Your guide to Marketing Cloud’s new TikTok integration
Following a recent announcement, Salesforce Marketing Cloud will now integrate with one of the most influential social media platforms in today’s market: TikTok. But what will this mean for your business? And how can you make the most of this powerful new integration? Find out in this article.
What's so special about the integration, you ask?
There are countless ways to sell a product these days, but social media remains one of the most powerful channels to help you find the right audience, pitch your product, and grow a loyal customer base.
The impact that social media platforms can have as part of a sales and marketing strategy is undeniable. And there’s a lot more to TikTok than dance challenges—it’s a hugely lucrative e-commerce opportunity. Two-thirds of TikTok users say they have been inspired to buy something on TikTok even when they’re not actively shopping. Over a third (35%) have bought something through the platform, and 44% of its 1bn+ active users say they’ve discovered products through ads and content posted by brands.
If you’re an existing Salesforce Marketing Cloud customer or someone looking to implement this groundbreaking cloud product in the near future, the launch of the new TikTok Ads API Connector means that you’ll be able to jump on the #TikTokMadeMeBuyIt train more easily and take advantage of the massive potential that community commerce offers.
Like, 'in-real-time-fast'.
This is a HUGE step for businesses using social media to understand and reach their customers right where they're already at."
2023 Salesforce Golden Hoodie Recipient
What does the TikTok integration do exactly?
If you have an existing Salesforce Marketing Cloud account then, in a nutshell, the new connector allows you to link your Marketing Cloud instance to a TikTok account and transfer budding leads back into Marketing Cloud in real time.
Now, how does that work in practice?
As soon as a lead is generated on TikTok, it will be immediately accessible in your Marketing Cloud instance, meaning that your employees no longer need to manually download and import leads using CSV files.
Instead, your staff using Marketing Cloud will be able to get to work on actionable leads instantly, allowing for the kind of fast follow-up and personalized engagement that is proven to increase conversion rates. Marketers can also apply downstream automation and integrations such as SMS and email more quickly to keep potential new customer moving along their engagement journey in the most efficient and engaging way.
Designed to be user-friendly and accessible, the integration is a no-code solution that can be deployed in minutes, meaning that your employees who use Marketing Cloud don’t need coding skills to reap the benefits of this. The powerful lead generation tool can simply be downloaded through Salesforce AppExchange.
What else is new in Marketing Cloud?
The game-changing TikTok integration wasn’t the only exciting new feature to roll out as part of Marketing Cloud’s Winter ’24 release. According to a recent report, more than half (56%) of customers now expect every offer marketed to them to be personalized. With that in mind, there’s a whole range of nifty new features, joining the swath of tools added to Marketing Cloud this year, many of which focus on delivering more personalized experiences for customers. Here’s a sneak peek into our personal favorites. You can find out more about Salesforce’s biggest announcements in our round-up of Salesforce Dreamforce 2023.
- Einstein Generative AI. Users can now take advantage of Einstein Generative AI to create subject lines and body copy in Content Builder. The ability to produce generative AI images is also now part of Content Builder, helping marketers add unique, engaging images to their marketing campaigns at the click of a button.
- Einstein Studio BYOM. This feature makes it easier for users to bring customer data from a range of sources into Marketing Cloud and create smarter customer segments using AI models.
- The Marketing Cloud Intelligence’s Connector for Data Cloud. This crafty feature allows users to ingest all Data Cloud data using a free SQL query, helping them to identify what strategy works best for what customer segment, and offering a more complete picture of segment performance.
- Package Manager Industry Solutions for Marketing Cloud Engagement. Marketers can now get up and running with ready-to-use templates, featuring customer journeys, landing pages, and other content based on industry best practices. These pre-configured packages give marketers a strong starting point, allowing them to tweak journeys and deliver personalized messaging faster. Currently, templates are available for the retail and automotive industries, with more industry-specific packages set to be released in the coming year.
How can your business take full advantage of these tools?
Having the right technology to drive more customer insights, personalization and, ultimately, conversions is just one piece of the puzzle. Every technology requires skilled professionals who can help you utilize it to its full potential.
Whether you’re looking to upskill your existing employees on Marketing Cloud to help bridge the skills gap in your team, or you want to bring certified Marketing Cloud specialists on board without breaking your budget, then we can help.
Our Marketing Cloud program delivers certified Salesforce talent with a practical skill set that’s tailored to your specific requirements. Our models are flexible and designed to fit your business, built on training developed in collaboration with Salesforce and delivered by Salesforce experts.
Whether you’re looking to upskill your existing employees or bring in certified, project-ready Salesforce Marketing Cloud Consultants, we can help you build out your Marketing Cloud capabilities and get maximum value from your Salesforce investment.
