How to Make TikTok Work for Your Business
  • Business Growth & Optimisation

How to Make TikTok Work for Your Business

7 min. read06.09.2021
By Team Zeller

When it comes to mastering a new social media platform, there’s no time like the present.

TikTok isn’t merely an infinite source of entertaining videos. In the right hands, it can be a powerful business tool to grow your customer base and increase profits. The trick is knowing how to make the app work for your business.

No matter your business style or type, there’s a TikTok community already waiting for you — whether your goal is to reach new customers, drive product sales, or simply learn how to grow your business. With lockdown freeing up more time for business innovation and future planning, there’s no time like the present to make your first video.

Keep reading to learn why TikTok should be part of your marketing strategy, discover how Zeller merchants are using it to drive more foot traffic to their brick-and-mortar locations, and get some ideas for your first video.

What is TikTok, exactly?

For those unfamiliar with the platform, TikTok is a mobile phone app that houses an endless stream of short videos. When you first download the app, you’re served a random hodgepodge of videos based on a combination of factors — including interests you express as a new user. The more videos you watch, the more the app’s algorithm tailors your feed to feature videos that reflect your interests.

Say you spend more time on average watching cooking tutorials and, conversely, quickly scroll past dance clips. In this case, you’ll soon see more of the former and a lot less of the latter. That’s what makes TikTok such an addictive platform — it feeds the user a curated feed of content, in a seemingly endless loop. The ability to reach a hyper-relevant audience is what makes TikTok such a powerful tool for businesses.

Can it really help grow business?

Amassing more than 2.6 billion downloads across the globe, it’s safe to say that this social media platform is one of the most popular apps in the world. TikTok users typically whittle away nearly an hour a day on the platform, meaning there’s of plenty opportunity to catch their attention with strategic and engaging marketing.

For the staff of Leaf Cafe in Orange, New South Wales, creating TikToks was a way to pass the time and keep morale high during lockdown, when foot traffic was low. However, it didn’t take long for the true benefits of TikTok to be realised.

“At first, it was just a bit of fun — but being on TikTok is actually helping bring in new customers,” says Leaf Cafe manager Lizette Mendigorin. “The other day, a customer visited the cafe because she saw our videos. She said they put a smile on her face, and wanted to tell us. It’s nice to know we’re making other people happy."

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“Our videos are also helping bring back our old customers, who assumed we were closed because of the lockdown. When they visit the cafe, they tell us they knew we were open because of our videos. It’s increased our sales, and motivated our staff to keep making more,” she says.

Fluent Store owners Esha Watt and Logan Nikora knew their target market — sneakerheads — would be on TikTok, and used the platform to create hype around their grand store opening. In their own words, “it blew up like crazy!”

Although the impressive sneaker display and highly coveted products are the obvious heroes of Fluent Store's TikToks, it's not all marketing content. Some of the most popular videos Esha and Logan have created showcase a typical day in the life of small business ownership, and boast tens of thousands of views.

By using localised hashtags, such as #perth, #perthlife, and #perthtodo, Esha and Logan have put Fluent Store on the map for tourists and locals alike, while simultaneously engaging in the small business community.

How to build a strong business presence on TikTok

Establishing a presence on TikTok is as simple as downloading the app from the App Store or Google Play Store and creating an account. From there, have some fun exploring everything the platform has to offer — then follow the below steps to drive more customers to your business.

Understand your audience

TikTok was dubbed the most downloaded app in 2020. Available in over 150 countries, there can be little doubt as to the potential this app holds for businesses wanting to break into new markets and expand their customer base. But who are the most frequent TikTok users?

According to Roy Morgan, women and girls make up over 60% of TikTok users in Australia. But in terms of age, it’s the younger users who are burning the most hours on the platform. In fact, more than a quarter of Generation Alpha (aged 15 and under) have TikTok accounts. Coupled with Generation Z (those aged between 16 and 30), the two cohorts make up over 70% of the app’s Australian user base.

That’s not to say your TikToks won’t reach a different demographic of audience. If you use niche hashtags and create content that is hyper-relevant for a particular type of person, you’ll soon find your perfect customer.

