Understanding your audience and how they interact with your content is the most crucial part of growing your online presence, especially in a networking and connection environment like LinkedIn.With that in mind, Grasp Metrics has compiled a beginner’s guide to show you all the options and measurement insights you can obtain from LinkedIn Analytics.
FIRST STOP – ANALYTICS DASHBOARD
When you open the dashboard for the first time, it is completely understandable that you might feel overwhelmed by the abundance of data. However, things are not as complex as they might seem at a first glance. Even though the raw numbers can be tricky to navigate and may lure you into focusing on the wrong metrics, once you know what to look for it’s fairly easy to use the dashboard.
LinkedIn’s dashboard is separated into three sections, each of them representing one of the most important elements of measurement:
- Visitors will give you an overview of the demographic of visitors to your business page (these metrics are not related to the content on the page).
- Updates measures the impact of your posts/shares and can explain how every piece of content performs.
- Followers will show you an in-depth analysis of your audience.
UNDERSTAND YOUR CONTENT WITH ‘COMPANY UPDATES’
Possibly the most crucial part of this toolset is the Company Updates section. It helps youlook deeper into how your content resonates with your audience and offers further recommendations for greater engagement. LinkedIn offers endless options for content types; you should feel free to experiment with your content until you reach the perfect brew for your audience. Here is how to look at it through the numbers:
- Impressions will show you how many times someone has seen at least 50% of the content you posted for longer than 300ms.
- Unique Impressions indicate the count of first-time views of your posts.
- Clicks will tell you how many times a visitor clicked on your profile, logo or post.
- Click-through rate (CTR) indicates the percentage of users who viewed and clicked your ad over all users who viewed the ad.
- Interactions tell you how many engagements your post has collected. This takes into account likes, shares, and comments.
- Engagement rate similarly gives you an overview of the percentage of people who interact with your posts by dividing this number from the number of impressions.
As you can see, there are quite a few metrics to keep your eye on and we are just getting started. Keep in mind, it’s not enough to simply monitor your data metrics; you must ensure that your content is regularly refreshed, high quality, and relevant to your customer audience.
KNOW YOUR VISITORS
Under the Visitors section of LinkedIn you will find the ability to filter Unique Visitors (or Unique Views). Within the date range you choose, this option will list all the unique views, meaning that it will exclude multiple visits from the same user. This will give you a better understanding of the most accuratenumberof people that are exhibiting interest in your business.
Page Views indicates the number of visits your page received within the selected timeframe. Unlike unique views, this will list all the instances where a user opened your page, regardless of whether it’s a first or fifty-first visit from the same profile (or computer). If you have created a career range, views for that will be included in this metric as well.
Visitor Demographics is a data section with the option to break down all views and more clearly understand the types of people who are visiting your page. There are many different filters through which you can sort this data, including: company size, level of seniority, location, function, or job industry. This is a very valuable insight as it can show you if you are attracting the correct type of audience to your page and posts and whether you may need to reconsider your targeting approach or campaign strategy.
These metrics are, of course, not only the evaluation of visitors themselves but can also show you if there is something you need to improve on the page itself. Filling out your company profile and keeping active on the network are just some of the ways you can ensure that you are attracting quality traffic and engagement. You should also feel free to try cross-connecting and using other networks like Twitter or Facebook to make sure your message is delivered in other locations online.
LEARN MORE ABOUT YOUR FOLLOWERS
The best way to differentiate followers from visitors is to think of followers as those who are interested enough that they want to stay in touch with you and your business. In order to build and retain an organic follower base, it is increasingly important to understand who these individuals are and where they are coming from.
First,take a look at your Follower Metrics. In this section, you will be able to view a numerical and graphical representation of the growth of your follower base. You can correlate this to the activity on your page and also see the split between paid and organic followers.
The next step is to take a look into Follower Demographics and get to know your crowd better. By utilizing the filtering functionality, you can gather deeper insights into your followers. For instance, if you filter for seniority level, you will be able to discern whether or not you are reaching your target audience based on job seniority. There are also deeper insights to be revealed, like whether there is an opportunity to widen your market for your audience target, based on the types of followers (job title, seniority, etc.) that you are amassing. Their function and the size of their companies are all valuable data. Additionally, you will be able to see the ratio of employees to non-employees that are following your page.
Keeping a watchful eye on your metrics, observing trends, and acting on those insights takes practice. We recommend jumping in, clicking around, and finding additional useful resources online. And for all those times when you need a bit of advice or a refresher, we’ll be right here.