In this episode of the Thoughtful Entrepreneur, your host Josh Elledge speaks with the founder and CEO of Fetch & Funnel, Samir ElKamouny.

Fetch & Funnel is an omnichannel media buying agency that accelerates business growth in months, not years. Fetch & Funnel helps their clients navigate major changes and trends in the paid ad space, as well as helping to direct their efforts in new channels such as TikTok. Going back to basics and building your brand is extremely important. You have to be authentic when you're building a brand. It seems obvious, but it's easy to forget and get lost in the weeds. You need to translate your message into what you do to benefit your prospects, not the features you offer.

Josh and Samir explore how to utilize TikTok as a small business. Fetch & Funnel is finding that TikTok either works or it simply doesn't for their clients. Not all brands see success on TikTok, it all depends on what the company offers and who they’re targeting. It takes time to train algorithms and access different audiences using platforms like this one. If you're looking to try adding TikTok to your marketing channels, consider repurposing your Instagram content (or other similar media in video form.) Samir shares that user-generated content always performs the best, especially if you're a product-based company. On TikTok, users are fed content from all types of accounts whether they follow them or not. User-generated ads tend to perform well because it rings as relatable to consumers since they’re created by other TikTok users.

You don't need a robust plan in order to start incorporating TikTok into your marketing. Besides repurposing other content you’ve created, record some simple one-minute tips that you can share with your audience that delivers legitimate value. Be consistent with posting, but you don't need to go all out to get started. Experiment with different types of video-form content to see what your target audience appreciates and enjoys.

Samir shares that this method works organically over time. Yes, you might do some tweaking as you continue to post, but he explains that he has seen success with his clients as long as they are willing to share their expertise via short snackable clips on TikTok. TikTok and Instagram are great for product-based businesses, so those who offer professional services need to know that they aren’t likely to go viral on the platform. However, this doesn’t mean your audience can’t be found on the platform. If you offer authentic value, the people you DO attract on TikTok will be extremely high-value prospects and it can absolutely work for you.

Want to learn more? Check out Fetch & Funnel’s website at https://www.fetchfunnel.com/.

Check out Samir's podcast, eCom Growth Leaders at https://www.fetchfunnel.com/podcast/.

Check out Fetch & Funnel on LinkedIn at https://www.linkedin.com/company/fetch-&-funnel/.

Check out Samir ElKamouny on LinkedIn at https://www.linkedin.com/in/samir-elkamouny/.

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