Social Media: We all love to hate it … but let’s face it, we can’t live without it.
Time is something that we as marketers cannot get enough of, and sometimes our social media strategies suffer as a result. However, social media marketing is not something you want to be without. While it is an area that you cannot always generate direct returns from, it is definitely an area of your marketing endeavors that you should not ignore.
What is social media marketing?
Social media marketing is a strategic approach to getting your brand, company or service on social media platforms by using bespoke content marketing for channels that your target audience engages with. Channels can include platforms like Facebook, LinkedIn, Twitter, Instagram, and TikTok (to name a few). The various goals of social media marketing include brand awareness or retention, customer service, lead generation, and much more. To learn more about social media marketing, consider this HubSpot Marketing certification.
This may come as a surprise, but did you know that your HubSpot platform is designed to handle some of the most common social media marketing challenges? In addition to saving time, HubSpot social media tools can help with your analytics, turn employees into brand advocates, and provide publishing tools to do your best.
Let’s examine some of HubSpot’s social media tools that you may be overlooking.
1. Using HubSpot Social Media Post Scheduling to save time
Quite simply my favorite function in HubSpot – automated post-planning. If you’ve built a proactive social media strategy that includes a calendar of daily or weekly posts for your audience, you’ll love this feature. Instead of logging into every social media platform the day you want to post, plan your posts in advance.
To access this feature in your portal, select “Marketing -> Social -> Create Social Post”.
Either connect your accounts or, if you’ve already completed this step, select the platform of your choice to get started! To get an overview of your calendar strategy, you can use the calendar function to get a comprehensive overview of your platforms.
In addition to automated planning, there are a few additional functions to consider when publishing.
Planning in bulk
With HubSpot’s social media function, you can not only plan individual posts at the same time, but also plan up to 200 posts in advance for the Facebook, LinkedIn, Twitter and Instagram platforms. Once your content is created, simply add it to an MS Excel or CSV template and upload it to the HubSpot tool (see below).
Enable the Publish Like a Human Feature
While automated publishing ensures both timeliness and content consistency, it often lacks a personalized approach to marketing efforts. To ensure that your content looks like it was posted by an actual human, enable the “Post as a human” feature in your social settings. HubSpot will delete your scheduled posts at any time within the 10-minute window you scheduled to prevent your posts from appearing as if they were scheduled for simply pushing content.
2. Monitor your competitors and mentions
One of my biggest challenges in social media marketing is with brands that only publish content but don’t engage with the people they’re marketing to. While interacting with users on social media can be full-time in and of itself, HubSpot’s Monitoring feature is a great way to easily monitor your accounts in order to prioritize some of these activities.
The “build and they will come” method is definitely a thing of the past – especially as the world is shifting more and more towards virtual things – and a customer-centric approach to social media is always important. With HubSpot’s social media monitoring tools, you can see activities, interactions, and new followers in one comprehensive dashboard.
As a B2B marketer, account-based marketing (ABM) has become a focus in 2021. You can also use these tools to monitor key account activity using HubSpot. Consider setting up Twitter streams in HubSpot that focus on keywords, contacts, or accounts.
3. Use publishing features for key team members’ LinkedIn pages
As the B2B world becomes more aware of the importance of ABM and the one-to-one sales approach, consider using this tool to complement your efforts and further nurture your leads through a more personalized approach.
HubSpot’s social media marketing tools include the ability to link your personal accounts to HubSpot so that members of the marketing team can schedule social media posts on your behalf. Through continuous engagement in your personal social media channels especially for members of the sales team, conversations are started and connected to leads in a personalized environment.
Want to learn more about creating an ABM-specific social media strategy? Check out this blog article.
4. Understand which posts are generating the most interest
SmartBug® is all about data-driven marketing, and this initiative applies to social media too! By analyzing what is working and learning which initiatives aren’t driving engagement, you can tailor your social media marketing strategy to perform at its best.
HubSpot’s social media tools like the Analyze tab can help your team analyze social media efforts against a variety of metrics and get even more granular with filters for top posts, clicks, impressions, shares, and more. Unless you review the content you post to analyze and understand how you can improve it, you are probably only posting it for one post.
5. Link social contributions to your campaigning efforts
Often one of the biggest challenges in the world of social media is the ability to map the marketing efforts to social media. Using the HubSpot campaign tool, you can easily measure the effectiveness of your particular campaign for your social media activities. When posting to social media, make sure you only schedule the same posts that are associated with a particular campaign and link the campaign to the posts at the bottom of the module.
Once connected to a campaign, HubSpot will help you track social media efforts related to your particular campaign. This tells you which channels are most successful and which posts have generated the most clicks.
6. Design images with Canva with ease
The new HubSpot-Canva integration is my new favorite feature and makes it easy to save time and resources. If you are new to Canva, this online design made easy platform integrates seamlessly with HubSpot, allowing you to create social media images within the platform for ease of use and publication. Canva comes with a preset size for social media images and simply uploads the image to your HubSpot platform with the push of a button.
Don’t ignore social media marketing
With 15.5+ users joining social media every second, your business can’t afford to ignore creating a comprehensive strategy for your target audience. As social media and marketing change rapidly, keeping up with these trends and changes using a platform like HubSpot will help your company keep abreast of the latest developments in the industry.
Learn more about what’s new in the HubSpot platform in our SmartTake webinars.