Your guide to professional services marketing on TikTok
If you and your team have services to sell, read on and learn how best to harness TikTok’s power and reach for your professional services marketing strategy.
In today's ever-changing digital landscape, professional services firms are discovering exciting new avenues for client engagement on TikTok. With its vast user base and innovative features, the platform offers a unique opportunity for smart business owners who are marketing professional services.
The TikTok opportunity for professional services
TikTok boasts over 1 billion active users, making it the must-use platform for professional services advertising. Its diverse user base includes potential clients for all kinds of services, like law, accounting, consulting, and beyond. It’s no wonder 52% of TikTok users that have come across small or medium business content on TikTok have gone on to make a purchase. By establishing a presence on TikTok, professional services firms tap into new audiences and showcase their expertise in compelling ways.
How to craft an airtight professional services marketing plan on TikTok
To excel on TikTok, professional services firms need to develop a comprehensive marketing plan that aligns with the platform's unique characteristics:
Content strategy: Create informative and engaging content that shows off your expertise. Use trends and challenges to make complex topics easy—and even fun—to learn about.
Audience engagement: Interact directly with your audience through comments, duets, and live sessions to build trust and win credibility. There’s a community for everything, and they’re all on TikTok.
Consistent posting: Maintain a regular posting schedule so your audience stays engaged and you increase your visibility on the platform. This’ll keep them coming back for more.
Performance tracking: Use TikTok's analytics tools to measure the effectiveness of your content and refine your strategy as you go. Every little tweak helps dial in on the perfect placements.
Leveraging TikTok's lead gen tools
TikTok offers robust lead generation features that are particularly valuable for digital marketing for professional services:
Native lead generation: Capture leads directly within the TikTok app, reducing friction in the lead collection process. You can customise forms with up to 10 questions, making it infinitely easier to qualify your leads.
Website lead generation: Drive more traffic to your website and capture leads through optimised landing pages and forms.
CRM integration: Integrate TikTok's lead generation tools with various CRM systems, so you can keep the conversation going through seamless lead management and follow-up.
Creating compelling content for professional services advertising
Keep it pro, but make those professional services pop. The TikTok audience wants content that's slick and click-worthy, so give them something to talk about. It's crucial to create content that resonates.
Educational content: Share valuable insights and tips related to your services. A law firm could explain common legal terms, for example, or an accounting firm might offer some tax-saving tips.
Behind-the-scenes: Showcase your firm's culture and team to humanise your brand and build trust with potential clients.
Client success stories: Share testimonials or case studies in a visually appealing format to demonstrate your expertise and results.
Trend participation: Engage with popular TikTok trends and challenges, adapting them to fit your professional context.
Optimising your professional services marketing strategy
To maximise the impact of your TikTok professional services marketing efforts:
Use TikTok's Ad Manager: Leverage TikTok's advertising platform to reach a wider audience and drive more leads.
Collaborate with influencers: Partner with industry influencers or thought leaders to expand your reach and credibility.
Cross-promote: Integrate your TikTok strategy with your other marketing channels for a cohesive brand presence.
Stay compliant: Make sure all your content adheres to the professional standards and regulatory requirements specific to your industry.
Local success story
Nippon Paint Singapore takes a creative spin on product and service showcase, engaging it's audience of all ages through humour, trends and vibrant editing style. In a lead generation campaign to drive enquiries about their painting services, they worked with local marketing agency Mediafreaks to integrate their brand messaging through video content, building a connection with viewers and ensuring top of mind brand visibility that would lead to future conversions. As compared to their performance in 2022, their efforts in optimising content and advertising strategies led to a 92% lower cost per lead and 68% lower cost per click on web conversion ads, showcasing the huge impact of what effective content brings for professional services.
By thoughtfully implementing these strategies, professional services firms can effectively leverage TikTok to level up their marketing efforts, reach new audiences, and generate valuable leads. After you sign up for a TikTok Business Account, start your journey by working with your sales contact to get it verified. This will give you a verification badge, which is the blue checkmark that you see next to a profile’s handle. It assures users that your account is legitimate and belongs to your brand. If you launch straight into paid ads without setting up an official branded account, you'll miss an important opportunity to start building your audience and prime them for future organic reach. As TikTok continues to evolve, staying adaptable and innovative in your approach will be key to long-term success in marketing for professional services.