In the ever-evolving digital landscape, LinkedIn remains a powerful tool for B2B marketing. Leveraging LinkedIn effectively is crucial for connecting with industry professionals, showcasing expertise, and driving business growth. There is no point having a great LinkedIn plan if you don't review the metrics regularly. With this in mind what metrics are the most important to review. Understanding and tracking the right metrics on LinkedIn is essential for optimizing your strategy and achieving your business goals. Before we begin remember the numbers quoted in this blog are averages and may vary significantly for your industry or target audience so bear this in mind.
Here’s a guide to the best metrics you should focus on for your LinkedIn business page.
Follower Growth
Monitoring your follower count is a fundamental metric. It reflects the growing interest in your company and its products or services. To get any sort of organic traction you need to get your followers to about 10.000. We know that's a big number for many people but we have shared some other tactics in previous blogs that might help you with this or get in touch and we can tailor a specific plan for you.
Why it matters: The more followers you have the better the chance of your content being seen. A steady increase in followers can signify a growing interest in your expertise and services, expanding your potential client base.
How to improve: Share valuable, industry-specific content regularly, engage with your audience. Your content should be more than just advertising what you sell. You want to develop a relationship with people, particularly in the healthcare arena where sales are less transactional. People will need to trust your company, seeing you as a expert in your field and sharing valuable content will all build towards this. Use the Invite connection function to invite your connections to follow your company page to gain some initial traction.
Engagement Rate
Engagement rate measures interactions (likes, comments, shares) on your posts relative to your follower count. LinkedIn calculates engagement rate by adding the number of interactions, clicks, and new followers acquired, divided by the number of impressions the post receives. There is no fixed number for a good LinkedIn engagement rate. It depends on the industry you are active in and the audience you are targeting. Nonetheless, marketing experts agree that between1% and 3.5% can be considered a good engagement rate. This article explains more about how the rate is calculated.
Why it matters: High engagement suggests that your content resonates with your audience, meaning they are more likely to continue to engage with your content and enhancing your visibility on LinkedIn’s algorithm.
How to improve: Post content that addresses pain points in your industry, make sure they are interesting to your audience and are likely to become engaging so you can create conversations from them.
Post Impressions
Impressions indicate how many times your posts have been viewed. This metric helps gauge the reach of your content. a figure of about 2% is considered a good reach. to calculate your percentage you need to take your impressions number, shown in analytics and calculate the percentage of your total followers.
Keep in mind that when you view impressions over a specific time frame in the analytics graph, this figure represents the total impressions from all your posts during that period. Therefore, if you publish content five times a week, your total impressions will be significantly higher compared to posting just once a week.
Why it matters: More impressions mean greater visibility, which can lead to higher engagement and follower growth.
How to improve: Use compelling visuals and headlines, post during peak times for your target audience, and promote your posts.
Click-Through Rate (CTR)
CTR measures how often people click on links in your posts, such as to your website or a specific service page.
Why it matters: A high CTR shows that your content is engaging and your calls-to-action (CTAs) are effective. This is what will drive further conversations and if you follow up on them your sales.
How to improve: Ensure you always include a CTA and that they are clear and relevant to the post content, and test different formats to see which generates the
most clicks.
Demographics of Followers
This one is often overlooked. LinkedIn provides demographic data such as job titles, industries, and locations of your followers. This allows you to see if you are being followed by your target audience, where they are based, (this can help inform your sales plan) and what level of seniority they are.
Why it matters: Understanding your audience demographics helps tailor your content to their specific needs and interests.
How to improve: Regularly analyse this data and adjust your content strategy to ensure you are engaging with the relevant people involved in your decision making process. Remember not everyone involved in this chain will have buying power but can still be very influential. Focus on topics and issues these people face.
Competition
Consider monitoring the follower activity of your closest competitors. By doing so, you can compare the number of posts you have made with theirs and observe how your follower count is growing in comparison. While this should not dictate your actions, as their strategy may differ from yours, actively using LinkedIn for marketing purposes makes it important to gauge your performance against theirs. If you notice a significant change within a specific timeframe, examine their activity to see what they have been doing. We do not advise mimicking their actions, but if they are focusing on a particular area or sharing a lot of educational content, this could provide insights into what your shared audience is interested in seeing.
Why it matters: A higher share of voice indicates a strong presence and influence within your industry.
How to improve: Engage in industry conversations, use relevant hashtags, encourage client testimonials, and posts about your team. Remember people buy people.
Conclusion
By focusing on these key metrics, you can make data-driven decisions to enhance your LinkedIn presence. This not only helps in building a stronger brand but also drives engagement and conversions. Success on LinkedIn requires consistent effort and strategic adjustments based on these metrics. Embrace these insights to maximise your impact and drive your consultancy business forward.
If you are unsure about your LinkedIn strategy or how to measure your effectiveness, feel free to reach out to us. We would be happy to discuss how we could assist you.
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