The best Guide to LinkedIn Analytics for B2B Marketers

14 May

LinkedIn isn’ t the social networking it used to be.

As the platform was once seen as the following Monster or CareerBuilder, its status because just another job site is a relic of the past.

Included in LinkedIn’ s evolution, the system quickly became a staple associated with B2B content marketing among the 500+ million users .

  • Looking to share hyper-specific content to establish authority?
  • Want to get in front of the biggest players within your industry?
  • Struggling to find top-tier talent to add to your team?

If so, LinkedIn will be the place to be.

Oh yea, and  Sprout offers you tools to manage everything, including your ever-so-important LinkedIn analytics.

LinkedIn CTA GIF

Turning Your LinkedIn Analytics into Action

Here’ s the deal: content marketing and logos have become two major components of achievement on LinkedIn.

This particular rings true for companies plus individuals alike.

In order to grow, you need to figure out which varieties of content click. You need to hone within on your messaging.

Since as a primarily B2B network, what realy works on LinkedIn is  not  constantly identical to the likes of Fb, Twitter or Instagram.

And fine-tuning your strategy comes down to your numbers.

To begin with, LinkedIn Analytics focuses on three major areas to track metrics:

  • Company updates
  • Followers
  • Visitors

Throughout this guide, we’ ll take a look at the latest LinkedIn analytics platform and how marketers can make feeling of them one-by-one.

Business Updates

Breaking information. Company milestones. Off-the-cuff comments out of your team.

You have a lot of freedom when it comes to company up-dates, but you also need  measure what’ s working   versus blasting posts randomly.

From the company up-dates section on LinkedIn, you see specifically what’ s scoring the most thoughts, engagement and clicks.

The  first part of your company up-dates contains the following:

  • Preview:   Right here you’ ll see the title from the LinkedIn post as well as the option to notice it in real-time. If you hover within the title, you’ ll see an examine of the live post.
  • Date:   The particular date the post was released.
  • Audience: This indicates whether the post has been sent to all your followers or a focused group.
  • Subsidized: This shows whether you paid to promote a blog post. If it was just an organic publish, you can click on the “ Sponsor” url to start a paid campaign to promote this.
  • Impressions: The number of times the posting was shown to LinkedIn members.
  • Clicks: The number of times your company name, articles or logo have been clicked.
  • Interactions: The number of engagements (likes, comments or even shares) on your post.
  • Followers Acquired: The number of new followers you obtained from a sponsored update. If your submit is organic (non-paid) this will be bare. You can use Sprout’ s LinkedIn reporting to find out more information about your organic supporters.
  • Engagement: The number of interactions divided simply by impressions.
Stacked by side by side, your LinkedIn analytics are instrumental in training you which posts perform the best

Below this section, you’ ll notice specific data for your content’ h reach and engagement.

Reach is broken down by opinions and uniques. Impressions represent the entire number of times your posts were noticed, while uniques only count the amount of unique users that saw you.

For example , if one individual looked at your post twice it could count for two impressions and one exclusive view.

The wedding section breaks down the types of connections your posts have received as far back as the last 6 months. You can see how many clicks, likes, remarks and shares your posts received. You’ ll also see your engagement proportion and how many followers you obtained from sponsored updates.

If your engagement is stagnant or even on the downturn, here are some great tips about how to get an even more engaged audience .

Reach and engagement idea you in on how much your articles is actually being seen

Takeaways through Company Update Data

Based on your company update data, determine which sorts of updates actually obtain traction.

And if you’ re struggling, there are actions to take depending on Sprout’ s own research plus advice from LinkedIn themselves.

For example , the ideal length with regard to company update on LinkedIn is certainly between 50 and 100 character types. When in doubt, keep your updates brief and sweet rather than dump a crowd of text on your followers.

Company updates that will ask questions typically perform well

Furthermore, bear in mind how visuals impact wedding. Based on recent LinkedIn statistics , posts along with images receive 200% more wedding than those without them.

You’ ll also notice considering that LinkedIn recently rolled out their particular native video clip player , more and more updates integrate video to grab the attention of fans.

LinkedIn recently introduced video content included in their platform

Your LinkedIn analytics can also tell you which company updates will make strong subsidized content . Whether it’ ersus lead magnets or a free trial, LinkedIn’ s ad platform can place your best posts directly into the nourishes of your prospects.

Provided to consider is how often you’ re publishing to LinkedIn. Since highlighted by the heat map beneath, both timing and consistency rely if you want to grow your following.

Weekday afternoons are the best moments to post on LinkedIn


Of course , something of your content strategy is simply achieving the right people.

The particular follower section of LinkedIn analytics offers insight into your audience on the system. Here you’ ll see your count of followers, audience demographics plus trends in your follower growth.

