Utilizing LinkedIn Analytics to Improve Brand Reach and Audience Growth
Despite lacking some of the youthful enthusiasm of its rivals, LinkedIn has established itself as a social media platform with strong staying power. It's niche yet robust customer base has made it a powerful force in the professional world and a platform large enough to drive real results.
Despite more and more brands and organizations beginning to incorporate LinkedIn into their social media strategy, it's often still an afterthought for others, meaning it could be an opportunity for growth.
Why should brands use LinkedIn?
Brands should use LinkedIn because it is a powerful professional networking platform that can help them to reach a highly targeted audience, build relationships with potential customers, and establish thought leadership in their industry.
Some of the primary reasons brands should use LinkedIn include:
Targeted audience: LinkedIn has over 700 million professional members, which provides a large and highly targeted audience for brands to reach.
B2B marketing: LinkedIn is particularly effective for B2B marketing, as it allows brands to connect with decision-makers and influencers in other organizations.
Lead generation: LinkedIn can be a powerful tool for lead generation, as it allows brands to connect with potential customers and generate leads through sponsored content and InMail campaigns.
Thought leadership: LinkedIn allows brands to establish thought leadership in their industry by publishing content, such as articles and videos, and by participating in industry-related groups.
Employee advocacy: LinkedIn allows brands to leverage the personal networks of their employees by encouraging them to share company content, which can help to increase visibility and reach.
Talent acquisition: LinkedIn is a valuable tool for recruiting talent, as it allows brands to connect with potential employees and post job listings.
Company pages: LinkedIn offers company pages, which allows brands to create a professional presence on the platform, share company updates, showcase products and services, and connect with potential customers.
Advertising: LinkedIn offers a variety of advertising options, such as sponsored content and display ads, which can help brands to reach a highly targeted audience and drive website traffic.
Overall, LinkedIn can be a valuable tool for brands looking to reach a professional and targeted audience, build relationships with potential customers, and establish thought leadership in their industry.
How does tracking LinkedIn analytics improve future results?
Measuring LinkedIn analytics can improve future performance by providing brands with insights into how their content and campaigns are performing, and by allowing them to make data-driven decisions to optimize their strategies.
Here are some ways that measuring LinkedIn analytics can improve future performance:
Identify top-performing content: By analyzing engagement metrics such as likes, comments, and shares, brands can identify which types of content are resonating with their audience and create more of that content in the future.
Understand audience demographics: LinkedIn analytics provide insights into the demographics of a brand's audience, such as their job title, industry, and location. This information can be used to tailor content and campaigns to specific segments of the audience in the future.
Optimize posting frequency: LinkedIn analytics can provide information on the best days and times to post content to reach the most engaged audience. Brands can use this information to optimize their posting schedule and ensure that their content is being seen by the right people at the right time.
Improve targeting: By analyzing the performance of different targeting options, such as job title, industry, and location, brands can improve the targeting of their campaigns in the future to reach the most relevant audience.
Measure ROI: LinkedIn analytics can provide information on the conversion rate of campaigns, which can be used to measure the return on investment (ROI) and make data-driven decisions on budget allocation.
Identify referral sources: Brands can use LinkedIn analytics to understand where their website traffic is coming from and can then focus on those sources to drive more traffic in the future.
Monitor competitors: Brands can also use LinkedIn analytics to monitor the performance of their competitors, and to identify opportunities to differentiate themselves and improve their own performance.
By regularly measuring LinkedIn analytics, brands can gain a deeper understanding of their audience and the performance of their campaigns, and use that information to make data-driven decisions to improve their future performance on the platform.
How can I begin measuring my LinkedIn performance?
Measure Studio! (Let's be honest, you knew this was the answer.)
LinkedIn is included in our social analytics suite alongside Instagram, TikTok, and the rest. To begin, get started by measuring your LinkedIn performance with this free 14-day trial.
Happy measuring!