Linkedin is a popular go-to social network for B2B businesses these days, with 610 million users and still growing.  According to a study, 78% of marketers remark that it is the most effective social media for content marketing. It is no longer to “only find talents”, but it has evolved to be one of the most effective lead generation platforms.

Growing on LinkedIn asks for a strategy different from other social platforms like Facebook, or Twitter. It prefers professional and polished content working on a different set of metrics.

Businesses need to establish their authority on LinkedIn and LinkedIn analytics is the best aid to keep track of the profile. Optimize and design your strategies based on the insights provided by this tool.

What is LinkedIn Analytics?

LinkedIn Analytics implies the collection of significant metrics to understand and track the performance of your page. It brings insights into followers, shares, clicks, likes, comments, and much more. Understand how each piece of content posted on the page in form of articles, posts, ads, and page as whole works. Making sense of the data starts by comprehending the dashboard and metrics. 

Turning Linkedin Analytics into Action

LinkedIn Analytics can be overwhelming for beginners. To make it simple and convenient, we divided it into three categories:

Company Updates

The good news is that LinkedIn gives freedom to the users to post content as per their choice. For instance, text posts, videos, or infographics, etc. Company celebrations? Announcements for your team? Exciting news?- post what your audience loves!

From the Company Updates section, you can track:

Impressions

The number of times your post appeared on LinkedIn

Clicks

The number of times the company name, logo, or content has been clicked upon.

Interactions

Number of engagements like reactions, comments, or shares on each post

Followers Acquired

the number of followers gained from an update. 

Note: If your post is organic, it will be empty. To find out more about your organic followers, you can use online tools.

Engagement

The number is calculated based on the number of interactions and impressions on your posts. It showcases the number of clicks, comments, likes, and shares received on your posts. 

Takeaway

Data on company updates and engagement data acquired represents the types of updates to be worked upon. Are you struggling with the analytics? Here is something to know about the LinkedIn algorithm:

• Do not just drop links for your updates. Instead, publish posts to encourage a conversation with your audience or followers. Include more question-based posts, hot takes, and industry advice. 
• Even though the platform does not favor a kind of content, image posts and videos receive more engagement on LinkedIn.
• Typically, wisdom says to keep LinkedIn posts short & sweet, but curate content as personalized as possible instead of corporate.

Never forget to include an engagement context in your posts. Either spark a debate or aim to generate a flood of positive reactions. 

Besides this, be mindful of the frequency of your posts on LinkedIn. Similar to any other social medium, LinkedIn can be fickle! Some posts might get under shadowed than others and end up decreasing their reach. 

LinkedIn metrics inform you about the company updates that function as strong content for LinkedIn ads. The platform will put up the best posts into the feed of the prospects- free trial or a lead magnet!

Followers

The key aspect of content marketing strategy is to reach the right people. With these metrics, get an insight into your audience on LinkedIn. You get the information on the total number of followers, and demographics of the audience based on:

Seniority

Depending upon your brand, you are trying to reach either low, mid, or high-level employees. Seniority is critical information that lets you know about attracting the ideal audience.

Industry

Targeting a specific industry? Then, you need to keep an eye on such data. This will not only help you analyze if you are appealing to your target but also help you ideate content for your LinkedIn.

Company Size

Trying to reach out to small businesses or enterprise-sized companies? The metrics data helps in breaking down the audience based on the number of employees in the companies.

Function

Understanding the job function will help you serve the audience with the kind of content that resonates perfectly with them. 

Employee and Non-Employee

A huge number of followers is nice, but if all your followers are your employees, then all this metric is futile. Soon, you will gain non-employee followers more than employee followers. 

In addition to the demographics of the followers, you can also judge how follower count varied over time. 

Takeaway

If you are noticing a big drop in your followers, it is time for you to dig into the LinkedIn Analytics data. The audience data explains your followers and if the followers are relevant. If you are struggling too much to increase followers, try running LinkedIn Ads. 

Also, remember to include your employees as brand advocates to boost up your reach and number of followers. This also means you need to encourage your employees’ activities besides sharing brands’ content.

Visitors

The Visitors section informs you about the company and not about the content. The data includes:

Page Views

The number of times visitors viewed your company page in a specific date range. It also expresses data on the career page (if your company has one).

Unique Views

The number of unique visitors on your page. It excludes multiple visits from one visitor. This means that if a user visited your page two times, it will be counted as two page views but one unique view.

Visitor Demographics

Like followers demographics, the data also shows the visitors demographics, i.e., who is viewing the company page. If LinkedIn Analytics shows a disparity in the followers’ and visitors’ demographics, it implies that there is some issue with the content you are sharing and profile information. Ensure to share consistent content across all social media platforms.

Takeaway

Aiming to score more visitors? The first step is to fill out all company details required! Gradually over time, your content or company page will appear in organic search. 

Be active on LinkedIn- it is one of the low-hanging ways to acquire more visitors. This connotes engaging with more profiles, interacting in posts, and asking employees and teammates to do the same.

Also, do not forget to promote your profile outside of LinkedIn, meaning, inculcate cross-platform promotions via other social media channels. 

Final Thoughts

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