Work smarter, not harder.

HubSpot is a multifaceted tool that, if used to optimal effect, can significantly streamline your work processes. The marketing software can serve a variety of purposes for marketers: it can help you create content, optimize for search engines, attract and convert online visitors, and more. But to make the most of Hubspot, it’s important to hone in on a few key capabilities:

1. Schedule and Track Social Media Posts and Results

A major benefit of using HubSpot is that it allows you to pre-schedule social posts without having to manually press the “post” button. So when you’re on vacation or out of the office, your social presence doesn’t have to suffer — and you can truly enjoy your time off without worrying about maintaining your social media schedule from the road. You can also track your social engagement for each post to see what content resonates most with your social followers.

When tracking and measuring your results, focus strictly on data that supports your key metrics. There’s really no need to invest in additional social media software that will only create data silos between marketing platforms (i.e. number of shares tracked in Hootsuite vs. number of on-site page views tracked in Google Analytics).

2. Set Up Custom Marketing Workflows to Nurture Leads

HubSpot frees up time that you might normally have spent on tedious tasks, so you can focus on projects that require a more personalized and creative touch.

Ever get tired of following up with every potential lead? With HubSpot, you can set up automatic workflows that promote qualified leads. One potential scenario: when someone downloads a whitepaper, she automatically gets a follow up email prompting her to schedule a sales call. If she doesn’t reply to said email, she is signed up for a monthly newsletter instead. The possibilities for automation are endless, and Hubspot allows you to explore each and every one with ease.

3. Send Regular Newsletters to Keep Current Customers Engaged

Daily, weekly, or even monthly newsletters are great for building your company’s esteem, promoting brand recognition, and expanding your reach among prospective clients. But not every marketing team has the bandwidth to create so much content, let alone effectively promote it.

With HubSpot, you can integrate your brand publication or blog with email outreach. It makes sense: if you’re already regularly pushing out content, why not kill two birds with one stone by promoting your most valuable content to a list of email subscribers who have already shown interest in your brand?

4. Analyze Existing Content to Identify Top-Performing Topics and Editorial Beats

Just as important as measuring the success of newly implemented strategies is tracking prior successes and identifying patterns among high-performing pieces. Hubspot keeps track of your top-performing posts so you can plan your future strategies accordingly.

5. Manage Leads and Attribute ROI to Marketing

After you do your research and implement several promising marketing strategies, your next challenge is determining the monetary value of your campaigns and content. (This is where HubSpot’s CRM functionality comes in handy).

You can use the tool to track your progress, attributing concrete revenue numbers to each of your marketing efforts. After all, while increasing social engagement and gaining qualified leads are essential, the end goal is to convert visitors into paying customers.

In a nutshell, HubSpot allows your team to work smarter instead of harder. Once you figure out the ins and outs of this marketing software, you can quickly and easily set yourself up for success.

Longneck and Thunderfoot offer brand publishing services and strategies to transform your company blog into a sophisticated trade publication that drives visibility and influence in your market. Learn more about brand publishing here.

Author Jamie Ayers

A graduate of Skidmore College, Jamie works at L&T as a content strategist, account manager, and editorial lead across a wide range of industries and fields, specializing in the digital economy, experiential marketing, and campaign-led initiatives. His other interests include electronics, Agatha Christie novels, and being outside.

More posts by Jamie Ayers