BEST OF 2024: TikTok marketing: How to leverage social for business

With a background rooted in a family skincare business, Olivia Jenkins brings over a decade of experience in navigating the ups and downs of the industry. From mastering the art of tenacity to juggling a career, pregnancy, and education, Olivia's journey is one of resilience and determination. She joins us on Flying Solo to share her top learnings from the world of e-commerce, brand strategy, and the power of platforms like TikTok to boost sales.

Key topics:

E-commerce Strategy and Marketing:

- The significant growth of e-commerce during the pandemic.

- Advice for small businesses to embrace e-commerce.

- Importance of an online strategy for established businesses.

Growth Activities and Brand Exposure:

- The necessity for businesses to focus 80-90% of their time on growth activities.

- Social media, email marketing, and collaborations for brand exposure.

- Maximizing effort and exposure through brand partnerships.

Audience Engagement and Promotion:

- Crucial role of list building through email and SMS marketing.

- Recommendations for participating in sales events such as Black Friday and Cyber Monday.

- Exercising caution to avoid eroding brand equity through continuous discounting.

Customer Loyalty and Brand Authenticity:

- Techniques for nurturing customer loyalty through authentic and personal communication.

- Importance of staying close to the customer and nurturing VIP customers.

- Building authenticity by communicating brand values and focusing on unique identity.

TikTok Platform and Content Strategy:

- Significance of TikTok as a platform with high engagement in health, beauty, fashion, and lifestyle industries.

- Recommendations for quality content creation on TikTok, with an emphasis on posting frequency and music as an important element.

- Utilisation of TikTok's touch points and impressions for business presence.

Time stamped overview:

00:00 Key lessons from business journey and investors.

03:22 Childhood skincare brand dream, family business experience.

07:02 Transitioned from product to business consulting services.

10:39 Early focus on growth activities to gain exposure.

15:19 Inbox overload during retail events requires diversification.

18:00 Stay close to customers, focus on authenticity.

20:36 Understand yourself, communicate clearly, and avoid comparison.

24:45 Focus on TikTok, analyze posts, replicate successful content.

28:45 Encourages business plans for startup success.

29:54 Discipline and planning are crucial for success.

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