Small businesses don’t fail on social because they lack tools. They fail because they chase every platform and post without a plan. After watching HubSpot Marketing’s latest guidance—voiced by Ross Simmons—I’m convinced the fix is simple: treat social like a system tied to revenue, not a slot machine fed by hope.
As a CMO and agency founder, I’ve seen teams burn out by “being everywhere.” The better path is focus. Pick fewer channels, post smarter, and connect social to your pipeline. That’s how social becomes one of your most profitable channels.
The Argument: Focus, Then Systematize
HubSpot’s stance is blunt and right: most brands treat social like chance. The cure begins with the “three platform rule.” Choose a maximum of three channels where your customers engage and buy—and skip the rest. As Simmons quips:
“If you want to be effective nowhere, just spread yourself too thin.”
To choose wisely, use a weighted score. This is the clearest decision rubric I’ve seen shared in ages:
- Are customers here and do they buy here? 40%
- Can you produce good content consistently? 30%
- Does the platform connect to your sales process? 20%
- How crowded is it? 10%
That score removes guesswork. I’d add one point: if your CRM can attribute revenue per post, you’re playing a different game.
What To Post: The 80-15-5 Rule Wins
Forget post ratios you’ve heard. Value first, always. The model that works:
- 80% value: teach, inspire, entertain
- 15% community and behind-the-scenes
- 5% direct promotion
This structure forces discipline. It also stops the “promo-only” trap that pushes followers away. The content pillars are practical: education, behind-the-scenes, social proof, and community. As Simmons says:
“People don’t follow you for ads. They follow you for value and connection.”
Discovery Has Changed—Act Like It
Hashtags aren’t a growth cheat any longer. Use fewer, relevant tags. Treat captions like search. Ask precise questions that spark comments. Then show up fast. Speed still wins. The “five-minute daily rule” is gold: reply, engage with industry accounts, and join customer conversations. Done daily, it compounds trust.
Automate The Repetitive, Never The Human
I love automation, but it can make you sound fake. HubSpot’s advice holds: schedule posts, route leads, and track behavior automatically—then keep DMs and comments human. Automate tasks; own conversations. The real magic is when social ties into your CRM. When a click turns into a lead, and a lead into a workflow, you finally see which posts drive revenue—not just likes.
And don’t sleep on social commerce. If your products fit Instagram or Facebook, tag items, enable quick checkout, and pair it with remarketing. Add a strong lead magnet to capture email, then follow up with proof: testimonials, case studies, and UGC clipped into short videos.
Measure What Matters—and Optimize Monthly
Vanity metrics are a distraction. Track reach, engagement quality, and conversion with attribution. Then run a tight monthly optimization loop. Keep it simple:
- Identify winners: formats, hooks, topics.
- Kill underperformers fast.
- Test new formats and posting times.
- Refine audience based on behavior.
- Watch competitors and borrow what works.
This is how you stay relevant without chasing every trend.
Ninety Days To A Real System
You don’t need a year to see impact. The 90-day plan laid out is on point: pick your top two or three channels, set tracking, lock content pillars, and build two weeks of content with AI support. Automate posting, turn on conversion tracking, and start collecting UGC. In month two and three, double down on what converts and expand automation with care.
One line stuck with me:
“The businesses that win don’t try to be everywhere. They pick a few platforms, and they dominate.”
I agree. Social isn’t a lottery—it’s a system. Pick your top three. Publish with value. Engage like a human. Tie it to your CRM. Measure revenue, not ego. Then tune it every month.
My Challenge To You
Audit your channels today. Cut to three. Map content to the 80-15-5 rule. Build a simple attribution dashboard. Commit to a five-minute daily engagement habit. In 90 days, you’ll stop “posting” and start selling.
If you’re serious about growth, this is your moment. Stop crossing your fingers. Build the system.
