B2B Marketing has new fuel to run its machine, Linked In Analytics. LinkedIn is a professional social media platform where business and individuals can network and connect. It has more than 30 million companies and a target-rich environment suitable for B2B marketers.
To tap the gold mine of data that can be used on LinkedIn, we need to understand what LinkedIn Analytics brings to the table.
There are two WSs- what and where?
According to internal research by LinkedIn, about 63 million users are scrolling their feeds every month. This is a ton of clues for B2B marketers. LinkedIn Analytics has a set of metrics that can help you measure the performance of your company page and how well the content posted on the page is working. This feature is a well-hit inside the company’s feed in the left-hand, profile section. There are three main metrics – visitors, updates and followers, and clicking any of them will take you to your analytics dashboard.
Visitor Metrics
Analyses under the visitor category will tell you where your monthly leads are coming from. It is a known fact that LinkedIn is better than any other social media website in lead generation, which is merit for B2B marketers to know the source of visitors. This metric is further divided into:
Unique visitors – Visitors can drop on your page several times to read about the company, find your website, give you messages, etc. But the unique visitor metric does not take into account the frequent visits of the same person. It calculates the number of unique people who go to your page to show the real picture.
Preview – It’s very straightforward. It calculates how many visitors have seen your page. No engagement, just eyes.
Visitor Demographics – It’s great to find out if your campaigns are working on targeted demographics. You can see the makeup of the company size, job level, location etc, which will help you understand where your lead is coming from.
Follower Metric
Like any other social media platform, the follower class will show you who is following your page for updates. These may be people or companies that want to know the developments of your company. This metric is further broken as follows:
Total Followers – Total Followers All those who have followed you since your page was established are total.
Profit or loss – it’s a graph showing how many followers the page has gained or lost over a month.
Organic followers – These are the people who followed the page through organic coverage. They either searched your page or came to your page through a mutual contact.
Sponsored followers – Unlike organic followers, these people followed the page through paid publicity or advertising.
Follower Population – This option lets you break the following demographics of the page. You can choose to get information based on location, job work, seniority, industry and company size.
Followers Trends – This sub-metric describes the time when followers added your company page.
Company Updates Metric
Here you will find a large picture of how the page is working. It shows you unique impressions that have a total eye number on the post, the engagement rate that refers to posts and clicks on followers, likes, comments, shares. Here you can watch video scenes that tell you how the video worked and highlighted the number of responses. The company’s updates have misleading bit clicks and CTR (click-through rates) that are different. Clicks represent the total number of clicks you receive and CTR shows how many clicks the page has received for each impression, which determines how attractive your content is.
Here’s How You Can Make The Most Of These Metrics
Now that you know what metrics are, nothing matters if you don’t know how to use them.
- Improve your content Strategy
Get an idea about the page’s population and analyse what your followers want to see. Visitor and follower demographics will help you understand which conversational topics are relevant to your audience. These insights will help you extract good content that increases your business participation, impressions, shares, clicks and overall exposure. You can create a functional content technique to produce results.
- Make Better Ad Campaigns
Linked In Analytics provides you with information about how your sponsored posts and ads are working. If your campaign aims to gain more followers, you can check the growth rate and consider the overall performance of most ROIs holistically.
- Analyze marketing performance
LinkedIn Analysis is a great way to analyze the performance of your updated marketing techniques. You will know if you target the wrong audience or are winning by getting more engagement and clicks. Even if the new strategy does not work as expected, you can make immediate changes to prevent further damage.
- Be competitive alert
Through the follower metric, you can see if your competitors are getting more followers from you. You may know that their content strategy is working well and making your modifications accordingly.
The LinkedIn analysis gives you a clear idea of your page’s performance, which you can compare with your competitors. You can create most of these insights by customizing your content and ads on LinkedIn to get more business visibility and potential leads for better ROIs. With less fun animal videos and more commercial talk, you can promote your company with a linked in analytics feature.
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