LinkedIn is one of the most powerful social media for professionals. I mean, it’s a must if you’re in the B2B business (sales or services to professionals)! With nearly 280 million users worldwide, it is a popular tool for reaching your audience. But you still need to produce content that appeals to your followers and engages them. Here are 5 LinkedIn KPI to guide you in this task. ?
Who are your connections?
To reach more people, you will invite and accept connections on LinkedIn.
But if there is one network where it is useless to have thousands of (unqualified) followers, it is this one.
Identify the profile of your contacts.
- Where are they located?
- Do they work in a small or large company?
- What sector are they in?
- What position do they hold and for how long?
- Are they decision-makers?
These indicators tell you whether you are accepting the right people, but also whether you are communicating in the right way for your Personal Branding.
The evolution of the number of subscribers: is your content appealing?
You can see the number of subscribers to your Company Page in the LinkedIn statistics. You can also follow this in more detail, with period comparisons, in the Community statistics of your Swello account.
Obviously: the higher the number, the more influential you are. ?
Seeing your number of subscribers increase is good for the ego. But that’s not the only use of this vanity metric. Following a sudden change in this KPI, take the time to analyse the event(s) that happened before.
- Did you publish a viral article on your LinkedIn profile?
- Perhaps a reputable site mentioned your company’s name in one of its publications?
- Independent factors such as the mass closure of inactive accounts on LinkedIn can also influence this KPI.
Once you have identified the trigger, you can continue with successful actions or rectify strategies that are not in line with your audience.
Impressions and reach: is your marketing campaign making an impact?
Do you know the difference between these two KPIs?
Impressions are the number of times your article has been seen. Note that a profile may have seen your article several times. Reach is the number of LinkedIn accounts that have seen your post.
Does your article receive a large number of impressions and a substantial reach? Chances are that its content is perfect. Perhaps the analysis of the next two KPIs will confirm this. In the meantime, this indicator provides you with additional clues to reach more people, for example:
- Identify the days when your publications are successful to refine your editorial calendar;
- Note which topics are popular and come up with new content ideas to attract more people.
Engagement: does your audience interact?
This is one of the most important KPIs for a LinkedIn account.
An article that receives a lot of likes and comments sends a strong signal to LinkedIn.
The social network has no choice but to share it with more accounts. You then increase your chances of seeing impressions and reach of the publication take a big leap forward.
Follow this indicator carefully: it allows you to refine your communication strategy.
Click-through rate: get to the Graal!
This is the number of clicks on a piece of content, divided by the number of impressions.
The higher this rate, the more readers your article has reached. Not only did they see it, but they also clicked on the Call To Action (CTA) button to learn more. Perhaps they will come across your sales page or your website?
In any case, this KPI confirms that the chosen images and ads are effective. You have aroused enough curiosity to encourage your readers to take the action you want them to take.
Test with similar articles. Try videos and other types of content. Study your readers’ reactions and adopt the strategy that brings you the most clicks. ?
In summary
KPI on LinkedIn help you :
- Know your subscribers;
- Provide them with answers to their needs;
- Provoke a lot of interaction;
- Prove that your articles are worth sharing;
- Get them to click on the CTA.
But all this is only possible if your content is regular… and of high quality, as always!
