From Views To Conversions: How To Leverage TikTok For Effective Lead Generation

Why TikTok Is An Effective Platform For Lead Generation?

TikTok has rapidly emerged as an influential social media platform, captivating a diverse audience of users. Its unique blend of short video content and creative features makes it an ideal platform for lead generation. From its impressive user base to its innovative advertising options, TikTok has been an invaluable tool for boosting brand awareness and driving conversions.

1. It Enables Campaigns Designed With A Focus On Mobile Platforms.

TikTok is all about short-form videos. Although videos up to 10-17 minutes long can be uploaded and viewed, videos that are 9 minutes or shorter really shine on this platform. In fact, short-form videos are projected to make up 80% of all mobile data traffic in North America. With TikTok, users can spend hours scrolling through videos on their phones and subscribe to their favorite accounts. From an operations standpoint, the mobile format is optimal, as you can run a business account right from your phone. So, if you’re looking to dive into mobile-first campaigns, investing in an app like TikTok is a great way to go.

2. It’s Ideal For Brands Aiming To Reach A Youthful Demographic.

According to YPulse, more than 75% of Gen Zers use TikTok, with nearly two-thirds using it daily. Moreover, the app sparks curiosity and influences buying decisions among many Gen Zers. Notably, a study reveals that after watching a Dynamic Showcase Ad on TikTok (a type of video ad on the platform), 74% of weekly TikTok users from Gen Z would seek additional information on the advertised product. Furthermore, 46% of Gen Z TikTok users have made purchases based on products they saw on TikTok within the past year. This data is crucial for business owners aiming to target a younger audience, as Gen Z will dominate the future market in terms of purchasing power.

3. It Empowers Your Brand To Generate Authentic Content.

Authenticity matters, especially to the younger generations. In a recent study, 92% of Gen Zers indicated that being authentic and genuine to oneself is very or extremely important. Keeping things genuine is integral for getting buyers to believe your business does more than just get consumers to buy products. Doing this can be difficult, but focusing on storytelling is a great place to start. Effectively creating a narrative shows your business goes beyond money and emphasizes the human element of things. In a nutshell? Authentic brands attract quality leads. And with TikTok paving the way for original brand building — especially with content creators with immense influencing power — this platform is the place to be.

Understanding TikTok’s Algorithm

TikTok’s algorithm is designed to quickly determine relevant and engaging content to show each user. It personalizes each user’s “For You” feed. Unlike a reverse chronological feed, the algorithm does not simply show the most recent content first. It aims to rank and distribute videos to optimize for engagement.

Understanding what factors impact content visibility is crucial for creators looking to increase their reach on TikTok. With this platform, interaction is everything – the more likes, shares, comments and overall watch time a video receives signals to TikTok’s algorithm that a piece of content is interesting and relevant to viewers. Using trending audios, hashtags, effects and participating in viral challenges can also give videos a boost as they tap into what is capturing viewer attention at the moment. 

Additionally, both the creator and viewer’s interests and past interactions on the platform help tailor feeds and shape what content gets priority. Factors like video length, captions, device type and more can also optimize visibility. So, creators focused on smart, strategic posting with engaging content that connects with key influencers on the platform are most likely to gain traction. Testing and adjusting based on performance data is key, as small tweaks can make a substantial difference when leveraging TikTok’s complex algorithm.

Getting Seen On TikTok

Create videos that show off your expertise to keep them watching.

Success on TikTok requires understanding not just what to post, but when and how often. Establishing a regular content schedule signals to TikTok’s algorithm that your brand actively engages with its community. This makes it more likely your content will be shown to new viewers. 

• Aim To post 1-3 Times Per Day If Possible. While more frequency is great, quality over quantity wins on TikTok. Spacing out posts avoids flooding your audience while giving each video time to generate views.
• Post Timing Also Matters. Pay attention to when your followers are most active and align content with those high traffic windows for maximum visibility. The prime times are usually mid-morning, mid-afternoon and early evening. 
• Creative Duets & Stitches. Duets and Stitches allow you to build on top of another user’s content. Use these tools to offer commentary, advice or humor. But credit the original video and creator when you can to foster goodwill. 

