A complete guide to HubSpot’s Social Media Strategy and how you can learn to develop one for your B2B Brand.

In 2022, nearly 95% of B2B marketers created content for social media. This is evident from the fact that more and more B2B companies are using social media. But are they getting the results they want?

The answer is a no for many. Most B2B companies struggle to get the desired results from their social media strategy. This can be due to many factors, such as poor content strategy, boring content, limiting to one platform, mixed brand tone, and more. A good B2B social media strategy requires more than great content and relevant hashtags. 

Are you also struggling with your B2B social media marketing strategy? How about drawing some inspiration from B2B brands that are winning over social media with their effective strategies?

In this blog, we’ll look at the social media strategy of one such brand that is known to everyone – HubSpot. 

With a widespread presence across all social media platforms, HubSpot’s amazing social media strategy makes it the go-to place for marketers. 

Let’s get started and see what you can learn to enhance your B2B brand’s social media strategy.

Let’s First Talk About HubSpot

HubSpot is a cloud-based CRM designed to connect sales and marketing teams, increase sales, increase ROI, streamline inbound marketing strategies, and generate high-quality leads.

Today, over 158,000 customers across 120 countries use HubSpot’s powerful, easy-to-use tools and integrations to attract, retain, and delight customers.

HubSpot was recently named a Leader in the 2022 Gartner® Magic Quadrant™ for B2B Marketing Automation Platforms.

HubSpot’s Brand Persona on Social Media

HubSpot’s social media presence reflects the following brand personas:

1. Sincerity 

The brand provides a transparent experience with real-life examples and facts to promote its business and products.

2. Excitement 

The brand has focused on providing excellent customer experience. It has made it clear that anyone landing on their social media pages will discover something new and is good at creating hype around their products and services. 

3. Competence

The brand is a go-to hub for marketing resources. It is considered an industry leader, clearly reflected in its high-quality content.

Brand personality is a critical factor in brand positioning and differentiation. It makes it easier for you to reach your customers and build relationships with them.

Let’s take a closer look at HubSpot’s social media strategy.

Also Read: Shopify’s Social Media Strategy & What You Can Learn for your B2B Business

HubSpot’s Social Media Strategy and Takeaways

HubSpot is a leading B2B brand with a presence on all major social media channels. The brand has a clear social media strategy; everything they post links to different goals.

Therefore, it’s essential to have a clear picture of what you want out of your social efforts before you start posting.

HubSpot on Instagram 

Your Instagram bio is the first thing your audience sees when they open your profile. HubSpot used it to introduce themselves and help the audience understand what they do. 

The highlight section is helpful. Anyone who wants to learn more about the brand, i.e. success stories, CRM tools, and products, can check out their highlights. 

Pay attention to the color combination here. Most of HubSpot’s posts are in ‘orange’ and ‘white’ colors, similar to the brand’s logo. The benefit of this is it helps build a strong brand recall. People can quickly associate the brand with the colors used.

B2B content doesn’t have to be boring and promotional. Creating trendy content is a way to make your brand stand out and be more playful.

Everyone shares a Spotify Wrapped these days. This is a strategy Spotify used to create a competitive spirit to encourage more people to switch to the platform.

HubSpot created this social media post around the same lines. This is an excellent strategy for staying on top of trends and making your B2B content more engaging.

HubSpot marketers know that when it comes to driving social media engagement on Instagram, Reels is the best content format.

Reels offer a unique opportunity for B2B brands to engage and connect with your audience on a personal level by sharing fun and educational content.

Humanizing your brand is key to increasing engagement, conversions, brand loyalty, and more. With most purchases now made online, it’s more important now than ever to show that there’s a real person behind the screen.

HubSpot never misses an opportunity to humanize its brand. The brand created a deeper connection with its audience by showing the real people behind the work.

B2B companies often think that going promotional is the only way to market on social media. Well, it’s not!

When crafting a social media strategy for your B2B brand, there’s a lot to experiment with. Check out HubSpot’s Instagram feed. The brand is experimenting with different types of content. i.e., promotional, educational, inspirational, conversational content that aligns with their target audience and goals.

Key Takeaways from HubSpot’s Instagram Marketing Strategy

• Provide a clear insight into what a B2B Instagram account offers and what your audience should expect in the bio.
• Color psychology plays an important role in Instagram marketing. Color schemes give brands both identity and harmony.
• Start using video content for your B2B Instagram marketing.
• Create content buckets for Instagram marketing to target all the different segments of your wider brand audience.

HubSpot on Twitter 

Here are three important aspects to pay attention to.

First is the cover photo. This is basically a free ad that creates an almost billboard effect. It tells people exactly what to expect from the company. By using a color combination similar to the logo, HubSpot increases brand recall.

Second, the brand mentions another Twitter handle for support requests. It acts like a directory, helping find specific tweets that your followers find most helpful or relevant.

Last but not least is the website link. This is a great strategy for increasing website traffic and helping your audience learn more about your brand.

