LinkedIn is the primary meeting place and platform for B2B interactions and marketing. Despite not being considered (by some) as a complete social media channel, it remains one of the important platforms for businesses that serve other businesses and learning how to use LinkedIn analytics correctly is imperative to make the most out of your B2B strategy.
Being fully versed in how to use LinkedIn analytics is fundamental to making good marketing decisions, as well as the most effective investments in time and money. So if you’re a B2B company, here are some of the ways that LinkedIn and its analytics can be of use to you;
Which metrics does LinkedIn measure?
LinkedIn Analytics are broken down into following categories:
First is Updates – in this section, you’re given metrics that help you determine if your company updates (posts) are generating customer engagement such as;
- Update Title – The title of the update you posted.
- Posted by – Who on your team posted the update.
- Created – The date the update was published.
- Impressions – The number of times an update was shown to a user.
- Video Views – When 3 seconds or more of a video was viewed, or the Call-to-Action (CTA) was clicked.
- Clicks – The number of times your update or company branding was clicked.
- CTR (Click Through Rate) – Clicks divided by impressions.
- Likes – Number of likes on your update.
- Comments – Number of comments on your update.
- Shares – Number of update shares.
- Follows – Number of people who click ‘follow’ on your sponsored updates.
- Engagement Rate – (Clicks + Likes + Comments + Shares + Follows / Impressions)
Examples of company updates would include how-to articles, company achievements, advice, and other content that provides value to your target audience.
The Follower section provides metrics about who is following your Company Page such as;
- Total Followers – Total followers of your company page.
- Organic Followers – Followers acquired without ad spend.
- Sponsored Followers – Followers acquired through paid ads.
- Follower Demographics – Demographics of your company page followers broken down by location, job function, industry, and company size.
- Follower Trends – A line chart that shows when followers were added over time.
In the Visitor section, you’re given metrics about people who have landed on your Company Page such as;
- Page Views – Total number of views of your company page.
- Unique Visitors – Unique page visitors. Excluding multiple visits from the same user.
- Visitor Metrics – This is a line chart that allows you to see the number of Page Views over time.
- Visitor Demographics – Similar to Follower Demographics, this section gives the demographics of your page visitors.
So, we’ve ascertained what data LinkedIn can give you, but what should you be tracking? In this writers opinion, the following metrics are the most relevant and most useful to generic business practises.
Impressions are the total number of times your post has been seen. This includes users that see it more than once.
Tracking your impressions over time will give you visibility to the trajectory of your marketing campaigns and content. If you are seeing drops in impressions, this could mean your content is not compelling and LinkedIn is serving it to fewer of its users.
Click Through Rate (CTR)
The natural follow up to Impressions is CTR. As mentioned above, CTR is the total number of clicks your post receives divided by the total number of impressions. A high CTR means a high percentage of people who saw your post are clicking your content and going to your site – which is great! Generally, a high CTR indicates that your ad imagery and copy are effective and that your audience is willing to take action.
Your engagement rate is the best metric for determining the quality and relevancy of your content. The higher the engagement rate the more your audience finds your content useful. Engagement rate will help you both optimise existing content and develop future content plans by knowing what your customers love to see/read.
This metric has the same relevance across all channels as having a high total number of followers implies strong brand credibility in the eyes of future customers. You can also see which posts generated the most followers allowing you to improve the effectiveness of your content marketing.
LinkedIn has risen to prominence not just as a professional social media network, but a vehicle for marketing and lead generation. With efficient reporting on its many analytics, you can ensure your marketing and content plans are on track and increase/decrease budgets accurately depending on your content tests.
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