It’s a question many niche service businesses face: How do you, a “middleman” company specializing in something as specific as Japanese pension fund claims, capture the attention of a young, digitally-native audience? How do you do it organically, efficiently, and without a massive advertising budget?

For us, the answer wasn’t in complex funnels or expensive ads. It was in going live.

We discovered that the key to unlocking growth was to embrace the platform our audience already loved — TikTok. By showing up consistently on TikTok Live with an informative, professional, and brutally honest approach, we transformed our business. We didn’t just talk at our audience; we engaged with them, answering 他们的每一个问题，建立了一个信任的社区，最终带来了惊人的业务成果。

The Challenge: A Stagnant Lead Pipeline

For nearly three years, from early 2021 to the end of 2023, we hit a wall. Our lead pipeline was stuck, generating a stagnant 100–200 leads per month. While steady, this was simply not enough to fuel the growth our company targeted.

The world had changed. The COVID-19 pandemic had fundamentally shifted digital trends, altering how our audience consumed content and interacted with brands online. Our old methods were no longer effective, and we were failing to connect with a new wave of potential clients who lived and breathed on fast-paced social media platforms. We needed a radical change in strategy.

The Hypothesis: Why TikTok? The Untapped Opportunity

The solution needed to be where our audience was. That place was TikTok.

I saw a massive blue ocean opportunity on the platform. It was heavily dominated by our target demographic, yet completely untapped by our direct competitors. This led to a clear hypothesis:

“By creating educational and interactive content on TikTok, we can build a foundation of trust with our audience. This trust will, in turn, generate a pipeline of high-quality leads who are already convinced of our expertise and value.”

We decided to bet on authenticity and direct engagement.

The Action Plan: A 3-Step Execution

We rolled out a focused, three-part strategy to turn our hypothesis into reality.

Step 1: Launching a Weekly Q&A Live Series

We committed to a consistent, weekly Q&A session on TikTok Live. To maximize viewership, we implemented a cross-platform promotional strategy, announcing each upcoming live session on our Instagram Stories, Facebook posts, and even WhatsApp Statuses. This created a funnel, driving our existing followers from other platforms directly to the interactive environment of our TikTok Live.

Step 2: Developing an Educational Content Ecosystem

Instead of selling, we started teaching. Our core theme was demystifying the complex process of Japanese pension claims. We tackled the tough questions head-on, creating content around topics like, “A Step-by-Step Guide to Claiming Your Nenkin,” and addressing common pain points such as, “Why Was My Claim Rejected by the Japan Pension Service?” This positioned us not as salespeople, but as expert advisors.

Step 3: Building an Authentic Community

We ensured our live sessions were hosted by a familiar face from our previous video content, creating an instant connection. The setup was professional, but the interaction was genuine. This changed the entire dynamic. Our audience went from passively watching pre-recorded videos to engaging in a live, two-way conversation. They could ask specific questions about their unique cases and receive honest, direct answers, building a powerful layer of trust that pre-recorded content could never achieve.

The Results:

The impact of our TikTok Live strategy was immediate, significant, and far exceeded our expectations.

• ✅ 3X Increase in Monthly Leads: Our average monthly leads skyrocketed from ~150 to over 600 per month.
• ✅ 200% of Sales & Marketing Goals Achieved: We consistently doubled our monthly targets, proving the direct commercial impact of the strategy.
• ✅ Became the Authoritative Voice: Exata Indonesia transformed into the most trusted pension fund consultant for our target audience. We became the go-to source for both prospective clients and those who had already used our services, solidifying our position as the market leader.

Key Takeaways

This project taught us several invaluable lessons about modern marketing:

1. Authenticity Outperforms High Production. Our success came from honest, unscripted Q&A sessions, not from flashy, expensive advertisements. Trust is the new currency.
2. Educate, Don’t Sell. By empowering our audience with free, valuable information, we built a community that was naturally inclined to use our paid services when the time came.
3. Meet Your Audience Where They Are. A strategic choice of platform is half the battle won. Don’t force your audience to come to you; go to them.
4. Consistency Builds Community. A weekly live show creates a habit. Our audience knew when to expect us, which turned passive viewers into a loyal community.