B2B Lead Generation on TikTok in 2022: Everything You Need to Know
We have already written about B2B lead generation on LinkedIn, Instagram and Facebook. But there is one big player, changing digital world as we know it. In a couple of years, TikTok has managed to take over digital space. In 2021, TikTok was ranked the most downloaded app of the year. And not many professionals realize that this platform can be used as an effective channel to generate B2B leads.
With an active user base aged 15 to 24, TikTok has become one of the key platforms for large global brands as well as small businesses. It offers a variety of features and opportunities other platforms lack.
Find out more about the best practices and tips for successful B2B lead generation on TikTok in 2022 in this short guide.
What is lead generation
B2B lead generation is used to identify and initiate an interest of ideal customers for your products or services. B2B marketers capture the attention of leads and nurture them for sales. The process of nurturing sales includes many marketing tactics that build visibility, awareness, and interest within a target audience.
On TikTok, you are closer to a younger audience, which offers a lot of opportunities, however, may be quite challenging. The TikTok phenomenon with short-form content allows you when done right, to reach millions of users across the world. From there you can generate quality leads and get more people to buy your products or services.
The main benefits of lead generation
No business can go without lead generation, as its profit and growth highly depend on a built audience around the company’s brand. Lead generation brings visibility, credibility, trust, and interest from a target audience.
How exactly do leads affect your business? Here’s a look at some benefits of B2B lead generation.
Brand awareness is all about how many people actually heard of your brand. It’s key for new startups and businesses of any size to gain a good reputation among the target audience, which leads to higher profit potential and brand value.
The goal of lead generation is to position your company as a leader in the industry. When a customer needs to purchase a product or service they think of your company first. This requires creative and clear communication of the product value and uniqueness on the market.
When done correctly, lead generation can be extremely cost-effective. With the right messages and offers across all your content, you can reach the most interested consumers. This leads to more sales and revenue.
Nurturing leads helps to turn them into real customers and get higher conversion rates from different marketing efforts. Businesses should focus on lead generation, as it allows them to get more people interested in what they have to offer.
Efficient use of resources
Lead generation has evolved over the years and now with advanced tools powered by AI, marketers can spend less time on mundane tasks. Instead, they can get more creative with their messaging for marketing campaigns. There is no need to look for leads on your own.
You can gather data using automation tools, which also offer powerful analytics features. By analyzing data and identifying key trends and patterns you can create more effective personalized campaigns, specifically tailored for your target audience.
More quality leads
The top priority for marketers is lead generation. This isn’t just a statistic, quality leads are the backbone of any business. You can have all the content you want, but if your target audience doesn’t engage with it and isn’t willing to buy what you are offering, then it’s a waste of time and money.
For an effective lead generation that brings many quality leads, you need to tailor all of your content across different channels to the needs and interests of a specific audience.
A great feature of lead generation is that you can track all the results and measure the success of your campaigns. You can also use your previous results to attract new prospects. Social proof is a major trust aspect, as there’s no better way to convince a new customer to consider your products than a review from a past client.
The data you collect will also help with making well-informed decisions in the future that will lead to more growth opportunities.
Why choose B2B lead generation on TikTok
TikTok has changed the way we perceive content. Now creating unique engaging short-form content is extremely important for a company’s further growth. Even though TikTok is more known as a platform for young audiences and funny dance challenges, the platform is taking new approaches to be more business-oriented.
A study conducted by the Content Marketing Institute
TikTok is constantly working on introducing more features for businesses, so there are many opportunities for B2B companies. More and more companies are discovering the platform as a great way to promote products and generate leads.
Here are the key reasons why businesses should choose TikTok for B2B lead generation:
With the increased use of mobile apps, there is more demand for excellent mobile experiences. TikTok has managed to win the ‘mobile-friendliness’ game and made the user experience simple and smooth. And the short videos that are its main content are perfect for those who watch while at home, taking a break, or during their daily commute.
Businesses have noticed the great potential in short videos and have jumped into trends. It’s a platform where you need to focus on creativity and effective clear communication. A key to success is entertaining, clever, and personal content. Mobile content is so important that there are entire video marketing strategies that prioritize it in their content creation process.
Access to the young audience
Unlike other platforms, TikTok understands what a younger audience needs. The algorithm is advanced and picks various videos for the recommendations that keep people hooked for hours. You can use the app to your greatest advantage and effectively advertise products to a wider audience.
Oberlo demographic on TikTok users ages
Offers tools to make creative videos
TikTok supports brands that create authentic and engaging content that accurately represents the brand’s value. TikTok retains users much better than any other competing platform, the audience is eager to watch new content and engage with brands.
Some businesses have found it difficult to start a TikTok campaign and manage the company’s account, however, everyone can find their specific approach. Some focus on recreating trending videos while keeping their business authenticity present.
Others focus on storytelling so potential customers understand them. Whatever content you prefer as a business, brand value and uniqueness are very important!
Key tips for effective B2B lead generation on TikTok
Get inspired and create unique videos for B2B lead generation that make you stand out from your competitors, to do that follow a few best practices:
First and foremost, be authentic. TikTok is a very personal platform, where to build relationships with your audience, you have to be authentic. On a business account, viewers want to see the people behind the company, their stories, and who are they buying from.
Brands with charismatic leadership have been doing great on this platform, so make your brand more human and connect on personal levels. A brand isn’t just a faceless structure but a group of passionate individuals who are invested in the brand. Make sure to show it through the content you post on TikTok.
Focus on creating relevant engaging content
TikTok video is between 15 and 60 seconds, every second is critical for B2B lead generation. For a user to watch the whole video, it’s important to capture their attention from the very start. Valuable content will help you find your potential customers quickly. For a video, it’s recommended to first provide a problem, a product designed to solve it, and an impact the solution had – all in a few seconds.
Another great marketing technique is the UCG tactic. It encourages users to create content as a response to yours and engage them with your brand or have them participate in a challenge you’ve started.
TikTok UCG Flywheel
Interact with other brands and try to find an interested audience
TikTok isn’t just another way to promote your brand, it’s about building a community around your brand. That means engaging with the audience in the comment section is crucial. Be sure to always have your comments turned on and respond to user comments and questions.
Make sure you’re also active in other brands’ comments, run discussions, and engage with other users. You can also follow hashtags and find content relevant to your industry. This is a great way to find out what your competitors are doing, which tactics they use to engage with the target audience, and analyze what’s working and what’s not.
B2B Lead Generation on TikTok: Final thoughts
TikTok is developing extremely quickly across the world. If you use the right strategies on TikTok and create content that grabs the attention of your potential customers, you’ll generate more quality B2B leads and raise your brand awareness.
As more and more brands are coming to TikTok to communicate with their audience, you can expect many changes and new tools being developed for a better experience for businesses.
Title image source: https://www.trustedreviews.com/news/tiktok-now-uses-ai-for-user-violations-heres-what-it-means-for-you-4154531