Struggling to understand what’s working on LinkedIn and how you can improve your presence on the professional network? Well, effectively using LinkedIn analytics is critical to driving success on the B2B platform. But there are so many LinkedIn KPIs you could be tracking (and so much conflicting advice out there), that finding the right ones is understandably a bit confusing.
So, we’d recommend keeping it simple. We’re sharing the 4 best LinkedIn metrics, to help you truly understand your audience and make the most of your presence on the platform.
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Let’s first take a look at what LinkedIn looks like today:
- There are 690 million professionals active on LinkedIn today (as of April 2020)
- Of that, 310 million users are active monthly
- LinkedIn is the second most popular platform of B2B marketers (followed by Facebook)
- LinkedIn generates the highest visitor-to-lead conversion rate at 2.74%, almost three times higher than both Twitter (.69%) and Facebook (0.77%)
- LinkedIn is the number one platform of choice for B2B content marketers
The 4 best metrics for LinkedIn
1. Follower demographics
First and foremost, it’s important to know what kind of people are engaging with your LinkedIn content. Using LinkedIn KPIs to find out what is resonating with who helps you to tailor your content towards your audience and map out target personas more clearly. For example, if web developers in South America are particularly engaged with your page, that may help you craft more engaging campaigns for that audience.
For company pages, LinkedIn analytics allow you to break down follower demographics under the ‘followers’ drop down option. Here, you can see the percentage breakdown of your LinkedIn followers’ location, job function, seniority, industry and company size by percentage. Using these LinkedIn KPIs help you create content that specifically targets your audience, meaning you’ll see results much faster.
2. Engagement rate
Having hundreds of thousands of professionals following you on LinkedIn doesn’t mean anything if they aren’t engaging with your page. This means that vanity metrics, like impressions, are ineffective on their own, and instead you should focus on the engagement rate of those followers. LinkedIn includes its own engagement rate, which can be viewed in the LinkedIn analytics below posts or in the LinkedIn analytics of updates. This is made up of all the times a user interacted with your posts, including link clicks, shares and reactions.
But LinkedIn engagement is whatever you want it to be, so your team should decide what kind of engagement is the best fit for the goals you are trying to achieve. These LinkedIn metrics could be:
- The click through rate (CTR) of content
- Use of branded hashtags
- Links back to you
- LinkedIn reactions
3. Custom button clicks
Users clicking the custom button on your company page are demonstrating an active interest in your company, so it’s a very relevant LinkedIn metric to track. You can check the number of custom button clicks in the analytics on LinkedIn under the visitors drop down.
On your company’s LinkedIn page, there are several options for a custom button which will redirect to any page you wish. The options are:
- ‘Learn more’
- ‘Sign up’
- ‘Visit website’
- ‘Contact us’
Choose a button based on what your goals on LinkedIn are. It’s also worth trying out different buttons to find the one that proves the most engaging.
4. Conversion rate
Conversion rate is probably the most important LinkedIn metric to track, because it shows how much of your LinkedIn marketing efforts are translating to cold, hard cash. Tracking the number of conversions you are getting through LinkedIn directly informs your company how much revenue the platform is adding. The conversion rate goals you are aiming for will be specific to your company and product.
Conversion rate is the only LinkedIn KPI you can’t track using analytics on LinkedIn. Instead, you can use Google Analytics, Millimetric’s automated KPI monitoring platform or whatever tool you use to analyse conversions.
READ MORE: 7 essential Google Analytics custom alerts
LinkedIn metrics: Key takeaways
Like with other key marketing metrics, it’s probably tempting to report on LinkedIn KPIs such as impressions or reach where numbers can easily reach the thousands. But these are vanity metrics. When it comes to LinkedIn metrics, the figures that show genuine interest are always going to be more helpful for your marketing efforts. LinkedIn metrics that show users who are engaged in your content, who are visiting your website and may potentially convert will help you build marketing funnels and understand what sort of content is aiding your marketing efforts.
Quick wins for higher engagement on LinkedIn
Let’s finish up with some easy ways to drive better engagement on LinkedIn:
- Include a clear call to action on your LinkedIn posts
- Share visual and video content (according to Katie Sehl from Hootsuite, video content receives 3x the amount of engagement as text-based posts)
- Invite users to engage with your content – this could be asking people to join in a debate in the comments or using LinkedIn polls
- Research the best, most relevant hashtags to use for your content (experts recommend using 3-5 hashtags per post)
- Encourage your employees to become LinkedIn ambassadors by liking and sharing your company’s content
- Optimise your posting time – experiment with different times to find what works best for you
- Automatically monitor your LinkedIn metrics using an automated KPI monitoring platform like Millimetric’s