LinkedIn is the primary platform that helps B2B companies grow their network and maximize their marketing efforts. That’s why you must understand how to use LinkedIn Analytics if you want to grow your business in 2021. This article explains how to create a powerful B2B Marketing Funnel by using LinkedIn’s Analytics tools in conjunction with a well-built content strategy.
The Importance of a Strong Profile and a Solid Content Strategy
To get the most of your LinkedIn Analytics, you need to align your company page with your content strategy. Let’s dive deeper into what that means.
How to Create a Strong Profile
A solid content strategy starts with your profile. Potential clients view your company page to determine if they trust you, the company, and the product. Build trust and engagement by doing the following:
- Include a high quality, friendly-looking company logo
- Fill out every section of your profile and include bullet points for readability
- List statistics and metrics to build credibility
- Fill out the recommendations section with recommendations from clients, employees, contractors, interns, and professional connections
- Make sure that related employee profiles are following the above criteria
How to Create the Right Content
Struggling to figure out what content to share? Consider mixing in some of the following tactics in your posts:
- Ask an open-ended question, with an industry-related story attached
- Share tips, tricks, and hacks related to your industry
- State a controversial, business-related view that will spark conversation in the comments
- Post an appropriate personal moment that will catch attention in between all of the data and professional content.
- Share an anecdotal story that leads to a lesson learned
LinkedIn Analytics Metrics
Anyone with page admin credentials to a business LinkedIn page can access analytics. Analytics has its own tab under “Admin view.” You can find it between “Page” and “Activity.” Next, let’s discuss what each metric means and how to utilize each of them.
Visitor analytics show the number of people who visited your page over the last 30 day period. You can view if they have come from desktop or mobile, a breakdown of demographics, and traffic. Traffic allows you to see the time of the day you have the highest viewership and what pages get the most views. Visitors also lets you compare how many unique visitors you have to content engagement.
Demographics enables you to see your viewers’ job titles and professions. This is much more important than the sheer number of visitors coming to your page. Since LinkedIn is a professional networking space, you can leverage this metric. For example, if you’re looking to hire a web developer, you might sort your demographics and see how many web developers viewed your page. Then, look at what content they’re interacting with and brainstorm how you can create more content to bring like-minded people to your page.
Updates are one of the most important aspects of LinkedIn Analytics and contain two categories – Highlights and Engagement.
With Highlights, you can track the level of total interaction for content you’ve posted. This gives you a high-level view of likes, comments, and shares on your content. If you’re posting photos, videos, statuses, or articles, you must track what’s getting the most interaction.
Engagement dives deeper into every possible type of interaction on your content. Interactions include impressions, clicks, likes, comments, and shares on each piece of content you post.
It’s important to note that there are two types of impressions:
- Impression—is the number of times a piece of content has been viewed.
- A unique impression—is the number of times that piece of content has been seen by different accounts. For example, if you scrolled by the same post twice on LinkedIn, that would count as two impressions, but just one unique impression.
How to Analyze Engagement
This is where you need to dig in. Analyze which posts are receiving the most interactions. What types of posts get the most likes and comments? Which ones get more shares and clicks? Take some time to assess why a post did particularly well. Did it have a strong call to action? Perhaps you have a post with more comments – did that post have a compelling hook?
Consider if the folks who are interacting with your post are a part of your target market. Do they work for the companies you’re targeting? What posts do well with those types of people? Adjust your content type and strategy to align with posts that they’re showing interest in.
The Engagement metric also shows you the difference between your paid advertising results and organic results. On the Engagement graph, you can track results stemming directly from paid posts and compare them to organic results that originate from your regular content.
The followers metric shows you the number of your total followers and the number of new followers. This metric offers insights into when each follower began following you. You can filter your followers by their job function, seniority, industry, location, and company size.
Followers are a key metric to measure your overall performance. If you are truly analyzing your visitor metrics and comparing them with what you’re learning from your content metrics – you should see growth in followers. If you’re not, it’s time to rethink your content strategy.
Another way to think about your content is to look at when your followers first started to follow you. Zero in on the followers that are within your target demographic. What content did you post that prompted them to hit the follow button? How can you create more content that is similar to what they found valuable? Remember to think about both what type of post it was – photo, video, article, status – and what copywriting you used. Both are equally important.
Companies to Track
This metric allows you to compare your Followers and Engagement metrics to similar companies. Here, you can view their total followers, new followers, engagement rates, and updates. Take a look at which companies are outperforming you. What types of content are they sharing? How does yours stack up in comparison? If there is a meaningful difference, consider changing up your content strategy.
Utilizing LinkedIn Analytics is imperative to successfully building a B2B audience. Create a powerful content strategy and take time monthly to analyze your metrics. Learn what you can from your competitors and don’t be afraid to adjust your plan as you go. With this strong foundation in place, you’ll build your B2B audience in no time.
About the author
Eddie Segal is an experienced web analytics specialist and technology writer. In his writing, He covers subjects ranging from cloud computing to agile development to cybersecurity and deep learning. He also specializes in SEO, link building, and content strategies for technology brands.
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