

...that there was going to be. It was thatthere was potential there and I also realized Hey, I'm going there to beentertained and then so then I was like okay. Sothen, if it's just my message that pops up instead of me dancing, there's noreason why somebody wouldn't have as long as it's valuable and it's if I'mtalking to another person like me, then there's no reason why that it couldn'tjust be my content and then I started also kind of breaking down these. Ithink. Sometimes we talk about, b, to B and B C and all this stuff, but Ialways just look at it as like Ede, I'm an entrepreneur talking toentrepreneurs, I'm a person talking to people. So to me, I'm A. I just thinkthat way, sometimes like I don't like, because otherwise you get yourselfboxed in like well. There's no other businesses there. So, but it's justpeople, there's people. If the you know there's people there that are runningbusinesses, then I can talk to them and then I also knew that eventually linkinwould get crowded and that tick talk. You'd, see people blow up overnight,like one video like I've literally had one video on tick tock that kind ofchanged the trajectory of my business, and so I think when you go to aplatform early, you have those interesting opportunities. Just likethe people on Linkedin that got got in early. You see how they're doing now and they have just a larger followingthey have more likes, more comments, more exposure, and I just was like hey,I feel like I could go to tick tock and do the same yeah. I don't know whether you weresmart or present or just got lucky at the right time, but it is interesting.You mentioned life beyond linked in and the fact that linked in maybe losingsome of its momentum, it's getting more crowded. You could argue that the wholea lot of the enthusiasm for club house, for example, was the fact that peoplewere looking for something different. I sense it whether is a desperation ornot may be not desperation, but a hunger for another platform, becausepeople like me- and I think you recognized- that the runway for linkedin let sort of that open space that we can run free and attract a lot of leadsis running out. The Not you've got to have another another plan. You need toplan B or or you know another play. I know I totally commend what you're,what you're doing on Tick Tock and obviously it's paint off just wanted toget into how you got started and what are some of the lessons that you'velearned both in terms of what to do and what not to do on tick top yeah, andjust one note about that, but as before I go in the other thing is like sopeople also get frustrated with the platform either because it's actually your reach is diminishing and you'renot reaching as many people or because you haven't really. You haven't reallydone. You haven't really done a good job on the platform anyway, and so,like you haven't so you're kind of like you just have shiny objects, syndromeand you're, just like. Oh, I want to go. Do something else, even when youhaven't really given linked in a chance, so you do got to give these things achance, but so I will say I was able to grow faster on linked in because I had beencreating or on Tick Tock, because I had already been creating content for along time. So I knew how to do videos. I knew how to capture attention. I knewhow to write headlines. So when I make a video on Tick Tock, I do talk quitequickly compared to the way other people do and I've developed that skillover time. So every once in a while people tell me I talk too quick, which probably is fair, fair feedback,but but what I do on Tick Tock is. I say I tell you exactly what you'regoing to get within the first three or four seconds of watching my video. Isay let me show you how you can generate twenty leads in the next week.Let me show you how you can make a video that is going to capture people'sattention, so I get right to the point. There's no little space in between when I, when the my video pops upbetween when I start speaking, you know I usually have a little bar atthe top that says that reinforces what I'm about to talk about. I get to thepoint really quick. I try to show like actual stuff, so you c n see me goingaround on my white board and trying to...

