Jacobs Ladder: Social Media Marketing Strategies

01/02/2015 The Eastco Group

“Those who insert themselves into as many (marketing) channels as possible look set to capture the most value. They’ll be the richest, the most successful, the most connected, capable and influential among us. We’re all publishers now, and the more we publish, the more valuable connections we’ll make.” – Pete Cashmore, Founder of Mashable

Integrating your marketing across all available and appropriate communications channels is A MUST for successful marketing today! This is the first in a series of how a leading brand utilized The Eastco Group’s services to grow their product awareness and sales through traditional and digital channels.

Seen on the prime time hit TV show, the revolutionary fitness product Jacob’s Ladder™ has been used by professional sports teams, film stars, universities and the military. Having successfully collaborated for marketing their residential product, The Eastco Group was recently selected for marketing their newest product The Stairway™, and to create a whole new marketing plan for the brand, including a wide range of integrated marketing solutions. As always it was a pleasure to work with Jacob’s Ladder™ and to see results that were pleasing to the client!

Our first job was to enhance the Jacob’s Ladder brand and create a powerful new marketing strategy that would include their traditional marketing channels as well as greatly expand into all-important digital and social marketing channels. The plan included:

  • an upgraded and mobile friendly WEBSITE,
  • a complete SOCIAL MEDIA strategy, including Facebook, Twitter, Pinterest, a blog, and more,
  • top-notch PHOTOGRAPHY,
  • world-class VIDEO PRODUCTION in our studios and various locations,
  • a TRADESHOW booth,
  • a print CATALOG,
  • and an iPAD APP with an interactive workout log and social sharing.

Since social media is so important, we will talk a bit about that aspect in this first of our series.

Used by The Biggest Loser™ TV show, Robert Downey Jr., NFL Quarterback Colin Kaepernick, and other high profile and reputable organizations and personalities, the brand is capable of attracting attention if properly positioned and marketed. To spread its online social media presence, we created a social media plan and campaign “how to” document to frame client goals, and then we began implementing the plan by consistent and highly creative posting on Facebook, Twitter, Pinterest, and more. Highlighting the experiences and unique stories of the Jacob’s Ladder community of users was key.

People ask us all the time… what do I put on Facebook and other social media platforms?

Social media requires constant activity to make it viable. For most organizations like Jacob’s Ladder, this means posting something new every day or two at least. This does not take much effort. What takes effort is posting something meaningful every day or two. What are meaningful posts? Here’s just a few proven strategies:

  1. Photos & Video are a must!
  2. Announcements. Announce everything you have going on: Any and all new products or services, improvements made to existing products/services, what makes your products and services unique, any recognition/PR/awards/achievements you have made or received, how others are using your products/services, new-hires, expansions, significant new equipment purchases, etc…
  3. Industry updates. Every post doesn’t have to (and SHOULD NOT) be about you. Facebook has the power to expand your fanbase, so post everything and anything related to your industry. Another EASY method to get tons of traction: Industry magazine blogs are a great place for content that you can re-post.
  4. Industry nuggets – little statements and links from within your industry generate conversations and provide actual back and forth online, from a trusted source.
  5. Contests/giveaways.
  6. “Likes” are good… “shares” are way better. It’s totally possible to have just a handful of “likes”, but 10’s of 1000’s of “shares” of good posts. That’s where the traction often kicks in!


A study by marketing software developer Hubspot found that companies that blog get “55% more web traffic and 70% more leads than those who don’t.” Why? Because blogs put you in charge of a conversation. A conversation people are already having. When you join the conversation as an authority, people look to you, listen, admire … and share. No longer are you shouting from the sidelines.

Blogging can establish you as an authority. But a sales pitch can’t demonstrate this. Instead, a well-written blog will get like-minded people to look in your direction with admiration. You will grab attention and increase the value of your brand.

There are millions of blogs and most will never make a dent in the universe. So you can’t just start blogging and expect it to make a difference without employing the right strategy.
The following are ten of our many strategies that are proven to work and should be taken seriously.

  1. Choose the right platform for your blog. A platform (such as WordPress) that is an industry leader will amplify the power of your voice because it has the ear of the search engines and the connections to play on the global stage.
  2. Choose a mission for your blog. Blogging helps establish the “why” in your existence. Customers today want to know the ethos of your mission.
  3. Infuse your blog with your brand values and be consistent with them.
  4. Choose a topic that is marketable.
  5. Keep it short and casual. Use catchy blog post titles.
  6. Comment on other blogs.
  7. Video, Graphics and Audio are a must.
  8. Place an RSS subscription feed button right on your blog, along with FB shares, “Tweet This”, Tumblr, Reddit, “email to a friend”, and other sharing buttons.
  9. Respond to important comments. Really great comments should be acknowledged. Negative comments don’t need to be censored, but provide great PR opportunities for customer service and education.
  10. STICK TO IT!

Iron Man Movie / Robert Downey Jr. Blog Post

Hollywood GI Joe Movie Blog Post

Jacob’s Ladder was so pleased with the results that they decided to keep The Eastco Group on retainer to keep building their interactive online presence.

The Eastco Group can help you build your social media presence, whether it’s just getting started or already well established. Social media is how people communicate, so you have to be part of the conversation! We can help you with that.

The following two tabs change content below.
The Eastco Group

The Eastco Group

An award winning provider of media content and marketing solutions fixated on one thing: Communicating your value to the world. The Eastco Group has completed countless media & marketing communications projects for Fortune companies, small business, rock & pop stars, NY Times best-selling authors & leading not-for-profit organizations.

  • Of course, by giving your business brand the social media touch, you not only generate more business but also connect with your customers better and serve them on a higher level.