TikTok vs LinkedIn: what works better? Behind the scenes of marketing at MT Business and Gruby Tom
MT Business, a publisher with extensive experience in promoting business and psychology books, stands out for its strategic approach to marketing campaigns. It not only boldly uses new platforms such as TikTok, but also draws on employees' personal brands to create engaging content. Paweł Jaczewski, head of business development at MT Business, shared the good decisions, the stages of promotion and the lessons learned from running campaigns and adopting new media.
Watch the conversation (in Polish).
Full episode of the SUURowo o marketingu podcast.
From choosing a book to planning a marketing campaign
Every activity at MT Business starts with selecting the books to publish. The selection is based on data analysis, market observation and partner recommendations. Once a book is chosen, a carefully planned communication campaign begins: press books, dedicated mailing lists, press materials for journalists and influencers.
Launching a TikTok channel: experiments, mistakes and adaptation
MT Business saw TikTok as a chance to reach a new kind of audience, including a younger group interested in psychology and self-development. The first results were not impressive, but the team took an experimental approach. One of the videos got 300,000 views, which translated into 500 copies of the book sold.
Main takeaways:
MT Business has proved that well-thought-out, authentic marketing can bring significant results in the publishing industry.
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