In this article, we’ll dive into the features of LinkedIn Analytics, how to access your metrics, and best practices to maximize your ROIs!
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 business’s 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 content’s metrics, you can start to formulate more effective LinkedIn marketing practices.
Types of Linkedin Analytics
LinkedIn followers are people that have actively subscribed to your business’s page and content. They make up your LinkedIn “community,” and are often the people you’re speaking to when creating content.
LinkedIn Follower analytics include data on your followers:
These metrics help you understand your audience, and create content that speaks to their needs and interests.
Update analytics represent how people are engaging with your posted content. These metrics communicate patterns in your audience’s 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:
This data provides insight into your overall page rather than specific content. It tells you who is visiting your page and where they’ve 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:
Why is Linkedin Analytics important?
Understand your followers and visitors
Although having a high visitor count is nice, it’s only useful if you can convert these visitors into followers. Similarly, having a high follower count is great, but what’s more valuable is having engaged followers. It’s 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 don’t like
What times they’re active on LinkedIn
This information helps your marketers create focused content for your target demographics.
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.
LinkedIn’s 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 brand’s social value — 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 you’ve logged into your company’s LinkedIn account, navigate to your company’s profile page. From here, choose the ‘Analytics’ button which you’ll find in the top bar menu underneath your account’s display picture.
Please note that to see your analytics pages, you must be a ‘Page admin.’
A drop-down menu will appear underneath the ‘Analytics’ menu option. These options are the different types of analytics you can choose from, including:
Step 2: View or export your metrics
Once you’ve chosen which metric type you’re looking for, you’ll 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 you’d like to view metrics for a specific post, you can click the ‘View analytics’ button on the bottom-right corner of your post.
On this page, you’ll be shown that posts:
Step 5: Analyze and Improve
Once you’ve reached the right analytics page, it’s time to analyze and draw information from these numbers. This analysis should help you understand what’s worked and what hasn’t.
Hopefully, with enough data, you’ll 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 don’t according to LinkedIn. So, it’s 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. It’s 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, it’s a good idea for you and your team to implement a social-specific analytics tool like Flick. With a tool like this, you’ll have access to more in-depth metrics that can better inform your strategy. You’ll also have access to scheduling tools, hashtag analyses, and resources for digital marketers.
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? What’s the general nature of this industry?
What’s your brand voice?
Which industries make up your core audience demographic?
For example, if you’re an engineering firm, it doesn’t 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.