Watch TikToks

One of the best things you can do when starting out is to watch a few TikToks — familiarise yourself with how the app works, how the algorithm operates, and what’s trending at the moment.

Get a feel for what kinds of videos are being produced, and which ones are getting the best engagement. Which songs are popular? Which filters are viewers loving?

Take note, because it will help you create your own cut-through content later on.

Find and engage in your TikTok community

Not only is it important to publish relevant content, but it’s also equally important to create and engage in your community. This means following and engaging with accounts in the same or complementary industry.

Be sure to like, comment and converse with people who show interest in your videos, and in the same vein, make sure you interact with other people’s videos too — that’s what boosts brand sentiment.

You should also spend some time searching for competing businesses and market leaders on TikTok, as they can give you inspiration for your own videos.

Create your first TikTok

Don’t overthink it. Once you’ve watched a few examples, try creating your own.

At this point, it’s important to keep in mind that the success of your video will largely depend on how entertaining it is, so try not to go too hard with the sales pitch — as audiences might lose interest and start scrolling.

Simply hit the ‘+’ button at the bottom of the screen, and tap ‘allow access’ to allow both your camera and microphone to record. From there, hit the red button to start recording. You can add filters, effects, and stickers — and even put a music track behind your clip, thanks to the Apple Music integration.

When it comes time to post your clip, make sure you add relevant hashtags to ensure your video reaches the right audience. Do some research to see what your target audience is clicking on, and discover hashtags that relate to your business.

5 TikTok ideas for your business

Ready to make your first TikTok video, but wondering where to start? Here are some ideas to get those creative juices flowing.

  1. Create a ‘meet the team’ post that introduces your brand, mission, and staff. Make sure you give it a soundtrack that captures the essence of your business.

  2. Host a behind-the-scenes walkthrough of your workplace. If you run a hospitality business, this is a great opportunity to showcase your meat drying chamber or next-generation coffee roaster, for example. If you sell products, you could record your products being lovingly packaged.

  3. What’s your start-up story? Is there anything you learned along the way that could help other would-be business owners? If so, consider sharing your brand’s origin story.

  4. If you’ve received any powerful testimonials recently, you could repurpose them into a video by inviting the customers to share a few words about their experience.

  5. If your business has a corporate social responsibility strategy – share it. Customers are becoming increasingly perceptive when it comes to what they’re buying, eating, and the businesses they support. If you’ve got any sustainable or ethical initiatives, share them with the world.

Whatever you choose to post, remember that no matter how much time and money you put into planning, strategising, creating and sharing content, it’s never guaranteed to go viral. Video popularity is often completely unpredictable. What you can do is ensure you understand your target market, create authentic content, and remain active. All of these ingredients will put you on the path to TikTok success.

At this point, it’s also important to note that TikTok isn’t for everyone. Before investing resources into the platform, think about whether or not your target market uses the app. That said, you can be sure most people have some extra time on their hands in lockdown. So, have some fun, connect with customers, and get ready to present your brand to the TikTok world.

Now you’ve got the knack of TikTok, it’s time to master the entire marketing ecosystem. Sign up to our Business Blog to cash in on valuable insights sent straight to your inbox.

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Meet Zeller: we’re reimagining banking for Australian businesses

