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Richmond HUG Meet-Up 12/2/2015: Enhancing Social Media Publishing

The RVAHUG met up on December 2nd, 2015 to discuss best practices for enhancing your social media publishing strategy.

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Richmond HUG Meet-Up 12/2/2015: Enhancing Social Media Publishing

  1. 1. Enhancing Social Media Publishing RICHMOND HUBSPOT USER GROUP 12.02.15 #RVAHUG
  2. 2. #RVAHUG Updates • Welcome! Thanks for coming! • Our next HUG will be March 2nd at Whittington Consulting from 4:30-6:30 • Feel free to live tweet about this meet-up using the hashtag #RVAHUG (and follow us at @HUGRichmond!) • Have you seen our new and improved website? – It’s
  3. 3. Define S.M.A.R.T Goals 1
  4. 4. Goals should be specific, measurable, attainable, realistic, and timely.
  5. 5. 2 Record goals
  6. 6. Recording Goals • Write down your social media publishing goals so you are held more accountable for them • Share your goals with the rest of your team • Align your goals with the rest of the company
  7. 7. Social media goals should be aligned with larger company goals. Links to Grow customer base by attaining more qualified leads Links to Consideration stage Facebook Post “Ways to Cure a Headache” blog post eBook about medical solutions for headaches Company: “Jeff’s Headache Remover” Goal
  8. 8. Consider the Buyer’s Journey 3
  9. 9. Content for Each Stage of the Buyer’s Journey • Awareness: Infographic on 5 Reasons You Get Headaches Throughout the Day. • Consideration: eBook on How Hydrating Yourself Consistently Prevents Headaches. • Decision: White paper on The Reasons why Sally’s Super Water Hydrates you Better Than Other Water.
  10. 10. Set your publishing times 4
  11. 11. Timing is Based on Your Audience • Don’t forget that every business is different and the timing of your posts is based on your audience • Don’t be afraid to test different times of day to see what works best
  12. 12. 5 Think Outside the Box
  13. 13. Repurpose Content with Different Messaging • Awareness: “Wonder why you get headaches in the afternoon? Find out more here: (link to blog post)” • Consideration: “Dehydration is an overlooked but common reason for headaches. Learn the benefits of drinking more water: (link to blog post).” • Decision: “Find out why Sally’s Super Water hydrates the body more effectively than any other water on the market: (link to Landing Page with eBook)”
  14. 14. Tips for Executing Your Plan • Research hashtags using websites like to make sure you’re reaching as many people as possible • Connect the LinkedIn accounts of your sales team to HubSpot to share content through their channel • Schedule through HubSpot (or another social scheduling tool) to help optimize the times of publishing and make sure to fill in any holes in your schedule • Attach campaign names to your content so you can measure which topics are performing best on social media • When you have new content to publish, schedule 3-4 posts per channel using different variations of phrasing (i.e. post title, quote from the post, a question that the post answers)
  15. 15. Analyze Results 6
  16. 16. Did you reach your goals? If so, how do you set the bar higher next time? If not, what steps can you improve on?
  17. 17. Refine, Rinse, and Repeat 7
  18. 18. Analyze piece by piece your social media efforts – conversion rates, content traffic, engagement. When social media and company goals are aligned, each piece relies on the success of the other.
  19. 19. Q&A - Group Discussion