Course Overview

This practical two-day AI-Powered TikTok Marketing programme equips salespeople, marketing personnel and business development teams with the skills to use TikTok as a content, lead generation and sales conversion platform. Participants will learn how to establish a professional TikTok presence, create audience-focused content, conduct TikTok LIVE sessions, write persuasive scripts using AI, produce and edit short-form videos, generate enquiries and manage basic TikTok advertising campaigns.

The AI-Powered TikTok Marketing programme combines content psychology, storytelling, video production, publishing, lead generation, advertising, budgeting and analytics to help participants build a structured TikTok sales system rather than relying on isolated or inconsistent content. Practical exercises are integrated throughout the programme so participants leave with usable content, campaign plans and a 30-day implementation roadmap.

Learning Outcomes

1. Set up and optimise a TikTok profile for professional visibility and lead generation.
2. Understand TikTok’s role in personal selling, social selling and customer engagement.
3. Plan TikTok videos, captions and LIVE content using platform-appropriate practices.
4. Apply content psychology and viral mechanics to improve attention, retention and engagement.
5. Use AI tools to generate sales scripts, storytelling ideas, captions and content variations.
6. Produce and edit short-form videos using AI-supported production tools.
7. Develop a consistent publishing and account growth system.
8. Create sales-focused content that moves viewers from awareness to enquiry.
9. Build simple TikTok lead generation and follow-up processes.
10. Plan TikTok advertising campaigns and allocate budgets based on clear objectives.
11. Interpret content, lead and advertising performance data to improve ROI.
12. Develop a practical 30-day TikTok sales and content action plan.

Who Should Attend

• Sales representatives
• Business development personnel
• Marketing and digital marketing teams
• Sales and marketing managers
• Entrepreneurs and business owners
• Social media executives
• Customer engagement teams
• Content creators supporting business sales
• SMEs seeking to generate leads through TikTok

Prerequisites: Basic smartphone and internet skills. Participants should bring a smartphone and laptop. Access to a product, service or sales offer is recommended for practical exercises.

Learning Methodology

• Interactive presentations
• Trainer-led demonstrations
• Guided account optimisation
• Content analysis
• AI prompt practice
• Individual and group exercises
• Video recording and editing
• Campaign and budget planning
• Performance analysis
• Peer review
• Trainer feedback and coaching
• Action planning

Training Aids and Materials

• Training presentation slides and participant workbook
• TikTok profile optimisation checklist
• TikTok LIVE planning checklist
• Content psychology and hook-writing templates
• AI scriptwriting prompt templates
• TikTok video storyboard template
• Content calendar template
• Sales funnel planning worksheet
• Lead generation workflow template
• Advertising campaign planning template
• Advertising budget worksheet
• Analytics and ROI tracking template
• 30-day TikTok implementation plan

Course Content

Day 1: TikTok Foundation, Content Psychology & AI Content Production

Module 1: TikTok Basics for Salespeople

Topics

• Understanding TikTok as a discovery, trust-building and sales platform
• How customer behaviour differs on TikTok
• The role of salespeople in short-form content
• Personal branding versus corporate branding
• Educational, entertaining and promotional content
• Social selling through trust and visibility
• The TikTok customer journey from discovery to enquiry
• Identifying content opportunities for different sales roles

Practical Activity: Map the target customer, common questions, customer pain points and suitable TikTok content themes.

Participant Output: TikTok Sales Opportunity Map

Module 2: Account Setup & Profile Optimisation

Topics

• Personal, Creator and Business account considerations
• Choosing an appropriate username and profile image
• Writing a clear, persuasive bio and value proposition
• Adding contact and conversion elements
• Link-in-bio considerations
• Pinned videos and profile content categories
• Brand consistency across TikTok and other channels
• Account security, privacy and visibility settings
• Profile optimisation mistakes to avoid

Practical Activity: Review and improve the participant’s username, profile image, bio, value proposition, call-to-action and pinned content strategy.

Participant Output: Optimised TikTok profile

Module 3: TikTok Content Creation: TikTok LIVE, Video Content & Captions

Topics

• Core TikTok business and sales video formats
• Talking-head, demonstration, FAQ, testimonial, educational and behind-the-scenes videos
• Trend-based versus evergreen content
• Vertical filming, framing, lighting and sound fundamentals
• Writing concise, searchable captions
• Keywords, hashtags and caption calls-to-action
• Planning TikTok LIVE sessions
• LIVE opening, engagement, presentation and closing structure
• Moderating comments and encouraging participation
• TikTok LIVE, video and caption dos and don’ts
• Community guidelines and responsible content practices

Practical Activity: Create one video concept, one caption and one TikTok LIVE session outline.

