This document summarizes a presentation about enhancing social media publishing. It discusses defining SMART goals that are specific, measurable, attainable, realistic and timely. It also discusses considering the buyer's journey and creating content for awareness, consideration and decision stages. Additionally, it discusses setting publishing times based on the audience, thinking outside the box by repurposing content with different messaging, tips for executing the social media plan, analyzing results, and refining the process. The overall message is that social media goals should align with company goals and each part of the process relies on and improves the others.

1. Enhancing Social Media Publishing
RICHMOND HUBSPOT USER GROUP
12.02.15
#RVAHUG

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 http://richmond.hubspotusergroups.com

3. Define
S.M.A.R.T
Goals
1

4. Goals should be specific, measurable,
attainable, realistic, and timely.

5. 2 Record goals

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. 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. Consider the
Buyer’s
Journey
3

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.

11. Set your
publishing
times
4

15. 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

16. 5 Think
Outside the
Box

17. 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)”

18. Tips for Executing Your Plan
• Research hashtags using websites like Hashtagify.me 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)

19. Analyze
Results
6

20. Did you reach your goals? If so,
how do you set the bar higher
next time? If not, what steps can
you improve on?

21. Refine,
Rinse, and
Repeat
7

22. 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.

23. Q&A - Group Discussion