Emerging social platforms represent massive opportunities for growth, but only if you know how to tap into them early and maximize their potential.
In this in-depth case study, we'll walk through a behind-the-scenes look at how our agency rapidly became a TikTok titan, gaining over 150,000 followers and 5X more leads in just a few months.
Learn how one digital marketing agency Charlotte leveraged TikTok to drive huge growth by optimizing their profile, creating viral content.
Crafting An Optimal TikTok Profile
When we first decided to invest serious time and resources into growing our TikTok channel, the very first step was fine-tuning our profile to polish and professionalize our brand presence.
We focused on several key profile elements to establish credibility quickly and appeal to our target audience of small business owners and marketers:
Profile Photo and Bio
● We picked a vibrant, colorful profile photo incorporating our logo and brand colors. This made our account instantly recognizable and memorable.
● Our bio clearly explained our services in a few concise sentences: "We help brands grow through strategic marketing and social media management. Reach out to fuel your business growth today!"
Link to Our Website
● We added a clickable link in our bio to drive traffic to our main website. This made it easy for engaged viewers to access our services and learn more after watching our content.
Hashtags
● We included several relevant niche hashtags in our bio, like #SocialMediaMarketing, #DigitalMarketing, and #OnlineBusiness. This made our profile discoverable to our ideal target audience.
Analysing Trending Content in Our Target Niche
After getting our branding and messaging tightened up in our profile, the next phase was conducting in-depth research on TikTok.
We dove deep analyzing the types of content styles, topics, niches, hashtags, sounds, and formats that were currently trending and performing well among our target audience.
Gaining this understanding of what content ticks on TikTok for marketing and business owners allowed us to mirror and optimize our own content for maximum organic reach and sharing.
Developing A Library of Highly Shareable Video Content
Armed with research and insight into top-performing content within our niche, we developed a content strategy and creative shooting schedule.
Some of the video content formats and concepts we brainstormed included:
● 60-second tips for small businesses on growth hacking success on TikTok
● Reaction videos where we watch and react to hilarious or cringey social media fails from brands
● Trending TikTok challenge videos incorporating our brand, driving engagement
● Short interviews with marketing experts and influencers on growth tips
● Behind-the-scenes glimpses at our office culture and team events
Leveraging Hashtags and Features Strategically
Once we began posting daily videos aligned to trending interests, we leveraged hashtags and features strategically to maximize views, shares and exposure.
Some of our strategies included:
● Using a mix of popular niche hashtags along with unique branded hashtags in our posts
● Quickly jumping on trending hashtag challenges and hot topics
● Using Duets and Stitch features to piggyback off viral content in our niche
● When a piece of content took off, we'd immediately film related follow-up videos to ride the momentum
Running Collaborations with Micro-Influencers
We found that collaborating with micro-influencers in similar niches was hugely beneficial.
These co-marketing campaigns exposed our brand to thousands of new targeted followers from the influencer's audience. It also allowed us to exchange valuable expertise and introduce each other's followers to helpful thought leaders.
We'd generally reach out to set up a single collab video first and if it performed well, discuss an ongoing partnership with multiple video and promotion exchanges.
Driving Conversions with Links and Calls-to-Action
While growing our audience and engagement was crucial, we also focused on driving conversions by:
● Adding clickable links to our profile and video descriptions pointing users to targeted landing pages on our site.
● Running TikTok contests and promotions with submission forms linked in our bios to capture leads.
● Inserting clear calls-to-action in the overlay text and on-screen graphics telling viewers exactly what action we wanted them to take.
● Using UTM campaign tags on our links to track which videos were driving the most conversions.
The Results: How Our TikTok Strategy Drove Real Business Growth
Within just a few months of consistently implementing this comprehensive TikTok strategy, we saw explosive growth:
● Our follower count grew 12X from 5k followers to over 150,000 and was accelerating quickly
● Website traffic from TikTok increased more than 800%, sending 12X more visitors to our site monthly
● Our lead generation rates shot up 5X thanks to TikTok contests and promotions
● We formed valuable co-marketing partnerships with several influencers and brands in our niche
● Nearly all of our videos hit at least 20K views, with top videos consistently ranking #1 for major niche hashtags
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