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How to Sell Products on TikTok



how to sell products on tiktok

By now, you’ve probably heard a lot of buzz about Gen Z’s favorite social media app, TikTok.

TikTok is a video sharing platform that allows users to create and share dynamic short-form (maximum of 60 seconds) videos.

Users can add song snippets, special effects, and filters to their videos and then share them with a vast global network.

There are more than one billion users on TikTok, and the app is available in over 150 countries. It’s ideal for brands targeting a younger audience, as the majority of TikTok users are between the ages of 10 and 29.

Tapping into this diverse market offers a lucrative opportunity for brands. With the right TikTok marketing techniques, you can leverage this social network and open your brand up to an exciting market of Gen Z’ers and millennials.

Below, I’ll show you the strategies and tactics you need to sell products on TikTok.

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Why Should You Sell Products on TikTok?

TikTok is the most-downloaded social app worldwide. In 2020, TikTok was ranked one of the world’s top mobile apps, outperforming YouTtube, Tinder, and Netflix.

Bringing your brand to TikTok gives you visibility with millions of new users worldwide. These new customers have real buying power—–combined, they influence more than $350 billion in annual sales in the US.

TikTok’s unique algorithm means even accounts with little to no followers can go viral on the TikTok For You page (FYP).

Plus, integrations with Shopify and other strong eCommerce platforms have made it easy for brands to sell products directly on TikTok.

When you look at these stats, it’s no surprise brands across the globe are jumping on board and finding creative ways to sell products on TikTok.

sell products on TikTok - distribution of users by age/income

How to Set up an Account in TikTok That Will Drive Sales

If you want to sell products on TikTok, you need to lead your efforts with a strong strategy.

Your TikTok profile acts as your eCommerce home page, so it’s important to optimize your profile before you start selling.

Here are a few easy ways to do this.

1. Describe Your Brand in Your Bio

Your TikTok bio is your chance to introduce your brand and products to your audience.

Your bio is the first thing people will see when they visit your page, so it’s important to make a good first impression. It’s also important to provide accurate information about your brand.

In a few words, describe your brand and what you do. Using keywords in your social networks is the best way to improve your SEO on TikTok.

2. Get Creative With Emojis

Remember, your target market on TikTok is mostly Gen Z’ers, millennials, and Generation Alpha.

That means it’s important to speak their language.

Emojis are colorful and eye-catching and act as visual indicators of your products and services.

Using emojis can help increase conversions in your online store, so be sure to make good use of them when you sell products on TikTok.

example use of emojis in in your tiktok profile; helps sell products on tiktok

3. Add a CTA

Your TikTok profile should lead users towards actions you want them to take.

Adding a CTA to your profile will tell users exactly what to do next, and can help increase conversions.

For example, you can use a CTA to direct followers to your eCommerce shop, blog, or another social channel where you sell products.

You can also promote discount codes or sales in your TikTok bio.

How to Sell Products on TikTok

Once you have your bio set up, it’s time to create your strategy. Here are a few tips to help your products sell.

1. Use Sponsor Branded Hashtags

If you want to sell products on TikTok, you need to get your brand in front of as many people as possible.

One of the most effective ways to do this is by sponsoring a branded hashtag that asks users to create user-generated content (UGC). TikTok calls this the Hashtag Challenge Plus, and it allows users to shop for products related to a sponsored hashtag.

Once you establish your challenge, you can create a paid-for hashtag with a specific landing page to direct your users towards a sale. The challenge will show up on the Discovery page, which drives more views.

TikTok also allows in-app shopping for your hashtag so viewers can buy directly from the app.

Brands such as Kroger have leveraged this feature effectively, with campaigns such as the #TransformUrDorm challenge. TikTok users were asked to create before and after videos of their dorm room makeovers. From there, they were prompted to buy dorm items such as toasters and popcorn makers directly in the TikTok app.

The award-winning campaign brought Kroger more than 800 million views and generated 304k UGC videos.

award winning TikTok marketing campaigns - sell products on TikTok

2. Use Shoppable Videos

In 2020, TikTok announced a new deal with eCommerce giant Shopify to integrate Shopify’s more than 1 million eCommerce merchants with TikTok’s growing audience.

