Probably the most highly effective — however least used — points of social media is its skill to show clients into neighborhood.
As we speak’s grasp has rather a lot to say about how social, neighborhood, and buyer advertising all work collectively as one. And as our 15-minute interview stretched right into a 90-minute espresso chat, of us, it received actually arduous 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 most likely anticipate her gaze to be locked on TikTok or Reddit, proper?
However after I ask her which advertising channel she’d decide if she had been solely allowed only one… she doesn’t even take a breath earlier than blurting out, “YouTube.”
“YouTube is poised to have its largest 12 months but,” she says, declaring that the video large has now eclipsed even Netflix because the most-watched streaming service on TV.
And, enjoyable reality: 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 property — carousels, threads, memes, Reels, Shorts, and extra.
“I consider it like this: Validate a subject with viewers demand. Create a video script about that subject. Flip that video script right into a weblog, then take items and contemplate the way it may grow to be 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 maintaining 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.)
Probably the most worthwhile advertising sources you will have is your personal consumer base, based on Parkes.
“The very first thing you must do is locate your energy customers. Then flip these energy customers into creators. Have them create YouTube movies to your channels. Have them soar into your webinars.”
And it might probably work simply as effectively 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 is not only an consciousness play, but additionally an unimaginable progress engine.”
Both means, the outcomes will land more durable than content material that comes immediately from your personal 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: Pay attention 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 very best 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 may 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 dependable neighborhood.
However it’s not only a suggestions play, both. Your present customers additionally perceive what potential new customers suppose — in any case, they had been noobs as soon as, too. You possibly can flip to them to A/B check advertising collateral, collect quotes from subject material specialists for brand 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 significantly, cdelprincipe [at] hubspot [dot] com.)
Parkes says to begin with the query, “How do you make them really feel empowered?” Then make it occur.
Lingering Questions
As we speak’s Query
“Apart from AI, what advertising developments or applied sciences are you maintaining your eye on or planning to do that 12 months?” — Shelagh Dolan, Content material advertising lead, Quora for Enterprise
As we speak’s Reply
Parkes says: “I’m paying shut consideration to how knowledge storytelling is evolving, particularly as belief in advertising 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 probably the most consideration, credibility is the brand new foreign money.
However is not simply about numbers. It must be earned in inventive, human methods, so you must depend on actual voices.
That’s why I’m enthusiastic about creator-led and community-first B2B advertising — tapping into your energy customers, inside specialists, and neighborhood members to share the story in their very own phrases. We’re shifting away from polished model narratives and towards trusted people who convey each experience and authenticity.
In a sea of regurgitated AI rubbish and faux content material, an important factor your model can deal with is being believed.“
Subsequent Week’s Query
Parkes asks: What’s one “boring” advertising channel or tactic that’s working means higher than anticipated for you proper now, and why do you suppose that’s?
