TikTok is the latest social media platform that’s catching all of the attention. It started as most social media platforms do – a place for youngsters to make and share content with little monetization strategy. As TikTok has grown in popularity that’s quickly changed.
Now, more than half of businesses are making TikTok part of their social media strategy and looking for ways to leverage the platform to generate buzz and get in front of an audience that they can convert into customers. The thing is, it’s pretty challenging even though people don’t have to necessarily seek out your specific content.
There’s a lot, and we mean a lot, of content on TikTok and an insane amount is being uploaded every minute. Sure, the For You feed makes it easy to get your content in front of people, but that’s just a first step. The people watching should be interested in the type of content that you’re making, however that doesn’t mean they are your target customer base, and you have to get them beyond the TikTok video to make a sale.
Having a professional account that allows you to run ads within TikTok may be the better bet. The ads allow you to direct users to your website rather than your TikTok account so the conversion process can begin sooner. And it’s a successful strategy for many small businesses. In 2023 alone TikTok helped small businesses generate more than $15 billion in revenue from ads.
The strategy for converting said TikTok users into customers is actually pretty much in line with converting users that find one of your web pages through a Google search. The secret is to create a strong landing page that seamlessly follows up on whatever the user clicked on to land on your site.
Here’s how to create a strong landing page specifically for converting the TikTok crowd.
Creating a Strong Landing Page for Your Profile Link
The first way that TikTok users can land on your site is through the link on your profile. You only get to add one link so that’s why the landing page needs to be killer if you want to turn TikTok followers into paying customers. Here’s what you need to do:
Make the Landing Page Look Like Your TikTok Profile
This first bit of advice holds true for any social media platform. The landing page should be a reflection of your TikTok account. In other words, it should have the same kind of vibe. You know, brand consistency, which is the golden rule when your business is out there on various platforms.
There should be a fluid transition from your TikTok profile to the landing page and that starts with visuals. People are going to sum up the landing page within a few seconds so it needs to look very similar to your TikTok profile. The visuals need to be basically the same, and it doesn’t hurt to add one of your most popular TikTok videos front and center for good measure.
Feature Your Products From Top Videos
Part of those visuals should be the products or services that you promote in your most popular TikTok videos. After all, this is probably what the TikTok followers are most interested in and what they are familiar with.
Clear, Compelling CTA
Using a call-to-action (CTA) is online marketing 101, but creating an effective CTA is so much easier said than done. It’s one little line, but it holds a lot of weight on your landing page.
The CTA can be the deciding factor in whether or not you convert a TikTok follower into a customer. So yeah, it’s a big deal just as it is on any landing page.
You want your landing page CTA to be clear and compelling. It should stand out visually and be action-oriented. The goal is to prompt users to take a very specific action that moves them down the conversion funnel. But since TikTok followers came to the landing page from your profile link you don’t want to be too pushy. Keep the focus on what’s in it for them.
For example, your CTA can be something along the lines of “Don’t miss out on this limited edition design – get yours while you can!”
Creating a Strong Landing Page for TikTok Ads
Now for the other way that TikTok followers can click through to your website – in-app ads. If you have a business profile you can run paid ads in TikTok and bypass the whole process of users going to your TikTok profile to hopefully click the link to your landing page.
TikTok users that click on an ad are signaling willingness to buy what you’re selling. Getting them to convert on the landing page is similar to the process above, with a few small adjustments.
Replicate a TikTok Vibe
Here again you’ll want to create a similar vibe as what you created with your TikTok ad. It should be visually the same so that users know immediately that they landed on the right landing page.
Highlight and Follow Up on the TikTok Ad Video
Whatever was promised in the TikTok ad should be offered on the landing page. You can even include the video on the landing page. In addition to the visuals, use the exact messaging that you used in the TikTik ad. The consistency helps with conversions.
Use an Even More Direct CTA
Since this is a landing page for a TikTok ad you can be more direct with your CTA. The user willingly clicked on your ad, which means they should be open to making a purchase or getting whatever it is you’re selling.
It’s also a good idea to create a sense of urgency. This can get TikTok followers to convert rather than bouncing back to the app.
An example of a more direct CTA for a TikTok ad landing page is “Shop now to get the new design before we run out!”
Sweeten the Deal With a TikTok Exclusive Offer
If the CTA doesn’t sell TikTok followers, then a special offer just for them might do the trick. Make followers feel special and appreciated by offering something that only they can get. Bonus – special offers can also encourage people to continue following you in the hopes of getting more exclusive offers.
Something to Keep in Mind – People Outside of TikTok Could Land on Your Landing Page
You may have noticed that TikTok results are showing up in Google searches. The captions and hashtags used in video posts are used by TikTok to deliver up content as well as Google to deliver up search results.
It’s just one more reason you want to be really strategic with what you’re posting and create consistency between your landing pages and TikTok account. Make sure to add information about your TikTok account on the landing pages so that users can become followers. Confused by the TikTok craze but want to take advantage of the super hot social media platform? Then give Bruce & Eddy a call! We’ve been helping clients optimize their landing pages and create targeted social media campaigns since the MySpace days.
