How HubSpot's social networking team developed its LinkedIn strategy

LinkedIn in recent years has evolved into an extremely important platform for businesses and professionals who want to grow their online presence. According to HubSpot's experience, which in the space of a year managed to increase its LinkedIn followers from 310,000 to 575,000, the potential that LinkedIn Marketing offers for attracting audiences and leads is becoming apparent. Many consider it an ideal tool for both Social Media Marketing and B2B Marketing, as the networking opportunities it offers are immense. In this article, we will analyze the practices that led to this success, how you can implement them yourself and give examples of effective development of your LinkedIn Company Page.

The Key Objectives and the Strategic Approach

The beginning of any successful social media campaign lies in developing a clear strategy. LinkedIn Marketing, specifically, requires planning, setting short and long-term goals, and ongoing evaluation. In the case of HubSpot, the main goal was to increase interaction (engagement) and, by extension, enhance brand recognition by providing original and useful content.

Step 1: Audience Segmentation

An important success factor was the right audience segmentation. Through Social Media Analytics, HubSpot was able to identify what kind of content their audience prefers, what times they are most active and what topics increase interaction. The data-driven approach helps in better targeting to attract the right professionals, whether they were business owners, marketing managers, or HR executives.

Step 2: Creating Valuable Content (Content Marketing)

Content marketing plays a key role in the success of a LinkedIn page. Instead of posting randomly, HubSpot focused on creating articles and posts related to both Digital Marketing and more specialized aspects such as Inbound Marketing and Lead Generation. When the information you offer has immediate value to the professionals who follow you, you increase the chances of likes, comments and shares of your content. This boosts organic reach, and your audience tends to view you as an authority in your field.

Develop and Promote LinkedIn Company Page

To achieve Company Page Growth, you need to put time and effort into promoting your business page. Even the best posts will not have the desired effect if they are not seen by the right audience.

Step 3: Attractive Profiles & CVs

First impressions count. By adding professional images, a comprehensive descriptive section, and highlighting the company's USP (Unique Selling Propositions), you create a sense of trust in new visitors. At the same time, using keywords such as LinkedIn Marketing, Social Media Marketing, and Online Branding in your profile can help make sense of searches from people looking for specific services.

Step 4: Scheduled Content (Content Calendar)

The professionals at HubSpot created a structured content calendar, with content that is updated frequently. This practice ensures consistency, keeps the audience engaged, and prevents a drop in interaction. By utilizing tools (Marketing Tools) to schedule posts, you save time and improve your posting rate.

Promotion and Interaction Techniques

LinkedIn's algorithm favors content that creates and maintains interaction. The more engagement signals (e.g. likes, comments, shares) a post has, the more the platform promotes it. Thus, HubSpot's approach focused on practices that encourage users to interact.

Step 5: Use Corporate Hashtags & LinkedIn Advertising

Choosing the right hashtags boosts organic visibility. LinkedIn Advertising is also available, which targets specific professional audiences. A paid campaign can give an extra boost to targeted sectors, such as B2B marketing. In addition, Inbound Marketing is highly applicable here, as through a sponsored campaign you can present white papers, e-books or webinars exclusively targeted at business executives.

Step 6: Active Community & Comments

HubSpot fostered active engagement with its audience by asking users to participate in discussions, leave comments and ask questions. This tactic not only brings greater engagement, but also improves brand image through immediacy and dialogue. In many posts, thought-provoking questions and comments were incorporated, further increasing visibility in the News Feed.

Step 7: Employee Advocacy

Promoting the LinkedIn Company Page is not just the job of the marketing department. It is now considered a strategy that involves the entire workforce (Employee Advocacy). Encourage your employees to share posts they find useful to bring the brand to more networks. This practice is gaining traction as people tend to put more weight on what their personal networks share.

Measuring Results and Continuous Improvement

To maintain long-term success, it is essential to regularly monitor the data and adjust your strategy accordingly.

Step 8: Social Media Analytics and Reporting

An important step that HubSpot followed was the thorough analysis of the data through Social Media Analytics. By tracking statistics such as clicks, impressions, CTR (click-through rate) and engagement rate, you can identify which strategies are performing best and which need improvement. This allows for more targeted use of marketing tools and enables you to optimize your advertising efforts, whether it's LinkedIn Advertising or other forms of digital outreach.

At the same time, continuous evaluation helps you adapt to changes in the LinkedIn algorithm. The platform frequently updates its system to reduce excessive self-promotion and promote more authentic and interesting content.

LinkedIn Marketing is not just another Social Media Marketing activity; it is now one of the most dynamic areas of digital presence for professionals and companies. This explains why many businesses are turning to high-level B2B Marketing and Social Media Strategy practices on LinkedIn to increase their audience, reputation and sales. However, a systematic approach is required: creating quality content, understanding the algorithm, constantly interacting with the audience, utilizing available Marketing Tools and monitoring analytics. By following HubSpot's example, any business - large or small - can see a significant increase in the effectiveness of their LinkedIn page.

Sources
https://blog.hubspot.com/marketing/how-hubspots-social-team-grew-linkedin