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How do you personalize your social media content for different stages of the buyer's journey?

Katie Jane Parkes

Apollo.io Director of Social, Community & Customer Marketing | Formerly Shopify • 10mo

On social, you need to expect that you might people where they are in different stages of their buying journey, so you need a constant mix of tones, formats, and call-to-...

414 Views

What tools do you use to schedule and manage your social media posts for demand generation?

Katie Jane Parkes

Apollo.io Director of Social, Community & Customer Marketing | Formerly Shopify • 10mo

We use Sprout Social to schedule posts in advance and review analytics and reports, but honestly the tool is secondary. It offloads some manual work, but the real impact ...

419 Views

How do you integrate social proof and customer testimonials into your social media strategy?

Katie Jane Parkes

Apollo.io Director of Social, Community & Customer Marketing | Formerly Shopify • 10mo

I think about social proof as more than just a quote graphic or testimonial about how much they love the product. It's about turning customer success into content people ...

407 Views

How do you leverage influencer marketing on social media for demand generation?

Katie Jane Parkes

Apollo.io Director of Social, Community & Customer Marketing | Formerly Shopify • 10mo

I treat influencer marketing as an extension of our community and content strategy. The goal isn’t just reach; it’s credible reach that we can experiment with and then tu...

415 Views

How do you use social listening to inform your demand generation strategy?

Katie Jane Parkes

Apollo.io Director of Social, Community & Customer Marketing | Formerly Shopify • 10mo

I think of social listening as free, real-time market research. The goal isn’t just to track brand mentions, it’s to understand the conversations, frustrations, and jokes...

425 Views

What are the most important social media metrics you track for demand generation?

Katie Jane Parkes

Apollo.io Director of Social, Community & Customer Marketing | Formerly Shopify • 10mo

The mistake I see a lot of teams make is continuing to measure their social media impact with just vanity metrics: likes, impressions, follower growth. Those still matter...

436 Views

What are your strategies for creating viral content on social media for demand generation?

Katie Jane Parkes

Apollo.io Director of Social, Community & Customer Marketing | Formerly Shopify • 10mo

First, I don’t start with “how do we go viral.” I start with: what conversation does our audience already care about? And how can we show up in it in a way that feels bot...

419 Views

How do you balance promotional content with value-added content in your social media strategy?

Katie Jane Parkes

Apollo.io Director of Social, Community & Customer Marketing | Formerly Shopify • 10mo

For me, it’s less about a 50/50 split and more about a flywheel. If you think about social as a distribution engine, every piece of content has to earn attention first. T...

467 Views

Demand Generation Strategy · Social Media Marketing Strategy