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Steps to Building Your TikTok Marketing Strategy

Published on 04.07.2024 by Tracey Chizoba Fletcher

As one of the biggest and fastest-growing social media platforms, TikTok has caught the eye of marketers. The app is now reshaping how marketers promote their brands on TikTok. Instead of using traditional advertising methods, many companies use the platform to promote their products and services. 

However, with its unique younger demographic that doesn't like traditional ads and a huge focus on entertaining content, marketing on TikTok can present some challenges. Fortunately, this article will provide detailed steps to create an outstanding TikTok strategy and overcome these challenges.

What is a TikTok Marketing Strategy?

TikTok marketing involves promoting products or services on TikTok. It uses various strategies, such as influencer marketing, paid ads, and creating high-quality organic content that can easily go viral. The process can have different goals, such as increasing brand awareness, sales, or engagement. The step you follow in achieving these goals is the TikTok marketing strategy.

Steps in TikTok Marketing Strategy.

When creating your TikTok marketing strategy, here are the steps to follow:

Understand Your Target Audience

One marketing basic rule requires you to tailor your campaign to your audience. If you don’t understand your audience when doing TikTok marketing, you are like a man shooting in the dark. When you understand your target audience, you shouldn't stop there. You need to understand what motivates them to make the decisions they make and the kind of content they are likely to engage with.

Therefore, understand their interests and behaviors on TikTok, such as when they are online. Ensure that you understand their age, gender, and location. This is important as the audience on TikTok is rapidly changing. Remember that a key factor that drives the TikTok algorithm is engagement. Therefore, tailor your content to your audience’s needs, hobbies, passions, and preferences.

But that takes us to our next question. How do you understand your target audience? The best way is through research. No matter the research method you use, make it thorough. Remember that understanding your audience will help you create content that meets their needs. Here are a few research methods to consider:

  • Use TikTok analytics. The easiest way to understand your TikTok audience demographic is to check your TikTok analytics. This will provide key insights, such as audience demographics, content performance, and engagement trends. You can then use the strategy to refine the content over time.
  • Conduct polls and surveys. You can conduct polls and surveys using tools like SurveyMonkey to learn more about your audience.
  • Competitor research. Looking at the type of content your audience is creating can give you a good idea of what is working and what isn't. For instance, if you find that unboxing videos works for them, you can make more of such videos.
  • Social listening. You can track brand mentions using social listening tools like Sprout Social and HootSuite.

After understanding your audience, you can start creating relevant content. This is our next step.

Develop a Content Strategy

A key feature of good TikTok content is high-quality and relevant content. TikTok is more geared towards fun and engaging content than other platforms, which focus on serious and professional content. Therefore, even if you want to create serious marketing content, you should think of it in a fun or humorous way. Here are the steps to create a content strategy:

Understand your tone and voice

The first step in developing a TikTok content strategy is to define your tone and voice. Ensure that these represent your brand and image. Remember that TikTok marketing isn't a one-day affair, so the tone and voice should be something you can sustain in the long run.

Decide on the content type

TikTok offers a wide range of content, from dance videos to how-to guides and behind-the-scenes content. Therefore, you will need to decide on the best content for your marketing strategy. If you are unsure of what will bring engagement, you can experiment with different content types.

Leverage User-generated content

UGC content can help your brand get independent reviews from previous users. TikTok is a community-driven platform that can be a great place to market UGC content. Besides, TikTok users hate ads and prefer authentic content. That means users will respond better to UGC content than traditional marketing videos.

Use a content calendar

If you wake up and create videos without a plan, you will likely run out of ideas. One way to overcome this challenge is to create a content calendar. This should show what you will create each day of the week and month. Remember to leave space for trends and viral content when creating a content calendar.

Therefore, if a trend or challenge in your niche aligns with your brand, you can first ignore the content calendar to create such trending videos. That can increase the chances of your videos going viral.

Create Content for Your Brand and Target Audience

Organic content and paid ads have their place in TikTok marketing; therefore, you should have a good balance between the two. Ensure that you also have content that balances entertainment and information. Remember, the overall goal of your content strategy should be to create authentic and engaging content. The content should resonate with your target audience while aligning with your brand. Here are tips for creating content for your audience and brand.

  • Balance organic and paid content. To help you reach a larger audience faster, use paid ads. On the other hand, organic content will help you build a long-term following that will easily convert. Balancing the two can increase your reach and ensure sustainable growth.
  • Engage with customers. One of the benefits of organic content is that it enables you to engage with your audience. You can easily build a community around your brand by answering their questions and responding to their queries, resulting in great brand trust.

Take Advantage of TikTok Trends

One of the reasons TikTok has become very popular is the ability of its content to go viral. From catchy dance videos to creative challenges and funny memes, many TikTok trends easily go viral. Therefore, no matter the content you create, you cannot afford to ignore TikTok trends. When well used, these can help grow your audience and take your engagement to the next level.

