Finding Linkedin Analytics
LinkedIn Analytics is a useful tool. It helps you to follow the metrics of company pages and report on their development.Firstly, only Page Admins can access LinkedIn Analytics. So, to be able to track LinkedIn KPIs, you need to make sure you have admin privileges.
KPIs to track and why are they important
There are many performance indicators one can find on LinkedIn. As shown above, Linkedin has a good system of displaying them into a user-friendly dashboard. However, as always when you set KPIs, you need to ask yourself which are the ones that help your company achieve its desired goals.Moreover, you need to get a grasp of what is it they track exactly and how it can be beneficial to you.We have prepared for you five key metrics that most companies track, what they mean and how can they help you.
Number of followers
As in most other social media platforms, the followers’ count of a page is one of the first metrics to track. It does not only show how well known a company is but provides insight into the influence of a business.
There is another benefit of tracking followers. It can show you what kind of content is attractive for new people and if there are some trends in the growth of a page.
Additionally, you can use the metric to compare your development to different competitors. That will allow you to find out if you stand out or if more marketing efforts are needed.
Page Impressions and Reach
The second couple of key metrics to follow are impressions and reach. Impressions consist of the number of page views you have received. Reach is also known in LinkedIn as Unique Impressions. They differ from impressions because they only measure the number of individual visitors. The more visitors you have, the bigger the possibility of interaction between you and them.
Click Count
You might be spending a lot of money and time on sharing content via LinkedIn. Yet, all is wasted if they scroll past it. Unfortunately, you cannot measure if people are actually reading your post. However, you can measure Click Count. Click Count is the best metric to use when you want to know if your posts are leading to actions from the visitors. It measures how often people click on something you shared.
LinkedIn automatically counts how many people click in the area of your post. This is showed in your analytics and represents everything a visitor might click on – fx. A link, your page or the “read more” button.
When you have set a goal to reach a higher click count, you will need to take some action to make it effective. LinkedIn counts all clicks in the rate. Thus, you can adapt your content strategy accordingly. You can experiment with longer and shorter posts to see if the clicks are related to the “Read More” button. Although you are interested in people reading your full post, you might be more concerned about how many of them do visit your page.
This can be done by writing engaging and intriguing captions for your content. Those captions should call your readers to act. Our recommendation is to keep your text under 150 characters. This way, the data collected can reflect the clicks from visitors and not the “Read More” button.
Engagement rate
LinkedIn engagement is the ability of a product, brand, blog, company or even a person to keep a stable relationship or commitment with their clients. It is defined as the number of times members clicked, liked, commented on, and shared your content in both organic and paid campaigns, as well as the number of followers acquired through them.
If you want people to engage with your posts, you need to create content which encourages them to react. Click To Tweet
This can be done by adapting your content to your target audience and encouraging people to comment or click on it (CTA). In the long run, you can set a tone that shows you listen to your readers and are trying to help them as much as you can. This will build trust and make them more willing to interact with you.
Demographics
You might want to adapt your social media efforts towards a certain set of people – demographic. LinkedIn already has knowledge about its users’ professional life. Thus, they offer you an insight into the identity of your followers.You will be able to take a look at this and see who you are reaching as it is and check if it fits your target. LinkedIn uses the information they have to put the users into categories. These are made anonymous and registered whenever a user interacts with your content.There are many ways in which you can target the desired demographics. One way is to use targeted advertising because doing this you will be able to choose who you want your ads to reach. Hashtags that are relevant can also be beneficial in attracting new people.Another example is to make sure you create content with the right target market in mind. If you are targeting a number of different demographics, a way of reaching them is creating and sharing content that is valuable for all of them.Another idea is to partner up with someone, who will boost your reach. Try to find a person who has the same interests, but who is not a direct competitor.
