October 3, 2022

Turn high-value segments into TikTok campaigns that drive sales

minute read

With more than 1 billion active users, TikTok is one of the fastest-growing and most used social platforms in the world. TikTok has quickly become the new way to reach young, affluent customers and early adopters who like to stay on trend.

But despite its popularity, the app can still feel like a bit of a mystery to marketers.

Many marketers have maxed out their spend on existing social channels or they have become less profitable. Consumer privacy changes, along with iOS updates and the looming death of cookies have seen tried and tested methods on Facebook and Instagram no longer be as effective. CPAs are up and ROAS is down. TikTok could provide a new option to reach these customers. 

Custom audiences

Similar to Facebook and Google, TikTok Custom Audiences is a targeting option that lets you reach people who have previously interacted with your content or are already known to your brand. 

The "Customer File" option allows you to upload your own list of customers – these might be people who have already bought from you, who are on your email list, or who have entered a competition or sweepstake. These people have already engaged with your brand, which means there is already a sense of trust. 

High-value acquisition

TikTok is growing, fast! If you’re targeting Millennials or Gen Z, it’s the place to be. While the TikTok algorithm is fantastic at keeping users engaged and scrolling for days - it's not yet as good at finding new customers. Using your hard earned first-party data is still the best way to find new high-value customers.

With Lexer you can easily identify and segment your high-value customers, and send these audiences to TikTok with a click. Use these as the seed to generate lookalikes audiences. These lookalikes are your potential new best customers. Identify your “hero products”, ie; what high-value customers buy first - and those are the products you feature in your prospecting ads to drive sales. 

Retain those email non-openers

We all have customers who have unsubscribed from email or no longer open - but that doesn't mean they no longer want to hear from you. Let’s onboard those customers into TikTok to target them where they spend most of their time. 

Using Lexer you can identify high value email non-openers and send them to TikTok to target with relevant ads. Segment by recency, gender or product category to make sure the message is as relevant as possible to drive maximum ROAS.

Plug and play integration

Lexer’s integration with TikTok allows marketers to connect with a click and start sending audiences in minutes. And best of all Lexer will automatically maintain audiences for you every day meaning your TikTok campaigns are always using the most up to date customer data for optimal ROI, it’s that easy. 

Know your customer. Grow your business

Lexer is the CDXP of choice for over 150 leading brands and retailers, such as Sur La Table, Martha Stewart, Cotton On, John Varvatos and more. We put the power of your customer data directly into your hands, ensuring you have the insights necessary to grow your business. Our intuitive tools enable retail, marketing, and service teams to create data-driven engagement strategies that positively impact every stage of the customer lifecycle.

To learn more about how Lexer can help you create remarkable customer experiences, book a demo using the calendar below.

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Guy Rochford
Product Marketing
Guy has nearly two decades of marketing, advertising, and technology experience working with customer-obsessed brands across the USA and APAC. Having joined Lexer in 2016, Guy is focused on go-to-market strategy and delivering client value. Outside of work he enjoys ‘80s movies, and 49ers football.‍