Accepting payments, managing your finances, and paying recipients should be simple. Unfortunately, this isn’t always the case. Our research shows the majority of Australian business owners are dissatisfied with their business banking. The truth is, most merchant services solutions aren’t built to help your business thrive. That’s where Zeller comes in. Today, we’re launching Zeller — giving Australian merchants affordable, accessible, and innovative tools that enable businesses to get paid, access their money, and manage cash flow — without ever having to set foot inside a bank. We’re reimagining business banking through powerful new technology, backed up by local support and personalised service. An innovative SME alternative to business banking “Innovative” isn’t a word usually heard in the context of merchant services. Finding integrated financial solutions to grow and support your business often requires you to weave together multiple products from different providers, which typically means longer processing times, more paperwork, and a more frustrating experience. Large enterprises benefit from financial solutions tailored to their specific needs; traditional banks have shown that they’re more than willing to pour resources into supporting big business. However, this comes at a cost to the everyday Aussies behind our small to medium sized businesses. SME owners are typically forced to fit the traditional banking mold, suffering through archaic onboarding processes only to be hit with high fees, lock-in contracts, and slow processing times when the paperwork is complete. For new business owners, this can present what seems like an insurmountable hurdle to starting and growing a venture. With 67% of businesses stating they would prefer a non-Big 4 bank, it’s clear that Australian business banking is fundamentally broken. A lack of innovation from the incumbents means merchants like you are overlooked and underserved, at a time when they should be thriving. Businesses need new tools, technology, and support to grow. And that’s why we built Zeller. What’s in the box Zeller is all-in-one payments and finance solution for Australian businesses. It helps to accelerate your business cash flow by giving you a next-generation EFTPOS terminal, a free business transaction account, and free business Mastercard, all in one box. 1. Zeller Terminal Our research revealed that 71% of business owners using clunky EFTPOS terminals regularly consider switching providers. High costs and expensive fees, slow deposits that impact cash flow, and a lack of local support are all common reasons for businesses looking to switch. The majority of Australian business owners are dissatisfied with outdated EFTPOS technology currently on the market. Zeller Terminal is an all-in-one card payment and EFTPOS solution. Our next-gen payment terminal allows you to accept every payment from every customer – Zeller Terminal accepts contactless devices, contactless cards, chip cards, magstripe cards, and will soon also accept alternative payment methods such as Alipay and ZipPay. As new payment methods continue to emerge and shape the way Australians pay for products and services, Zeller Terminal will adapt to support Australian businesses to grow. Read more about Zeller Terminal . 2. Zeller Transaction Account We understand that being able to effectively manage and access your cash flow is key to the long-term survival of your business.  That’s why we make sure your funds are available as quickly as possible after taking payment from a customer. Zeller Transaction Account is included free when you sign up for Zeller. Your account is instantly ready to use, giving you real-time visibility over your settlements and spending — no lengthy paperwork required. When you take payment through Zeller Terminal, funds are settled directly into your free Zeller Transaction Account within the day. You also have the option of sweeping your funds into any existing bank account, and they’ll be accessible as soon as your bank allows. Read more about Zeller Transaction Account . 3. Zeller Mastercard By giving you the tools to accept payments, store and settle funds, and spend your money, we're significantly reducing the time it takes for you to get access to your funds. According to the Australian Bureau of Statistics, more than 60% of small businesses close within their first three years — and the most cited cause for business failure is poor cash flow. As a business owner, fast access to your funds to pay your staff, suppliers, or buy product, is imperative. Read more about Zeller Mastercard . By seamlessly combining these services into a fully integrated solution, Zeller significantly reduces the time businesses spend on finding a merchant services provider, completing lengthy applications, getting set up, and connecting disparate payments and financial services solutions — all while speeding up your business’s cash flow. Watch the video to see how Zeller works in more detail. Your business, your way Merchant services should work the way your business needs, allowing you to pick and choose the business banking products you need to sustain and grow a profitable business. With Zeller, you have the option to choose the parts you need – Zeller Terminal, Zeller Transaction Account, and Zeller Mastercard work just as powerfully together as an integrated solution as they do alongside your existing products. Learn more about our EFTPOS machines and how our newly launched products are changing business banking for the better.

