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How to Use LinkedIn Analytics to Improve Your Marketing Strategy

linkedin analytics marketing strategy

With over 575 million members in 200+ countries and more than 260 million monthly active users, LinkedIn is the most popular social media platform for professionals. It presents many opportunities for B2B marketers to research their target markets and reach their ideal customers:

  • 97% of B2B marketers use LinkedIn for content marketing purposes.
  • LinkedIn accounts for almost 50% of all social traffic to B2B websites and blogs.
  • 45% of those who read LinkedIn articles are decision-makers, including managers, VPs, Directors, and C-level executives.
  • 79% of B2B marketers say LinkedIn generates leads for their business.
  • 49% of B2B buyers research vendors on LinkedIn, while 44% have found potential vendors through shared connections.

If you're already using LinkedIn marketing to get in front of more prospects, publish content to establish authority, research industry-specific trends, and build brand awareness -- you're on the right track!

But do you know how effective your LinkedIn marketing strategy is? Are you maximizing your ROI, and what can you do to dial in your social media marketing tactics?

Thankfully, you can take the guesswork out of LinkedIn marketing with LinkedIn analytics, which can help you understand the performance of your LinkedIn Company Page and gain valuable insights about your audience.

LinkedIn analytics provide you with metrics such as followers, clicks, shares, and comments on the content you publish, the ads you run, and the information on your Company Page.

Here's how you can leverage the various metrics from LinkedIn analytics to not only attract more prospects on the platform but also improve your overall B2B marketing strategy.

 

LinkedIn Ads Conversion Rate

Although LinkedIn ads generally cost more, they're even more effective since they give you the ability to target highly-specific audiences. If you use LinkedIn ads or sponsored posts to promote your content or products, make sure they're dialed-in to optimize the conversion rates and maximize your ROI.

Tracking conversion helps you connect each ad to a conversion event (e.g., signing up to your email list, making a purchase) to see what messaging is most effective on which audience segment.

You can also get demographic data (e.g., job titles, companies, industries) to see who is converting. You can use this intelligence to improve the targeting and messaging of your campaigns on LinkedIn and other social media marketing platforms.

 

Company Updates Engagement

Your company page offers the opportunity to connect with your followers by sharing valuable content, new product announcements, breaking news, company milestones, and more.

Your company page's analytics can show you what kind of updates are getting the most impressions, engagements, and clicks so you can post more content that can expand your reach and engage with your followers.

You can also see the type of content that's generating traction. For most companies, posts with images receive 200% more engagement than those that don't, and native video content is becoming increasingly popular.

Determine the optimal day/time and frequency to post updates by identifying when your audience tends to engage with your content. You can also see which posts are getting engagement so you can turn them into sponsored content and have them appear in your prospects' feeds.

These crucial insights from your LinkedIn company page analytics will not only help you improve the content on your updates but also inform how you can engage your ideal audience on other platforms by sharing the most impactful information at the right time.

 

Follower Demographics

For any marketer, delivering the right content or offers in the right place at the right time and to the right audience is the key to achieving the best results. Using LinkedIn analytics, you can gain valuable insights into your audience demographics (e.g., seniority, industry, company size, job function), preferences, and behaviors.

You can see how different audience groups receive your content and sharing schedule and use the information to fine-tune your segmentation strategy on LinkedIn and other online ad platforms. You can also look for follower trends, which can inform how you can use sponsored content to increase your reach and optimize targeting.

Use your follower data to see if your current marketing strategy is attracting the right audience. If your content on LinkedIn isn't appealing to the right prospects, chances are your overall marketing messaging is also off. You should revisit your targeting strategy to ensure the audience-message matches on all platforms.

 

LinkedIn Articles

For any marketer, delivering the right content or offers in the right place at the right time and to the right audience is the key to achieving the best results. Using LinkedIn analytics, you can gain valuable insights into your audience demographics (e.g., seniority, industry, company size, job function), preferences, and behaviors.

You can see how different audience groups receive your content and sharing schedule and use the information to fine-tune your segmentation strategy on LinkedIn and other online ad platforms. You can also look for follower trends, which can inform how you can use sponsored content to increase your reach and optimize targeting.

Use your follower data to see if your current marketing strategy is attracting the right audience. If your content on LinkedIn isn't appealing to the right prospects, chances are your overall marketing messaging is also off. You should revisit your targeting strategy to ensure the audience-message matches on all platforms.

 

What's Next?

Just like analytics from any other online platform, you need to identify and track metrics that are most relevant to your business objectives on LinkedIn.

Make sure you're benchmarking current performance and setting meaningful goals so you can use the insights to improve your marketing strategy and optimize your results.

Are you fully leveraging your LinkedIn analytics to improve your marketing strategy? We're here to help! Schedule a time to chat with us and see how you can optimize your LinkedIn presence and attract more customers.

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