One of the highly effective — however least used — features of social media is its capability to show prospects into neighborhood.
At this time’s grasp has quite a bit to say about how social, neighborhood, and buyer advertising and marketing all work collectively as one. And as our 15-minute interview stretched right into a 90-minute espresso chat, people, it acquired actually laborious to distill it down into solely three classes.
But when your position touches on any of these areas, you’re going to wish to see what Katie Parkes has to say.
Katie Parkes
Director of Social, Neighborhood, and Buyer Advertising and marketing for Apollo.io
Lesson 1: Make YouTube your hero.
Since Katie Parkes heads up social and neighborhood, you in all probability count on her gaze to be locked on TikTok or Reddit, proper?
However after I ask her which advertising and marketing channel she’d choose if she had been solely allowed simply one… she doesn’t even take a breath earlier than blurting out, “YouTube.”
“YouTube is poised to have its greatest 12 months but,” she says, stating that the video large has now eclipsed even Netflix as the most-watched streaming service on TV.
And, enjoyable truth: YT’s viewers is only a teeeeeny tiny hair smaller than TikTok and Instagram… mixed.
“Use YouTube as your hero channel, and construct a content material engine round it,” Parkes advises. “Each video turns into the supply materials for dozens of repurposed belongings — carousels, threads, memes, Reels, Shorts, and extra.
“I consider it like this: Validate a subject with viewers demand. Create a video script about that matter. Flip that video script right into a weblog, then take items and contemplate the way it might turn into a carousel or brief video.”
And as for the neighborhood side? Although YT lacks the direct message function of most social platforms, Parkes says it’s best to interact your viewers proper there within the feedback.
“Precedence one is holding them on channel.”
And what do you placed on that shiny new channel? Effectively… flip to your customers.
Lesson 2: Flip energy customers into creators. (And vice versa.)
One of the priceless advertising and marketing sources you have got is your individual person base, based on Parkes.
“The very first thing you might want to do is locate your energy customers. Then flip these energy customers into creators. Have them create YouTube movies to your channels. Have them leap into your webinars.”
And it could work simply as properly in the other way: Turning content material creators into energy customers.
“Attain out to creators that your [ideal customers] already know and provides them entry to your product and analysis. Influencer advertising and marketing is not only an consciousness play, but in addition an unbelievable progress engine.”
Both approach, the outcomes will land more durable than content material that comes straight from your individual firm. (In nerdspeak, you’ll roll persuasion with benefit.) Your viewers already is aware of you imagine in your product. Present them that individuals similar to them imagine, too.
Lesson 3: Hear up.
When you give your energy customers a voice, your viewers shouldn’t be the one ones listening. Along with being nice collaborators for content material, your customers are additionally the most effective supply of information about… y’know… your customers.
“Take the individuals who love your product and construct an advisory board. Give them unique entry to betas, and faucet them for product suggestions.”
And whereas that will enhance your product, it’s not only a product play. When your viewers is aware of they’re being heard, it creates a extra engaged and constant neighborhood.
But it surely’s not only a suggestions play, both. Your present customers additionally perceive what potential new customers suppose — in spite of everything, they had been noobs as soon as, too. You possibly can flip to them to A/B take a look at advertising and marketing collateral, collect quotes from material consultants for brand spanking new content material, and even supply vegetarian recipes for the Instantaneous Pot you had been simply gifted. (Okay, that one’s only for me. However critically, cdelprincipe [at] hubspot [dot] com.)
Parkes says to start out with the query, “How do you make them really feel empowered?” Then make it occur.
Lingering Questions
At this time’s Query
“Moreover AI, what advertising and marketing traits or applied sciences are you holding your eye on or planning to do this 12 months?” — Shelagh Dolan, Content material advertising and marketing lead, Quora for Enterprise
At this time’s Reply
Parkes says: “I’m paying shut consideration to how information storytelling is evolving, particularly as belief in advertising and marketing continues to erode.
The manufacturers standing out proper now aren’t simply publishing content material — they’re exhibiting receipts. Buyer tales. Product utilization. Neighborhood affect. As social algorithms proceed to reward who’s getting essentially the most consideration, credibility is the brand new forex.
However is not simply about numbers. It must be earned in artistic, human methods, so you might want to depend on actual voices.
That’s why I’m enthusiastic about creator-led and community-first B2B advertising and marketing — tapping into your energy customers, inside consultants, and neighborhood members to share the story in their very own phrases. We’re transferring away from polished model narratives and towards trusted people who convey each experience and authenticity.
In a sea of regurgitated AI rubbish and pretend content material, a very powerful factor your model can concentrate on is being believed.“
Subsequent Week’s Query
Parkes asks: What’s one “boring” advertising and marketing channel or tactic that’s working approach higher than anticipated for you proper now, and why do you suppose that’s?
