With 760 million users (and growing every day), LinkedIn has become the go-to social network for B2B marketers to reach their relevant audience. People spend their time on other social media networks, like Facebook and Twitter, but they invest their time on LinkedIn. For many, LinkedIn isn’t a social network, but a professional marketing resource.
According to HubSpot, LinkedIn is 277% more effective for lead generation than Facebook and Twitter. So it’s no surprise that 79% of marketers value LinkedIn as a good source of leads. Although, because LinkedIn is so unique, it requires a different strategy than Facebook, Twitter and Instagram.
LinkedIn requires more polished and professional content. Original content that encourages back-and-forth between followers, such as question-based posts, industry advice, trending topics and thought-leadership pieces, will drive audience engagement. Plus, incorporating creative aspects, such as images, charts, videos and animations, will capture your audience’s attention while scrolling through their LinkedIn feed. No matter the outlet, the most successful social media posts have a unique brand voice and a strong strategy behind them. If you haven’t developed a strategy for your social media platforms, we outlined specific steps in a recent blog.
Analytics will provide an in-depth look at the performance of your social media strategy. It’s vital to track LinkedIn analytics to optimize your social media strategy. To access analytics as a page administrator, visit your company’s page and a dropdown menu titled “Analytics” will provide metrics, such as visitors, updates and followers, along with sub-metrics to further analyze your pages’ performance. We’re highlighting the analytics to keep an eye on and what they mean for your page’s performance:
- Impressions: The number of times the post was shown to LinkedIn members, either on their LinkedIn feed or through visiting the company page. If an invidual person looked at your post twice, it would count for two LinkedIn impressions.
- Clicks: The number of times your content has been clicked. This is most helpful if you’ve included a link to an external source in your LinkedIn post, you can track the number of times the link was clicked.
- Interactions: The total number of engagements, such as reactions, comments or shares, on an individual post. Interactions is one of the most critical analytics. If your interactions are high, it means your content is engaging to your audience.
- Engagement: The number of interactions divided by impressions. Unlike impressions, interactions and clicks, the engagement will display as a percentage.
- Page Views: The number of times your company page was viewed during a specific date range. If you have a careers page, it will include the number on both the company page and the careers page.
- Unique Views: The number of users that have viewed your company page. This excludes multiple visitors. Therefore, if someone visits your page twice, it will only appear as one unique view.
Improving your company’s LinkedIn presence requires consistent monitoring of your page’s analytics. A successful LinkedIn page has a strong strategy based on real-time analytics data.
If you’re looking for additional help in developing a social media sales strategy, rAVe [CREATE] has proven success in social media marketing for the AV industry.