Right now, if you are a professional and you are not on LinkedIn, you might not be interested in looking for professional experience or jobs. Because LinkedIn is a social media platform specially defined for professional content sharing. It is the go-to place for most users to look for jobs or sell themselves to employers professionally. With its growth in popularity, it has developed to be a critical content-sharing platform for individuals.

LinkedIn has progressed to be the go-to social media network for businesses and brands. It is used for a range of services, from locating top-tier talents for recruitment to flexing their industry's influence. Many marketers recommend LinkedIn as a source of new leads for businesses. However, growing your business on LinkedIn requires a different strategy than any other social media platform.

More businesses are using LinkedIn for business. A sustainable LinkedIn profile is established on creating professional and quality content. The measurement of the profile's growth relies on several unique metrics.

Another peculiarity with LinkedIn's social media platform is social listening. Social listening is the process of understanding online conversations about a company or business and its products and services. Since professionalism is the undertone of LinkedIn, your brand is guaranteed a professional overview and feedback from LinkedIn interactions and analytics. Without the hubbub of social media raucousness, you can know what your brand stands for and how it is perceived from a professional point of view.

If your organization uses LinkedIn for Business, you should prioritize tracking your LinkedIn Analytics into your social media strategy. This is because analytics tools help marketers track different social media metrics and report back on their successes.

What is LinkedIn Analytics?

LinkedIn Analytics is a free tool businesses use to measure the effectiveness of their social strategy and monitor their performance. It provides critical information that managers, marketers and content creators can use to improve their performance. With LinkedIn analytics, you can learn about your audience and track their progress through crucial metrics.

When evaluating your social media efforts and providing the data your business needs to improve its social media ROI and attain social media goals, you need to track your LinkedIn analytics. After all, if you are not analyzing data to know how you are perceived, you do not have actionable intel on meeting your brand's goals. Therefore, you are only guessing, and you are using sporadic social media targeting attempts.

Using LinkedIn analytics helps you know, with certainty, when you have hit a new milestone. Hence, making this an excellent tool for your B2B LinkedIn marketing.

For your LinkedIn marketing, analytics help you know what goals have been achieved and evaluate unattainable goals. To understand the demographics, you should know the customers who use the platform and who you can reach.

With LinkedIn analytics, you can monitor how people find your page and what sections they engage with. Also, you can see how your pages are performing compared to your competitors; here, you can compare your total followers and the rate at which you acquire new ones.

For deeper insight, connect your LinkedIn analytics page to Hipsocial. The standard analytics page of LinkedIn offers a limited overview; that is why using our third-party software is recommended. From your Hipsocial dashboard, you will have a bigger picture of how your LinkedIn marketing efforts are doing against your other social media platforms.

How to use LinkedIn Analytics?

"What gets measured, get managed." – Peter Drucker.

There are different ways to use LinkedIn analytics. You can either begin by using the native LinkedIn analytic tool or employ third-party software. As stated above, your business should use Hipsocial against the traditional analytical interface as you have a more robust knowledge of your platform. In addition, using Hipsocial is recommended if you have several other social media platforms that you would like to monitor and compare their growth against our LinkedIn profile. Hipsocial shows you the performance metric of all your social media platforms in a place.

To get started, you need to log into your LinkedIn profile. Open your LinkedIn company page; the analytics page is only visible to page admins or people with access. Since you are now on your analytics page, here are five types of LinkedIn page analytics and the metrics you can track to know how your business is doing.

1. Update Analytics

This shows how effective your LinkedIn contents are. It tells you about how your followers engage with your content. Also, it provides your social media managers with trends and patterns of how your content is doing. To bring it to perspective, if your update page shows a low post engagement, you can either change the timing of your post schedule or change the nature of your content overall.

To manage the publishing of your LinkedIn post, and improve your brand's update analytics, use Hipsocial. The software allows you to see how well your posts are doing and recommends the best time to schedule your post for maximum engagements. The interface is so robust that you will have a direction on how your next content should sell well to your audience.

