Talent Talks: The Impact of TikTok on eCommerce Marketing with Madison Rolley

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Welcome to ScaleJet's Talent Talks: eCommerce edition! In this interview series, we sit down with industry experts to gain valuable insights and advice on succeeding in eCommerce.

Today, we're excited to have Madison Rolley, an experienced digital marketer and social media strategist, join us. With a strong background in developing and implementing successful digital campaigns, Madison brings a wealth of knowledge to the table.

During our conversation, Madison will share her thoughts on the role of marketing and TikTok in eCommerce, tips for creating a successful digital marketing strategy, the importance of building a strong brand identity, and much more.

Whether you're a business owner looking to boost your online presence or a marketer seeking to refine your skills, this interview is packed with valuable information you won't want to miss. So, let's jump in!

1. Madison, how important do you think social media advertising is for eCommerce businesses, and what channels do you find to be the most effective?

‍Madison: Social media advertising can be incredibly important for eCommerce businesses, but only if done right. It allows brands to reach their target audience, drive traffic to their website, and ultimately increase sales. 

In terms of the most effective channels, it really depends on the brand and their target audience. Instagram and Facebook are typically the go-to channels for eCommerce brands, but with the increasing popularity of TikTok this channel can yield incredible results for visibility and conversion. 

With this newer channel it’s important to note that your ad content should seem native to the app. If your team is unsure how to achieve this, I recommend leaning on content creators who already have a good grasp of the app and the content it’s users prefer. 

2. TikTok has been gaining popularity as a marketing tool for eCommerce brands. What are some of the unique opportunities that TikTok offers for brands compared to other social media platforms?
   

Madison: TikTok offers a unique opportunity for brands to showcase their products in a fun and creative way. This app favours authenticity, storytelling and value adds rather than aesthetic or perfectly curated content.

With Tiktok’s specific algorithm, brands have an opportunity to reach a wider audience than they might be able to on other social media platforms. The platform's focus on user-generated content means that brands can tap into the power of influencer marketing by partnering with TikTok creators who know how to achieve repeat virality.

3. In your opinion, what are some common mistakes that eCommerce brands make when using TikTok as a marketing tool, and how can they avoid them?
   

Madison: One common mistake eCommerce brands make on TikTok, is treating the platform like any other social media channel. TikTok has its own culture and language, and it's important for brands to understand that in order to create content that resonates with the platform's users. 

4. How do you measure the success of your TikTok marketing campaigns for eCommerce brands?

Madison: Success of TikTok campaign for eCommerce brands can be measured in a variety of ways, including views, engagement, website traffic, and ultimately, sales. That being said, It's important to set clear goals before launching a campaign so that you can measure success accurately.

As TikTok is an awareness channel, I recommend measuring conversions in brand account follows, saves and free lead magnet opt-ins. Expecting direct sales from a TikTok campaign tends to disappoint, directing a user off the platform to an email list or having them invest in your brand through following gives opportunity for them to build loyalty and convert later.

5. What are some emerging trends in TikTok marketing for eCommerce , and how can brands stay ahead of the curve?
   

Madison: Some emerging trends in TikTok marketing for eCommerce include using storytelling to build like know and trust, partnering with micro-influencers, and leveraging user-generated content. Brands can stay ahead of the curve by staying up-to-date on the latest trends and experimenting with new tactics that engage their target audience.

6. You mentioned fostering partnerships and generating outside-of-the-box growth opportunities. Can you give us an example of a unique growth opportunity you identified for an eCommerce brand and how it worked out?
   

Madison: For brands that are brand new to the channel, one way I have a few I have worked with achieve a lot of quick success, is through creating long term partnerships with a group of creators. They create a cadence for content creation, where the creators would create 1-2 videos a month for the brand to post on their platform, and then had those same creators post content to their accounts to drive traffic to the brands account. 

This is a great way to get the channel off the ground, build credibility with your target audience and the Tiktok algorithm being a new account.

7. Can you tell us more about your work as a digital nomad coach and how it relates to your work in eCommerce marketing?

Madison: Being a travel creator and coach on the platform myself, I get the opportunity to trial and error effective strategies, learn what resonates with my target audience and learn how to effectively convert viewers into followers and followers into clients.

My work in eCommerce marketing is closely related, as I help brands develop and execute digital marketing strategies that allow them to reach their goals. While there are foundational aspects to being successful in social media marketing, one thing I have taken away from my personal content experience is that every target audience is unique. They have their own unique pain points, desires and it’s your job as a marketer to understand those and position your product as the solution through the medium that resonates with them.

8. Can you share with us any tips or advice for aspiring eCommerce marketers, especially those interested in incorporating TikTok into their marketing strategy?
   

Madison: My advice for aspiring eCommerce marketers is to stay curious and keep experimenting. Don't be afraid to try new tactics or platforms, and always be open to learning from others. 

When it comes to TikTok specifically, it's important to understand the platform's unique culture and language and to create content that resonates with its users.

9. How do you keep up with the constantly evolving landscape of eCommerce marketing, and what resources do you rely on to stay informed and up-to-date?

Madison: While the eCommerce marketing space is ever evolving, there are many ways you can keep current. I gravitate towards LinkedIn, TikTok and Newsletters to keep me up to date on what’s emerging in the space.

One think I think is important to keep in mind is, while it’s always a good idea to test out new channels, strategies and ideas. I have found the most success through doubling down on what’s working. Had a video go viral? Don’t ignore it and try something new, double down on the style, hook, CTA that your target audience has showed you they love! Be quick to double down on what works and throw out what doesn’t.

And that's all for our interview with Madison Rolley, founder of Rolley Digital. We hope you enjoyed learning about her experiences and insights in the digital marketing industry. Follow us for more interviews with eCommerce experts and hiring insights!