LinkedIn’s growth in the last few years is nothing short of phenomenal.
Not only is it the go-to tool for recruiters. It is a great way to build an audience for business-to-business (B2B) connections.
You have built a great product or service.
And you believe that it can help other businesses achieve their goals.
With a lot of hard work. You’ve managed to get a group of core customers. And your business is growing. If it is a little slower than you would like.
LinkedIn has become an amazing place to promote your business to other businesses. But what about LinkedIn metrics?
If you are having trouble reaching potential customers using more popular methods such as Google Ads and Twitter. Using a LinkedIn company page could help you reach new clients.
Want to get your head around data and marketing metrics? I’ve put together a blog post that will help.
It gives you an overview of data-driven marketing. And how all these platforms tie together.
You can read it here: What Is Marketing Analytics And Data-Driven Marketing
LinkedIn Metrics: Company Page – Reaching Your Target Market
You have created a LinkedIn company page for your business.
And spent some time ensuring it looks and operates like a sister page of your main website. It’s a great way to reach potential customers on the platform.
Making sense of the analytics. And the activity sections of your LinkedIn metrics may not be as rewarding.
Elementary Analytics itself is a B2B company. Focusing on Software as a Service (SaaS) as its core product.
We help businesses save time by streamlining their processes and “jobs to be done”.
LinkedIn company pages have a couple of ways you can promote your business. And you can send out updates to customers at will.
Once you get consistent traffic to your website. You need to keep the momentum going. You can’t afford to spend too much time looking into how people have interacted with each post or your page.
You need to focus on the key LinkedIn metrics.
Helping you see how your LinkedIn metrics for your company page posts are increasing your page followers. In turn, this drives traffic to your website. Getting new customers and growing your business.
Top 5 LinkedIn Company Page Analytics To Track
Your company page is up and running and you have decided on several ‘calls to action’.
With a brief social media marketing plan. You begin creating content and sharing posts on the page on a regular basis.
“How do I know if my marketing plan is working?”
I have used LinkedIn company pages to promote a few products over the years. We used our LinkedIn pages’ main button to try and get new traffic to our website. As well as posting regular content to engage people. As a drive traffic to different articles on our marketing website.
Here are the 5 LinkedIn metrics I looked at when reviewing my company page analytics.
If the numbers were going in an upward direction.
For the first few months at least, I’m happy.
Impressions
Impressions relate to how many people see a post from your company page in their news feed.
It doesn’t matter if they click on the post. Or scroll past it, this still counts as an impression.
This stat, for me, is on of the more interesting LinkedIn metrics.
You can see how your content is performing by reviewing this stat.
If you keep producing excellent and engaging content. Your impressions number should increase over time. It’s a quick way to see if your content/marketing plan or strategy is working.
Clicks
Many people can become obsessed with the number of clicks a post or company page receives.
For me, the number of clicks your posts receive needs to be increasing.
For example, if the number of impressions for your posts is increasing. But your click numbers have flat-lined. You can assume that your content isn’t as attractive to your audience as it could be.
On the flip side if your impressions are at a constant number, but your clicks stats are growing. You can assume that your marketing strategy is working. And the audience you are reaching enjoys your content.
Using a combination of impressions and clicks is an excellent way to see how your marketing efforts are performing.
Engagement Rate
I love reviewing the engagement stats for my posts.
Seeing if people have liked or commented on a post.
Many people see these stats as a “vanity” LinkedIn metrics. I understand this point of view. Are these stats helping your business grow?
Although I don’t agree with this.
It all depends on how your LinkedIn company page integrates into your marketing plan.
If you are using a LinkedIn company page to promote you and your business. The engagement rate is a good metric to follow. If someone likes your post or page, it means they want to hear from you again.
The great Seth Godin calls this Permission Marketing. and is great for building your business.
Alongside impressions. If the engagement rate for your posts is going up. Then people find your content engaging and are willing to see posts from you in the future.
This doesn’t mean you need to sell to them.
An 80/20 split of 80% of content that entertains or informs and 20% of content promoting your business.
This split is a great way to plan what posts you should share in a given week.
Follower Demographics
Follower demographics is one of the most powerful metrics that LinkedIn provides to you.
You may have a high number of impressions, clicks and engagement.
But, if the “till register” hasn’t chimed for weeks. Are you reaching the right people?
For example, here at Elementary Analytics. One of the marketing plans I drew up was to target small digital agencies. And have 3-5 employees, who specialise in handling SMM for other businesses. I then began creating content that I thought the audience would like.
To see if my marketing plan and content strategy were working. I would review follower demographics for the last seven days.
If the top 3 industries I was reaching were: ‘Real Estate’, ‘Financial Services’ and ‘Higher Education’.
My marketing plan could be correct. But, the content I’m producing is not, so I need to review my upcoming content schedule and change tact.
If the top 3 industries were: ‘Marketing and Advertising’, ‘Information and Technology Services’ and ‘Management Consulting’.
I know I’m on track and can focus on improving the other metrics.
Total Followers
Using this metric. Along with the engagement rate of your posts. Is a brilliant way to analyse whether your marketing plan is working.
If the number of followers for your company page is going up. Then people will find your content relevant and are willing to engage with you in the future.
I have touched on vanity metrics. And the 80/20 split in the engagement rate section.
These apply to total followers as well as engagement rates.
When reviewing marketing/business plans for LinkedIn company pages. I look at both engagement rate and total followers.
If the numbers are growing, Our content is working, helping us grow the company page and business.
Viewing Your Top 5 LinkedIn Metrics
It’s a pain viewing all these metrics from inside LinkedIn.
Even more so, if, like me, you have a couple of company pages that you want to keep an eye on. To see what the growth is like in the early stages of promotion.
This was one of the reasons I started building Elementary Analytics. I wanted a cut-down and very specific view of my marketing metrics.
I still use our LinkedIn company page to promote our software.
“Elementary” Or Simplified View Of Your LinkedIn Metrics
With our dashboard, you can see the top 5 metrics on a single screen.
You can add as many LinkedIn company pages as you want. Making it easy to check performance.
Below is a screenshot of the last thirty days’ stats for my company page for Elementary Analytics. The one I use to promote this website.
The screen shows you the data for 4 metrics over the past thirty days.
These metrics are impressions, views, clicks and followers.
There is also an indicator showing if a specific metric has increased or decreased compared to the previous thirty days.
A graph breaks down the 5 key metrics by day. There is also a more detailed view if you click the ‘View detailed breakdown’ link.
The graph displayed is the same as the previous screen. As well as showing the data split between paid and organic traffic.
Our dashboard gives a breakdown for not only the last thirty days. But stats for the last seven days, fourteen days. this month and last month. And the last ninety days too. As well as any KPIs that have been set.
We even break the data down in a table format too.
So you can see how your LinkedIn company page is growing in the early days of your website.
The above screen shows the performance of your LinkedIn metrics over a 12-month period.
We also pull through all the posts that have been shared over the last thirty days.
Each post gets a ‘rating’, so you can see which ones of been doing well for you.
There you have it. Elementary Analytics’ guide to the top 5 LinkedIn metrics to track when you are starting out marketing your business using a LinkedIn company page.
I would love to hear your thoughts on which metrics to track and if you found this post useful.
Regards, Phil.
Thanks for reading.