...demonstrate things. So I think there'sthere's kind of two different ways of going about getting attention on tick.Tock is like, if you're being entertaining, you might not have totake that approach like if you're being funny or or you're playing a reallycool piece of music and people connect with that. You might not have tocapture people's attention like that, but I think from in terms of what I do,which is like coaching people on how to do things. For me in particular, it's important tobe very upfront about what you're going to get and then show you theinformation very quickly and not not lose your attention throughout the thethe thing. So so then, to answer the other question.What I see a lot of people do is when their tick tack starts. It's like! OhHey, you know how you doing. This is whatI'm going to show you today and by then somebody's already gone right got it,and so that, and one final thought, the interesting thing about Tick Tock is:There is a huge opportunity to grow right now, but it's also verycompetitive. So, like you do have to use some of those tactics so that youare viewed if that makes any sense you mentioned earlier, that there was atick tock video that blew up and generated, or basically changed thetrajectory of Your Business, curious about what you were talking about andwhy you think it resonated yeah and that's an interesting story too,because I had I had done an earlier video which had done pretty well and then I had looked back, and I saidhow could I make that one better, so I'll tell you so all it really was wasa a post on how do you repurpose? How do you createa ton of content and generate a lot of a lot of business from a video podcast?So it's nothing nothing different than probably a post that you've made about.How do I take a video podcast and turn it into little clips and something thatChris Walker would have talked about or Gary v when I talked about all I did is:Did my own version of it said: Hey here's! Here's how I take shere's themarketing strategy that you can take, and it all revolves around a videopodcast and creating sending that to the podcasting platforms, and then thisis how you can create a blog from it and then kind of how it how the secondone blew up is that I looked at the first one and I made a few criticaltweaks and the tweak was the first one I said, steal my marketing strategy and then the second one was steel. Thismarketing strategy, that's generating nine million dollars for one of myclients and also generated them ten new clients in one month right. So Iadjusted it to put all the results up front, so they so it had a lot moremeat to it in terms of like you should. This is why you should actually do itother than just like stealing my marketing strategy that doesn't work.You know, and then I also improved some some flow of it. So that was that wasit man, and then it just got like it's like two hundred thousand views and n a lot of people get more views inthat have more followers than me that hit a certain percentage of the marketand booked a tun of leads and Book Me Business and, and then I've had severalothers that have done the same thing. So let's talk a little bit about actualtactical execution like how do you? What does that look like how long yourvideos do you script them walk me through sort of the nitty gritty ofcreating a a tech? Tak. Video again like I have a little bit of anadvantage because I've created so many videos. I used to script every videokind of like story brand. What do people want? What's the problem? Why should they listen to me displaysome empathy that I understand them? What's the process to actually gothrough to achieve what I'm about to tell you and then calling them toaction, not necessarily to call not not a call to action to buy my corse, butto like hey, if you do this, this is what's going to happen. If you don't,this is what's gonna Happen. So that's my general script that I follow onevery video that I ever create every Linton Post. That's the flow I use sothese videos that I'm doing on Tick...

Tock are generally thirty seconds toforty five seconds and I'm following that makeup, and theytake me about ten minutes to fifteen minutes to make, because I can do theentire thing within the tick tock APP. I don't need to send it to a video editor anything like that. I do send it to a video eder after that to repurpose itto other platforms. So what I usually do is like my tactical execution is I'mtalking to the camera. I tell people exactly what they'regoing to get you're going to get this marketing strategy, this you're goingto learn how to automate this. This is this is going to help your businessthis way and then I usually kind of like head to my white board. I've I'vedrawn something out like a diagram. I think it it's all very rough. It's not! I havepretty messy writing. I haven't washed my white board in a while, so it's gotthat black streak yeah and it doesn't really seem to bother people so I'mliterally just taking my phone and going over the white board or going or if I, if I, if I use an application like a Zapperor something I will just point the phone at the screen and I will recordit so like it's very raw and uncut or it's actually very. It's actually verycut like you can, with the tick Tock App you can go in and you can recordyour video in chunks. So if you screw up, you can just erase the previouschunk, which is pretty cool right, so, likeyou don't have to. I don't have to do the the video in forty five secondswithout making a mistake, so I can just so I can record in these little chunksand then you can go in there and then you can actually clip each little chunkto pull off any like space so like. If you look at my videos, there's no spacewithout me talking, but when I recorded it there was right,and so it is it hard to create a video like a technically hard. I mean on TickTock or is that it's actually really easy? That's what yeah! That's whatthat's? What I going back to our original question about what is linkedin not doing for people. This is what Tick Tock did for people. It created areally cool APP to let you make videos, and so it's really easy to make it likea video that took me fifteen minutes I kind of stopped counting but it bookedover. You know twenty five thirty calls well, and I guess that's that's the aother question they had of a tick tack, Er. What are the some of the KI metricsand how do you measure the success of your tick tack efforts and what? WhatKepis for lack of a better term, do you focus on? Well, you know I'm looking atmy follower a count so like I have like a coming up on sixteenths followers.I've done that in a few months- and I I surpassed what I ever did on linked in and then I look at the views so what'sinteresting about tick. Tock is that you can have a video that has threehundred views and then you can have one that has twohundred thousand or two million. I've never had two million, but people do so.You have this huge range of of organic opportunity, which, you might say is a bad thing, but it's actually really agood thing, so you could have no followers and you could have a videothat I gets two million views. So I look at the views and the views tell mea lot. It's like okay, so on Linkedin, it's just like you have a little bit ofa variance. You might have a AH post here or there that just goes nuts andyou have no idea why, but with Tick Tock, that variance is very tellingit's like okay people, people aren't into that like what Iwill say is like on tick tack. If you have more general advice like this ishow to develop a marketing strategy. If it's, if it's too generic, it doesn'ttend to do as well, then, if it's like really specific one of the things Iwant to do with, you is rapid fire around, but before get into it, I'mcurious about your video set up and some of the recommendations that youhave for people looking to get started with video or to raise their games.Walk me through your camera, your Mike you're editing software and give mesome sort of short cuts and tricks thatpeople can use to make to make really good videos a yeah. So on this Ithere's two approaches so on my...

