TikTok offers digital marketers an opportunity to reach high-value audiences, but building a balanced full-funnel marketing strategy is key. The platform's fast-moving nature means customers are constantly discovering new brands and consuming fresh content, making it essential to consistently reach audiences across the sales funnel. A TikTok sales funnel consists of three stages: awareness, consideration, and conversion. To build awareness, marketers need to introduce their brand to potential customers in a memorable way, using popular trends and creative ad formats that tap into the platform's viral nature. For consideration, marketers must showcase how their products can benefit audiences, building credibility and trust through frequent interactions and collaborations with relevant influencers. User-generated content is also crucial for showcasing social proof and driving conversions. At the bottom of the funnel, efficient retargeting strategies, sales-focused video ads, and TikTok Shopping Ads can help drive conversions by removing obstacles from the customer journey and making purchases seamless. A well-executed full-funnel strategy that resonates with the target audience is critical to success on TikTok.