As a business, you want to bring in customers and provide them with the information they need along their path to purchase. That means creating content on TikTok that will move them through the process by making them more aware of your products and services to making a decision about your product.

The marketing funnel represents the process consumers will go through as they move from prospects to customers. Ideally, you want to keep these potential customers in your marketing funnel as they consider solutions for their problems. You don't want them to visit your competitors for more information or have to turn to a new source. Instead, you want them to use your business for their overall needs. Through your marketing funnel on TikTok, you can turn prospects into leads and generate more interest in your business while measuring the impact of your campaign.

The Three Stages of the Marketing Funnel 

The marketing funnel can be described in several different ways, and businesses may use different stages to represent the journey buyers take as they move through their funnel. However, the marketing funnel typically falls into three key stages.

The Awareness Stage

In the awareness stage, consumers become aware they have a problem or need and start looking for a solution. They may know that they need to try something different, but they’re not exactly sure of what solutions are available. During this stage, consumers start doing basic research to better understand their options. On TikTok, this can be achieved by creating entertaining and informative short videos that highlight common problems and introduce your brand as a potential solution.

Types of TikTok content for the awareness stage:

• Short, catchy videos highlighting common problems.
• Entertaining clips that subtly introduce your brand.
• Influencer partnerships to reach a wider audience.
• Hashtag challenges to increase engagement and visibility.

The Consideration Stage

Moving consumers from the awareness stage to the consideration stage, or taking a prospect to a lead, is critical if you ultimately want to convert that prospect to a customer. During the consideration stage, consumers are starting to consider the options available to them. They have narrowed down a few solutions they intend to use, and they're looking for more information about those potential solutions and how they may impact their needs. TikTok content in this stage should focus on more detailed videos about your products or services, perhaps through demos, tutorials, and testimonials.

Types of TikTok content for the consideration stage:

• Detailed product demos and tutorials.
• Customer testimonials and success stories.
• Comparative videos showing how your product stacks up against competitors.
• Q&A sessions addressing common customer concerns.

The Conversion Stage

During the decision stage, consumers are ready to decide on a specific solution to their problem. They're no longer looking at multiple options, though they may still be considering one or two different solutions. They are ready to make a purchase and simply need a little more info to help them move forward. TikTok can be used to provide direct calls to action, limited-time offers, and detailed comparisons to help nudge them towards making that final decision.

Types of TikTok content for the decision stage:

• Direct calls to action with links to purchase.
• Limited-time offers and promotions.
• Testimonials emphasizing satisfaction and value.
• Behind-the-scenes looks to build trust and authenticity.

The Challenges of Moving Down the Funnel

Moving prospects from the awareness stage to the conversion stage may bring with it several challenges. Consider:

1. Creating interesting, engaging content. To convince consumers to move to the funnel’s consideration stage, you should provide awareness-stage content that is interesting and engaging enough that prospects are willing to follow your account and engage with your brand on TikTok.

2. Address consumers' pain points. Many businesses want to start by listing the features and capabilities of their products. Instead, focus on delivering effective messaging that deals with customers' pain points and how your business can solve those challenges.

3. Show that your business is a viable solution. At this stage, you want to stand out from your competition and show that you can offer something they can’t. Indicate what differentiates you from similar businesses.

In Conclusion

Work with a Media Partner to Measure and Improve ROI

Effectively managing and optimizing your TikTok campaigns can be a complex task, requiring a strategic approach to content creation and audience engagement. To maximize your return on investment (ROI) and ensure your campaigns are achieving their full potential, consider partnering with a seasoned media partner. By collaborating with experts who understand the nuances of the platform and can provide valuable insights and analytics, you can fine-tune your approach and drive better results.