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In recent months, observers may have noticed a striking transformation in HubSpot’s LinkedIn approach. How did HubSpot’s social team boost their LinkedIn presence by 84% in just six months? Let’s explore this remarkable journey through the eyes of HubSpot’s Director of Social.
HubSpot’s previous formal B2B posts have evolved into a casual, engaging style enriched with meme culture. HubSpot’s Global Director of Social Media, Bryna Corcoran, explains: “Our community now reflects the next wave of marketing and sales enthusiasts who resonate with Gen Z and millennial tones. By tapping into internet culture, we’ve cultivated a conversational and lively community.”
Developing a Robust LinkedIn Strategy to Engage New Audiences
The transformation wasn’t a whimsical decision but a strategic pivot. Corcoran noted that LinkedIn’s dynamics have shifted, with many professionals migrating from X (previously Twitter) seeking a similar discussion platform. Recognizing this, HubSpot recreated the relaxed, conversational vibe of Twitter, and the results are impressive.
“Initially, we experimented cautiously, posting a few times weekly,” Corcoran shares. “As engagement soared, we realized that personifying HubSpot, not just as a brand but as a connector of relatable experiences, accelerated our growth.”
Leveraging LinkedIn’s Unique Business Engagement Opportunities
LinkedIn remains unrivaled for businesses aiming to engage customers authentically. Unlike other platforms that focus on personal interactions, LinkedIn emphasizes professional exchanges. Corcoran emphasizes LinkedIn’s credibility: “Your identity and professional history have real-world implications, prompting thoughtful contributions.”
LinkedIn also presents unique strategies for subtly broadcasting content. For instance, if a connection engages with HubSpot’s post, their network can automatically see the interaction. This amplifies content reach and brings potential leads into the fold.
Cultivating Success by Prioritizing Audience Engagement and Cultural Relevance
Six months ago, Corcoran’s team created personas reflecting their audience’s needs and aspirations. This shift has enabled them to craft highly relatable content. “Understanding personas allows us to speak directly to challenges, like the sales rep tackling cold calls,” she explains.
HubSpot also tunes into cultural trends. “Capturing what’s prevalent outside our bubble enhances relatability,” says Corcoran. Transitioning towards more authentic, culturally attuned posts aligns with broader marketing trends emphasizing realness over perfection.
For those interested in crafting dynamic and relatable content, Corcoran suggests experimenting continuously. During a campaign, her team tested two styles: a traditional post and a playful meme celebrating a G2 award win. The meme outperformed expectations, proving that humor and personality can drive measurable engagement.
Ultimately, the brands that triumph are those that stay curious and daring. By embracing authenticity and cultural relevance, HubSpot offers a blueprint for successful social media engagement. Embrace these practices, and you might discover a community waiting to engage with you.
Pro tip: Corcoran advises posting three to four times weekly at strategic times such as morning, lunch, and post-work hours for maximum impact. LinkedIn continues to be a powerful tool for engaging new audiences when leveraged effectively.
Editor’s note: This piece was initially published in April 2024 and has been updated for comprehensiveness and relevance.