The Beginner’s Guide to Instagram for Business

Instagram offers a huge opportunity for businesses to capture customers' attention and increase foot traffic. With more than one billion users on the platform and roughly 200 million people visiting at least one Instagram business profile per day, Instagram is a great way for businesses to expand their reach and increase customer engagement, and loyalty. On the flipside, not paying enough attention to your business’s social media presence could be detrimental. For example, a recent study found that 30 per cent of millennials are likely to avoid restaurants with a weak Instagram presence. (This is the demographic that spends an average of five days per year browsing food pictures on Instagram, after all.) When you also consider the fact that millennials visit restaurants more frequently than any other generation, the financial benefits of maintaining an Instagram profile are clear. However, it’s not just restaurant owners that could grow their profits through Instagram. No matter which industry you operate in, your customers are looking you up on social media. With so many people on Instagram each day following and engaging with their favourite brands, learning how to build your business and brand on the platform is vital to your business’s success. Read on for our beginner’s guide to Instagram to learn how to set up your business account, and post quality content that reaches your intended audience. How to set up your business account on Instagram When you’re starting out on Instagram for the purpose of promoting your business and your brand, you’ll want to curate an attractive page with frequently updated posts that draw your target audience in — so they become engaged followers and excited fans. Instagram provides a quick and easy way to get your brand noticed by the right type of people. If you’re looking to fire up your social media presence, but aren’t sure where to start, here are the answers to your important questions. Is the business account free on Instagram? Yes, a business account is completely free of charge on Instagram. You can easily transform your personal profile into a business profile, or start up a new one whenever you need. Once your account is set up, you can choose to create ads and promote posts (which you pay for, depending on the ad budget you set). How to change your Instagram profile to a business profile If you’re switching your existing Instagram profile to a business account, firstly, ensure your profile is set to Public visibility. Private accounts cannot be changed to business profiles. Then, head to the menu icon at the top right of your page and select Settings. Next, tap Accounts, then choose Switch to Professional Account. It’s as simple as that. How to get your business location on Instagram Instagram location tags, or geotags, are precise location coordinates you can add to a Story or post. Geotags put your business on the Instagram map. To create a geotag, you will first need a Facebook business page that’s linked to your Instagram account. Follow the below steps to get set up. Sign in on the Facebook mobile app Enable Location Services Tap Check In within your status update box Type in your business name and add your location Choose a category Select a physical geolocation Add any additional details, then tap Create Claim your location When you add your location tag to Facebook, it will also appear on Instagram. How to link your Facebook business page to Instagram You can link your Facebook page to Instagram from within the Facebook app or the Instagram app. From Instagram, go to your profile page and tap Edit Profile. In Public Business Information select Page. Then you can choose from the list which page you want to link to, and select Done to complete the process. How to promote your Instagram business page Instagram can be a crowded place, however there are a few things you can do to attract more eyes to your business’s Instagram page. Here are some ideas. Ramp up the number of times you post to Instagram every week. Increasing your post frequency gives you a better chance of appearing in your followers’ feeds, and helps to attract new followers. Cross-promote your Instagram posts across other social media networks. Sharing an Instagram post to Facebook or Twitter is a simple way to get even more ROI out of one piece of content. Share user-generated content on your Instagram story. This means finding an Instagram post or story created by one of your customers, and resharing it to your own business’s profile. What to post on my business Instagram One third of the most-viewed Instagram stories come from businesses. Given its potential to reach a wide pool of potential customers, there’s little wonder why savvy business owners turn to Instagram as the lead player in their content marketing strategy. But how do you make an impact? It can be confusing trying to figure out what to post on your feed, what strategies you need to employ, and the best practices to optimise your engagement. Variety is key. You will need to post pictures of your products or services, of course, but you’re not limited to this type of content. If you run a coffee shop, you might feature your customers’ dogs. If you own a restaurant, you could share recipes. If you run a trades and services business, you could turn customer reviews into Instagram posts. What you choose to post depends not only on the type of business you run, but also on your brand as well as the demographic of customer you are hoping to attract. What is the best time to post on Instagram? Knowing when to post and how to navigate the tricky Instagram algorithms will help achieve the best ROI for your efforts. It’s widely considered that posting at lunchtime between 11am and 1pm and in the evenings between 7pm and 9pm will get your posts the most traction. However, it will always depend on your target audience and their location — so it may take a little time to find the sweet spot for your business. Ultimately, it’s a good idea to use the time zone that most of your followers are in when posting the bulk of your content. When your post receives a lot of engagement soon after posting, Instagram will likely show it to more people. Using a tool like Hootsuite to plan and schedule your social media in advance makes it much easier to keep on top of what you're posting, when. The best time of day to post may be your busiest hours of the work day — scheduling your Instagram posts in advance means you still get the benefit of prime time engagement. Which hashtags should I use? Leveraging hashtags is one of the best ways to get your Instagram content in front of more potential customers. Posts with at least one hashtag typically average 12.6% more engagement than posts without; it’s an easy way to grow your reach, and get more comments and likes on your Instagram content. Here are some tips for using hashtags on Instagram. Experiment with the number of hashtags you use. You can use up to 30 hashtags per Instagram post, but sometimes less is more. Use trial and error to see how the number of hashtags used affects your reach. Don’t just stick to the popular hashtags. Use a variety of hashtags so your content doesn’t get lost in the crowd — from trending hashtags, to niche or location-centred hashtags. Use a tool like All Hashtag . Hashtag tools help you create and analyse the top relevant hashtags for your content, and you can easily store your hashtags for when you need them. Once your business is up and running on Instagram, it's time to start building your online community . For more ideas on how to grow your business, sign up to our Business Blog.

