Get expert advice on every topic you need as a small business owner, from the ideation stage to your eventual exit. Our articles, quick tips, infographics and how-to guides can offer entrepreneurs the most up-to-date information they need to flourish.
July 30, 2020
If you’re using social selling as part of your marketing strategy, you’ve already gotten started on the right track — but if you aren’t analyzing your results, you may be missing out.
Since social selling and buying are becoming increasingly common, many company leaders are using LinkedIn to promote their businesses. With more than half a billion business professionals on the site, LinkedIn has evolved into one of the best content marketing platforms for small- and medium-sized businesses. In fact, according to a study by the Content Marketing Institute, 78 percent of B2B marketers said that it’s the most effective social media platform for content marketing.
Using a platform is one thing, but if you aren’t tracking the progress of such efforts, you may not know whether your LinkedIn campaign is working or not. Check these tips to discover how to measure and track your marketing efforts on LinkedIn.
LinkedIn Analytics include a variety of metrics, such as followers, clicks, shares and comments, that represent the performance of your company’s LinkedIn page. The ads that you run on the platform, content that you publish and the visitors to your company page are all captured by these metrics. And tracking these analytics will be essential when determining what content your target audience identifies with.
LinkedIn Analytics are divided into three main categories, and each category reports on a different aspect of your LinkedIn page. (After logging into your company page, you can find the analytics dropdown on the top menu.)
It’s important to have a well-defined strategy before posting updates, which includes a purpose and direction.
With so many available metrics, it’s easy to get confused. To simplify things, let’s trim these down to the most important ones, so it becomes easy for you to monitor the health of your LinkedIn marketing efforts. For most businesses, these are typically the five most essential metrics to track:
The impressions metric can help you gain additional insights that allow you to:
Engagement Rate also helps identify what resonates with your audience and allows you to create more of what they wish to see. It’s a good idea to play with images and videos. Images usually receive higher engagement than a standard text post.
By combining Follower Demographics with CTR and Engagement Rate, you can determine who engages with your content the most and you can build your posts specifically for them.
The follower metrics chart shows both the total followers and the trend in gaining followers, and illuminates which posts generated new followers. And once you know which posts generated the most followers, you can create a feedback loop, which allows you to improve the effectiveness of your content marketing efforts.
Finally, in order to demonstrate how effective your marketing is, you need to start by including the right metrics in your social media reports. And that completely depends on the goals you’ve set — whether it’s boosting credibility among peers or promoting awareness of your brand.
Neha De is a writer and editor with more than 13 years of experience. She has worked on a variety of genres and platforms, including books, magazine articles, blog posts and website copy. She is passionate about producing clear and concise content that is engaging and informative. In her spare time, Neha enjoys dancing, running and spending time with her family.
We provide you with essential business services so you can focus on growth.
