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 that you believe can help businesses achieve their goals. With a lot of hard work, you have managed to get a group of core customers that is helping you grow your business. If it is a little slower than you would like.
LinkedIn has become an amazing tool to promote your business to other businesses. If you are having trouble reaching potential customer using more popular methods such as Google Ads and Twitter. Using a LinkedIn company page could really help you reach new clients.
LinkedIn Company Page – Reaching Your Target Market
You have created a LinkedIn company page and spent some time ensuring it looks and operates like a sister page of your main website. It is an amazing way to reach potential customers. Making sense of the analytics and activity sections of your LinkedIn company page may not be as rewarding.
Over the past few years I have been involved with a few Software as a Service (SaaS) products. Which have been focused on helping 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 send out updates to potential customers.
Once you have started building up a following and are getting consistent traffic to your website. You need to keep the momentum going and 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 overarching analytics. Helping you see how your LinkedIn company page posts and campaigns are increasing your page followers. In turn driving 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?”
As previously mentioned, I have used LinkedIn company pages to promote a few products recently. We used our LinkedIn pages’ main button to try and get new traffic to our website. As well on posting regular content to engage people and drive traffic to different articles on the marketing website.
Here are the 5 metrics I looked when reviewing LinkedIn company page analytics. If the numbers where going in an upwards 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. Regardless of whether they interacted with posts or simply scrolled past it.
This stat is an interesting one for me. I think you can see how your content is performing just by reviewing this stat.
If you keep producing excellent and engaging content. Your impressions number should steadily increase over time. Therefore, it is a very 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 CTA receives.
From my point of view the number of clicks your posts receive need to be increasing. For example, if the number of impressions for your posts is steadily 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 steadily. You can assume that your marketing strategy is working, and your content is applicable to the audience you are reaching.
Using a combination of impressions and clicks is an excellent way to quickly 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 deem engagement analytics as “vanity metrics”. I completely understand this point of view. Are these stats helping your business grow?
Although I don’t fully agree with this. It all depends on how your LinkedIn company page integrates into your overall marketing/business plan.
If you are genuinely using a LinkedIn company page to promote you and your business. Engagement rate is a good stat to follow. If someone likes your post or page, it means they want to hear from you again. This is something Seth Godin calls Permission Marketing and is great for building your business.
Alongside impressions. If the engagement rate for your posts is going up then people are finding your content engaging and are willing to see posts from you in the future.
This doesn’t mean you need to constantly 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, I believe is one of the most powerful stats that LinkedIn provides to you in their analytics suite.
You may have a high number of impressions, clicks and engagement. However, the “till register” hasn’t been opened 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, with 3-5 employees, who specialise handling SMM for other businesses. I then began creating content that I believe the audience would like.
To see if my marketing plan and content strategy was working. I would review follower demographics, selecting the Industry data for the last seven days.
If I could see that the top 3 industries have been reaching is: ‘Real Estate’, ‘Financial Services’ and ‘Higher Education’. My marketing plan could be correct. However, the content I’m producing is not, so I need to review my upcoming content schedule and change tact.
If the top 3 industries are ‘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 are finding your content relevant and are willing to engage with you in the future.
I have touched on vanity metrics, permissions marketing and the 80/20 split in the engagement rate section. These apply to total followers as well as engagement rate.
When reviewing overall marketing/business plan for LinkedIn company pages I look at both engagement rate and total followers. If the numbers are steadily growing, I assume our content is working, helping us grow the company page and business.
There you have it. Elementary Analytics’ guide to the top 5 analytics to track when you are starting out marketing your business using an LinkedIn company page.
I would love to hear your thoughts on which metrics to track and if you found this post useful.
Regards, Phil.
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