10 LinkedIn Metrics to Track to Measure Performance
LinkedIn is one of the best social networking platforms for professionals in different fields. Brands can create business pages for a more professional outlook online and connect with other professionals interested in their services or products.
Whether you are building a professional personal page on LinkedIn or a professional business page, there are important metrics that can be tracked and monitored to know how well the page is performing in line with the primary objective for creating one. The help of a social media marketing agency can be very useful, along with these ten LinkedIn metrics to track and measure performance.
1. Number of followers
The number of followers a page has (personal or business), is very important. Depending on the LinkedIn metrics that are important to your primary objective, the number of followers you get on a daily, weekly, monthly or quarterly basis should be properly monitored.
If you have put certain key content strategies in place for your LinkedIn page to get more followers, you should track your followers’ growth pattern to be sure that the strategy you are using is working. And if it is not working, based on the results of your followers’ growth pattern, if it does not increase or is very slow, you can switch things up and create a newer, more effective strategy.
2. Likes and shares
Just like comments and replies, likes and shares are also a major views booster and brand booster as well. It is also an indication that you are posting content that your audience likes, which ultimately guides the kind of content you post in the future as well. This type of content engagement can also improve brand visibility. Those in the network of people that like and share your content will also see and possibly interact with it if they find it relevant.
3. Number and levels of connections
For personal pages, both the connections and the level of connections you have can boost your personal brand. Your direct connection is someone you know personally and trusts your professionalism while other followers are connected with you through a network. Building a network strengthens your connections overall. The deeper your network is, the higher the opportunities to take advantage of.
4. Comments and replies
Just like other social networking platforms, comments and replies are also a major views booster. When a person comments on your post, those within the connection of that person will also see the post they commented on. Having a lot of comments and replies on your posts is a clear indication that you know your audience and the kind of content they enjoy. Monitoring and tracking the type of posts that increase engagement will guide you in the creation of subsequent posts that you want to publish on your page.
5. Number of views
If the number of users viewing your profile increases, this is a good indication that there are many people seeking more information about your brand. And if you plan to edit or update a post, this is also another metric to track.
When you make a post on your LinkedIn page, what is the number of views you get on each post? LinkedIn comes with a very good inbuilt analytics that gives more insight about the performance of each post like the location of those that viewed your post as well as their job category. This will help you understand your audience type better. The more views you get could increase engagement level (likes, shares, comments), especially for video post published.
6. Skills endorsement and recommendations
For a personal professional page on LinkedIn, it is vital that you look out for people who can endorse your skills and write good recommendations for you as well. Having these displayed on your profile page can boost your overall professional outlook since these endorsers are real people who also carry their own professional LinkedIn pages. Users are always on the look for these.
7. Traffic referral
LinkedIn is also an excellent source of traffic. If you share links to your website often, you should track the number of visitors that come through LinkedIn. With the help of Google Analytics, you can monitor their behavioral patterns on your website, monitor bounce rates, check links they click on, and use the search tool to understand what they are searching for on your website. Doing all these would help you to know how to create and present your products or services in a way that it would yield a reasonable number of leads or conversions that you are targeting.
8. Connection invites
The number of connection invites is also a critical LinkedIn metric to track. The more brand visibility you get online, the more invites also. And even though there is a limit on the number of connections you can have for a personal page, people who still want to connect can also opt to ‘follow’ you once you have reached your limit.
9. Search appearance
The number of times you appear on searches is significant if you are looking to grow your brand online. It means that there are certain keywords in your profile or the kind of content you post that makes you appear in the LinkedIn search results.
10. Leads and conversions
Depending on the objective of setting up a LinkedIn account, you should also track the number of leads and conversions you get through the platform. Do you often get messages from people asking to know more about what you do? Do you get messages or emails from those requesting for your services or requesting for products you might have? How often do people come to your website from LinkedIn and sign up to get newsletters from you? How many offers have you gotten through LinkedIn that increases your income or your next work as a professional?
Conclusion
Your Linkedin marketing strategy is not a fast-buck earning process. Building online followers is not a day’s job. It takes time and dedication to build followers and gain their trust. The stronger the relationship established between your brand, the faster it would take to earn the mutual benefit of achieving a credible audience to buy your idea. Give a reasonable time to start expecting profitable results. Rome was not built in a day.