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How to Grow a Facebook Page From 6,000 to 175,000 Fans

Authors: Jess Neil Tolbert
Posted Under: Social Pros Podcast
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Hosted By

Daniel Lemin

Convince & Convert

Hannah Tooker


Leanna Pham

Convince & Convert

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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.

How to Grow a Facebook Page From 6,000 to 175,000 FansDriving 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. Share on X
“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. Share on X
“Instead of them having to hunt, we organize it, we pull it all in and they know where to go to find it.” —@NeilTolbert


See you next week!

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