Using LinkedIn Analytics to Improve Your Content Strategy

Apr 13, 2015

Best Practices

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As a marketer, you already know the importance of analytics in your social media strategy. We bet you’re already using Facebook analytics, and maybe you’ve even started taking advantage of Twitter’s analytics tool. But…what about LinkedIn? Have you started using LinkedIn analytics to improve your content strategy?

Have you noticed that little “Analytics” button on your company’s LinkedIn page? Have you ever clicked over there to see what it’s all about? Just as you monitor the success of your Facebook posts, you should be using LinkedIn analytics to measure the success of your content on the platform. By using LinkedIn analytics to improve your content strategy, you’ll be better able to target your audience, give them information that they’re looking for and, ultimately, increase your company’s engagement and interaction on the social site.

Using LinkedIn Analytics to Improve Your Content Strategy

Step 1: Updates

The first section you’ll see under LinkedIn analytics will be the Updates section. The Updates section give a brief summary of the performance of your recent posts, including the impressions, clicks, interaction, followers acquired and engagement rate.

Use this chart to determine what types of content resonate the best with your audience. Do they prefer how-to posts? Company updates?

Underneath the chart is a graph of the reach and a graph of the engagement your company posts got in the last ____ days (you can choose the date range). Do you notice any trends?

Using LinkedIn Analytics to Improve Your Content StrategyStep 2: Followers

This section will tell you how many followers your company’s LinkedIn page currently has, how many were gained (or lost) in a specific date range (again, you can choose the date range) and followers demographics.

The follower demographics is key for producing personalized content for your audience. Are your followers mostly entry-level workers or senior level? Do they work at small businesses or giant corporations? You can figure all this out – and more! – by selecting the drop-down box on the top right. Select “Industry,” “Company Size,” “Function” and more for different types of information.

Step 3: Visitors

How many newbies are coming to your LinkedIn page? Why are they coming and then not following your LinkendIn company page? Is there a way to entice them to start following you, utilizing better, more personalized content? Remember, don’t leave your current audience int the dust as you redefine the content that helps one-time visitors become followers. Work to provide content that applies to the many groups that make up your LinkedIn company page demographics.

Improve your page and cater your content to both current and future followers. It’s as simple as that.

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