If you run a LinkedIn company page, you may have noticed the little Analytics button.
Let’s look at what LinkedIn Analytics offers and how you can use it to check your progress and guide your content strategy:
This is the first section you’ll see in your analytics dashboard. Tracking your page visitors provides insight into those who are viewing your page but not necessarily following it. This section gauges page views and unique visitors, and it offers a full demographic breakdown similar to the one you will find under the Followers section.
How can this help your content strategy? We always want to be generating awareness and building our audience, and this is one way to check out who had initial interest in your page but didn’t follow it. Look at their demographics, and identify ways to add topics or adjust your content so they would want to follow (while retaining your current audience).
For example, if your visitors include people who work in the software industry, consider including more tech- and B2B-focused posts.
The Updates report breaks down each individual post and provides data regarding impressions, clicks, video views, CTR, social actions and engagement rate.
Also found in the Updates report is a graph mapping all available metrics over an adjustable period of time, similar to the Visitors graph.
How can this help your content strategy? The data here key on which types of content do well with your audience. If you notice posts about a particular topic are receiving a high amount of “likes,” or if asking questions drives higher engagement, consider mixing in more of those posts.
You’ll see an initial breakdown of organic versus acquired followers (via sponsored content) in the highlights bar. Below that, you’ll see my favorite part: demographic data. LinkedIn provides a breakdown of your followers according to these demographics: geography, job function, seniority, industry, company size, function and employment status. You can toggle among them by clicking on the dropdown menu (shown below).
Other insights include follower trends; you can see whether there was a spike in growth at any given time.
How can this help your content strategy? This can be a great tool when planning content. Do you have a large number of entry-level employees? Think about content that covers getting jobs in your industry or the basics of using certain tools. Are your followers at the management level? Share more content about strategy.
Tailor your posts to the industries people are in. If a large number of followers work at companies with 11–50 employees, think about content targeted at small businesses. This information can be used so many ways. Don’t let it go to waste.
There is nothing complex or tricky about LinkedIn Analytics. It’s a simple, free tool that can provide baseline guidance about improving your page and catering to current and potential audiences.
A version of this post first ran on the Shift Communications blog.