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Over 93% of B2B marketers perform organic social marketing on LinkedIn. Additionally, 77% of content marketers agree that their best organic results come from LinkedIn.
However, without measurable benchmarks, you won’t know whether the time and money you’re investing in LinkedIn content creation are growing your business or hurting your efforts.
Learn what metrics to track and analyze on LinkedIn and explore how tracking your engagement rate can improve your content marketing results.
LinkedIn is the top social media platform for B2B marketing, with 80% of the members being primary decision-makers. If you aren’t regularly publishing content on LinkedIn, you’re missing out on valuable opportunities to increase your brand awareness among business professionals, establish brand authority, and promote your business.
Some of the content you can publish on LinkedIn includes:
Content creation takes time and effort. An average 1,400-word article can easily take over four hours. If that content isn’t bringing in quality leads you can nurture into loyal customers, that’s wasted time.
Tracking your content’s performance tells you who engages with your content and how they use it. You use these key performance indicators (KPIs) to measure your content’s performance over time and see whether you are reaching your LinkedIn marketing and sales goals.
If you aren’t reaching your marketing goals, you should adjust your LinkedIn content strategy until it’s more effective. If you surpass your goals, you can invest more resources and time into those strategies to improve your return. In this way, you are maximizing the return of your LinkedIn content marketing investment.
You can measure your success on LinkedIn by comparing your results to your marketing goals. You are creating the right content if you meet or surpass your goals. However, when you fail to meet your goals, you know you need to adjust your marketing strategy.
Use these five steps to create LinkedIn content goals:
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Explore more topics on LinkedIn and building a successful content marketing strategy:
Here are five KPIs you can track through LinkedIn Analytics and manually to measure how successful your content is.
One of the easiest metrics to track is your follower count. These are professionals who are interested in your brand. When they follow your business page, your content will appear in their feed.
You want to have a high follower count if you want your content to appear in front of more people.
To monitor your following, you can note how many followers you had before you ran a campaign on LinkedIn and then compare that to how many followers you had at the end of the campaign. LinkedIn Analytics can further break that number down by telling how many new followers you gained each day and whether they were organic or paid followers.
Nearly 80% of marketers say their primary marketing objective is generating quality leads. The difference between a quality lead and an average lead is how likely they are to purchase from your company. For example, if you are a B2B business but only attract individuals, those individuals aren’t quality leads because they don’t have a use or the budget to afford your business products.
Each professional that follows your brand can be considered a lead. However, not all followers are quality leads. Some might be professionals that are just interested in your content. Your follower demographics tell you how many of your followers are potential buyers based on their demographic information.
Because of LinkedIn’s expansive profiles, you can glean a large amount of information about your leads. You can discover their industry, title, experience, and more. This information allows you to analyze how well your followers fit your buyer personas.
Instead of doing this manually, you can also use LinkedIn Analytics. Use your dashboard to view a breakup of your followers by their industry and job titles to give you a better idea of how many of the followers that regularly see your content are quality leads. You can also see how many new quality followers you attract with your content or whether you’re bringing in the wrong following that isn’t potential buyers and clients.
Your content’s impressions are a social media term for the number of times your content appears. This can be on people’s feeds or in search results. Whenever your content has the chance of someone viewing it, your impressions count goes up.
On its own, this metric tells you whether your content is getting in front of your audience. If you aren’t getting impressions, you will need to adjust your content format, settings, and SEO. You might also consider sponsoring the content to increase your impressions.
However, your impressions are a more valuable metric when used alongside other metrics. For example, when you compare how many people saw your content to how many people liked it, you have a better idea of how relevant that content is to the people who are seeing it.
The average LinkedIn conversion rate for paid content is 6.1%. This is higher than Google search ads which have a 3.75% conversion rate. It’s also higher than any other social media channel’s conversion rate. Facebook is a close second with a 4.7% conversion rate.
Most of your conversion will be from LinkedIn lead generation rather than direct sales. However, those leads will turn into customers after you nurture them outside of LinkedIn.
You can calculate your conversion rate by dividing the number of conversions by your total impressions. For example, if your content appeared on 100 people’s feeds and four people completed the form in your content, your conversion rate would be 4%.
Your engagement rate is the most important metric to track on social media. LinkedIn engagement is any time your readers and viewers interact with your content or brand. Some examples of LinkedIn engagement include:
These interactions are crucial because they often set off a ripple effect that brings in more revenue in the long term. For example, when one follower shares your content, it appears in front of that follower’s following. That can double or triple your impressions.
LinkedIn is a social media platform first, meaning your engagement is more crucial than direct sales. Here are a few ways you can use your engagement metrics to improve your LinkedIn content strategy.
You don’t want your LinkedIn following to grow stagnant. While getting 100 likes on your LinkedIn articles might be noteworthy for one year, you have an issue with your strategy if you are still only seeing 100 likes a year later.
A healthy content marketing strategy will see an increase in all your metrics. For example, when you see your following count grow, you should also notice an increase in likes and shares.
Engagement metrics are one way to measure how much you grow to ensure the followers you gain are actively reading and interacting with your content.
If all your articles received 50 likes, but one piece suddenly only sees two likes, you know something didn’t resonate with your audience.
Posting consistent quality content is a top priority of content marketing and brings the greatest success. Quality content establishes your brand as an authority and builds trust with potential readers. If your readers aren’t engaging with the content, this is a sign it isn’t quality, and you need to adjust your strategy before you lose your readers’ trust.
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As your followers engage with your brand, you build a larger community. Your goal is for your followers to become an active community rather than a passive audience.
Having an active brand community:
When you compare your demographic metrics with your engagement metrics, you can assess whether your content is reaching your target audience. You not only want many likes, but for those likes to be from people within your industry.
In addition, receiving a comment from a respected authority in your field will hold more weight than comments from someone in a different industry.
At Kubbco, we regularly see businesses reach and surpass their social media goals. Our experts will help you every step of the way with your LinkedIn content marketing strategy. We are by your side to advise you during your goal setting, help you build a content strategy, and provide metrics that you can use to gauge your success.
Contact us to learn more about our LinkedIn content marketing services.