One of the more critical steps in any social media marketing strategy is analysis. How do marketers know when their strategy is working, or when specific components need work? Testing and analyzing engagement on LinkedIn helps marketers spot areas of opportunity and better build their community.
In the first four posts of our How to Engage Your Audience on LinkedIn series, you learned to:
- Say Hello,
- Create an effective content mix,
- Foster quality interactions,
- And become a part of the conversation on LinkedIn.
Now, it’s time to learn how to analyze engagement and use these insights to improve your LinkedIn marketing strategy.
LinkedIn Pages and Groups Analytics
LinkedIn offers analytics both for Company Pages and LinkedIn Groups. Groups statistics work a little differently than traditional analytics, in that they are available for all LinkedIn members to view. These insights focus on demographics, growth, and activity.
Analytics for Company Pages cover a range of insights including page views, unique visitors, and demographic information on members who visit the page. This includes member industries, functions, and companies.
Company Page administrators can also see a comparison of how their data compares against that of similar companies. Using LinkedIn analytics to gauge content performance helps marketers understand which content types and topics generate the most interest amongst page followers.
In addition to using LinkedIn Analytics, website analytics can reveal how effective content posted to the LinkedIn Page is at driving traffic to the website. Google Analytics is one of the more popular options that allow marketers to see which visitors arrived from specific websites.
Which LinkedIn Metrics Matter?
Choosing which metrics to use to measure success in social largely depends on the purpose of the campaign and the company’s goals.
If a post is meant to drive traffic to a product page on the website, LinkedIn Analytics will show which members saw, responded to, or interacted with the post. Website analytics can then show how many people visited the website after clicking on the link on LinkedIn. Of course, sales data will show whether the visitor converted to a buyer.
When the goal is to build brand awareness, engagement is a good metric to evaluate. Each post on the Company Page has Like, Comment and Share options for members. Beside each of these options, a counter appears to show the number of people who have liked, commented, or shared. The Analytics tab also shows how people interact with page content.
In a program such as Google Analytics, marketers can also see how long people who visited the website stayed on the page they clicked through to visit. This is a good indication of how the content fit their needs.
Use this data to understand who your followers are and which content performs best with them. Refine your strategy and optimize the conversation based on these insights.
Do you have questions about LinkedIn analytics and how to measure engagement? Share your thoughts in the comments!