Shopify merchants can now connect their shops to their TikTok for Business accounts and sell products on TikTok directly, through in-feed shoppable videos and ads.

This is a great way to grow your Shopify eCommerce store and your TikTok following at the same time.

3. Leverage TikTok for Shopify Features

The Shopify app itself has a host of built-in features to help you sell products on TikTok.

Here are a few noteworthy TikTok for Shopify features:

  • TikTok campaigns: Merchants can create ad campaigns, target audiences, and track ad performance all in one place.
  • Video template tool: This tool allows you to create a video ad using a TikTok template and any existing photo, text, and logo assets.
  • Audience targeting: TikTok lets you target ads based on location, demographic, and behavioral metrics.
  • One-click pixel: The TikTok Pixel allows you to track the performance of your campaigns. These analytics help drive conversions in your future campaigns.
  • Creative tools: TitTok creative tools help turn Shopify merchant products into high-quality TikToks. This is a great way to connect with this new audience.

If you’re new to this integration, try everything. As marketers, A/B testing is our greatest asset.

You’ll never know what works until you try it.

How to Promote Your E-commerce Store on TikTok

Once you have your store connected to your TikTok channel, you can start creating content that promotes your products.

Here are a few effective ways to promote your Shopify store on TikTok to drive more conversions.

1. Embed Your TikTok Feed on Your Website

Certain apps, such as Vop, allow you to embed your TikTok feed onto your sales website.

This lets your customers see your products in action before they commit to a sale.

If you regularly showcase user-generated content on your TikTok feed, you can tap into genuine, digital, word-of-mouth advertising. This can go a long way in improving the trust customers have in your brand.

add your tiktok feed to your webpate - sell products on tiktok

2. Use Paid Advertising on TikTok

Leveraging TikTok’s paid advertising features are a great way to tap into this exciting new market.

To begin creating ads, you need to know what you’re working with. TikTok content has specific specs and parameters you need to follow.

  • Image files: JPG or PNG only
  • Video files: MP4, MOV, MPEG, 3GP or AVI
  • Aspect ratio: 9:16, 1:1 and 16:9
  • Image resolution: 1200×628 is recommended, but not necessary
  • Video resolution: 720×1280 pixels, 640×640 pixels or 1280×720 pixels
  • Video duration: 5 to 60 seconds
  • Brand name: The brand name you display in an ad must be between 2 and 20 characters. If you’re advertising an app, you can use 4 to 40 characters
  • Ad description: Your ad description must be between 12 and 100 characters. You cannot use emojis in your description

From there, it’s all about creating engaging, creative, and fun ads that attract the attention of TikTok’s youthful demographic.

example of fun ad that can help you sell products on tiktok

When creating ads, be sure to use audio. TikTok has always been an audio/video platform, so it’s important to create content that fits in this sphere.

Voiceovers, background music, and special effects audio can help make your ads more effective.

Get creative! Tiktok is a platform built for content creators. Make your ads fun, fresh, and exciting to attract new customers.

3. Include Your E-commerce Link in Your TikTok Bio

Every TikTok bio allows you to add a website link.

Use this space to add a link to your eCommerce shop, or any pages you want to increase traffic to, like relevant promotions or landing pages.

This tactic is a great way to guide users to the content you want to be seen and increase sales on TikTok.

example of including your link to your website )or other content) - sell products on tiktok

How to Track and Analyze the Sales You Receive Through TikTok

Installing the TikTok Pixel on your website, eCommerce store, and ads, allows you to track events along your customer purchase paths.

For example, if someone views a product, completes a payment, searches for a product, or adds billing info to your checkout flow, you can track it.

You can also track when a user downloads your content, clicks a button, or views a page.

This is helpful when you want to see if your eCommerce link in your profile bio is effective. Or, if you want to know how many people are making purchases through your shoppable videos.

The more data you collect, the better you can understand your customer journey.

From there, you can determine what works and where you should focus more resources.

