How lead generation in TikTok helps to increase the number of customers

Lead generation in TikTok: peculiarities of setting up an advertising campaign

The market is becoming increasingly competitive, leading to higher marketing costs. According to ProfitWell, customer acquisition budgets have increased by 60% in just a few years. These trends are forcing companies to look for new ways to advertise. Lead generation in TikTok is an effective tool for achieving good results cheaply.

The world’s fastest-growing social network offers a new solution, TikTok Lead Generation. It allows you to tell more users about your brand and services. The lead generation feature on the platform helps capture the audience’s attention and convert them into customers.

TikTok leads generation opportunities for businesses

The platform is helpful for businesses of all types, but it is particularly relevant for small businesses. Small and start-up companies need to increase their visibility. To grow their customer base, they must tell as many people as possible about themselves. The combination of TikTok’s capabilities and a properly constructed advertising campaign will demonstrate the benefits of the offering.

The service offers two types of lead capture and management forms. One is an instant form directly in the app. It helps:

• minimise resistance from potential customers;
• increase the chances of increasing your customer base;
• capture email addresses and build customer lists;
• provide instant capture of potential customers;
• synchronise data with the company’s CRM system.

Native lead generation contributes to the effectiveness of TikTok advertising. According to research, the service helps reduce the cost per lead (CPL) by 24%, allowing a business to convert more consumers at a lower cost.

The second option is a form on the company’s website. Its features:

• web site traffic;
• selection of leads occurs directly on the resource;
• obtaining detailed information about leads, such as age, gender, and social status.

This approach helps direct users to the site to take targeted action. Integrating it with other tools, such as a CRM or SMS distribution, can increase its effectiveness.

How to work with TikTok

The first step in creating an ad on the platform is to choose the type of form you want to make. In the case of an instant form, the action algorithm is as follows:

1. Select the objective “Attract potential customers” in the TikTok Ads Manager service.
2. Set up an ad campaign: target audience, set ad rates, upload creative.
3. Create a form to collect customer data.
4. Integrate with your CRM system, either directly or through the Lead Generation service.

When using the form on a website, these steps are required:

1. Install the pixel and set up events to track web conversions.
2. Define the goal of “attracting leads”. 
3. Create an advertising campaign and set its parameters.
4. Select the target audience.

After the launch, the system is in a learning phase for a certain period. The service selects the audience during this period, considering the necessary characteristics. This phase lasts until the ad generates over 20 web conversions within 5 days. The campaign can then be adjusted if required to improve its effectiveness.