Welcome to another episode of Mastering eCommerce Marketing, hosted by Eitan Koter. In this episode, Eitan chats with Jacob Shipley, who is the Head of Social Media at Benzinga. Jacob’s got some serious experience when it comes to growing social media audiences, and he’s been helping Benzinga reach new heights. If you want to learn how to build a real community online and gain more followers, Jacob’s definitely someone to listen to.
During their conversation, Eitan and Jacob talk about what it takes to create engaging content that really connects with an audience. Jacob shares how he’s grown Benzinga’s followers from around 80,000 to over 220,000, including some of the things that worked—and some that didn’t. They also discuss the importance of focusing on the right platforms, understanding what your audience is looking for, and making sure your content fits the space.
Jacob touches on why understanding the audience’s mindset is key and how companies should think about their content from the bottom up, not just repurpose what’s available. They talk about social media being a long game, one that takes consistency and adaptability, and why community engagement is still a superpower—even with all the AI tools around. There’s also plenty of advice here on how to navigate trends, stay ahead, and really make social content work for your business.
So, if you’re interested in growing your social presence or figuring out what makes an audience stick around, stay tuned—you won’t want to miss what Jacob has to say.
Website: https://www.vimmi.net
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Podcast website: https://vimmi.net/mastering-ecommerce-marketing/
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LinkedIn Eitan Koter: https://www.linkedin.com/in/eitankoter/
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Guest: Jacob Shipley, Head of Social Media at Benzinga
LinkedIn: https://www.linkedin.com/in/jacobshipley/
Benzinga: https://www.benzinga.com/
Watch the full Youtube video here:
Takeaways:
- Organic social media is a long-term strategy.
- Understanding your audience is crucial for success.
- Content creation should be tailored to each platform.
- Timeliness of content can significantly impact engagement.
- Building a community is more valuable than just gaining followers.
- Data analysis helps refine content strategies.
- Video content is increasingly important across platforms.
- Engagement and community management are key to growth.
- Founder-led content can enhance brand visibility.
- Consistency in posting is essential for organic growth.
Chapters:
00:00 Introduction to Organic Social Media Marketing
01:28 Jacob’s Journey into Social Media
03:34 Strategies for Social Media Growth
06:13 Understanding Audience and Algorithm
10:20 Content Creation and Data Analysis
15:11 Timeliness and Content Types
20:47 Platform-Specific Strategies
25:53 Building Community vs. Just Followers
28:48 The Power of Founder and Employee Content
31:42 Final Tips for Organic Growth
