Designing a lead gen channel strategy? TikTok is now worth another look.
When you imagine a platform to generate high-quality B2B leads, TikTok might not be the first to come to mind. Traditionally known for its viral dance videos and Gen Z content creators, TikTok has quickly evolved into a powerful discovery platform, with its addictive algorithm and ability to forge genuine connections through authentic, user-generated content (UGC).
But here’s the question: can TikTok drive meaningful results for B2B businesses? The answer is a resounding yes. From raising awareness and driving website traffic to generating qualified leads, TikTok is becoming an indispensable tool in the B2B marketer’s toolkit.
TikTok is a Discovery Powerhouse for Businesses
TikTok’s rise to prominence as a discovery platform has been phenomenal. It makes up 15% of all brand discoveries when paired with media channels, emails, and word-of-mouth. And it’s not just about awareness. TikTok users are active and engaged, with 74% of users visiting a website or store after seeing an ad, and 57% likely to purchase from a brand following a TikTok Lead Generation ad.
These stats aren’t just about consumer audiences. B2B brands are tapping into these behaviours to attract decision-makers who are increasingly engaging with authentic and creative content.
Why TikTok Works for B2B Lead Generation
- Authenticity Rules the Day: TikTok thrives on authenticity through UGC and trend-based content. Unlike traditional B2B methods, TikTok enables brands to connect with their audience on a human level, breaking down corporate barriers and meeting viewers where they are.
- The Sales Funnel is Built-In: TikTok’s ad ecosystem supports the full sales funnel, from generating awareness to converting leads. The platform allows the integration of CRM, pixels, and instant forms within the app for seamless lead generation.
- Action-Oriented Fans: TikTok users aren’t passive scrollers. A staggering 69% of users who submit a lead form on TikTok follow through on their action, making them highly valuable prospects.
Our Proven TikTok Strategy in Action
At DPR&Co, we’ve helped clients unlock TikTok’s potential for both B2C and B2B growth.
For example, when working with household brand Sabco, we grew their TikTok audience from 0 to 23,000 followers over two years, resulting in explosive growth and engagement. Our approach?
- Storytelling and Narratives: Focused on connecting through relatable, authentic stories.
- UGC and EGC Campaigns: Tapping into the voices of customers and employees for genuine content.
- Trend-Based Engagement: Creating content aligned with trending topics that spoke directly to Sabco’s audience interests.
- Key Messages Within Six Seconds: Delivering impactful messages upfront to grab attention.
These tactics, while applied in B2C, showcase how the same principles of authenticity, creativity, and emotional engagement fuel success in B2B campaigns.
The Features That Set TikTok Apart
TikTok’s competitive edge is solidified by its advanced marketing tools. With TikTok Ads Manager, campaigns are now more sophisticated than ever, featuring:
- Smart+ Campaigns: Automatic optimisation for efficiency and performance, rivalling Meta’s capabilities.
- Instant Forms: Pre-filled lead forms that simplify conversions and reduce friction.
- Advanced Targeting: Reach niche business audiences by combining TikTok’s algorithm with strategic targeting.
TikTok empowers brands to set the benchmark for communication, offering a competitive advantage critical to B2B success.
How to Implement TikTok for B2B
- Define Your Objectives: Are you looking to generate awareness, drive traffic to your website, or capture actionable leads? Clarify your goals at the outset
- Understand Your Audience: Even in B2B, your audience’s preferences and behaviours matter. Research what your ideal client decision-makers are already engaging with on TikTok.
- Focus on Trends and Storytelling: Craft content that is relatable, dynamic, and visually engaging. Adapt to trends while ensuring alignment with your brand’s professional values.
- Leverage TikTok Ads Manager: Use features like Smart+ campaigns and instant forms to streamline your lead generation funnel.
- Monitor and Optimise: Track performance continuously, tweaking creative and targeting based on the metrics that matter most for your business.
Final Thoughts
TikTok is more than just viral videos and memes for younger audiences. For B2B companies, it’s a discovery platform that offers the tools and audience reach to secure meaningful leads. With 91% of TikTok users reporting they’ve discovered something new on the platform, your business can’t afford to miss out.
At DPR&Co, we understand how to craft TikTok strategies that resonate, engage, and convert. Whether it’s through creative storytelling or precise targeting, we’re here to help your brand unlock TikTok’s power for B2B growth.
Are you ready to take your lead generation strategy to the next level?
Contact DPR&Co today.