...individual videos that I push to socialmedia. It's all on my all on my phone. I do have lighting in my room, so I douse that. But when it comes to the the short tick tacks and all that kind ofstuff, it's just my phone- I don't let anything get in my way. I don't worryabout too much of the quality. I could probably get a better phone and allthat kind of stuff. So, but then, when it comes to like my podcast or my liveshow, I have a green screen. The main thing that makes that look good is, Ihave. I do have an arsenal of lights. I is this: a video podcast yeah, it's avideo podcast, because I think I could actually show so people can see me. Ican actually show you the behind the scenes. So this is, let me move the real quick.So this is that this is what it looks like. So I got the green screen behindme and then I've got kind of an arsenallife and there these are all very cheap. Actually, so these are the best ones.I've found there. Amazon led lights that are also in case in a and adiffuser, and then I have this ring light here.I've got this light up here to kind of light, the top of my head, because themain thing that makes a green screen look good is a very crisp, very welllit green screen, and so this lights, the top of my head, gets rid of thedarkness around that and then and then I because I'm doing live streaming. Ihave some other stuff, but it just in terms of like the basic stuff. Then Ialso have a Logitech is probably one of the best web cams you can buy. I do have another like a DSLR, it's aLummix, Cessi or seven, or something like that. I haven't set it up onlybecause I know I could make it look better, but the to make it look betterthan the Brio. You have to kind of learn some stuff and I haven't learnedit yet and and then the microphone I use is the the sure s seven B be set up for allthe video geeks out there behind the scenes. Look, is it's pretty awesome?Okay? Well, let me let me get into the into the into the rapid fire around. Soyou can answer these questions. You can say one word you can riff. It really isup to you so you're ready for this. Okay, I'm Ray Social Audio, also knownas Club House. You know I never got into it, partlybecause I do a lot of video, partly because you have to dedicate likespecific time to it. So I'm gonna for me it was overratedand I just could never make my S. I could never make the time I had a ideaswith it and I just never executed on it. Content Marketing, Oh man, I love it. It's not only fun,it's not only fun, but it works really well when you really commit to it andyou make good content, I think it's probably the best way to grow yourbusiness at this point blogging otherwise known as the workhorse of content marketing. I think that's probably a really good thing,it's harder for me. I'm doing it now only because I found that I can take a transcript ofmy podcast and I have an so strategy and I've been able to mix that and sendit to a good writer. So that's part of my longer term thing if I didn't havethat, I probably wouldn't do it, but I think it's probably smart. If you canfigure figure out how to do it. PODCAST I love them. It's funny. I don't listento that many, but I think it's it's. I love to beinterviewed on them. I love to have my own. I think it's a great way to createcontent. I have a prospect right now. That's you know, may I don't know thatthey're going to close, but I hope they do, but but before the sales call, theysaid Hey I've watched like four of your podcast and it also helps no yeah. It helps mecreate content so that people don't understand all the numb like peoplefocus on. Oh, how am I going to get a lot of subscribers and to me it's likethat's, probably a good long term thing to have, but it does so many differentthings for you right out of the gate, as you know...