The keys are consistency in posting, engaging your community by encouraging interaction and actively seeking out synergistic collaborations. Put these strategies into practice and your TikTok channel will gain authority and visibility over time.

Best Practices For Making Engaging TikTok Videos

Here are some tips for making better TikTok content:

1. Keep Videos Short And Sweet: Most TikTok videos are limited to 60 seconds, so make sure to keep your videos concise and to the point.
2. Use Music And Sounds: TikTok is all about music and sound, so make sure to incorporate those into your videos. This can help make your videos more engaging and memorable.
3. Use Effects And Filters: TikTok offers a wide variety of effects and filters that can help make your videos more visually appealing. Experiment with different effects to see what works best for your brand.
4. Incorporate Humor And Storytelling: TikTok users are looking for relatable, entertaining content. Incorporating humor and storytelling into your videos can help make them more engaging and memorable.
5. Use Hashtags: TikTok’s search function is based on hashtags, so make sure to use them in your captions. This will help your videos reach a wider audience.
6. Use Call To Action: Encourage users to engage with your content by using calls to action in your captions and video descriptions.

Generating High-Quality Leads Through TikTok

Now that you know how to capture your audience’s attention, it’s time to explore some effective ways to generate your TikTok Leads.

1. Create A Compelling Profile: Making a good first impression is essential. Make sure that your brand takes advantage of the opportunities with an impressive TikTok profile:

In crafting your company’s brief bio, utilize the limited space of eighty characters to establish a concise and engaging pitch. This condensed message should resonate with users and reflect the appropriate tone. Your bio link serves as the primary gateway for new leads, guiding them to your website to explore your brand, products, or services. Strategically leverage this link, especially in campaigns, to maximize its impact on audience engagement.

2. Collaborate With TikTok Content Creators. TikTok is brimming with creative influencers. Partner up with popular creators who align with your brand to expand brand visibility, enhance ROI and drive leads. This is a highly effective approach to generate leads for your brand.

Check your For You page regularly for up-and-coming challenges.

Before choosing the influencer, you should identify the similarity between your brand and them. You can select macro or micro-influencers.

• Macro influencers will have a larger and more diverse audience and are excellent for raising brand awareness. 
• Micro-influencers will be more focused and niche. Moreover, the trade-off for micro-influencers smaller audiences is a far more engaged and relevant group. This can significantly improve their ability to generate leads.

You can create a unique discount code for each influencer you collaborate with. This can incentivize their audience to consider your products or services, converting them into leads. In return, the influencer would be compensated for any sales. It’s a win-win situation and an excellent opportunity to connect with the influencer.

You can also utilize TikTok’s Creator Marketplace to connect your brand with a relevant influencer. This platform enables the discovery and connection with TikTok creators, thereby increasing your brand’s visibility on the social network.

3. Take Advantage Of TikTok Challenges. Another great way to increase awareness and generate TikTok leads is to join both organic and sponsored TikTok challenges.

A TikTok challenge going viral can put your brand in front of thousands of potential customers. You can either participate in an existing popular TikTok challenge or launch your own TikTok branded challenge.

4. Create Contents That Converts. Like any marketing campaign, content is king. TikTok’s audience is motivated by original and creative content. You don’t need to spend money on expensive video productions to get the right leads. With a few resources, a good understanding of your audience and a creative approach, your TikTok content can go viral.

Here are some pointers to consider when developing your TikTok content strategy to generate leads:

• Consider The Lead’s Stage In Your Sales Funnel: When creating TikTok content, keep in mind who you want to reach out to and where they are in your sales funnel. Is it a lead who is learning about your brand for the first time or one who can be targeted with soft-selling content?
  