Asking open-ended questions is a good strategy to engage with your audience. But it’s not just about asking questions. You also need to reply to audience comments and engagein the discussion. 83% of people are more likely to purchase from an approachable brand. Therefore, you want your B2B company to come across as approachable and this is exactly how you do it. 

Twitter is a good place to promote your blog posts without spending money. Twitter’s culture of sharing information quickly makes it an ideal platform for bloggers, marketers, and brand managers to get their content to the right audience.

Often B2B companies bombard their audience with information and ads. Many users are accustomed to hiding unsolicited sale pitches. If you use Twitter only to make sales, your followers will start ignoring your brand. This is the opposite of the goal.

HubSpot does an impressive job of promoting its organization without losing sales. Rather than being too direct, it spends time sharing thoughts from industry leaders on specific products, industry statistics, and more.

Twitter is good for promoting events and podcasts and building deeper connections with your audience using various creative engagement strategies.

For example, HubSpot promoted the HubSpot Creators Program and asked podcasters to work with them and use their resources to grow.

Key takeaways from HubSpot’s Twitter marketing strategy

• Mention other Twitter accounts in your profile to help viewers reach relevant accounts.
• Don’t ghost after posting. Be actively involved in viewer comments.
• Promote your business blog on Twitter to add value and drive traffic back to your website.
• Promotions give you one-time sales. But by providing value, you establish yourself as an industry expert and lead to repeat purchases.
• Engage with your audience regularly and ask meaningful questions to create discourse and build community.

HubSpot on Facebook 

HubSpot posted similar content on Instagram and Twitter and is now posting it on Facebook. The idea is to maximize the impact of extending one piece of content to many different formats. This is known as content repurposing.

Reusing content is not copying and pasting content to another platform but making it platform-specific by tweaking it and making it more relevant to the platform.

You’ve probably heard or seen teasers for movies. Teasers give a glimpse into the movie and get the viewer excited.

HubSpot used a similar strategy here. The brand shared a short video to give viewers an overview, then included a link in the comments to encourage users to watch the full video on YouTube. This is a great way to drive traffic to your brand’s other social media channels.

Scrolling through HubSpot’s Facebook post, you’ll see how the brand placed the blog link in the first Facebook comment.

This is a good strategy because the platforms do not want their users to divert traffic to other platforms. So they do not organically promote posts with external links. Hence, adding an external link in the first comment keeps your post safe and makes sure it gets the organic reach that it deserves. 

HubSpot uses Facebook as a platform to promote their products and services, upcoming events and webinars, generate leads, and grow their existing customer base.

So if you’re thinking about getting started on Facebook. Think no more! Now is the time to get started. 

Key takeaways from HubSpot’s Facebook marketing strategy

• Repurpose your content to make your brand memorable and reach a wider audience.
• Drop links to your website and other social media channels to increase your traffic and followers.
• Use Facebook to increase attendance at your event and excite potential attendees.

Also Read: MailChimp’s Social Media Strategy and What You Can Learn For Your B2B Business

HubSpot on Linkedin 

HubSpot used Linkedin’s events feature to promote the webinar. If your niche is specific, creating a Linkedin event that resonates with your audience is an effective approach.

This way, you can easily combine your expertise with trending topics, highlight the benefits of your event, and promote your expertise.

HubSpot posted some carousel posts on Linkedin. The advantage of creating carousel posts is that the content is not limited to text and encourages viewers to engage with your brand. When viewers go through your carousel posts uploaded as documents, they spend more time going through it than they would on a text post. This increases viewer time on the post thereby increasing your engagement rate. 

If you need help creating compelling LinkedIn content for your B2B brand, HubSpot is your go-to B2B content inspiration brand.

The brand has experimented with different content formats, including polls, open-ended questions, videos, quizzes, and contests, to increase engagement on LinkedIn.

HubSpot is a leading B2B company, and when the experts who built this platform take over company pages to share knowledge, it instills a sense of trust in consumers’ minds.

Your audience seeks information that can help them make more informed decisions. You can easily convert them by educating them on topics relevant to your niche rather than just selling. 

LinkedIn is where video content is growing in popularity. As a B2B platform where professionals connect, posting videos can elevate your professional and personal brand, especially if done right.

You can promote your products by publishing product how-to guides and demonstration videos. Answer frequently asked questions. Or share details about upcoming launches.

Key Takeaways from HubSpot’s Linkedin Marketing Strategy

• Use LinkedIn events for your current event-based marketing strategy to improve engagement and participation.
• Drive engagement on LinkedIn with popular content formats like polls and carousels.
• Empower brand owners to take over company pages to share knowledge and expertise, build trust, reach larger audiences, and build lasting relationships with their audiences.
• Make sure you leverage video content for your B2B brand on LinkedIn. LinkedIn users are 20x more likely to re-share a video post. Also, using the right keywords can improve the SEO of your video content and help it rank in search engines. 

HubSpot on YouTube

YouTube is the second-largest global search engine. So there’s no better place to let people know about your latest products and features than YouTube.