9 Questions to Ask When Buying an EFTPOS Terminal

Here's what you need to know about finding the right EFTPOS terminal. Searching for a next-gen EFTPOS machine that accepts modern payment methods, processes payments quickly, settle funds into your business account as fast as possible, and looks good on your countertop? Finding the right terminal for your business is important – you’ll rely on it for secure, fast cashless payments that keep your cash flow looking healthy. Some terminal providers will lock you into long contracts, with expensive termination fees, so knowing what to look out for is key. How much is it to have an EFTPOS machine? The EFTPOS machine you choose will depend on variables such as your budget, sales volumes, Point of Sale (POS) software, and fees associated with your merchant account. It costs $259 to own a Zeller Terminal outright. There are no hidden fees or charges, and no lock-in contracts. When you sign up for Zeller, you also receive a free Zeller Transaction Account (into which funds accepted via Zeller Terminal are settled nightly) and a free Zeller Debit Card — so you can pay suppliers and make business purchases with ease. Keep reading to discover the nine questions you should keep in mind when comparing EFTPOS terminals. 1. Do I understand the fees? Many business owners don’t realise they are agreeing to pay hidden fees, such as expensive terminal fees, until it’s too late. Sign the dotted line and you could be agreeing to pay a lot more than anticipated for your EFTPOS machine — and lock-in contracts usually come with hefty fees for early cancellation. Otherwise cautious business owners fall victim to hidden EFTPOS terminal fees time and time again. However, these fees are required by law to be disclosed somewhere – you just need to know where to look. Make sure to go through the terms and conditions with a fine-tooth comb; never solely rely on a verbal quote. If you’re already using an EFTPOS machine, check your merchant statement as this will tell you the processing fees and other fees you’re currently paying. It’s also important to remember that, in most cases, if you decide to rent your EFTPOS terminal you won’t own it at the end of the payment period. You’re simply paying for the privilege of using it, and will be left empty-handed when the contract ends. Although renting may look like an affordable option at first, it’s a tactic designed to get business owners to pay far more than what the terminal is actually worth. Zeller Terminal is yours to own for one low payment of $259. There’s no lock-in contract or hidden fees; we know you’ll keep using your Zeller Terminal because you love it, not because you have to. Learn more about Zeller Terminal and whether it’s the right solution for your business. 2. Will it be easy to use? Taking payment is usually the last interaction a member of your staff has with a customer. However, time wasted teaching staff the intricacies of a confusing system is time that could be better spent on other parts of the business. The ease with which staff process a payment affects the customer experience at every business. Your EFTPOS payments terminal needs to be easy for all staff to use, with minimal training. This is especially important if you run a retail store that hires casual staff during peak holiday and sales periods, or in another business that regularly hires new workers. When shopping for an EFTPOS terminal, consider whether it has been designed by a team that understands your business. Are the prompts straightforward? Is the user flow intuitive? Your terminal should feel natural and simple to use. If it is, your staff will save time with every transaction – and you’ll save time training them how to use it. 3. Can I customise it to suit my business? Some EFTPOS payment terminal providers will force your business to work their way. This is related to the point above: if you choose a provider who understands your business, you’ll likely find there’s no need to change your internal workflows. An EFTPOS terminal should fit the way you want your business to work. When selecting a terminal provider, consider how well it fits with your established processes. For example, you might want the ability to: restrict the ability to provide a customer with a refund to a small pool of staff, such as managers charge your customers a surcharge enable tipping customise your receipts Choose a provider that gives you the power to customise the way you accept and manage your payments and you’ll save yourself from needing to retrofit your processes to fit the tool. 4. What happens if my internet cuts out? Your business needs to be able to continue