LinkedIn Analytics offers valuable insights for both individuals and businesses using the platform. The sources revealed that 79% of B2B marketers trust LinkedIn to be a significant source for lead generation and that it is used by 97% of B2B marketers to drive content marketing strategy. The specialty of LinkedIn is that it has a goldmine, not just the job recruitment network, sales, leads, and branding for big and small enterprises. However, a B2B marketing campaign requires extra efforts to opt for a data-driven approach derived from LinkedIn analytics instead of guesswork.
What does LinkedIn analytics do?
- Targets the right audience
- Builds relationships and brand awareness
- Generates leads
- Helps to emerge as a thought leader
- Conduct market research.
LinkedIn analytics assists marketers in tracking different social media metrics and reporting back on successes with the help of its tools. It must be an integral part of a business strategy on this social platform. It is crucial to trace LinkedIn analytics while quantifying the business’s social media marketing efforts and accessing data to improve social media ROI and reach social media goals.
LinkedIn Boosting Business Strategy
Playing a crucial role in the B2B marketing industry, LinkedIn platforms look for a unique marketing approach while dealing with it as it assists in building business teams, clients, sales, or brand awareness. So diving into LinkedIn analytics is essential; if not done so, the result could be –
- Wrong audience extraction
- Fewer CTR on posts
- Reach and impressions shrink
- Low engagement
- No-competitor analysis
- The best time to post on LinkedIn would be missed
- Less organic visitors.
5 Types of LinkedIn Analytics
For LinkedIn analytics access, the first step is to head to the company’s profile page and click the “Analytics” option on the top bar.
Visitors
- Process deep insights into the company’s page visitors, tracking their footprint in a chosen time frame. The visitors’ segment is divided into 3 categories-
- Visitor metrics recognize the visitors’ traffic drive to the company page in two ways – * No. of times the company page has been visited within a particular time, and traffic can also be gauged the traffic coming on a specific page by filtering between all pages. The second is to assess the company’s visitor metrics on unique visitors that count multiple visits of a single user as one while displaying unique visitor graphs.
- Visitor demographics reveal the demographic details of the page visitors, such as job function, seniority, location, industry, and company size.
- Custom button clicks are added on the home page, prompting visitors to take action.
Updates –
- After content deployment on LinkedIn, update analytics digs out the performance of the posts, garnering better impressions, reach, and engagement.
- Impressions count the no. of times LinkedIn saw the company’s updates. If the same person sees the update twice, it would be called two impressions.
- Clicks are taps or clicks on the company’s posts by LinkedIn users.
- Interactions comprise the no. of shares, likes, and comments on particular LinkedIn updates.
- The engagement rate is calculated by dividing all the interactions by the impression the updates have received. Approximately 2% have been identified as having a good engagement rate on LinkedIn and could be upgraded by 5 to 6% as per the content quality.
Follower–
This analytics lets marketers know about a company’s followers’ data categorized on different demographics.
- Employee advocacy analytics
The LinkedIn Help studies revealed that this analytics offers page admins the opportunity to gauge trends in employee engagement with content recommended to employees on the My Company tab.
- Talent brand analytics
Are available for super admins managing LinkedIn career Pages that help attract new talent to the company.
- LinkedIn post analytics
This drills down on the metrics for a specific post by clicking show stats at the bottom right corner of the post.
- LinkedIn profile analytics
This works for the brand ambassador of the company so that they can track profile analytics.
Direction to export LinkedIn analytics for the company’s social media report:
- Know what’s working to optimize LinkedIn strategy
Knowing the content that resonates with the company followers generates more engaging content for the followers’ effects following quantity, and this can be done by studying impressions, likes, comments, shares, or engagement rate.
- Understanding the Company’s LinkedIn growth and results
After optimizing the performance of the posted content, generating more like content and analyzing its results are also important.
- Facilitating the value of the company’s work
After getting all this growth and results, letting the team, managers, and clients know about the company’s achievement would bring more credibility among people, and graphs and charts are the best way to display it.
- Extracting more data to make better decisions
Accessing more data with lots of analysis is essential to make better decisions to grow reach and engagement.
Conclusion
The use of LinkedIn Analytics is an ever-changing ball game, and the stats mentioned above showcase how effective LinkedIn is for B2B lead generation if marketers haven’t considered LinkedIn in their marketing strategy, then they are missing out on great opportunities of grabbing qualified leads.