Metric to track:

• Impressions: Impressions show you how many times your LinkedIn profile was seen for a period, at least 300 milliseconds. This tracks when your post is the face of a user that logged into LinkedIn. However, impression counts whenever a user sees your post for long enough. That means when a user visits your post multiple times will be recorded as impressions for the number of times. Hence, impressions are not a quantifiable metric, but it gives you a general idea of how many people saw your post.
• Reactions, comments, and shares: this counts the number of times your post gets a reaction, comment, or claim. Reactions are the emotional responses of users to specific content. These responses are communicated by using emojis. Comments are words or feedbacks that are stated in response to your content; it provides a more thorough communication of how users feel about your posts. Shares show how many times users have posted your content for their followers by using the share button. If a user identifies with your content, they can recommend it to their own crop of followers by sharing it. Sharing a post sporadically broadcasts it and gets it to more users.
• Clicks: is a counter that records how many times your CTA worked. When a user engages with your call-to-action, it counts as a click instead of just scrolling past. On LinkedIn, reactions by signed-in members are not counted as clicks. CTR or click-through rate calculates the number of engagements a post gets by dividing the clicks by impressions.

2. Follower Analytics

This lets you know more about who is interacting with your page. This metric gives an overview of the type of followers your page is enticing. This is very important, as you will know who follows you and how they fit into your customer persona. For social listening purposes, this gives you an idea of what clime your brand is being discussed. Without this analysis, you would not know whether you are attracting the right followers or not.

In addition, this analytic helps you serve your customer better. So far as the followers fit into your customer mold, you can use this information to target them for maximum conversion strategically. When you know more about your followers, you will see the kind of content they are most likely to consume best.

Metric to track:

• The number of followers: show the number who like to stay connected with your business. They are the number of users who want to receive your subsequent updates on their timeline.
• Companies to track: This helps you track your competitors to know how they are doing and what steps they are taking in the digital space.

3. Visitor Analytics

Although this is very similar to the follower analytic, these numbers show you who visited your page but are not your followers. Each visitor, with a job well done, can be converted into loyal followers.

This information is vital as it lets you know how much people engage with your shared post. Having the demographics of random visitors helps you spot patterns and tailor your updates to retain these visitors. As earlier said, if you utilize this analytic right, you will increase your rate of acquiring new followers, get more social media engagement and sell more products and services.

Hipsocial lets you know what interests your new visitors from its visitor analytic page. Hence, you will be able to reach more audiences by continually doing what you are doing right. Also, you will be able to retain visitors and convert them to followers.

Metric to track:

• Page views: this counts the number of times visitors have visited your page.
• Custom button clicks: counts the number of times your business custom button was clicked. Your custom buttons can include 'sign up, 'register,' 'Contact us,' etc.

3. Employee Advocacy Analytics

This is a unique analytic of LinkedIn. It helps businesses and page admins gauge employee and member engagements with content recommended on the My company tab. In simpler words, it tells you how your employees engage with the content you recommend for them.

This LinkedIn analytics helps you to know how much relevant and recommended content your employees consume. If you can understand how much right information your employees interact with, you will know what knowledge they might have. Furthermore, it helps you cut costs on some training, once you can recommend a relevant post and your employees engage, that is the information passed.

Metric to track:

• The number of recommendations.
• Posts from recommendations.
• Engagement with recommended posts.

4. Talent Brand Analytics

If you want top-tier talents for your organization, this is an analytic you should track. It keeps an update of bright minds that can increase the productivity of your company. With these analytics, you will be able to recruit the best minds immediately, enter the LinkedIn job pool, and get one over your competitors.

Metric to track:

• Visitor tracking
• Job applications
• Top tier applicants

Hipsocial

Hipsocial social management software is designed to help businesses in social listening boost social media marketing efforts and engagement. Integrating Hipsocial into your business LinkedIn analytics will open your marketing efforts to new dynamics. The tool uses social listening to finesse the thoughts and needs of your audience to help you know what sells best to them.

Furthermore, the software enables you to handle other social media outlets in a place. Hence, you monitor the progress of your content engagements from one interface. Learn more about Hipsocial and its affordable pricing plans here.

In Summary

"The price of light is less than the price of darkness." – Arthur C. Nielsen

You can achieve so much more with LinkedIn analytics. LinkedIn promises a professional point of view for your business and uses a unique metric that separates them from other social media accounts. However, LinkedIn promises great engagement for B2Bs. Get more from your LinkedIn analytics by using Hipsocial.