Maintaining a consistent presence on social media requires more than posting when convenient. For small and mid-sized businesses with limited resources, HubSpot’s social publishing tool provides a structured method for planning, distributing, and analyzing posts across platforms. Used effectively, it enables continuity, improves visibility, and aligns social efforts with broader marketing campaigns.
Begin by identifying the platforms most relevant to your audience. In many cases, LinkedIn and Facebook offer the best return for B2B or local services, while Instagram may suit more visually oriented sectors. HubSpot integrates with each of these, allowing for centralized scheduling and performance tracking.
Navigate to the “Marketing” tab and select “Social.” Use the calendar view to plan posts by day and platform. Avoid publishing identical content across channels. Instead, adjust language and tone to match the expectations of each audience. A concise, benefit-focused summary may work well on LinkedIn, while a more casual or visual variation could suit Facebook or Instagram.
Plan your content at least one week in advance. This ensures a steady cadence and reduces the risk of reactive, unfocused messaging. HubSpot allows you to draft, preview, and queue content directly from the interface. Use custom images, relevant hashtags, and concise links to improve visibility and engagement.
Incorporate social publishing into campaign planning. When launching a new guide, product, or event, build a short series of supporting posts to drive awareness and clicks. Associate each post with its respective campaign in HubSpot to ensure unified reporting and attribution.
Monitor engagement metrics including clicks, impressions, and interactions. HubSpot provides platform-specific data to help identify what type of content performs best. Over time, use these insights to refine your posting frequency, voice, and visual style. Avoid overposting, which can dilute impact and lead to audience fatigue.
Finally, use social reports to demonstrate contribution to lead generation. While social rarely converts directly, it plays a key role in early-stage awareness and brand reinforcement. HubSpot’s attribution tools can help clarify these relationships when campaigns are set up and tracked correctly.
Summary Tip: Use HubSpot’s social scheduling tool to maintain consistent posting and align social content with campaign objectives.