From One Practice to a Global Footprint: A Region-by-Region Social Amplification Strategy
ABOUT BTS
BTS, headquartered in Stockholm, Sweden, is a global strategy execution and leadership consulting firm that helps organizations turn strategy into action through coaching, leadership development, and team performance work. Bates Communications, a Boston-based executive coaching and leadership communications firm founded in 2000 by Suzanne Bates, built its name helping executives strengthen how they communicate and lead. In 2021, Bates joined BTS, expanding BTS’ executive and team performance offerings and bringing its communications expertise into a much larger global organization.
THE CHALLENGE
Early on, Bates Communications simply wanted to build its brand presence on social media and grow, without yet having an established way to do it at scale. That changed after the BTS acquisition. BTS operates as a genuinely global firm, with each region running independently and speaking to its own local audience, so as social media usage expanded out from Bates into the wider BTS practice, a single one-size-fits-all setup was never going to work. The challenge shifted from simply getting started to scaling something that could flex by region while still growing across new practice manager groups.
THE SOLUTION
Bates adopted MarketBeam almost immediately after seeing what it could do, using it to establish a real brand presence on social media with LinkedIn as the primary channel. Once part of BTS, the team didn’t stop there: usage expanded into new areas and practice manager groups, eventually quadrupling. To match how BTS actually operates on the ground, MarketBeam was configured differently region by region rather than rolled out as one global setup, letting each market reach its own audience on its own terms.
THE RESULTS
13.2%
YoY LinkedIn Follower Growth
3,824%
LinkedIn referral clicks grew dramatically
increasing website traffic.
THE BENEFITS
- Brand presence on LinkedIn established almost immediately after adoption
- Usage quadrupled as it expanded from Bates into the broader BTS practice
- Region-specific setups let each market reach its own audience
- Practice managers across regions got a consistent way to build their own voice
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