LinkedIn is one of the greatest social media platforms for building professional networks. This platform not only helps businesses to promote themselves to their target audience but also to establish a strong relationship with them.
By introducing new products or services you have developed or by creating content relevant to your audience, you can encourage potential customers to contact your company through this platform. Present-day marketers consider LinkedIn as an efficient medium to share a company’s success story, promote career opportunities, engage potential customers and assess word-of-mouth marketing.
LinkedIn is one of the most popular social media channels to promote a business and is used by companies of various industries as an effective marketing tool. Thus, to be ahead of the curve and create a unique identity in the market, it is essential to track the performance of all your marketing efforts on this highly competitive platform. Here are some very important key performance indicators (KPIs) that a business must consider while analyzing the efficiency of their LinkedIn marketing campaigns. Digital marketing experts consider these metrics to be vital for the success of a LinkedIn business profile.
Demographics of Followers
To learn about your potential customers from LinkedIn, it is important to study the demographics of your followers. On LinkedIn, you can divide your followers into many sub-groups based on their industry, experience, company, and so on. These metrics help you to connect with followers from your niche or from other industries with similar interests. Followers’ demographics help to gauge your follower base and modify your published content according to their interests.
Number of Followers
To measure your campaign’s success, it is important to learn if your business is influential enough to your target audience on LinkedIn. The authority you have created in this social media channel can be directly perceived by the number of followers you have on your profile. It is one of the very first metrics to be tracked by businesses to evaluate their popularity among their audience on LinkedIn.
Another benefit of tracking the followers’ count is that it gives you insight into the type of content preferred by your followers. This metric allows you to know what content performs better than others and tweak the strategy accordingly. With the total number of followers, you can also determine your growth percentage through a specific time period and compare your follower count to your competitors. The higher percentage, the greater your influence.
Page Impression and Reach
While analyzing the performance of your LinkedIn business page, another KPI or metric that you should consider is the number of unique impressions. The LinkedIn interface shows you the number of page views and unique visitors. A high number of unique visits indicates that more people on LinkedIn have visited your page. This metric also indicates your probability to interact with potential new followers. Thus, a business should always focus on increasing the number of unique visits as it enhances your chances to create awareness and establish an authority in the market.
On LinkedIn, engagement is defined as the ability of a business or an individual to maintain a stable relationship with its clients or followers. Thus, the engagement rate is an indicator of the actions (likes, comments and shares) taken by your clients or followers on your LinkedIn page. To improve your engagement rate, you need to concentrate on creating engaging posts that encourage your followers to interact with your brand. You can share content that is relevant and informative and if it resonates with them, they will feel compelled to engage with it.
To grow your business, it is essential to build contacts. Thus, network growth is yet another important key performance indicator that informs you about the performance of your LinkedIn business profile. LinkedIn analytics helps you to track people you have connected with within the last few weeks or months. Monitoring the growth of your network increases your chances to connect with people who are beneficial to your company.
Using Key Performance Indicators to Measure LinkedIn Marketing Efforts
The above-mentioned are some of the examples of key performance indicators on LinkedIn. Apart from tracking the performance of your LinkedIn profile, these metrics help you to improve your marketing strategies and establish an authority in the market. You can also make use of these LinkedIn analytics to identify the latest trends and understand your followers’ needs in detail. So, to boost the performance of your business on LinkedIn, talk to an experienced digital marketing professional and know which KPI or metrics can help you create an effective social media presence.