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Best Strategies For Generating Leads On TikTok

7min read

Best Strategies For Generating Leads On TikTok

At first, it might seem that TikTok is just a place to post silly videos of people dancing and making terrible jokes — but the business opportunities on TikTok are unlike anything you've ever seen.

With over one billion active users and two billion app installations, TikTok has become an unavoidable phenomenon. But what can your brand do to leverage this app's vast audience and actually bring in new customers?

To help you conquer TikTok, we've compiled a list of the most effective strategies aimed to unlock its full potential. Whether you're new to the app, or just want to improve your performance, these TikTok strategies will enable you to reach millions of new people, create an engaged community around your brand, and ultimately, turn those followers into customers.

So without further ado, let's get started.

Strategy 1: Optimize your business profile for maximum appeal

As is the case on most social media platforms, your profile is the place where potential followers get an introduction to you and your business. This is your chance to tell them what you're all about and what you stand for. Make sure you create a brand profile that stands out and makes a lasting first impression. Here are some tips to help you do just that:

  • Ensure that your profile pic is a good fit. Since this is the very first thing people will see when they come to your profile, make sure to use an attractive image that represents your brand well. Ideally, it should mirror the same logo or colors employed on other platforms, making it easier for people to tell it's part of the same family.
  • Don't forget about your bio. Sure, visitors may be able to grasp some gist of what your business is all about from your videos. However, that shouldn't be the only way they learn about you. What if you create a video that doesn't relate to your brand in any way? Your visitors need another way of learning more about what it is that you do. A bio is therefore necessary. Your TikTok bio needs to be short, sweet, and to the point. It should include a CTA and if appropriate, use an emoji to add a bit of emotion.
  • Choose your URL carefully. The link in your bio is your main weapon in getting new leads. Should it direct people to your ecommerce store, specific landing pages, or a current blog post? That all depends on what you’re trying to achieve. Just be sure that whatever URL you use is updated regularly and reflects the most current goals of your business.

TikTok gives you only a few characters to work with and one opportunity to share a link, so you need to be smart about how you use it. If you’re not sure how to make the most of this opportunity, you can get inspiration from Duolingo’s profile page.

Duolingo’s profile page on TikTok

There are several things in its favor, including:

  • The witty bio that's both platform-relevant and brand-relevant
  • Good use of emojis to keep the character count down
  • And, the direct link to the website for checking out the product

Another brand that's winning the TikTok profile game belongs to the streaming service powerhouse, Netflix. Here, Netflix uses their bio to express their fun and quirky side, with their iconic logo prominently displayed.

Netflix profile page on TikTok

Strategy 2: Produce engaging content

Any social media marketing initiative hinges on the content you create. And this content strategy is beholden to the whims of two parties: your target audience and the social media network itself. So, it can be a tricky path to navigate. Don't worry though. We've got some tips to help you out, at least when it comes to TikTok:

  • Get to the bottom of the questions your customers have. When creating, really think about what your customers are asking. Accounts that are making waves on TikTok post relatable content that answers real questions or addresses problems that people genuinely have. If you supply your viewers with something they'll find valuable at the beginning, it's more likely they'll trust you later on when it's time to purchase.
  • Pay attention to video quality. Not only will a substandard video be difficult to watch, but it could also lead to lower click-through rates and decreased traffic. You don't have to make a big investment in quality cameras and recording equipment if you want high-quality videos. Just make sure you film in well-lit spaces with good audio, free of interference. If clean audio is not possible, add a trending track to your video in place of the original one.
  • Look for new ways to show off your marketing message. The key to success with TikTok is to create entertaining, interactive videos that will get people talking. Pick a key message you want to share and showcase it in innovative ways, like Alo Yoga’s ‘Yogis at the grocery store’ video.
  • Take part in a trend or challenge. If you're new to the world of TikTok marketing, you might have a tough time putting together content that's truly unique. In that case, it might be a good idea to pay attention to what's trending and try to incorporate your products into a trend or challenge that's already happening.
  • Engage with user-generated content. Look for customer-generated posts. If there’s already some good quality content about you out there, aim to share and engage with that. Through UGC, brands can put marketing in the hands of their users, enabling them to earn the social proof they need to connect with consumers.
  • Be creative. And finally, what matters most when it comes to creating great content on TikTok is creativity. Brands that are able to show their creativity in an entertaining and fan-friendly way tend to be more popular with viewers.

In the content game on TikTok, there are a few brands that are head and shoulders above the rest. Morning Brew is one of these brands. Its Tiktok page features on-brand and informative content that's also entertaining and clever.

