About Social Pros Podcast:
Social Pros is one of the longest-running marketing podcasts in existence (10 YEARS and counting), and was recently recognized as the #1 Audio/Podcast Series by the Content Marketing Awards.
Our purpose? Making sure that we speak to real people doing real work in social media.
Listeners get inside stories and behind-the-scenes secrets about how teams at companies like Google, Reddit, Glossier, Zillow, Lyft, Marvel, and dozens more, staff, operate, and measure their social media programs. With 500+ episodes, the Social Pros Podcast brings the humanity of social media to the forefront, while providing incredibly useful marketing strategies that listeners can immediately implement.
Thank you to our sponsor ICUC Social.
Follow Social Pros on LinkedIn.
To inquire about becoming a guest, please email our Executive Producer, Leanna Pham, at firstname.lastname@example.org.
Apple Podcast Reviews:
The Social Pros podcast has quickly become a favorite in my feed! I'm consistently impressed by the engaging conversations, insightful content, and actionable ideas. I truly learn something every time I listen!@Arlie K
This is absolutely an awesome listen for anyone in communications or social media!!@Will31C
This podcast has become one of my staple weekly podcasts for learning about marketing! Love the conversations that they have and it's always enjoyable and educational!@Simonstone95
Love the podcast - informative, in depth and spot on for any business size.@MissTriathlon
Neil Tolbert, Director of Marketing and Communications at Mack Trucks, joins the Social Pros Podcast to share how to successfully drive organic growth through consideration, content, and consistency.
Driving to Consideration
You don’t usually see “organic social growth” and “corporate B2B marketing” in the same sentence. However, Neil at Mack Trucks has managed to swell the social ranks of his corporate accounts, especially Facebook, with little to no paid ads. It’s almost all organic.
How is that possible?
Through consistent content, a team organized by skillset, and deep mapping of touchpoints across all platforms he has built a social empire not often seen in the B2B world.
Having his team setup by skills allows each member to contribute at their highest possible level, which leads to a consistently high quality content. Consumers that engage with Mack Trucks are rewarded with impressive content that pulls them in and drives them to consideration.
By taking the time to map customer touchpoints thoroughly, he is able to follow the leads through their journey. This allows for further fine-tuning of content to turn those leads into sales.
A truly rewarding social cycle for customers and businesses alike.
In This Episode
- Why building a strong and confident team means organizing it around their individual skillset and strengths
- How consistency in content leads to booming organic social growth
- Why vetting your social impacts means mapping touchpoints and finding customer consideration
- How repeatedly proving the success of social to management leads to broader acceptance of its impact across the organization
Quotes From This Episode
“We always say we’re a big brand with a small team.” —@NeilTolbert
The channel growth across all of our social has been as organic as possible. Click To Tweet
“We set out to produce a truly cross channel experience from print to digital to social to even things we did on the ground in Allentown.” —@NeilTolbert
“We mapped out all the touchpoints that we have and identified does this contribute to awareness, does this contribute to consideration, and then does it contribute to a valid sales lead.” —@NeilTolbert
We're really tasked to getting that person or that activity to drive consideration. Click To Tweet
“Instead of them having to hunt, we organize it, we pull it all in and they know where to go to find it.” —@NeilTolbert
- Neil Tolbert on Twitter: @NeilTolbert
- Mack Trucks on Facebook, Instagram, YouTube, Twitter, LinkedIn, and Tumblr
- Bulldog Magazine
- How to Combine Social and B2B Marketing Automation
See you next week!