LinkedIn has grown into a career-building network (it’s 20 years old in 2023) that allows people to build a personal brand and showcase their professional portfolios online to colleagues, companies and recruiters.
According to a business point of view, LinkedIn is an incredible spot for networking and a successful stage for B2B marketing.
With more than 850 million members in more than 200 countries, the network offers huge opportunities for B2B businesses across all industries.
The beauty of LinkedIn is that its analytics are perfectly suited to the needs of B2B businesses to make good marketing decisions and make effective investments. It’s no different than any other social media platform in that you need a good LinkedIn strategy to succeed.
So if you’re a B2B marketer or company, read on to find out some of the ways LinkedIn and its analytics can be useful to you.
How to Set Up LinkedIn Analytics?
It’s easy to set up a LinkedIn account that will automatically give you access to its analytics platform. All you need to do is click on LinkedIn Pages and click on ‘Create Page’ which will take you to a screen where you can select the type of page you want to set up.
Once you select ‘Company’ it will take you to a form to complete which includes a company logo or image to represent you.
Once that’s done, just click ‘Create Page’ and you’re ready to go!
To access the LinkedIn analytics tools and dashboard, log in to your LinkedIn profile and open your company page. Keep in mind that you can set people as admins or ‘analysts’ and those are the only people who have access to the analytics.
When you have the right consents and access, you can screen your LinkedIn measurements.
Types of LinkedIn Analytics
There are six sorts of LinkedIn instruments and analytics you can utilize. These are designed to measure specific metrics on your company page so you can easily access data and gain insights to increase engagement and increase performance.
1) Visitor Analytics
Visitor analytics show you how many visitors have landed on your company page. It’s that easy!
This section shows the number of total page views, unique visitors, and custom button clicks over the last 30 days and shows the percentage change from month to month.
Visitor analytics will show you who is visiting your page, helping you spot patterns that can help you tailor content to those visitors. The goal is to engage visitors so they can learn more about your brand, convert into new followers, and increase their engagement on LinkedIn.
So if you’re trying to increase your visibility and see how many people are reaching out to check out your content, this is where you start. Within Visitor Analytics, you can filter by time periods, page sections, page views, and unique visitors, and you can segment your data into specific metrics, such as job function, seniority, company size, and industry.
2) Follower Analytics
One of the main metrics for advertisers remembering the big picture is the quantity of followers you can draw in.
The supporter analytics included on LinkedIn shows you the demographics and wellsprings of your followers. The goal is to tell you who is following your company page and the best ways to engage with them.
If you can get visitors to like your company or content on a LinkedIn page enough to ‘subscribe’ and agree to receive your regular marketing communications, you’ve got the equivalent of a ‘repeat customer’. has taken.
The types of followers you have can be critical to your business plans, depending on whether you’re soliciting new partners or investors, recruiting skilled professionals, or just making new connections. Trying to set up.
Follower Demographics allows you to segment follower characteristics into categories such as location, occupation, industry, company size, and more.
3) Update Analytics
The updated analytics feature allows you to see the performance of your posts on LinkedIn. This will help you evaluate the performance of everyone based on the quality, format and topic shared on your company page.
This function metric is a goldmine of long-term actionable data because it tracks engagement levels for all content you create, including videos, articles, images or any combination of these elements.
Understanding the data you update will help you understand what content is resonating with your audience and what messaging or content isn’t.
The Update Highlights feature shows you what kind of response you’re getting each month. Comments, likes and shares are all reflected here so you can track the performance of your content on your timeline.
4) Employee Advocacy Analytics
You can use Employee Advocacy Analytics to monitor the content quality and engagement of posts your staff share on LinkedIn.
Metrics included here are the number of recommendations, re-shares, and comments from LinkedIn members on posts for employees linked to your LinkedIn page.
This function is a great way to see how engaged your employees are with your content and subsequently on LinkedIn. After all, your best advocates should be your employees, so encouraging them to share relevant content is a great way to build brand awareness and create an employer brand that attracts and retains talent. keeps
5) Talent Brand Analytics
These analytics are connected to LinkedIn profession pages and assist you comprehend how to work on your commitment with that particular crowd. This is important for companies that want to engage and attract new talent to the company.