Participant Output: Video, Caption and LIVE Planning Worksheet

Module 4: Content Psychology & Viral Mechanics

Topics

• How attention works in short-form video
• The first three-second decision
• Pattern interruption, curiosity and emotional relevance
• Problem recognition, relatability, surprise and contrast
• Social proof, authority and reciprocity
• Hook frameworks: question, problem, mistake, warning, curiosity, result, demonstration and story
• Watch time, retention, completion and rewatch potential
• Shares, saves, comments and search relevance
• Creating repeatable content series
• Why viral views do not always produce business results

Practical Activity: Analyse sample TikTok content to identify the hook, psychological trigger, retention device, call-to-action and sales relevance.

Participant Output: Content Psychology Analysis Sheet

Module 5: AI-Powered Scriptwriting & Storytelling

Topics

• Using AI for content ideation, hooks, scripts and captions
• Providing AI with business, audience and product context
• Building effective prompts for sales content
• Turning product features into customer-focused benefits
• Adjusting scripts for different segments, tones and speaking styles
• Hook-Build-Resolution storytelling model
• Problem-Agitate-Solution framework
• Before-After-Bridge framework
• Situation-Conflict-Outcome framework
• Myth-Truth-Action framework
• Fact-checking and refining AI-generated content
• Maintaining authentic personal and brand voice
• Responsible AI usage and confidential information protection

Suggested Tools: ChatGPT or equivalent generative AI tool

Practical Activity: Use AI to produce three hooks, one educational script, one sales script, one customer story and one caption with call-to-action.

Participant Output: Personalised AI TikTok Script Pack

Module 6: AI Video Production & Editing

Topics

• Converting scripts into simple storyboards and shot lists
• Smartphone recording setup, camera positioning, lighting and sound
• Talking-head videos, product demonstrations and supporting B-roll
• Teleprompter and recording tools
• Editing for speed, clarity and viewer retention
• Removing pauses and unnecessary footage
• Adding on-screen text and auto-captions
• Caption placement, music and sound selection
• Templates, transitions and visual effects
• Repurposing one video into multiple variations
• Maintaining visual and brand consistency
• Export settings for TikTok publishing

Suggested Tools: CapCut, Canva, Smartphone recording tools

Practical Activity: Select one AI-generated script, record, edit, caption and export a publish-ready TikTok video.

Participant Output: At least one publish-ready TikTok video

Day 2: Publishing, Sales Funnels, Lead Generation, Advertising & ROI

Module 7: Publishing & Growth Management

Topics

• Developing a sustainable posting routine
• Content quality versus posting frequency
• Content pillars for salespeople
• Balancing educational, engagement, personal and promotional content
• Content batching and recording multiple videos efficiently
• Managing drafts and content assets
• Using trends without losing brand relevance
• Building recurring content series
• Replying to comments and turning comments into videos
• Managing negative comments professionally
• Repurposing TikTok content across other platforms
• Maintaining consistency without content fatigue

Practical Activity: Develop three to five content pillars, a weekly posting schedule, batching workflow and engagement routine.

Participant Output: 14-Day TikTok Publishing Calendar

Module 8: Sales Content & Conversion Funnels

Topics

• The role of content across awareness, consideration and conversion
• Creating content for cold, warm and hot audiences
• Educational, comparison, proof, objection-handling and offer content
• Soft selling versus hard selling
• Product-centred versus customer-centred communication
• Using testimonials, demonstrations and customer stories
• Creating clear calls-to-action
• Moving viewers from TikTok to direct message, WhatsApp, landing page or appointment
• Mapping the TikTok customer journey and follow-up steps

Practical Activity: Map one awareness video, one consideration video and one conversion video with suitable calls-to-action.

