LinkedIn Analytics: A Complete Guide for B2B Marketers

According to statistics 79% of B2B marketers believe LinkedIn is a good source of leads and 97% use it to support their content marketing strategy.

LinkedIn is not just a job-recruitment network, but a goldmine for leads and sales for small and large companies, particularly B2Bs.

However, to make a LinkedIn B2B marketing campaign a success, you will need a data-driven approach that is derived from LinkedIn analytics and not guesswork.

This blog will explain why LinkedIn analytics are important for B2B marketers and show you how to make the most of each section to boost your LinkedIn marketing strategy.

Let’s get started!

Your brand’s reputation can be affected by LinkedIn statistics

LinkedIn is a must-have for any B2B marketer. LinkedIn is the best social media platform for building your brand, client, team and sales.

The platform is different from other social media platforms in that you must have a unique approach to marketing.

To really see the difference between what you can and cannot do on this platform, dive into your LinkedIn analytics.

However, you could be missing your LinkedIn analytics and end up:

• Targeting the wrong audience
• Your posts have a lower CTR
• Shrinking reach and impressions
• Less engagement
• Analysis of no-competitors
• You missed the best moment to post on LinkedIn
• Organic visitors are less

The list could go on.

It is not wise to take aim at LinkedIn without looking at your analytics.

Not only will it help you avoid the aforementioned setbacks, but it will also allow you to adapt to changing audience behavior.

How to use LinkedIn analytics

To access your LinkedIn analytics first, go to your company profile page and click on “Analytics”.

LinkedIn analytics has divided its metrics into three categories:

• Visitors
• Up-to-date
• Followers

Each section of LinkedIn analytics will be examined separately to determine what is of value to you and how it can be used.

1. Visitor analytics on LinkedIn

You can get deep insight into visitor metrics, which give you a detailed picture of who visited your company page and what they did with it within a given time period.

The Visitors section can be further divided into three categories:

Visitor metrics – Here you can see the two types of visitor traffic to your website.

You can first see how many times your company page was visited in a given time period. Filtering across all pages will allow you to gauge how much traffic is coming to a particular page.

These page views do not give you an overall view of how many people visit your page.

The second method is to evaluate your visitor metrics using unique visitors who visit your company page within a specified time period. Unique visitor metrics exclude multiple visits from one user and show unique visitor graphs.

Visitors demographics This section provides information about your page visitors. The data on visitor demographics can be divided into five categories: seniority, job function, location, industry and company size.

Custom buttons clicks Every LinkedIn company page has the ability to add a button to their homepage, encouraging visitors take action. You can see the visitor analytics to see the number of clicks on your custom button over the past 30 days.

This metric can be viewed under the visitor highlight section.

The following call-to-action buttons can be added to your page: Contact Us, Learn More, Register, Sign Up, and Visit the Website

How to use LinkedIn visitor analytics

Unique visitor metrics can be a great way to determine how many people are interested in your brand. These people could be potential customers.

You can’t be certain until you include visitor demographics. This allows you to create buyer personas and a content strategy that is relevant to them.

To target the right audience, you can also use visitor demographics in your LinkedIn ads.

What if you have a new page that wants to increase its visitors, or an older one that has gradually declining visitor metrics?

It will be a great help if you increase the SEO of LinkedIn company pages.

Yes, that’s right. Optimizing your LinkedIn profile can help you gain more exposure. You can do this by including relevant keywords in the company details. This helps you rank higher in both organic Google searches and in LinkedIn company search results.

LinkedIn is another way to increase your unique visitors. LinkedIn reports that companies who post at least 20 times per month reach at most 60% of their audience.

To schedule multiple LinkedIn updates ahead of time, I recommend LinkedIn Tools. This will allow you to prioritize tasks you are passionate about and that require your attention more than manually posting every update.

2. LinkedIn updates analytics

After you have published your content to LinkedIn, it’s time to see how it performs.

Update analytics helps you determine which updates are generating better impressions, reach and engagement.

The following metrics will be found in your Update analytics section.

Impressions The impression metric measures how many times LinkedIn members have seen your updates. This means that if two people see the same company update, it will count as two distinct impressions.

To see how many unique LinkedIn members your post reached, use the “Unique impression” metric. This metric shows how many people have seen your LinkedIn updates.

LinkedIn makes the distinction between impressions and unique impressions, just like impressions and reach on other social media sites.

Clicks – When a LinkedIn user clicks your posts, company name or content, it is counted as click.

You can also see the click-through rates for each update.

What is the click-through percentage?

The click-through rate measures the ratio of the number you get to your updates versus how many clicks they received.

Interaction: This refers to the number of likes, comments, and shares you received on your LinkedIn updates. All of these metrics add up to create your engagement metric.

Engagement Rate LinkedIn divides all interactions by the impression that your updates received.

