How to Use TikTok as a Marketing Tool

TikTok is a mobile app launched in 2017 for Android and iOS. It allows users to make short, looping videos packed with special effects and musical pieces attached. With over 800 million installs and over 500 million monthly active users (most of them being young adults), it’s a perfect platform for marketing.

1. Create your brands' own channel for videos relevant to your business A lot of brands usually already have well established Instagram and/or Snapchat accounts where video is the focus. But the common trend is for these brands to use TikTok for more lighthearted, satirical video content that may not make the main platforms. Examples of brands who do this are the NBA, The Washington Post and even the San Diego Zoo. How can you apply this technique to your brand? It’s simple. Take what your brand stands for and find something that’s outside of the everyday schedule but still relates to the core of what the brand is. That should be a good starting point for creating a relevant TikTok account within your brand.

2. Collaborate with influencers to open expand your reach If this technique has worked with platforms previously why wouldn’t you want to implement it on this TikTok as well? The point of using an influencer to perhaps takeover your TikTok account for a day or week is to bring a fresh energy to the posts. Having a recognisable individual (or group) on board is a great way for your existing audience to gain a greater sense of trust in your brand. Alongside this, it’s an effective way for you to gain your influencer’s audience as well. And remember, it’s TikTok, so keep it fun and entertaining!

3. General tips TikTok is relatively new, so methods for maximising its use will change as time progresses and the app changes. The best thing you can do is experiment! Why wait for someone to figure out a new way to make the most of this app when you can take the chances yourself and figure out what works best for your brand? Of course, observing others will teach you lessons on what works and what doesn’t but taking it into your own hands will do you a great deal of good as well.

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Choiselle; Natural is better NORVILLE Nydia

At some point in most of our lives, we’ve had a tough relationship with clear skin, not finding products for our skin type, or just not knowing what’s good and what isn’t. Nydia Norville, Saint Lucian born entrepreneur was just as baffled by how little the products that were made available, helped her skin. She sat with us and gave us an idea of where Choiselle came from, how she was inspired to create an all natural skin and body care line and what she hopes is heading her way in the future.

Dazzle: How would you introduce yourself? Nydia: I’m the creative founder of Choiselle which is an all natural, locally made skin care and wellness brand. Some people may have realized that Choiselle is a name play on the town Choiseul where all the arts and crafts originate in Saint Lucia. I was always inspired by how the artists use natural products such as clay and wood to make baskets, pottery and furniture. Similarly, that’s what Choiselle is about. I like to take ingredients that are indigenous to St. Lucia and the Caribbean to create 100% natural products that are effective.

I have a passion for entrepreneurship and small businesses. I love a good rags to riches story; where one started from nothing and turned their passion into something wonderful that’s not only making money but also helps others. There are so many undiscovered and underrated talented people in Saint Lucia and I would love to see the local economy of the country continue to grow. I think we’re progressing in terms of entrepreneurship but I believe that we can go so much further. There are so many opportunities here to tap into.

Dazzle: What kind of background do you have in this field and how does it help you today? Nydia: I went to Seton Hall in Northern New Jersey in the US. I did a Bachelor’s Degree in Business Administration so that’s where the business part comes into play. I didn’t really have much of a chemist background but I did a lot of research and learned a lot along the way through trial and error. I also enrolled in an online course that teaches you from A-Z on how to formulate natural skincare products. I also seem to have a knack for seeing business opportunities all around, especially in St. Lucia. I worked in the fashion industry in NYC for a few years which exposed me to the business and marketing side of beauty and fashion.

Dazzle: Before you decided on Choiselle, was there anything else that you wanted to do? Nydia: I went to school for business so I always knew I wanted to start my own business, I just didn’t know what it would be yet. In high school and college I dabbled in modeling. So after college I had the choice of starting at an entry level position from a company based out of Philadelphia or going to New York to earn a living through modeling. I decided to try my hand in modeling in NYC and use that as a starting point to see how this could help generate the seed money that would lead into entrepreneurship. That’s essentially what I did; I used the money I made from modeling to start my business.

Dazzle: What was your approach to taking this business from its early stages to where it is now? Nydia:I offered only a few products but I did them very well with great packaging. I always told myself to start small but do small well.

I would rather offer my customer 8 or less really great products than 20 mediocre products. I launch when I feel that product meets my standards and the standards of what my customers would want. This could take 1 year, 3, years or even 5 but only when it’s right. Everything I did in the beginning was very grassroots, then social media came on the scene as a great platform that allowed small businesses to reach an international audience. I know it may sound cliché but word-of-mouth is still the best advertisement. When I first launched, I did the logo and label design myself, it was nice to start but as things started to grow I knew I had to take the overall aesthetics of the brand to a higher level. I slowly rebranded into what you see today. Overall, I would say I put out the best thing that I know how to create, I started small and it seems to resonate with people, especially those who actively care about their health. Those who watch what they eat, read labels to understand to an extent what’s going in their bodies, what’s good for their skin, and while my product goes well with everyone, those are the people that it sticks with.

fun facts

What’s the best way for you to spend a weekend? - In the south of the island, hiking, going to the beach, exploring all the hidden gems this island has to offer

What’s your favorite thing about Saint Lucia? - The warmth of the people

What is your go-to food item? - What I really love now is greenfig and saltfish & balawoo (not sure how that’s spelled) fried dry.