You can create a HubSpot-like introduction video on your YouTube homepage highlighting your latest product, features, and benefits. More people will be interested in your product, leading to higher conversions.

YouTube is where your customers can dig deep into your content and get to know your business. This is where YouTube playlists come in. When creating video content, HubSpot ensured each video fit into a specific playlist. 

Placing these playlists in the right categories makes your content easily accessible and is also quite helpful for buyers’ journey from awareness to purchase.

HubSpot used simple graphics, catchy titles, bright colors, and creative copy on its YouTube thumbnails. These are great examples of what your B2B business can do to increase click-through rates, video views, and lead generation.

Engaging subscribers on YouTube creates a sense of community. Some ways how you can do this are by:

• Creating question prompts
• Conducting polls and live Q&As
• Creating YouTube membership areas
• Starting conversations in the comments section

HubSpot combines YouTube videos with a solid website content strategy. Provide high-quality, valuable content on your YouTube channel and get your B2B audience into the conversion funnel through your website. Without a conversion funnel, YouTube subscribers are unlikely to become customers.

The main purpose of sharing customer success stories on YouTube is to build credibility, motivate potential customers to take the necessary steps to purchase your product and increase conversion rates and sales.

Key Takeaways from HubSpot’s YouTube Marketing Strategy

• Create an introductory video on your YouTube to let people know what to expect from your channel or highlight your latest products and features.
• Categorize your YouTube videos into playlists so your customers and search engines can easily find your content.
• Ensure your YouTube videos have bright thumbnails, keywords, title optimization, and SEO-optimized descriptions.
• Implement a targeted call-to-action in every video you produce. Simply put, ask your viewers to do something after watching your video.

HubSpot on Reddit 

Reddit is an excellent platform to connect directly with your followers and customers and get valuable feedback that can help you improve your products and services

HubSpot has created a separate AMA (Ask me anything) subreddit to help users find answers to their questions and share valuable information, tips and tricks, and industry insights.

AMAs are the best Reddit marketing strategies to build brand awareness, authority, and trust. Reddit has a large, often enthusiastic user base. So a well-received AMA can be a big PR win for your business.

Reddit is an ideal platform for user generated content. 

There are many subreddits where customers share their positive experiences about brands. Through them, find and discover success stories from happy customers that you can use to promote your business on other social media platforms. It helps build trust with your audience.

Key takeaways from HubSpot’s Reddit marketing strategy

• Explore Reddit to collect customer feedback and provide immediate support.
• See what people are saying about your B2B brand. Turn positive conversations into testimonials and share them on various social media channels.
• Engage with your target audience with strategies like Ask Me Anything (AMA).

HubSpot’s Social Media Marketing Strategy in a Nutshell

1. Write an Engaging Social Media Bio

This may sound like a basic tip, but most B2B brands fail to write compelling social media bios. People first see your bio when they come across your brand’s social media profile.

We’ve seen how HubSpot has an effective bio across all social media channels. The most common mistake most brands make is providing too much or too little information in their bio. A bio is your brand’s most basic elevator pitch. It’s a snapshot of what you do, who you are, and how you meet customer needs. Make it worth it!

2. Focus on social media images

You can clearly see that HubSpot pays great attention to social media images and cover photos. They created a brand-unique color scheme (orange and white) for most of their posts. Anyone can identify HubSpot-related images in just a second. 

Choosing a color combination that goes with your logo for your social media graphics will strengthen your brand voice & recall. Hence, HubSpot made the cover photo more engaging by showcasing the people behind the brand. Anyone scrolling through social media will definitely stop clicking through your feed. The goal is achieved here.

3. Provide valuable content

HubSpot’s social media is more about sharing knowledge and educating shoppers than evoking emotions. This strengthened their authority and made them the brand of choice for marketing content.

The brand goes to great lengths to educate its audience through videos, YouTube shorts, subreddits, LinkedIn posts, and more.

4. Repurpose your content 

It takes a lot of time and money to produce quality content. Get the most out of your content by promoting it on social media, email, blogs, and anywhere you market your business. So you can close more deals by moving people from channel to channel.

5. Don’t forget to engage with your audience 

Engaging with your target audience is important in marketing no matter what industry you’re in. HubSpot engages with its audience from time to time through Instagram stories, Linkedin and Twitter polls, open-ended questions, Reddit AMAs (Ask Me Anything), quizzes, and more.

A highly engaged audience can go a long way in building brand loyalty, increasing word of mouth, and increasing sales.

It’s time to develop a solid social media strategy for your B2B brand

Now that you’ve reviewed HubSpot’s social media strategy, it’s time to create one. Some of the strategies listed above are relevant to all B2B brands. 

However, creating a winning B2B social media strategy is more than just creating content. Remember that social media trends change daily. So stay relevant by adapting to current trends and updates. Use social listening tools to stay informed about content and discussions currently circulating on digital platforms.

But as a B2B marketer, it can be difficult to keep up with what’s happening in the digital landscape, especially when targeting audiences across multiple channels. This is what Team Contensify can help you with. Contact us today!