processing cashless payments even during periods of internet outage. You don’t want to have to send your customers to the closest ATM, or have them scrambling for cash. Occasionally, small periods of service downtime will be unavoidable. Your internet provider might be down for routine maintenance or there may be a power cut to your area, or another technological issue may impact how your EFTPOS terminal connects to the internet. However, any period of downtime has the potential to negatively affect your business — the impacted customer may never return. That’s why, when you choose Zeller Terminal, you have the option to switch to another network. If you’re experiencing issues with your Wi-Fi provider, it’s simple to connect via 3G to another network and continue processing payments using your SIM card. 5. How often will I need to charge it? These days, many businesses are run on the go — so a mobile EFTPOS terminal is a must. Cafes and restaurants that take payment from the table depend upon a long-lasting battery to get through the day. For a retail store, a long-lasting battery provides the flexibility to take payments from wherever is convenient for the customer. For mobile services such as trades and beauty technicians, having the ability to take payment on the go saves you the hassle of returning to your computer, sending an invoice, then following up until payment is finalised. It’s essential that the EFTPOS terminal you choose has enough battery life to give you peace of mind that you’ll never miss out on crucial transactions. 6. How fast can I put my funds to work? Depending on which payment services provider you choose to use, you could access your funds the same day you earn them – or you could be waiting upwards of three business days. The speed of settlement can have a big impact on your cash flow. Choose a provider that’s slow to settle, and you may find yourself in the frustrating situation of needing a business loan to tide you over until your funds are released. When you use your Zeller Terminal in combination with your free Zeller Transaction Account , you’ll get same-day settlement for your funds so you can spend using your Zeller Debit Card . Or, if you want to use your existing business bank account , your funds will settle the next business day. 7. Is there setup and ongoing support? Painful setup, hard-to-follow instructions, and uncontactable customer service representatives are headaches you simply don’t need. Some EFTPOS terminal providers are intuitive enough to use out of the box, whereas others come with a booklet of instructions you’ll need to follow. Or, you may be asked to book a technician to manage the setup on-site. Once you’re up and running, having multiple ways to ask for help – whenever you need it — is important. If your business operates in the evening and on weekends, look for a provider that offers extended support hours. If something goes wrong and you need answers fast, you need to feel confident that someone will pick up the phone on the other end. 8. Will it protect my business? Fraud is a risk for businesses of any size. Recurring chargeback fraud , in particular, can be costly for a business. When considering any financial services provider, it’s important to check whether it's backed by a team of security experts. You’re trusting this business to handle your money. Zeller’s Support team monitors transactions round the clock — 24 hours, 7 days a week — to prevent fraud before it happens. Backed up by intelligent machine monitoring, our team works to identify and respond to fraudulent attacks in real-time. 9. How soon can I get it? If you’re ready to start selling your products or services now, choosing an EFTPOS terminal that takes weeks to be delivered is an unnecessary setback. Why eat into valuable time you could be turning a profit? Ideally, your EFTPOS terminal will be available for delivery quickly. Even if you’re not ready to start accepting payments at your business, getting your EFTPOS payment terminal as soon as possible will give you extra time to get up to speed with its features and options for customisation. We offer fast, free shipping anywhere in Australia, for all Zeller purchases. Sign up for Zeller in minutes. Zeller Terminal and accessories can be purchased online from the Zeller Shop with free express shipping and same-day dispatch. Once you’ve considered these 9 questions, you should have a good idea of the non-negotiables you need from your EFTPOS terminal provider. Remember to always read the fine print and understand what you’re really paying for when you sign the dotted line.

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