How to use LinkedIn Analytics to Inform Your B2B Marketing Strategy
Learn all about the features of LinkedIn Analytics, how to access your metrics, and best practices to maximize your ROIs!
Posted last year
Written by
Mackenzie TaylorPosted last year
LinkedIn has steadily grown to be a B2B marketerâs dream, with a reported 80% of B2B social media leads coming from the platform. With such high lead generation potential, itâs imperative businesses make the most of their content creation efforts for the platform. This is where LinkedIn Analytics plays a major role in your businessâs success on the professional platform.
LinkedInâs built-in analytics tool provides you with an overall picture of how your content is performing. Although helpful, to really understand and leverage the information performance metrics can give you, your business can implement a more robust social analytics tool like Flick. A reason you need Flick, is that it provides you with more in-depth analysis, so your business can hone in on your target audience and generate more leads, more often.
In this article, weâll dive into the features of LinkedIn Analytics, how to access your metrics, and best practices to maximize your ROIs!
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What are LinkedIn analytics?
LinkedIn analytics is made up of a collection of statistical data. It represents the various ways you can measure how your audience is responding to your businessâs content.
These metrics indicate a range of meanings, from the demographic split of your audience, to how many impressions your post received within a certain time period. Depending on your marketing objectives, you may choose to focus on specific metrics rather than performing well across the board. From this information, you can start to understand your audience and what they respond to better.
You can also use this information to start incorporating competitive analysis into your marketing strategy, to see how you stack up against your major competitors.
By understanding your contentâs metrics, you can start to formulate more effective LinkedIn marketing practices.
Types of Linkedin Analytics
Followers Analytics
LinkedIn followers are people that have actively subscribed to your businessâs page and content. They make up your LinkedIn âcommunity,â and are often the people youâre speaking to when creating content.
LinkedIn Follower analytics include data on your followers:
- Job location
- Employment status and seniority
- Industry
- Company size
These metrics help you understand your audience, and create content that speaks to their needs and interests.
Updates Analytics
Update analytics represent how people are engaging with your posted content. These metrics communicate patterns in your audienceâs engagement, as well as general attitudes toward your content. You can use this information to shape when you share and what you share to maximize audience engagement.
LinkedIn Updates analytics include data on your followers:
- Impressions and unique impressions
- Likes, comments, shares
- Clicks
- Engagement rates
- Visitors Analytics
This data provides insight into your overall page rather than specific content. It tells you who is visiting your page and where theyâve come from. You can use this information to help shape content that converts visitors to ongoing followers.
LinkedIn Visitors analytics include data on your page:
- Unique views (number of visitors who have navigated to your page for the first time)
- Views overall
- Visitor demographics
- Visitor sources
Why is Linkedin Analytics important?
Understand your followers and visitors
Although having a high visitor count is nice, itâs only useful if you can convert these visitors into followers. Similarly, having a high follower count is great, but whatâs more valuable is having engaged followers. Itâs these conversions that drive brand visibility and lead generation. To achieve these conversions, you need to know what works for your audience.
LinkedIn analytics gives you data-backed insight into:
- How your audience behaves
- What they like and donât like
- What times theyâre active on LinkedIn
This information helps your marketers create focused content for your target demographics.
Measure conversions
Understanding your audience is one step, but leveraging the benefits from this understanding is another. When analyzing your content, you want to know what content is generating hard conversions like leads, purchases, or registrations.
LinkedInâs conversion tracker on the in-built campaign manager tool, helps your team identify what parts of specific marketing campaigns are working, and which are not. You can then use this information for future campaigns and build on previous results with confidence and ease.
Track Consideration Data
Good brand visibility and reach are a great way to build your brandâs social value â are you building positive relationships with your followers and potential followers?
By tracking longer-term consideration data like the number of page visitors you receive, and what percentage of these visitors are engaging with your content, you can start to estimate possible future conversions.
How To Get LinkedIn Analytics
Step 1: Navigate to your LinkedIn company page.
After youâve logged into your companyâs LinkedIn account, navigate to your companyâs profile page. From here, choose the âAnalyticsâ button which youâll find in the top bar menu underneath your accountâs display picture.
Please note that to see your analytics pages, you must be a âPage admin.â
A drop-down menu will appear underneath the âAnalyticsâ menu option. These options are the different types of analytics you can choose from, including:
- Visitors
- Updates
- Followers
- Employee Advocacy
Step 2: View or export your metrics
Once youâve chosen which metric type youâre looking for, youâll be faced with an overview of your performance within that category. You can filter out unnecessary data through the filter options available on each page (e.g. the timeframe you want the data to be pulled from).
Alternatively, you can export this data as a .xls file.
Step 3: View metrics on specific posts
If youâd like to view metrics for a specific post, you can click the âView analyticsâ button on the bottom-right corner of your post.
On this page, youâll be shown that posts:
- Impressions
- Engagement
- Demographic of people reached
Step 5: Analyze and Improve
Once youâve reached the right analytics page, itâs time to analyze and draw information from these numbers. This analysis should help you understand whatâs worked and what hasnât.
Hopefully, with enough data, youâll be able to start implementing this information in the creation and scheduling process of your content, and start seeing results!
Linkedin Best Practices
To help you get started, here are a few key practices that your business should start implementing immediately for best results.
Complete your Page
Pages with complete information fields can attract up to 30% more weekly views than those that donât according to LinkedIn. So, itâs in your best interest to make sure your profile provides as much information about your brand as possible.
Some key information you should include are:
- A company logo and cover image
- An overview with relevant keywords and phrases
- Company information (your URL, company size, and location)
- A Call-to-action (CTA) that aligns with your main objective (e.g. View Our Website)
Make use of the analytics
Your LinkedIn strategy should be closely informed by your performance metrics. Itâs this data that will help your marketers understand your audience and build brand visibility, engagement, and maximize conversions.
The LinkedIn analytics tool is a great place to start, offering you a good overall view of your general performance. For a more robust look into your metrics, itâs a good idea for you and your team to implement a social-specific analytics tool like Flick. With a tool like this, youâll have access to more in-depth metrics that can better inform your strategy. Youâll also have access to scheduling tools, hashtag analyses, and resources for digital marketers.
Be audience-specific
Your LinkedIn analytics are only useful if you combine them with social listening and action. Social listening is all about engaging with the trends surrounding your industry and brand. Action is all about following the numbers and starting to create content that has shown to be popular with your audience. Key questions to ask are:
- Who are our followers? What key demographic groups do they represent?
- Who is regularly engaging with our content and what specific content type are they engaging with?
- Who do we want to target with our content?
Understand what type of content works best
There are a few variables when it comes to knowing what type of content works best for your audience.
- What industry are you in? Whatâs the general nature of this industry?
- Whatâs your brand voice?
- Which industries make up your core audience demographic?
For example, if youâre an engineering firm, it doesnât make a lot of sense for you to share longer-form, narrative copy content. More than likely, your core audience will be made up of other engineers and people in affiliated technical industries. Instead, you should look at creating short-form, interactive content that presents key statistics or industry insights.
Ready to dive into your LinkedIn Analytics?
Inform your LinkedIn marketing strategy through statistical data and start to maximize reach, brand visibility, and engagement. Understanding your audience and seeing data-backed evidence of what works is the best way to confidently curate content that has the best chance to give you the best possible ROI.
To fully leverage the power of LinkedInâs analytics, implementing a tool like Flick is a necessary step in your marketing strategy. It provides you with more in-depth, insightful metrics that can take your content to the next level, all the while being an all-in-one, easy-to-use platform. Register now to see the difference!
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