DSIM’s Guide- LinkedIn Analytics for B2B Marketing

17/05/2018
LinkedIn-dsim-image

LinkedIn has evolved in the recent years and today, has become a great platform for B2B content marketing with its 500 million users.

And, when looking with following prospective, LinkedIn can help you endlessly.

  • Want to share highly specific content to establish authority?
  • Looking to interact with the biggest fishes of your industry?
  • Finding problems in getting qualified talent for team expansion?

You can find solutions here. So, what you have to do next is in the segment-

Making Your LinkedIn Analytics Actionable

Content marketing and branding are two major resources for earning success on LinkedIn as it works equally better for companies and individuals.

So, to grow on the LinkedIn, you’ve to explore the content that clicks and thus, improves your messaging.

LinkedIn is completely different from Facebook, Twitter or Instagram as a B2B network.

For starters, LinkedIn Analytics focuses on three main areas to track metrics:

Here are the three major areas which LinkedIn focuses to keep checking metrics for starters-

  • Company updates
  • Followers
  • Visitors

1) Company Updates

Company updates are important to track as you can measure what’s working for your LinkedIn profile and what‘s not. What more good about the Company updates is that there are several features that will help you achieve the exact figures.

The first part of your company updates includes the following:
  • Preview
  • Date
  • Audience
  • Sponsored
  • Impressions
  • Clicks
  • Interactions
  • Followers Acquired
  • Engagement

Below Company updates, you’ll be able to see your content’s reach data.

Company Updates

Reach is divided into the impression and unique view. An impression is called “the total number of times your posts were seen” and a unique view is called “number of unique users who saw your posts”.

For instance, if a user sees your content twice, it would count for two impressions and one unique view.

In engagement section, you can see how many clicks, shares, likes, and comments your post got and also you can find the engagement percentage and number of followers earned from sponsored updates.

If your engagement rate is inert and going downwards, here are some important tips that will help you in getting a more engaged audience.

Takeaways from Company Update Data

You can go through your company update data and figure out which updates are performing.

For instance, the ideal LinkedIn Company update length lies in between 50 to 100 characters. If you have doubts, keep the updates short and engaging rather offering something unnecessarily lengthy updates to the followers.

Also, track how visuals enhance or decrease engagement rates as certain LinkedIn stats show that content with an image gets 200% more engagement than the posts which don’t have images.

You can also use LinkedIn native video player for attracting more followers.

LinkedIn-dsim-image

The LinkedIn analytics also tell you which one of the company updates can create strong sponsored content. Whether it is an e-book or free trials, LinkedIn can take your best posts directly in your prospect’s feeds.

Along with this, also consider your LinkedIn’s posting frequency. As shown in the image below, timing and consistency matter if you’re looking to grow the numbers of your followers.

LinkedIn-dsim-image

2) Followers

Definitely, your content marketing strategy would be focusing on reaching the right people.

The follower section of your LinkedIn analytics lets you know several things about your audience like audience demographics, numbers of followers and trends in your follower length.

LinkedIn-dsim-image

To check your follower demographics, you can see your audience by-
  • Seniority
  • Industry
  • Company
  • Size Function
  • Employee vs. Non-Employee

LinkedIn-dsim-image

Below on the dashboard, you can find follower trends data. The available data show how your number of followers has changed over the period.

If you’re finding that your follower trend is going down, it’s time to investigate the causes. Many times, it would be a problem with your quality of content, content scheduling or sharing frequency or anything else.

Apart from this, your LinkedIn analytics also enables you to view how your followers count performing against your industry competitors. You can employ this as a standard to set objectives for growth.

Takeaways from Follower Data

If your number of followers is not growing, then it’s time to run an advertisement. You can also employ your best post as sponsored content to interact with your audiences. Add bold, striking images and a specific CTA in your LinkedIn ad.

LinkedIn-dsim-image

Your audience data also allow you to know whether you’re interacting with right audiences or not. Now, your number of followers won’t be considered too much if it doesn’t include your target audience.

Apart from doing above-mentioned activities also bring your employees as brand advocates for your business.

3) Visitors

Lastly, you have to come to Visitors section and it will provide you data about your company page, not your content. You can find following features in Visitors section-

  • Page Views
  • Unique Views
  • Visitor Demographics

LinkedIn-dsim-image

Takeaways from Visitor Data

To get more and more visitors, you first need to ensure that your LinkedIn profile is filled with your company details. This will help you to appear in Google search as well as LinkedIn’s search over the time.

Conclusion

LinkedIn is an astounding content marketing and branding platform for B2B companies. It comes with several sections in order to review the performance of the company profile.

Here is a guide for you to know about all those sections and features.

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