Grupa B6

The objective

Getting noticed among business owners on TikTok

Dawid Marciniak founded Grupa B6 in 2018. His business goal was to build and manage sales teams. At the time, Marciniak already had 10 years of experience running various businesses, gaining practical and theoretical knowledge as an entrepreneur.

However, the pandemic and other health events made Marciniak review is line of work. He realised that his business experience and acquired knowledge would be useful to many, so he reshaped Grupa B6 to be a consulting business where he would teach marketing.

Under the handle @marketing_na_skroty (marketing made easy), Marciniak is now making a name for himself on TikTok, posting snackable content, ‘Video Shopping Paths’ in particular, to help his current community to easily implement marketing theories. His goal is to make marketing less daunting for entrepreneurs who are at the early stages of their business, and offer the support he wished he’d had in his first days as a businessman.

Marciniak saw a massive opportunity with TikTok to raise awareness about his consulting business and increase the number of new customers.

The solution

Reaching out to all potential trainees with Spark Ads

Marciniak is the kind of TikTok creator that believes in ‘the more you post, the better it gets’. So he’s constantly sharing valuable insights with his community, which is mainly built of entrepreneurs with 1-2 years of experience under their belt, looking for marketing tips and tricks.

Marciniak’s content is simple and to the point: usually, when he has something to share, he just records himself speaking in front of the camera, then does a little editing before posting the video to his TikTok profile in a perfectly native style. When creating his TikTok scripts, he focuses on the problems, dreams, aspirations, and challenges of those in the entrepreneur community.

The marketing expert decided to use Spark Ads solution to reach more people interested in business content and in becoming his trainees. He promoted his daily content on the platform, targeting those over 25, with a business profile on TikTok and a high chance of becoming a trainee. Once people showed interest in his expertise, Marciniak posted customised content to move them down the sales funnel. He calls this strategy micro-persuasion and implies a series of TikTok videos that answer his audience’s main concerns about his business, such as marketing capabilities and the training’s value for money. Usually, this strategy lasts around 2 months and accompanies TikTok ad campaigns.

The results

Business is booming when you get 4x more leads

The results were impressive: by using SparkAds, Marciniak’s locked in more leads and turned many into long-lasting business relationships. His cost per lead dropped by 3x, and his number of leads increased by 4x.

But the good news doesn’t stop here, as the marketing expert managed to increase his conversion rate, too, by 400%. And he also noticed that the cost per action on TikTok is way lower than other platforms, so he’s planning to invest more time, energy, and budget into his profile.

The Spark Ads had a positive impact on his TikTok profile and website too, bringing more quality followers and website visitors and also offered him a great insight: the number of posts on his TikTok profile has a direct impact on the quality of his leads.