Step-by-step guide: Migration process from Hootsuite to HubSpot

Migrating from Hootsuite to HubSpot can be intricate, but the process is highly beneficial when approached methodically. This guide breaks down each phase to support a successful transition, empowering your team to leverage HubSpot’s robust features and drive operational efficiency.

Step 1: Planning and assessment

Evaluate current Hootsuite setup: Review all your social profiles, scheduled posts, content libraries, reporting dashboards, user roles, and any integrations with other platforms. Identify which elements must be transferred to HubSpot.

Set clear goals: Define specific outcomes you want from the migration (e.g., improved analytics, unified campaign management, automation capabilities, more granular segmentation).

Create a timeline: Estimate the time required for each part of the migration and allow contingency for any issues that may arise.

Step 2: Export data from Hootsuite

Social profiles and connections: Document all connected social media accounts that need to be reconnected to HubSpot.

Content export: Export your scheduled posts, drafts, and content calendars from Hootsuite (typically CSV or Excel format).

Asset library: Download all images, videos, and reusable assets required for future campaigns.

Reports and analytics: Export historical analytics reports that may be essential for ongoing performance tracking.

Step 3: Set up HubSpot account

Create or review HubSpot account: Ensure your HubSpot account is ready to support social marketing activities; upgrade to the appropriate plan (e.g., Marketing Hub Professional or Enterprise) if necessary.

Custom properties: Set up any custom properties in HubSpot to support segmentation and reporting for your social campaigns.

Reconnect integrations: Link all necessary social networks and any third-party tools (e.g., CRM, ad platforms, webinar tools) to HubSpot.

Step 4: Data migration

Import profiles and reconnect accounts: Link your social media profiles in HubSpot’s Social tool and confirm publishing permissions.

Import content: Manually reschedule essential posts and content from your exported files into HubSpot’s scheduling tool.

Review data accuracy: Ensure all account settings, assets, and scheduled content have been accurately transferred and mapped within HubSpot.

Step 5: Rebuild campaigns and workflows in HubSpot

Recreate campaigns: Set up your recurring or evergreen social campaigns using HubSpot’s social publishing features.

Rebuild workflows and automation: If you use automation for publishing, approvals, or notifications in Hootsuite, configure equivalent workflows in HubSpot.

Adjust user roles: Assign adequate permissions and team roles for campaign creation, approval, and reporting within HubSpot.

Step 6: Recreate reporting & analytics

Custom reports: Rebuild your essential social analytics dashboards in HubSpot using its reporting and analytics tools.

Configure goals and metrics: Set up KPI tracking to monitor engagement, reach, click-throughs, and conversions as measured in Hootsuite.

Step 7: Set up segmentation & lead capture

Audience segmentation: Use HubSpot’s segmentation features to group contacts by relevant criteria for your social strategy.

Lead capture: Ensure forms, landing pages, and tracking URLs are in place to attribute leads from social channels.

Step 8: Integrate HubSpot with other tools

CRM integration: Confirm HubSpot CRM is connected and capturing data from social activity.

Other integrations: Establish or test integrations for tools such as ad platforms, scheduling apps, webinar software, or e-commerce platforms.

Step 9: Test everything

Test campaigns and automations: Confirm all scheduled posts, automations, and approval workflows operate as intended.

Review social data flow: Monitor social engagements and ensure they sync properly to your HubSpot dashboards.

User QA: Have team members run user acceptance testing (UAT) to verify the new setup.

Step 10: Train your team

HubSpot Social training: Deliver hands-on training for team members on HubSpot’s social tools, analytics, workflows, and reporting features.

Process updates: Communicate new procedures and highlight any key difference between the Hootsuite and HubSpot workflows.

Step 11: Go live

Final migration: Complete any final content or data migration tasks and confirm all posts and profiles are actively managed from HubSpot.

Transition activity: Fully switch campaign management and monitoring to HubSpot. Pause Hootsuite activity and ensure all engagement moves through HubSpot.

Monitor performance: Closely track initial campaign metrics and address any issues as they arise during the early transition.

Step 12: Ongoing optimisation

Monitor campaign performance: Continuously review results and adjust social strategy based on analytics in HubSpot.

Iterate and optimise: Refine automation, segmentation, and reporting as your team becomes familiar with HubSpot’s capabilities.

Request support as needed: Leverage Pixel Lab’s customer support for any platform or migration queries as you optimise your social program.