How to Track TikTok Shopify Sales

The Shopify sales you make through TikTok can be managed directly within Shopify’s dashboard. This includes all ad creation, targeting, optimizations, and tracking.

Merchants can use Shopify-specific apps such as the “Magic TikTok Pixel” to better track conversions in TikTok campaigns.

When you install the Magic TikTok Pixel you will be able to:

  • Track user event types such as registration, product page browsing, add to cart, and place an order.
  • Track TikTok users that have made purchases. You can also analyze their data to determine future purchase trends, such as total sales per product and average order value.
  • Use data to retarget and ensure your return on ad spend (ROAS) improves every time.


Now that you know how to sell products on TikTok, it’s time to start experimenting.

TikTok is still evolving as a platform, and we can expect even more sales opportunities coming out soon.

For now, it’s important to get started with the shopping features that are already available. This will help you drive more eCommerce sales and attract loyal audiences.

If you want to develop a more comprehensive social media ad campaign that includes TikTok, but need help doing so, reach out to our agency.

How have you found success when selling products on TikTok?

See How My Agency Can Drive Massive Amounts of Traffic to Your Website

  • SEO – unlock massive amounts of SEO traffic. See real results.
  • Content Marketing – our team creates epic content that will get shared, get links, and attract traffic.
  • Paid Media – effective paid strategies with clear ROI.

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Why We Are Always ‘Clicking to Buy’, According to Psychologists



Why We Are Always 'Clicking to Buy', According to Psychologists

Amazon pillows.


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A deeper dive into data, personalization and Copilots



A deeper dive into data, personalization and Copilots

Salesforce launched a collection of new, generative AI-related products at Connections in Chicago this week. They included new Einstein Copilots for marketers and merchants and Einstein Personalization.

To better understand, not only the potential impact of the new products, but the evolving Salesforce architecture, we sat down with Bobby Jania, CMO, Marketing Cloud.

Dig deeper: Salesforce piles on the Einstein Copilots

Salesforce’s evolving architecture

It’s hard to deny that Salesforce likes coming up with new names for platforms and products (what happened to Customer 360?) and this can sometimes make the observer wonder if something is brand new, or old but with a brand new name. In particular, what exactly is Einstein 1 and how is it related to Salesforce Data Cloud?

“Data Cloud is built on the Einstein 1 platform,” Jania explained. “The Einstein 1 platform is our entire Salesforce platform and that includes products like Sales Cloud, Service Cloud — that it includes the original idea of Salesforce not just being in the cloud, but being multi-tenancy.”

Data Cloud — not an acquisition, of course — was built natively on that platform. It was the first product built on Hyperforce, Salesforce’s new cloud infrastructure architecture. “Since Data Cloud was on what we now call the Einstein 1 platform from Day One, it has always natively connected to, and been able to read anything in Sales Cloud, Service Cloud [and so on]. On top of that, we can now bring in, not only structured but unstructured data.”

That’s a significant progression from the position, several years ago, when Salesforce had stitched together a platform around various acquisitions (ExactTarget, for example) that didn’t necessarily talk to each other.

“At times, what we would do is have a kind of behind-the-scenes flow where data from one product could be moved into another product,” said Jania, “but in many of those cases the data would then be in both, whereas now the data is in Data Cloud. Tableau will run natively off Data Cloud; Commerce Cloud, Service Cloud, Marketing Cloud — they’re all going to the same operational customer profile.” They’re not copying the data from Data Cloud, Jania confirmed.

Another thing to know is tit’s possible for Salesforce customers to import their own datasets into Data Cloud. “We wanted to create a federated data model,” said Jania. “If you’re using Snowflake, for example, we more or less virtually sit on your data lake. The value we add is that we will look at all your data and help you form these operational customer profiles.”

Let’s learn more about Einstein Copilot

“Copilot means that I have an assistant with me in the tool where I need to be working that contextually knows what I am trying to do and helps me at every step of the process,” Jania said.

For marketers, this might begin with a campaign brief developed with Copilot’s assistance, the identification of an audience based on the brief, and then the development of email or other content. “What’s really cool is the idea of Einstein Studio where our customers will create actions [for Copilot] that we hadn’t even thought about.”