Participant Output: Three-Stage TikTok Sales Content Funnel

Module 9: TikTok Lead Generation

Topics

• Defining a qualified TikTok lead
• Organic versus paid lead generation
• Lead generation through comments, direct messages, profile links and TikTok LIVE
• WhatsApp enquiry pathways, landing pages and lead forms
• Educational downloads and lead magnets
• Keyword-based calls-to-action
• Capturing useful lead information
• Lead qualification questions: need, interest, budget, location and timeline
• Lead response time and follow-up
• Basic CRM or spreadsheet tracking
• Managing customer information responsibly
• Avoiding spam-like direct messaging practices

Practical Activity: Design a lead offer, call-to-action, capture pathway, qualifying questions, follow-up message and tracking method.

Participant Output: TikTok Lead Generation and Follow-Up Workflow

Module 10: TikTok Advertising & Performance Marketing

Topics

• Organic content versus paid advertising
• TikTok Ads Manager overview
• Campaign, ad group and ad structure
• Campaign objectives: awareness, traffic, lead and conversion
• Audience targeting fundamentals
• Broad, interest, behavioural, geographic and demographic targeting
• Custom and retargeting audiences
• Creative requirements for native-style TikTok advertisements
• Spark Ads overview
• Promoting suitable organic content
• Creative testing and controlled variables
• Matching advertisements with landing pages or lead forms
• Basic campaign tracking
• Advertising policies and common setup mistakes

Practical Activity: Prepare a sample campaign with objective, target audience, ad concept, hook, offer, call-to-action, lead destination and success metric.

Participant Output: Basic TikTok Advertising Campaign Plan

Module 11: Ads Budgeting & Spending

Topics

• Connecting advertising spend with business objectives
• Test budgets versus scaling budgets
• Daily versus total campaign budgets
• Allocating budget for creative testing
• Allowing sufficient time for data collection
• Identifying when to pause, adjust or continue campaigns
• Cost per click, cost per lead, cost per appointment and cost per acquisition
• Setting an acceptable customer acquisition cost
• Considering sales value and profit margin
• Scaling validated campaigns gradually
• Recording and reviewing advertising expenditure
• Test-Validate-Scale budgeting framework

Practical Activity: Create a sample budget including total allocation, test spend, creative variations, daily spend, target cost per lead and review points.

Participant Output: TikTok Advertising Budget and Spending Worksheet

Module 12: Analytics & ROI Optimisation

Topics

• Organic metrics: views, watch time, retention, completion, engagement, profile visits and enquiries
• Advertising metrics: reach, impressions, click-through rate, cost per click, cost per lead and conversion rate
• Sales metrics: qualified leads, appointments, proposals, conversions and revenue
• Return on advertising spend and basic ROI concepts
• Separating visibility metrics from business metrics
• Connecting content performance with lead quality and sales outcomes
• Identifying strong and weak funnel stages
• Improving hooks, retention and calls-to-action
• Refreshing weak creatives and improving lead follow-up
• Establishing a regular performance review routine
• Making evidence-based content and budget decisions

Practical Activity: Review a sample performance report and recommend content, funnel, creative and budget improvements.

Participant Output: TikTok Analytics and ROI Optimisation Action Sheet

Final Strategy Lab: 30-Day TikTok Sales Action Plan

• Profile improvements
• Target audience and content pillars
• Weekly posting frequency
• TikTok LIVE plan
• AI content and video production workflow
• Sales content funnel
• Lead generation offer and capture method
• Follow-up process
• Advertising objective and initial budget
• Performance metrics and review schedule
• Individual responsibilities and 30-day targets

Final Participant Deliverables

13. Optimised TikTok profile
14. TikTok sales opportunity map
15. AI-generated script pack
16. At least one edited TikTok video
17. TikTok LIVE session outline
18. 14-day content calendar
19. Three-stage sales content funnel
20. Lead generation and follow-up workflow
21. Sample TikTok advertising campaign
22. Advertising budget worksheet
23. Analytics and ROI review framework
24. Personalised 30-day implementation plan

Suggested Programme Schedule

Day 1: Foundation and AI Content Production

Day 2: Lead Generation, Advertising and ROI

Suggested Tools

• TikTok mobile application and TikTok Business tools
• TikTok Ads Manager
• ChatGPT or equivalent generative AI tool
• CapCut
• Canva
• Google Sheets or Microsoft Excel
• Google Drive or equivalent cloud storage
• WhatsApp Business, CRM or lead tracking system where applicable

Note: Platform features, account eligibility and advertising options may differ according to account type, location, industry and current TikTok policies. Some AI, editing, advertising or analytics tools may require paid subscriptions. Free versions or trial access may be used where available.