But how do you discover the viral trends to leverage on? One way to do this is by checking the For You page. Check the hot and trending videos to remain abreast of the trending videos on TikTok. You can also check the Discover tab to check trending sounds and videos.

When you discover challenges aligning with your brand and marketing strategies, you should participate in them, too. You can also create your own challenge and invite people to participate. If it goes viral, you will have a better chance of your content going viral, and your brand will easily get noticed.

Leverage Influencer Marketing

The young audience demographic on TikTok is highly influenced by their favorite influencer. Therefore, influencer marketing is one of the best ways of reaching a bigger audience on TikTok. It enables you to reach a new audience other than your followers. Therefore, to get new followers, you should consider working with an influencer to help market your products or services to their audience. Users are also likely to view content by an influencer as authentic and, therefore, trust their content.

There are different kinds of influencers, all suited to different budgets. These include nano, micro, macro, and mega influencers. Therefore, no matter your budget, you can find an influencer for your brand. You should not ignore micro-influencers, as some studies indicate that working with several highly targeted micro-influencers can provide better results than with mega-influencers whose audience is not highly targeted. Here are a few influencer marketing tips:

  • Choose the right influencer. The choice of an influencer will affect the success of your campaign. Therefore, for the best results, you must choose the right influencer who aligns well with your brand and content strategy. The influencer should create quality content that meets your quality guidelines.
  • Focus on helpful content. An influencer should focus more on authentic content rather than promotional videos. The content should be helpful and in line with other content on their timeline. That way, their content would not look like a sales promotion.
  • Track results. No matter the kind of marketing campaign you are running, it's important to track the results. That way, you can understand if you are getting returns on your investment and what areas need to be tweaked in the campaign. When tracking an influencer marketing campaign, look for views, likes, shares, and comments. Also, consider whether there is any visible increase in followers or website visits.

Don't just focus on increasing your visibility when working with an influencer marketer. Instead, focus on building credibility and trust.

Use the Right Hashtags

One of the tools that TikTok uses to find content is hashtags. Therefore, you should use trending hashtags to improve your content's discoverability. However, don't just pick popular hashtags. Instead, choose one that is relevant to your niche. That way, your content will be visible to users in your niche. It will also increase the chances of your content appearing on the For You page. 

There are lots of sponsored hashtag challenges on TikTok that encourage users to create content using the hashtags. Participating in such challenges can enhance your content reach and grow your community. You can also create a branded hashtag for your brand and encourage people to make content using the hashtag. If there are trending hashtags that align with your content needs and are in your niche, you can use them in your content to grow the visibility of your brand.

While hashtags play an important role in your content's discoverability, you should avoid using too many, or your content might be seen as spam. Therefore, ensure a good balance when using hashtags.

Use TikTok Paid Ads

A good TikTok marketing strategy should combine organic growth with paid ads. With TikTok for business, you have a suite of ad creation tools. Here are a few tips on using paid ads for your TikTok marketing strategy:

  • Understand different types of ads. You can use top-view ads in feeds, branded hashtags, brand takeovers, and more. Understand them and choose one that is best suited for your needs.
  • Have a goal. Before launching your ad, set a clear goal of what you want to achieve. This could increase your following, brand awareness, or website traffic. Your objective will guide your ad format and campaign strategy.
  • TikTok ad targeting. With the TikTok targeting option, you can target your ad to a specific demographic, user behavior, and interest. A well-targeted ad can get a higher engagement and a better ROI.
  • Make your ads fun and captivating. TikTok users are searching for unique, fun, and engaging content. Creating such ads lets you grab your audience’s attention and increases engagement.

Check Metrics and Optimize

A great marketing strategy cannot be complete without measuring the result. That's why you should gather the necessary reporting data to help you determine if your campaign is working. There are several tips to help you track your data. These include:

  • Use the TikTok metric. The TikTok analytics provide all the data you need to monitor how your ad is performing. Take advantage of them and keep tweaking your campaign to get the most out of it.
  • Track key metrics. In our first step, we mentioned the importance of understanding your goal. Now, it's time to track your campaign's performance to determine whether the goal was met. For instance, pay attention to likes, shares, comments, and followers increase, to increase engagement. You can then use the insights to increase your TikTok following.
  • Check the performance of paid ads. If you are running ads as part of your TikTok marketing strategy, measure the performance of these ads to determine if you are getting a good ROI. Measure the metrics driving engagement and the results they bring, such as sales or website visits.

Final Thoughts

A good TikTok marketing strategy can help your brand get noticed. However, with the unique features of TikTok, you need to understand the platform if you want to see good results in your TikTok marketing. By using the above guide, you can get started with TikTok marketing and see your desired results. You can also check out our guide on restoring your banned TikTok account.