Dazzle: What kinds of opportunities has Choiselle created for you? Nydia: I had the opportunity to participate in an OECS trade mission to Guadeloupe. Guadeloupe just recently became an associate member of the OECS. Choiselle was chosen as a business based in Saint Lucia and I was able to travel there and explore many business opportunities that may be available to me there. I also had the opportunity to travel to Jamaica where I participated in The MoDa Collection which is

a 2-3 day curated market of Caribbean small business owners. This give me an opportunity to expose my brand to the Jamaican market. I did that for two years; 2019 and 2018. There are other things to come that are still in the pipeline but so far it has definitely opened up some doors for me. I think people recognize

Dazzle: Describe the general feedback you’ve gotten from your clients and how it has influenced your work. Nydia: Most of the feedback I’ve gotten has been very positive. There’s our Face Elixir that I make with soursop seed oil. I originally formulated this when I was in the US and most Caribbean people would know what soursop seed oil is but North Americans and Europeans were not as knowledgeable or familiar with it. When I launched it, I thought it was a great idea because of the benefits of the soursop seed oil. It’s good for acne prone skin and I have a customer that uses it for eczema. Overall it’s great but I wasn’t sure how the market would respond, especially when it’s not something that my customers might’ve heard of. I was a little nervous but I thought it was unique, so I launched it and people from all walks of life absolutely love it. I get the opportunity to educate them about the fruit and it’s health and skin benefits and it’s becoming more and more popular in the U.S. I remember when I used to do events, I would have it on display on my table. The amount of questions and intrigue that I got was amazing. I have gotten nothing but positive reviews about my products. Also, my products are for all climates and not just harsh winters in New York. Anyone, anywhere can benefit from them .

Dazzle: What achievements do you have in mind for yourself or your business in the near future? Nydia: I actually just want Choiselle to be a brand that’s known island wide, regionally and internationally as a St. Lucian brand. I want it to be that brand that anyone from Saint Lucia can proudly talk about and show with pride, a brand that they are eager to bring it back home with them when they come down.

I want to give back as much as I can to the island. I want Choiselle to be able to impact the economy on this island in terms of growing and positively impacting the agriculture/agro-processing industry. We have so much lush, fertile land and sunshine all year round. Our agricultural and agro-processing output on this island is not nearly as diverse as I think it can be based on the amount of natural God given resources here. Job creation is important to me as well because without jobs and opportunities, people can’t prosper. And finally inspiring others and the youth. If there’s any way I can help upcoming entrepreneurs, whether it’s just a word of encouragement or advice, or having them a part of some kind of mentorship, I would want to help.

//Feature

Producing Dreams and Making Waves Lyndale JAMES pg. 22

Business During & After Corona

COVID-19

We all had big expectations for 2020. Whether it was new business, professional development, vacation or carnival, we all had big plans. Unfortunately, Covid-19 struck like a thief in the night. Everything literally came to a halt overnight and everyone is at the mercy of this Corona pandemic.

We’ve seen the complete shutdown of countries globally. Curfews been implemented and safety and precautionary measures such as social distancing been actioned. This has drastically affected the economy causing job losses and business closures. Industries such as tourism and entertainment have not been spared the wrath of the pandemic.

Five survival recommendations for Small Businesses during Corona Covid-19:

Aim to Breakeven We are all in business to make a profit. However, at this moment it’s challenging to do so, because customers’ may not have the spending power because their disposable income has been reduced. Cash flow needs to be managed wisely. Revenue still needs to be generated and collected. Remember, ‘Cash is King’. This may be the opportune time to access variable costs and make a decision to eliminate all unnecessary expenditure.

Be Innovative Create a product or service that is essential to your customers. Ensure the production is efficient and cost effective in order to be delivered in a timely fashion at a competitive price and still be in demand long after Covid-19.

Brand Positioning Be active on social media and show customers that your company has the right attitude and expertise during this pandemic. Ensure that your message is clear and that you are able to deliver quality service to your customers safely and securely. Please remember excellent customer service is important to them. Your customers will appreciate and remember this when normality is restored and you will see their loyalty shine through.

Essential Staff In many instances, businesses may be operating below capacity. A decision would have to be taken about the workforce, whether it is the reduction of hours or retaining essential staff members for the survival of the business. The key factors would be whether those are versatile or multi-tasked and have a ‘can do’ attitude.

Review Evaluate your company. Review current operations and adjust your business model to suit your customers’ new behavioral pattern. The way we do things now will be the new normal

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