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It’s no secret that social media growth has exploded in the past couple of years –  as of 2019, there are 3.499 billion active social media users worldwide. But with so much going on in the social stratosphere, how do you effectively keep an eye on trends and figure out where your ideal customers are and, perhaps more importantly, what they really want?

As big fans of HubSpot, there are a number of tools we love to use to drive strategic efforts, and the Social Media Monitoring tool is definitely one of them. Listening to what your prospective buyers are talking about is a great way to turn them into happy customers (and keep them as happy customers, too!).

Different departments in your company can and should be keeping tabs on what is happening on social media. Even as a solopreneur or small business owner, Social Media Monitoring will allow you to stay organized and on top of relevant market information. With this handy tool, you do this by creating “streams” – searches that HubSpot uses according to those keywords or phrases you want to be notified about when they are mentioned on Twitter. They are then displayed in various feeds within the tool’s interface. You can even import a list you’ve already created on Twitter or target one of your HubSpot contact lists (that incorporates specific criteria) in a stream so you can monitor a precise type of lead. Check out the screenshot below to see an example of some of PMG’s social streams…

Screen Shot 2019-06-27 at 10.14.36 AM

It’s important to monitor how people view your brand, and to respond and interact as much as possible in order to build up your following and make helpful connections. Is your company’s social program getting enough attention? And as a HubSpot user, are you making the most of the software’s social components? Here are some tips that will help you or your team divide and conquer when it comes to leveraging HubSpot’s Social Media Monitoring tool…

Your marketing team can monitor:

  • How your leads are behaving on Twitter, including those segmented by buyer persona, industry, or the product or service in which they are interested.
  • What thought leaders in your industry are saying, specific to certain keywords and phrases that are important for your business.
  • The audience’s discussion around popular words and phrases that coincide with your keyword strategy and other marketing efforts.
  • Specific mentions of (or shout outs to) your company or brand.
  • Hashtags associated with a specific event or conference in which prospects are participating.
  • New topics that are worth creating content around – including blog posts, tip sheets, eBooks, etc. Simply find out what matters most to your prospects.
  • Competitors… What are they doing well? What are they doing differently?

Your sales team can monitor:

  • What active qualified leads are saying about your industry, products or services.
  • What lost leads are saying about your industry, products or services, giving you important insights into any apparent weaknesses in your sales cycle.
  • The activity of leads who have converted into customers – so you can support efforts to keep in contact with them beyond the sale (across multiple channels!) and remain in touch with their needs.

Your support team can monitor:

  • Any conversations around what your business sells: questions, concerns, comments, etc.
  • Positive or negative feedback about your products or services – that should be addressed quickly!

Executives can monitor:

  • Conversations around your leading products and services, as well as the company.
  • Competitors engaging in important industry conversations and sharing breaking news or fresh content.
  • Activity by other prominent executives and thought leaders in your industry.
  • Opportunities to join conversations in which they can offer up expertise.

Using this insight, you can tailor your marketing campaigns, interactions with customers, and delivery of your products or services to what your prospects or customers are looking for. It will also allow you to respond to questions or complaints in a timely fashion, which shows that your company truly cares about the happiness of its customers.

Try to allocate 10 minutes a day to using the Social Media Monitoring tool to listen and respond to your audience. By putting in time on a consistent basis, you’ll surely be able to build a stronger relationship with your current prospects and attract new qualified traffic to convert into leads and nurture along your sales funnel.

Please let us know if you have any questions! For more tips on using HubSpot features, feel free to check out 7 Ways to Get Your HubSpot Marketing Tools Working for You.

Free Download: 7 Social Media Questions You Must Answer

About the Author

Lori Dickey | Marketing Specialist
Lori Dickey, Marketing Specialist

Lori Dickey has been a Marketing Specialist and Project Manager for PMG since 2010. When she’s not figuring out a way to put a new spin on an old concept, she’s writing about marketing numbers, figures and facts – and sighing with relief when the writing is done and the reading has begun!

 Tags: B2B Marketing HubSpot Social Media Marketing

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