LinkedIn Analytics guide for B2B Marketers


B2B marketing features a new fuel to run its machine, LinkedIn analytics. LinkedIn professional social media platform where businesses and individuals can connect and network with one another. It has  30 million+ companies and a target-rich environment which is apt for B2B marketers.

The Two W’s – What And Where?

According to LinkedIn’s internal research, approximately 63 million users scroll their feed monthly. That is plenty of leads for B2B marketers. LinkedIn analytics consists of a group of metrics that will assist you to measure your company page’s performance and the way well the content posted on the page is functioning. There are three main metrics – visitors, updates, and followers, and clicking on any of these will take you to your analytics dashboard.

Visitor Metrics

The analytics under the visitors’ category will apprise you where your monthly leads are coming from. It’s a known incontrovertible fact that LinkedIn is much better than the other social media website at lead generation, it’s a merit for B2B marketers to understand the source of the visitors. This metric is additionally divided into the following:

  1. Unique visitors

2. Pageviews

3. Visitor Demographics

Follower Metric

Similar to the other social media platform, the follower category will show you who is following your page for updates. These are often people or companies who want to understand the developments of your company. This metric is further weakened as follows:

  1. Total followers

2. Gain or loss

3. Organic followers

4. Sponsored followers

5. Follower demographic

6. Follower trends

Company Updates Metric

This is where you’ll get a much bigger picture of how the page is performing. It will show you the distinctive impressions which is that the total number of eyeballs on the post, the engagement rate which refers to the clicks, likes, comments, shares on the posts, and followers. You can also see the video views here which can tell you ways the videos have performed and highlight the number of reactions.

Stated below are how you can make the most of these metrics

Now that you simply know what the metrics are, none of it’ll matter if you don’t skills to use them.

1. Improve Your Content Strategy

Get a thought about the page’s demographic and analyze what your followers will wish to see. Visitor and follower demographics will assist you to understand what topics of conversations are relevant to your audience. These insights will assist you to churn out better content which will increase the engagement, impressions, shares, clicks, and overall exposure of your business.

2. Make Better Ad Campaigns

LinkedIn analytics will lay out the insights into how your sponsored posts and ads are performing. You can test various creative ads and see what works best together with your audience through visual metrics. If the target of your campaign was to urge more followers, you’ll check the expansion rate and take a comprehensive check out the general performance for greater ROI.

3. Analyze The Marketing Performance

LinkedIn analytics may be a good way to research the performance of your updated marketing strategies. You will know if you’re targeting the incorrect audience, or if you’re winning by getting more engagement and clicks. Even if the new strategy isn’t working, needless to say, you’ll immediately make changes to prevent further damage.

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