When you think of LinkedIn, you might not necessarily think of marketing metrics straight away. But in amongst the connections, the recruitment and the industry insights, you can learn a lot about how your marketing and content is performing on the platform.
You’ll have different permissions depending on whether you’re analysing a personal or company profile (and whether you’re a premium member). In this article, I’m going to focus on a company page.
To turn these metrics into action, it’s important to understand them. Let’s have a closer look.
If you’re pouring your time and energy into creating content, you want to be sure you’re making content that actually speaks to people. Tracking your engagement is a great way to monitor this. There’s no point putting in the work if you’re not hitting the nail on the head.
You can find various pieces of organic data that will give you an idea of how your post is performing. For example, impressions are an easy, numerical figure you gather which will give you an indication of what content is working and what needs changing in future.
If you want to get technical about it from a reporting perspective, you can actually calculate your engagement rate by dividing the number of interactions by the number of impressions (x 100 to create a percentage). For example, if a post got six comments and 1,050 impressions, your engagement rate will be 0.57%.
This gives you data to work off, giving your future campaigns a jumping off point. You can start to plan your next moves based on changing that metric.
The LinkedIn algorithm is constantly changing. Different things will make successful posts. It’s the job of marketers to keep an eye on the factors that will boost posts to be seen organically on feeds.
And remember, if you engage with other profiles, LinkedIn is going to start thinking you’re a profile worth engaging with and is likely to bump you up the feed. Fundamentally, you get out of LinkedIn what you put in (much like real life networking).
Visitors and followers
When it comes to visitors to your page, there are several pieces of data you can retrieve, including:
If you’ve been running a specific campaign, you may want to pull together information from a specific date range. (A useful thing to note is this can be applied to a career page if you have one set up so you can see how well your job ads are being received.)
Remember, when it comes to these figures, sometimes it’s actually about quality over quantity. If your goal is to increase your numbers, that’s fine. But you’ll likely find more long term results if you increase your community with qualified leads who you actually want to engage with your products or service.
It’s all well and good to say your numbers have increased by 10% but if that 10% are actually just employees of your company, it’s not going to do much for your long term objectives.
To gain a more accurate picture of the visitors your page is getting, take a look at the unique views. This will discount multiple views from one user. Even if the user has come to your page, clicked away and come back, it will count as one view.
These demographics allow you to see who you’re attracted to your page. If it’s not the audience you’d like, it’s time to look at your content and research what your target audience actually wants to see from you. Check for any inconsistencies in your content and your profile information. If something’s not adding up, ask yourself why you’re not reaching the right people.
If you want to get more specific, you can see whether you’re attracting the people within business you’re hoping to attract. If you’re hoping to generate leads by engaging with key decision makers, investigate the positions of your visitors and followers.
If you’d like to watch your LinkedIn page go from strength to strength, you can use Coact to make your reporting that much easier. If you’d like to talk about Coact and metrics you can include, please contact me and I’ll be happy to help.