  Source: TikTok Marketing Ad Products Study 2022

• Provide Gated Content: Use gated content to convert your TikTok audience into leads. This could be a freebie, blog post, webinar, eBook, or something else. The goal is to direct your prospects to a specific landing page where they can convert. You can use the link in your profile to direct viewers to your video.

• Create a CTA-Focused Video Storyline: Create your content with a specific call to action and include a link to it in the video. Here’s an idea for combining it to storytelling and make an entertaining or educational TikTok video: begin with something that will pique the audience’s interest; then concentrate on the main story of the video, which is the tip or dance; finally, make a relevant offer.

5. Leverage TikTok Lead Generation Ads. These are specific type of advertising offered by the platform to generate leads and collect lead information for your website. These ads include a call-to-action (CTA) button that, when clicked by users, provides an instant form with more information about your business and allows you to obtain the contact details of those interested in your product or service.

Additionally, these ads can redirect users to your website and provide you with their information directly. These are just one of the many ad types offered by TikTok for building leads and gaining recognition.

Setting Up A TikTok Lead Generation Ad Campaign

Now that we’ve covered all the basics, let’s take a closer look on its step-by-step guide.

1. To get started, you have to log into your TikTok Ads Manager. If you don’t have a business profile yet, you can easily create one. And no, you don’t need to have a TikTok profile to use TikTok Ads.
2.  Once you’re logged in, go to Campaign and click Create. Then, select Lead Generation as your Advertising Objective and click Continue.
3. Adjust the bidding strategy by targeting optimization and segmentation. It’s a good idea to bid by CPL (cost per lead), set “leads” as an optimization target and choose billing by CPM (cost per marketing). As for targeting, there are a number of capabilities to choose from, so select the ones that best suit the audience you are looking for.
4. Create your customized instant form according to your objectives. Remember that some elements will be filled in automatically, so take the opportunity to ask questions that will really help you evaluate your leads.

And that’s it! All that’s left is to manually export the leads (you have up to 90 days) or integrate them through TikTok’s custom API and activate them immediately.

TikTok Success Stories

There are numerous businesses that have achieved success utilizing TikTok. Check out these examples of how they’ve leveraged the platform to boost their business growth:

• Fashion Nova, the trendy fashion boutique, has emerged as one of the most sought-after brands on TikTok. Leveraging the platform to display their clothing line and captivate their audience with imaginative and amusing videos, Fashion Nova also partners with influential TikTok creators to expand their reach.
• A handmade jewelry business called Nomad Jewelry used TikTok to showcase their unique designs and tell the story behind their brand. They used the platform to connect with their target audience, generate leads and make sales.
• A food truck named The Lobos Truck leveraged TikTok to showcase their mouthwatering cuisine and cultivated a devoted fanbase. They curated videos highlighting their delectable menu, providing glimpses of the behind-the-scenes action and offering exclusive promotions. This endeavor allowed them to expand their clientele and garner appreciation within their local community.

Generate More Leads With TikTok

TikTok emerges as a dynamic and effective platform, seamlessly transitioning from audience engagement to tangible sales leads. For organizations facing challenges in traditional channels, TikTok represents a transformative opportunity. Its unique immersive nature, impermanence, and the potential for viral distribution of short and captivating videos create an environment conducive to reaching and resonating with a diverse audience. The platform’s visual language serves as a powerful tool for brands, swiftly capturing user attention and converting it into valuable leads.

As TikTok continues to evolve and establish itself as a dominant force, savvy brands embracing and mastering its visual language will likely lead a new era in lead generation. The platform’s ability to connect with audiences, surpassing traditional channels, opens exciting possibilities for businesses willing to adapt and explore innovative avenues for reaching and engaging their target audience.

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We offer free 30-minute consultations so you can discover firsthand how our custom strategies can help capture more high-quality leads for your business. Contact us today and let’s start a productive conversation about intelligently growing your leads and revenue streams.

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