...that probably very underrated. I guess thatyou really want on your podcast Garv. That's an obvious answer. Instagram for me to be marketing, go orno go instagram. I don't know that. Well, so I just started to push contentthere, but it's just to like build out my system. So I don't really know. Ican't really give people advice on Instagram Cora can't give people advice there. EitherI've read a lot of stuff there, so my guess is like most platforms is. If youget dirty create value there, it's probably harder to create value thereand get noticed now because it's older, but my guess, is if you, if you gothere like on any platform and you provide value and people can find yourstuff that it's probably going to pay off how about read it. That's another place that I haven'tspent a lot of time, but- and I I from what I hear it's kindof brutal, so you might have to have a tough mentality to survive there, butmy guess is again like if you can, if you have that tough mentality, itprobably would work pretty well rank and creator mode yeah this one- I I just don't get it kind of annoys me because it to meit seemed like created more confusion than anything else. People peopletalking about how it increased their engagement, lower their engagement. Ithink it it re revamped your profile and I think it like. I don't thinkanybody cares what hashtags I have or what Hashtags I write about and itpushed my profile or the about section down yeah, just not a fan, maybe maybe atsome point they they make it more meaningful, manton creator mode on or off right now,that's off linked in Poles, the scourge of linked in or or something that offers insight andresearch opportunities. Well, it's funny. I did a linked in live todaywith a guy name Marcus and he was kind of showing you how youcan really use it to basically drive business, so I think you coulduse it pretty strategically. I try, like I, have my own opinions about likepeople's content and like how they use it. I try to kind of like because I'm acontent creater and I'm usually trying to encourage people to get going like Itry not to like you know, bag on people that do this or that. Butto me it seems like there's a lot of a lot of people making poles and like I'm,not sure why they're doing it, but I think if you use, I think, likeeverything, if you do it strategically, you could probably get some good useout of it, especially because I think right now, Lindon is pushing the reachon those more than other posts, top three iphone APPs or Android APPsyeah. So I use tick. TAKO! Excuse me, I used ticktack a lot. I use linked in alot and I use Gmail. I I actually try not to like use myphone too much. It's kind of a boring, a boring landscape, the Best Business Book that you've readrecently one of the best business books thatI've ever read is by Peter F trucker, and it was about management, but hewent off on all sorts of stuff, and I thought that was one of the moreinsightful books that I read he's just he's a consultant and he's helped a lotof a lot of businesses and he talks about like all the different types ofbusinesses, all the different strategic maneuvers you can make. You can be theinnovator, you can be the copier and there was no judgment in the way hetalked about all these different things. He just kind of exposed them and, Iwould say, that's probably the best book I've read recently. Well, thanksfor all the great insights Steven. Where can people learn more about youand SP yeah? So you can go to SP LASCO. You can always contact me there, I'malso on linked in you can just search...

...for Steven G Pope. I should pop rightup pretty pretty accessible. If, if youwant to chat or ask me questions and just send, you can connect with me,send me a dim and usually get back to you pretty quick thanks for listeningto another episode of marketing spark. If you enjoyed the conversation, leavea review subscribe by Itunes, spotify or your favorite podcast Aff, and shareby social media, to learn more about how I help tvas companies as afractional semo for teaching advisor and coach and an email to mark andmarketer got cold I'll talk, O t.

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