Here’s a key insight (back to nomenclature). We reported on Copilot for markets, Copilot for merchants, Copilot for shoppers. It turns out, however, that there is just one Copilot, Einstein Copilot, and these are use cases. “There’s just one Copilot, we just add these for a little clarity; we’re going to talk about marketing use cases, about shoppers’ use cases. These are actions for the marketing use cases we built out of the box; you can build your own.”

It’s surely going to take a little time for marketers to learn to work easily with Copilot. “There’s always time for adoption,” Jania agreed. “What is directly connected with this is, this is my ninth Connections and this one has the most hands-on training that I’ve seen since 2014 — and a lot of that is getting people using Data Cloud, using these tools rather than just being given a demo.”

What’s new about Einstein Personalization

Salesforce Einstein has been around since 2016 and many of the use cases seem to have involved personalization in various forms. What’s new?

“Einstein Personalization is a real-time decision engine and it’s going to choose next-best-action, next-best-offer. What is new is that it’s a service now that runs natively on top of Data Cloud.” A lot of real-time decision engines need their own set of data that might actually be a subset of data. “Einstein Personalization is going to look holistically at a customer and recommend a next-best-action that could be natively surfaced in Service Cloud, Sales Cloud or Marketing Cloud.”

Finally, trust

One feature of the presentations at Connections was the reassurance that, although public LLMs like ChatGPT could be selected for application to customer data, none of that data would be retained by the LLMs. Is this just a matter of written agreements? No, not just that, said Jania.

“In the Einstein Trust Layer, all of the data, when it connects to an LLM, runs through our gateway. If there was a prompt that had personally identifiable information — a credit card number, an email address — at a mimum, all that is stripped out. The LLMs do not store the output; we store the output for auditing back in Salesforce. Any output that comes back through our gateway is logged in our system; it runs through a toxicity model; and only at the end do we put PII data back into the answer. There are real pieces beyond a handshake that this data is safe.”

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Why The Sales Team Hates Your Leads (And How To Fix It)



Why The Sales Team Hates Your Leads (And How To Fix It)

Why The Sales Team Hates Your Leads And How To

You ask the head of marketing how the team is doing and get a giant thumbs up. 👍

“Our MQLs are up!”

“Website conversion rates are at an all-time high!”

“Email click rates have never been this good!”

But when you ask the head of sales the same question, you get the response that echoes across sales desks worldwide — the leads from marketing suck. 

If you’re in this boat, you’re not alone. The issue of “leads from marketing suck” is a common situation in most organizations. In a HubSpot survey, only 9.1% of salespeople said leads they received from marketing were of very high quality.

Why do sales teams hate marketing-generated leads? And how can marketers help their sales peers fall in love with their leads? 

Let’s dive into the answers to these questions. Then, I’ll give you my secret lead gen kung-fu to ensure your sales team loves their marketing leads. 

Marketers Must Take Ownership

“I’ve hit the lead goal. If sales can’t close them, it’s their problem.”

How many times have you heard one of your marketers say something like this? When your teams are heavily siloed, it’s not hard to see how they get to this mindset — after all, if your marketing metrics look strong, they’ve done their part, right?

Not necessarily. 

The job of a marketer is not to drive traffic or even leads. The job of the marketer is to create messaging and offers that lead to revenue. Marketing is not a 100-meter sprint — it’s a relay race. The marketing team runs the first leg and hands the baton to sales to sprint to the finish.



To make leads valuable beyond the vanity metric of watching your MQLs tick up, you need to segment and nurture them. Screen the leads to see if they meet the parameters of your ideal customer profile. If yes, nurture them to find out how close their intent is to a sale. Only then should you pass the leads to sales. 

Lead Quality Control is a Bitter Pill that Works

Tighter quality control might reduce your overall MQLs. Still, it will ensure only the relevant leads go to sales, which is a win for your team and your organization.

This shift will require a mindset shift for your marketing team: instead of living and dying by the sheer number of MQLs, you need to create a collaborative culture between sales and marketing. Reinforce that “strong” marketing metrics that result in poor leads going to sales aren’t really strong at all.  