It can help you feature your image as a business, advance positions, draw in and associate with up-and-comers, and offer your organization story.
6) Competitor Analytics
Introduced in late 2021, this function replaces ‘Companies to Track’ and is a great way to see what your competitors are doing and compare your performance to them.
This feature can be found under the ‘Analytics’ tab (currently limited to a large number of users) and can compare follower metrics and organic content metrics. You can click a worth in the Complete Commitment section to see a breakdown of responses, remarks, and offers.
This will help you gain insight into your competitors’ followers and learn more about the type of content that works for them.
What LinkedIn Metrics Should You Track?
As with any social media platform, the key to developing an effective strategy with analytics is to understand your company’s goals and set KPIs. Once you have them, you can choose the right metrics for your business.
Of the six analytics available on LinkedIn, some key metrics will be important to your business and help you gauge performance to optimize organic and paid posts.
1) Traffic
Utilizing LinkedIn Analytics you can perceive how your traffic changes over the long run. This will assist you with seeing pinnacles and boxes in action (or a consistent vertical line, in the event that you’re fortunate!).
It will likewise assist you with seeing where your traffic is coming from: desktop or mobile. This will help you understand your audience’s intentions and preferences. This can assist with fitting substance to mobile clients, for example optimize your click-through landing pages if a large portion of your LinkedIn followers use mobile.
2) Impressions
Impressions are essentially the times your post has been seen. This metric is important because it shows you how many times your content has been viewed and increases the likelihood of interaction with it.
You should also track unique impressions. It counts the number of unique LinkedIn users who see your post while impressions can be counted for the same person who sees the post twice.
Unique impressions can also help you understand your reach, which will help you monitor brand awareness. Greater reach means you have the ability to attract prospects and customers, which is a great sign for any B2B marketer.
3) Engagement
LinkedIn calculates engagement rate by dividing the number of interactions, clicks, and new followers gained by the number of post impressions. It’s worth adding to your analysis because it gives an overall view of the performance of content on your LinkedIn channel.
It’s worth noting that Social Insider’s 2022 B2B study found that video content gets more impressions and is more likely to drive engagement on LinkedIn for small to medium-sized accounts. For medium accounts, images generate the highest engagement levels while large accounts (over 100k followers) viewing native documents (produced on a third-party application such as Word) generate higher engagement rates. are
4) Clicks or CTR
Advertisers love clicks and for good explanation, it implies somebody is intrigued enough with regards to your LinkedIn content to make a move.
Your active clicking factor (CTR) is displayed as a rate that partitions the quantity of post clicks by the quantity of impressions. This will give you a good idea of engagement per post and help you understand what content is working so you can plan future LinkedIn campaigns.
5) Reactions & shares
These metrics will help you measure engagement on your LinkedIn posts and see how people are reacting.
These should be visible as vanity metrics so contemplate why you need to remember them for your general LinkedIn procedure. If brand awareness is a key goal of your LinkedIn activities, these metrics, including shares, can help show engagement and growth in your brand profile.
6) Demographics
While LinkedIn allows you to connect with people around the world, if you’re targeting a specific country or region in your B2B activities, it can be very useful to see where customers are coming from.
This can help you make changes to your content to cater to a specific audience. For instance, if you need to target clients in the US, ensure you utilize American spelling and jargon.
Other areas to think about are increasing video views and followers as they can give you great insight.
Your LinkedIn: Wrap-up
As you can see, you can learn a lot about your audience and content from your activity on LinkedIn. The secret is to understand your company’s goals, set relevant and achievable KPIs and constantly review analytics to improve and refine your content.
Most importantly, have an online entertainment technique that envelops LinkedIn to assist you with changing over B2B possibilities into clients.
Boost your B2B campaigns with LinkedIn
For a B2B marketer, LinkedIn is a valuable social media platform that helps move your prospects down the sales funnel. With a more extended deals cycle, LinkedIn can assist you with getting the right content before the ideal individuals.
Know more about LinkedIn Analytics for a B2B Audience? Contact us at support@sunnydayconsulting.com or check our website at www.sunnydayconsulting.com!