How to use LinkedIn Update Analytics?

Update analytics is the testimony of your content’s success.

You can see which type of content is gaining more traction by looking at your updates. This will allow you to refine your LinkedIn content strategy.

If you want to make your company a thought leader among your followers, engagement rate and interaction are key metrics to monitor.

LinkedIn has a good engagement rate of around 2%. It can reach as high as 5% to 6% depending upon the quality of your content.

You can also try statistically-driven advice if your content fails to get good engagement.

Image updates have an average 98% higher response rate than posts that don’t contain images. Use images to spice up company announcements and updates.

Don’t forget links! Links can double the engagement of posts without them.

Your update’s analytics can also help you determine which update is sufficiently engaging to run as an ad on your prospects’ feeds.

Hubspot reports that LinkedIn has the highest visitor to lead conversion rate of 2.74%. This is almost 277% more than Facebook or Twitter.

You don’t want to let your lead generation down by sponsoring an update that isn’t up to the mark.

3. Analytics of LinkedIn followers

Your LinkedIn marketing strategy is useless if you don’t knock on the right doors to convert, engage, and sell.

It boils down to nothing, News Flash

It is essential to understand your audience before you publish your content on LinkedIn or anywhere else.

LinkedIn followers analytics lets you see the data of your followers based on different demographics.

You can see how many followers you have lost or gained over the specified time period in the follower metrics section. You can also see the graphical distribution of your follower trends to see how many followers you have gained through sponsored content and ads.

You can also see which followers you have divided into different groups, such as seniority, job function, industry and size.

LinkedIn recently added a new metric, “Companies To Track.” This measures your follower trends and number of updates as well as engagement rates, with similar metrics from other companies on LinkedIn.

How to use LinkedIn Follower Analytics?

To create relevant content, you can use follower LinkedIn analytics by looking at the demographics of your audience. You can create content that resonates by knowing their industry, seniority, and job function.

It will also tell you whether the people in your list are your ideal audience. Your brand messaging is not appealing to your target audience.

You may notice that your followers are declining week after week. If this is the case, you should consider creating ads to reach more people who are relevant to your business. After reviewing the update analytics, sponsor your top posts.

Competitor analysis allows you to analyze the LinkedIn profiles of your competitors.

Check out the profiles of your competitors to see what type of content they are creating. How do you promote blogs? Video case studies? Infographics?

These insights will give you an advantage over your competition.

SocialPilot: A simple way to monitor your LinkedIn analytics

It can be tiring to run campaigns across multiple social media channels as a B2B marketer in order to build brand awareness and position your brand.

You need a central place to view your Linkedin analytics and other social media network analytics in order to analyze effectively.

You will need to customize social analytics tools , such as SocialPilot.

SocialPilot is a Linkedin management tool that gives you a more centralized interface for navigating through various social media platforms’ analytics.

All the engagement metrics for your LinkedIn content will be displayed. You have the option to filter the posts to see the most successful.

Why use SocialPilot for your LinkedIn analytics monitoring?

• To make strategic decisions, you can track the analytics of multiple LinkedIn accounts with one click.
• You can view the engagement metrics for all top-performing posts . This includes various types of LinkedIn content.
• To prove the value of your social campaigns, download a PDF shareable report from your LinkedIn analytics.
• Get a comprehensive view of all relevant LinkedIn metrics to help you create a better marketing strategy.

Get a 14-day free trial!

How do you export LinkedIn analytics to your social media reports?

You want to be able to explain your findings to your boss, clients, and team members.

SocialPilot analytics is a great tool to help you showcase your LinkedIn performance.

The analytics feature allows you to see cross-channel metrics visually, such as graphs, word cloud, and charts. You can also download it in PDF format, and then email it to your clients with a single click.

It is not enough to share reports once in a while. Your client will need LinkedIn analytics reports on a regular basis. It can take a lot of time to generate and share reports manually every day.

SocialPilot makes it easy to schedule your reports and avoid repetitive tasks. You can export your performance data as a pdf report in just a few steps and schedule it for automatic email sharing on a particular weekday or first of each month.

You can also export your page analytics report using LinkedIn’s native analytics page.

To download your LinkedIn analytics as a.XLS format, click the “Export” button at the top right corner for each section.

Conclusion

Now you are aware of the importance of tracking your LinkedIn analytics. LinkedIn is constantly changing, so its analytics are also important.

To see how far you’ve come in the current reporting period, I recommend that you do a period-over–period comparison.

These tips will help you get the most from your LinkedIn analytics.

Talk about the most!

SocialPilot offers a 14-day free trial that allows you to examine cross-platform data under one dashboard.

SocialPilot’s first post, LinkedIn Analytics: The Ultimate Guide for B2B Marketers, appeared first on SocialPilot.