When you foster this culture of collaboration and accountability, it will be easier for the marketing team to receive feedback from sales about lead quality without getting defensive. 

Remember, the sales team is only holding marketing accountable so the entire organization can achieve the right results. It’s not sales vs marketing — it’s sales and marketing working together to get a great result. Nothing more, nothing less. 

We’ve identified the problem and where we need to go. So, how you do you get there?

Fix #1: Focus On High ROI Marketing Activities First

What is more valuable to you:

  • One more blog post for a few more views? 
  • One great review that prospective buyers strongly relate to?

Hopefully, you’ll choose the latter. After all, talking to customers and getting a solid testimonial can help your sales team close leads today.  Current customers talking about their previous issues, the other solutions they tried, why they chose you, and the results you helped them achieve is marketing gold.

On the other hand, even the best blog content will take months to gain enough traction to impact your revenue.

Still, many marketers who say they want to prioritize customer reviews focus all their efforts on blog content and other “top of the funnel” (Awareness, Acquisition, and Activation) efforts. 

The bottom half of the growth marketing funnel (Retention, Reputation, and Revenue) often gets ignored, even though it’s where you’ll find some of the highest ROI activities.

1716755163 123 Why The Sales Team Hates Your Leads And How To1716755163 123 Why The Sales Team Hates Your Leads And How To

Most marketers know retaining a customer is easier than acquiring a new one. But knowing this and working with sales on retention and account expansion are two different things. 

When you start focusing on retention, upselling, and expansion, your entire organization will feel it, from sales to customer success. These happier customers will increase your average account value and drive awareness through strong word of mouth, giving you one heck of a win/win.

Winning the Retention, Reputation, and Referral game also helps feed your Awareness, Acquisition, and Activation activities:

  • Increasing customer retention means more dollars stay within your organization to help achieve revenue goals and fund lead gen initiatives.
  • A fully functioning referral system lowers your customer acquisition cost (CAC) because these leads are already warm coming in the door.
  • Case studies and reviews are powerful marketing assets for lead gen and nurture activities as they demonstrate how you’ve solved identical issues for other companies.

Remember that the bottom half of your marketing and sales funnel is just as important as the top half. After all, there’s no point pouring leads into a leaky funnel. Instead, you want to build a frictionless, powerful growth engine that brings in the right leads, nurtures them into customers, and then delights those customers to the point that they can’t help but rave about you.

So, build a strong foundation and start from the bottom up. You’ll find a better return on your investment. 

Fix #2: Join Sales Calls to Better Understand Your Target Audience

You can’t market well what you don’t know how to sell.

Your sales team speaks directly to customers, understands their pain points, and knows the language they use to talk about those pains. Your marketing team needs this information to craft the perfect marketing messaging your target audience will identify with.

When marketers join sales calls or speak to existing customers, they get firsthand introductions to these pain points. Often, marketers realize that customers’ pain points and reservations are very different from those they address in their messaging. 

Once you understand your ideal customers’ objections, anxieties, and pressing questions, you can create content and messaging to remove some of these reservations before the sales call. This effort removes a barrier for your sales team, resulting in more SQLs.

Fix #3: Create Collateral That Closes Deals

One-pagers, landing pages, PDFs, decks — sales collateral could be anything that helps increase the chance of closing a deal. Let me share an example from Lean Labs. 

Our webinar page has a CTA form that allows visitors to talk to our team. Instead of a simple “get in touch” form, we created a drop-down segmentation based on the user’s challenge and need. This step helps the reader feel seen, gives them hope that they’ll receive real value from the interaction, and provides unique content to users based on their selection.

1716755163 298 Why The Sales Team Hates Your Leads And How To1716755163 298 Why The Sales Team Hates Your Leads And How To

So, if they select I need help with crushing it on HubSpot, they’ll get a landing page with HubSpot-specific content (including a video) and a meeting scheduler. 

Speaking directly to your audience’s needs and pain points through these steps dramatically increases the chances of them booking a call. Why? Because instead of trusting that a generic “expert” will be able to help them with their highly specific problem, they can see through our content and our form design that Lean Labs can solve their most pressing pain point. 