LinkedIn outlines the particular profiles of your followers based on their particular company status

For follower demographics, you can view your audience by:

  • Seniority: This information is critical because, based on your brand, you may be trying to achieve lower, mid or high-level workers. The seniority demographics let you know when you’ re attracting the appropriate target audience.
  • Industry: If you’ re focusing on a specific industry, you’ ll certainly want to keep an eye on this data. Not just will you see if you’ re attractive to your key audience, but you could easily get ideas for new industries to target too.
  • Company Dimension: Do you want to reach SMB’ s or enterprise-sized companies ? This information breaks down your audience by the number of employees the companies have.
  • Function: Understanding what job function your audience acts will help you share content that when calculated resonates with them  For instance, comparing focus on for marketers versus IT specialists is like apples and oranges.
  • Employee vs Non-Employee: Having a lot of supporters is a nice, but if a majority of all of them work for your company then you’ lso are basically dealing with a vanity metric. Ideally, your number of non-employee supporters will outnumber your employee supporters.
LinkedIn breaks down the demographics of the followers based on seniority

Further upon the dashboard is your follower developments data. This displays how your own follower count has changed over time, enabling you to zero in on a specific day range of up to a year.

If you notice a negative trend, it’ h time to dig in and see what’ s causing you to lose followers. Most of the time, it might be a problem with your sharing schedule or the quality of content you’ re sharing. In addition to taking a look at your trends as a whole, look for unexpected spikes, drops or flatlines.

Lack of grip on LinkedIn could be a sign of the poor content strategy

As an additional bonus, LinkedIn Analytics will also explain to you how your follower count piles up against competitors in your industry. You may use this as a benchmark to set objectives for growth.

Takeaways from Follower Data

If you’ re struggling to develop your follower count, it might be time for you to run an ad. As mentioned, you can use your best posts as sponsored content   to get in touch with your perfect audience. LinkedIn recommends ads which are bold, contain striking imagery plus a very specific CTA.

LinkedIn's sponsored content symbolizes subtle ads that show up inside your potential followers' feeds

Your target audience data also clues you within on whether you’ re appealing to the right types of followers. Again, your own follower count doesn’ t suggest too much if it doesn’ t include your customers .

Also, don’ t forget the need to bring your own employees on board as brand recommends. Introducing your business to your employees’ personal followers should be a no-brainer, which means stimulating their own activity on LinkedIn along with sharing your brand’ s content material.


The visitor  section of LinkedIn Analytics gives you data about your company web page, not your content. These data factors include:

  • Page Views:   In other words, the total number of times your company web page was viewed during your specified day range. This also includes views on the career page if you have one set up.
  • Unique Sights: The total number of distinctive users that have viewed your company web page. This number excludes multiple trips from a single user. If somebody comes to your company page, navigates aside and returns later, it will count number as two page views, yet one unique view since it’ s the same person.
  • Visitor Demographics : Comparable to your follower demographics, this section displays who’ s viewing your company web page. If there’ s a difference between the demographics of people viewing your own page and your followers, it could imply there’ s a disconnect involving the content you’ re sharing as well as the information on your profile. Make sure your messages is consistent across all your interpersonal channels.
Visitor analytics break down where your own LinkedIn traffic is coming from

Takeaways from Visitor Data

The first step for scoring a lot more visitors is ensuring that your LinkedIn profile is totally filled out in terms of your organization details. Over time, this will help you appear in organic search via Google in addition to LinkedIn’ s own company research feature.

A complete profile makes it simpler for visitors to find you upon LinkedIn

Additionally , make sure that you promote your LinkedIn profile on-site where appropriate. Along with LinkedIn’ s own “ follow company” button, you can include a web link in your site’ s footer.

Including LinkedIn links on your homepage is a good kick off point toward gaining more visitors

Furthermore, make content promotion to LinkedIn an option on your company’ s blogs. Pretty much any social sharing wordpress plugin on WordPress (think: AddThis ) includes this feature.  

Encouraging LinkedIn sharing onsite is a great method to point more people to your posts

LinkedIn Article Analytics

As a successor to the now-defunct Heartbeat, LinkedIn now allows individuals in order to publish articles straight to its platform. These articles are usually long-form thought leadership pieces, perfect for building authority as well as some SEARCH ENGINE OPTIMIZATION juice. If nothing else, they’ lso are a smart way to repurpose content to obtain more mileage out of your company blog.

Publishing articles straight to LinkedIn is a great way to build your market and authority

When you look at your own articles through your profile, you see straight how many views and clicks each one of these owns. After your article provides surpassed 10 views, you gain more insights on your readers, including market, job title and location.

Keep in mind the demographics just apply to users logged into LinkedIn. Still, these pointers paint a good image of who’ s interested in your articles and where they’ re originating from.

LinkedIn analytics are available for individual articles published right after they'be been viewed 10+ times

At the end of the day, this data allows you to make smarter decisions about the content you produce and share, as well as how your company strategies LinkedIn at large.

Have you been Using Sprout Social for LinkedIn Analytics?

If you want to increase your LinkedIn presence, your analytics really are a prime place to start.

The good thing? LinkedIn analytics come built into Sprout’ s collection of reports . With the LinkedIn Company Pages Report, for example , companies can analyze Page level information to make strategic decisions.

linkedin publishing behavior report

In fact , you can use this report to:

  • Analyze multiple Organization Pages to understand overall growth plus compare individual Page performance
  • Calculate aggregate and evaluate followers gained by both Subsidized and organic efforts to determine the influence of your efforts on growth.
  • Glean insights from information as far back as two years prior to connecting your own LinkedIn Company Page in Develop

Want to see the LinkedIn Company Pages Report for? Awesome! Sign up for a free trial to get into this report and manage all of your social media profiles from a single dash.

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