Morning Brew TikTok profile page

With over 3 million likes on TikTok, Adobe has mastered the art of delivering engaging content. Adobe's videos combine enjoyable how-to demonstrations, and interactive tutorials, and even involve the occasional trend or two. For instance, they posted this video to encourage users to "put a finger down" followed by items or experiences that would synch with their creative stream on TikTok.

Adobe profile page on TikTok

Strategy 3: Collaborate with influencers

The TikTok space is crammed with creative influencers. Whether they blew up on TikTok or already had fame before the app, these figures always attract attention. This is why partnering with top influencers in your niche can greatly assist you in:

  • Increasing awareness,
  • Generating leads,
  • Driving conversions.

Among the earliest examples of TikTok influencer marketing was Dunkin' when they partnered with TikTok megastar Charli D'Amelio. The two worked together to launch several new Dunkin' menu items and produce a number of videos. As a result of their partnership, Dunkin saw their app downloads spike by 57% and cold brew sales jump by 20%.

Best strategies for TikTok marketing

To get started, identify influential people in your niche who you would like to work with as brand ambassadors. An ideal ambassador will have a strong social following in your field and can embody the characteristics of your brand.

When approached, many influencers are more than happy to partner with brands. However, it’s important to be clear about your objectives and find ways that the partnership can help both sides succeed.

Strategy 4: Develop a Tiktok marketing toolkit

Since TikTok is becoming harder and harder to master, it is important to have the right tools at your fingertips if you plan on taking advantage of this social media site.

Whether you are looking to get a lot of followers in a short amount of time, or just want to amp up your exposure a bit, there are tons of tools out there to make the process easy:

  • TikTok automation tools. TikTok automation tools like Tokcaptain essentially manage your TikTok feed for you, so that you can have a more efficient way of growing your following on the popular social media sharing app.
  • Video editing apps. TikTok’s built-in video editing tools can be quite helpful when creating videos, but sometimes you need something more to help make them stand out. Beecut is a great example of a video editing app that can help you add extra effects and make your videos pop. It has many features that allow you to create amazing videos that can truly reflect your brand.
  • Project management solutions. If you're looking for a way to better manage the collaboration aspect behind your TikTok posts, then a project management solution might be worth considering. At its core, these tools are a useful component for streamlining the internal management and collaboration processes between team members. This is why tools like Wrike or Monday can significantly improve the productivity and efficiency of your TikTok strategies.
  • Growth analyzers. There is no doubt that TikTok marketing can be incredibly successful when done correctly. However, there are also many potential weaknesses that can jeopardize your success. One of the biggest potential problems with TikTok campaigns is not measuring its progress effectively. With TikTok analytics tools like Pentos, it becomes easy to measure account growth and content engagement, thus helping you gauge your strategy's effectiveness.

Strategy 5: Consider outsourcing your TikTok marketing efforts

Dealing with the ever-growing and strenuous task of marketing on TikTok might be too much to handle, especially if you’re not skilled in the area. Luckily, there are many specialist social media marketing firms willing to take on this role for you.

Hiring a social media agency isn't just for advertisements anymore- you can use them for all kinds of things. For instance, they can help you:

  • Get access to exclusive knowledge and experience that's hard to come by.
  • Create engaging content that people will want to share.
  • Measure the success of your TikTok campaigns and make adjustments as needed
  • Monitor and respond to customer feedback in a professional manner.
  • Train your employees on Tiktok etiquette and best practices.
  • Track your competitors' TikTok activities and take advantage of any opportunities that arise.

In light of all these benefits, outsourcing your social media marketing could be a no-brainer for you. Not only are these firms experienced and knowledgeable in the field, but they also have access to a vast amount of resources and tools to reach your target audience more effectively. It's now only a matter of looking for a social media marketing agency that meets your needs.

When choosing an agency to manage your social media, be sure to ask around and look at many options before making a final decision. It’s worth doing some research into what makes a good social media agency. For example, learning what a good social media strategy proposal looks like so you know what to lookout for. Contact the agencies on your radar and compare the prices and terms. But do not make an immediate decision based on price alone. Be mindful of quality, reliability, customer service, timeliness of delivery, and so forth, before hiring.

Wrapping up

TikTok's massive user base means there is no shortage of potential customers for brands looking to grow their following. However, despite TikTok's enormous audience, it can be hard for brands to break through and expand their reach. Thankfully, by employing the strategies listed above, you can be well on your way to bringing in more eyeballs and converting them into customers.