Fix #4: Focus On Reviews and Create an Impact Loop

A lot of people think good marketing is expensive. You know what’s even more expensive? Bad marketing

To get the best ROI on your marketing efforts, you need to create a marketing machine that pays for itself. When you create this machine, you need to think about two loops: the growth loop and the impact loop.

1716755163 789 Why The Sales Team Hates Your Leads And How To1716755163 789 Why The Sales Team Hates Your Leads And How To
  • Growth loop — Awareness ➡ Acquisition ➡ Activation ➡ Revenue ➡ Awareness: This is where most marketers start. 
  • Impact loop — Results ➡ Reviews ➡ Retention ➡ Referrals ➡ Results: This is where great marketers start. 

Most marketers start with their growth loop and then hope that traction feeds into their impact loop. However, the reality is that starting with your impact loop is going to be far more likely to set your marketing engine up for success

Let me share a client story to show you what this looks like in real life.

Client Story: 4X Website Leads In A Single Quarter

We partnered with a health tech startup looking to grow their website leads. One way to grow website leads is to boost organic traffic, of course, but any organic play is going to take time. If you’re playing the SEO game alone, quadrupling conversions can take up to a year or longer.

But we did it in a single quarter. Here’s how.

We realized that the startup’s demos were converting lower than industry standards. A little more digging showed us why: our client was new enough to the market that the average person didn’t trust them enough yet to want to invest in checking out a demo. So, what did we do?

We prioritized the last part of the funnel: reputation.

We ran a 5-star reputation campaign to collect reviews. Once we had the reviews we needed, we showcased them at critical parts of the website and then made sure those same reviews were posted and shown on other third-party review platforms. 

Remember that reputation plays are vital, and they’re one of the plays startups often neglect at best and ignore at worst. What others say about your business is ten times more important than what you say about yourself

By providing customer validation at critical points in the buyer journey, we were able to 4X the website leads in a single quarter!

1716755164 910 Why The Sales Team Hates Your Leads And How To1716755164 910 Why The Sales Team Hates Your Leads And How To

So, when you talk to customers, always look for opportunities to drive review/referral conversations and use them in marketing collateral throughout the buyer journey. 

Fix #5: Launch Phantom Offers for Higher Quality Leads 

You may be reading this post thinking, okay, my lead magnets and offers might be way off the mark, but how will I get the budget to create a new one that might not even work?

It’s an age-old issue: marketing teams invest way too much time and resources into creating lead magnets that fail to generate quality leads

One way to improve your chances of success, remain nimble, and stay aligned with your audience without breaking the bank is to create phantom offers, i.e., gauge the audience interest in your lead magnet before you create them.

For example, if you want to create a “World Security Report” for Chief Security Officers, don’t do all the research and complete the report as Step One. Instead, tease the offer to your audience before you spend time making it. Put an offer on your site asking visitors to join the waitlist for this report. Then wait and see how that phantom offer converts. 

This is precisely what we did for a report by Allied Universal that ended up generating 80 conversions before its release.

1716755164 348 Why The Sales Team Hates Your Leads And How To1716755164 348 Why The Sales Team Hates Your Leads And How To

The best thing about a phantom offer is that it’s a win/win scenario: 

  • Best case: You get conversions even before you create your lead magnet.
  • Worst case: You save resources by not creating a lead magnet no one wants.  

Remember, You’re On The Same Team 

We’ve talked a lot about the reasons your marketing leads might suck. However, remember that it’s not all on marketers, either. At the end of the day, marketing and sales professionals are on the same team. They are not in competition with each other. They are allies working together toward a common goal. 

Smaller companies — or anyone under $10M in net new revenue — shouldn’t even separate sales and marketing into different departments. These teams need to be so in sync with one another that your best bet is to align them into a single growth team, one cohesive front with a single goal: profitable customer acquisition.

Interested in learning more about the growth marketing mindset? Check out the Lean Labs Growth Playbook that’s helped 25+ B2B SaaS marketing teams plan, budget, and accelerate growth.

Disruptive Design Raising the Bar of Content Marketing with Graphic

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