TikTok is a visual platform that has a massive user base and is more popular among youngsters. TikTok is successful in grabbing the attention of the audience consistently due to its user-friendly interface, a short-form video format that rightly caters to the attention span of modern audiences. That and other important reasons are why TikTok lead generation can be leveraged to the fullest in terms of creative expression.
Brands realized that TikTok is playing a major role in grabbing the attention of all groups of audience including the young community and is leveraging various capabilities of TikTok to attract, convert, and engage their potential audience.
Marketers leverage TikTok for many marketing strategies including UGC, influencer collaborations, promotions, lead generation, etc. TikTok is used for the lead generation process as it gives various possibilities for businesses to humanize their brand and engage their audience through multiple creative strategies.
If you are thinking of leveraging TikTok for the lead generation process, below are the few steps that will help you to effectively leverage the features of TikTok.
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Prioritize authentic and insightful content
TikTok is widely accepted by audiences because they enjoy various content that includes humor, entertainment, creativity, and education. While TikTok is known for B2C marketing, B2B companies also use TikTok creatively to engage and build relationships with their audience.
One such effective way to engage a B2B audience is by creating compelling content that educates and keeps the audience informed. This way audiences consume content from their favorite platform and format at their convenience and engage with the brand.
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Leverage TikTok ads
TikTok ads provide various capabilities for B2B marketers to optimize their ads and is a powerful lead generation tool. TikTok specifically provides an ad format for lead generation that allows placing CTA. Once the audience clicks on CTA, it redirects to the lead capture form within the TikTok app.
B2B marketers can create a custom audience in TikTok and specifically reach out to audiences that have interacted with their brand previously through TikTok or any other channels. Also, B2B marketers can cater to their audience demographics, interests, and behavior through various targeting options.
TikTok ad formats like In-feed ads, branded hashtags, top-view ads, TikTok live ads, shop now ads, and other ad formats will help you to implement the lead generation process effectively.
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Interactive content
B2B marketers can use interactive content for the TikTok lead generation process. Implement strategies like polls, Q&A sessions, challenges, branded interactive hashtags, interactive product demonstrations, industry-related quizzes that impart knowledge, etc.
Using interactive content through TikTok not only provides information about your brand but also encourages active involvement that increases engagement and brand interaction. Using powerful CTAs in interactive content will lead the users on how to participate in your interactive content. This way, you get the list of potential leads that are more likely to convert.
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Behind-the-scenes
As discussed above, TikTok allows B2B businesses to humanize their brand in the best possible way. Behind the scenes, glimpses are one such format that B2B companies leverage to showcase their company culture, work environment, day-to-day operations, etc. This helps to build trust among the audience and the format is easy to create since it involves recording reality.
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Collaborate with your industry influencers
The influencers have already built trust and credibility with their followers and B2B businesses can leverage this advantage for the lead generation process. With the help of influencers, you soon get access to potential leads who have an interest in your industry. By collaborating with influencers, you can educate your audience about the USPs, your product/service quality, etc.
Hence partnering with the right influencers in your niche/industry will help you tap into the existing audience base, expand the reach of your message, and increase the visibility of their brand to potential leads.
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Leverage creativity to the fullest
TikTok is a platform of creative expression that provides and accepts all the creative possibilities to create content. TikTok’s creative capabilities including using copyrighted songs, visual effects and filters, transitions, creative branded hashtags, augmented reality effects, user-generated challenges, original sound creation, and more provide a lot of freedom and flexibility for businesses to engage their audience.
Leverage all the trends and creatively engage your audience. This not only helps to gain the attention of your audience but also helps to filter out the potential leads that are interested and more likely to convert.
Conclusion
The attention span of the audience has decreased to 12 seconds and TikToks is catered to engage the audience within the limit of the attention span. It is evident majority portion of the young audience uses TikTok, but it is also used by all other target groups including working professionals and the aged population.
Hence it is one of the best creative platforms to reach out to your audience, rightly engage them, build trust, and encourage them to take action. However, B2B marketers must align their TikTok lead generation strategies with their marketing objectives, industry nuances, and trends.
Author: Amy John is a marketing executive with more than 12 years of experience in the execution of marketing and lead generation strategies. Currently, she heads the marketing at Email Data Group, a renowned B2B database provider.
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