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on December 7, 2022 (last modified on January 11, 2023) • 15 minute read
Have you already heard that a LinkedIn company page is a must? People who say it helps raise brand awareness and reach relevant audiences are not wrong. But, just like with other social media platforms, posting on LinkedIn without a strategy and schedule probably won’t bring you the desired results.
Once you’ve defined your strategy, you need to have a way of tracking the data to know if your tactics are working or not. Are you posting relevant content? Is your audience engaged? Does your brand have a good reputation?
Measuring the right metrics will help you answer these questions, and our guide will help you determine which metrics you need to measure.
Quickly navigate to the section you’re most interested in:
Here’s a breakdown of the 10 most important LinkedIn metrics to track when determining if your company page is worth the effort.
Our team ran a survey to find out what metrics marketing professionals consider the most important when assessing the success of their company’s LinkedIn page. We had 50 participants, from various industries:
According to our survey respondents, engagement rate (followed by impressions and clicks) is the best indicator of your company’s LinkedIn page performance.
Engagement rate is a metric used to determine how engaged your audience is with your posts. You can calculate it by dividing your total number of interactions on your posts by your total number of followers, then multiplying that number with 100 to get the percentage.
Tracking your engagement is important because it will show you what types of content work well for your followers, and what kind of posts are the least effective.
Creating and posting the right content will keep your followers interested in your company and eventually lead them to complete other actions, like downloading gated assets, joining webinars, or visiting your website.
Related: How RevenueZen Uses LinkedIn to Generate a Third of Agency’s Sales Pipeline and Revenue
Impressions refer to the number of times your posts were seen by a LinkedIn user. According to LinkedIn, at least 50% of your post needs to be on the user’s screen for at least 300 milliseconds to be considered as viewed. LinkedIn members also need to be signed in for the impressions to count.
Tracking impressions can help you spot long-term trends in your company’s page growth, find the best time to post (when your audience is most active), and identify the best-performing posts so you can base your sponsored content on these insights.
According to Databox’s own Benchmark data, the median value of impressions for B2B companies is 3.04K (a month).
This benchmark was calculated from anonymized data from 800+ companies. Are you a B2B company and want to benchmark your LinkedIn performance, Clicks, Impressions, Followers, Likes and more, against other companies like yours? Join the Benchmark Group for free.
For B2C companies, the median value is 2.06K.
This benchmark was calculated from anonymized data from almost 300 companies. Are you a B2C company and want to benchmark your LinkedIn performance against hundreds of other companies like yours? Join the Benchmark Group for free.
Viewing benchmark data can be enlightening, but seeing where your company’s efforts rank against those benchmarks can be game-changing.
Browse Databox’s open Benchmark Groups and join ones relevant to your business to get free and instant performance benchmarks.
Clicks measure the number of times a logged in user clicks on your post, company name, or company logo. It speaks to the number of people who got interested in your content and wanted to learn more about it or your company.
Measuring clicks can indicate how strong and compelling your social media copy is for your current audience, but also for your non-followers on whose homepages your posts may appear.
According to Databox’s own Benchmark data, the median value of clicks for B2B companies is 125 (a month).
This benchmark was calculated from anonymized data from almost 700+ companies. Are you a B2B company and want to benchmark your LinkedIn performance, Clicks, Impressions, Followers, Likes and more, against other companies like yours? Join the Benchmark Group for free.
For B2C companies, the median value is 82.
This benchmark was calculated from anonymized data from over 200 companies. Are you a B2C company and want to benchmark your LinkedIn performance against hundreds of other companies like yours? Join the Benchmark Group for free.
The number of likes on social media platforms is often considered a vanity metric, but things are different on LinkedIn.
How many people like your posts can indicate not only if your current audience likes your content, but also how many people you can reach with your page. Remember that posts a follower “likes” on LinkedIn can appear on a non-followers’ feed, get their attention and prompt action.
Shares can have more value than likes and comments, especially if a LinkedIn user shares your post with their thoughts included. This action indicates that a piece of content is so relevant to your follower they decided to share it with their network.
Shares give you an opportunity to gain more followers, but also drive more users to your website.
If your page is consistently growing, it means you’re sharing relevant and useful content with your audience. The more followers you have, the more people will see and read your content. But tracking new followers can tell you even more about the success of your company page.
For instance, if you notice a sudden inflow of a large number of followers to your page, you may want to investigate that further. It may be a highly relevant blog post you shared that piqued their interest, or a share coming from an influential person. These insights can impact your further marketing efforts.
Tracking comments on LinkedIn is beneficial in several ways. If there are little to no comments on your posts, it can mean you’re not asking compelling questions or your content isn’t relevant enough to your audience.
If you’re seeing lots of comments, your audience is highly engaged with your content and is actually reading it. Posts with many comments also find their ways to new users more easily, and give you a chance to engage in meaningful conversations with your followers.
Also, you may find inspiration for new content in comments your audience leaves on your LinkedIn posts.
Click-through rate (CTR) indicates the number of clicks a post receives divided by the number of impressions. This metric is essential for many marketers as it can tell if your LinkedIn posts drive enough traffic to your website.
If your CTR is good, you might be writing compelling calls to action. A high CTR also means your target audience is on LinkedIn, so you’ll want to keep investing in your LinkedIn strategy.
The total number of followers your company has on LinkedIn can determine how big your reach is. It’s updated once a day, and you can dig into more detailed data to learn more about the followers’ demographics.
Knowing how many followers help you keep track of how much your page grows over time and how your other metrics change. For example, if your engagement rate increases too, it means a relevant audience is following you.
Organic followers are LinkedIn users who come to your page organically, and not through ads or sponsored posts. This means, for instance, search engines or posts other users have shared.
Gaining new organic followers means your company generates enough interest for people to search for and follow your page. It also means your content strategy is able to attract new followers through other users’ shares, comments, and likes.
Personal branding is one thing, an important thing, but so is helping your company grow. You may not have direct control over who follows you, but you can influence them with your posts, comments, and other kinds of engagement. To do that, you need to know who they are and what their interests are. You can align yourself with your LinkedIn company page followers by analyzing:
Now you can benefit from the experience of our LinkedIn experts, who have put together a great Databox template showing all the most important demographics for your LinkedIn company page. It’s simple to implement and start using as a standalone dashboard or in marketing reports, and best of all, it’s free!
You can easily set it up in just a few clicks – no coding required.
To set up this LinkedIn dashboard, follow these 3 simple steps:
Step 1: Get the template
Step 2: Connect your LinkedIn account with Databox.
Step 3: Watch your dashboard populate in seconds.
To uncover the latest best practices to measure the success of your LinkedIn company page, we polled 50 companies. Most of our respondents are B2B Services or Products (48%) and marketing, digital, or media agencies (34%).
All participants in the survey use Linkedin for business. More than half of them have been using it for business purposes between 1 and 3 years.
And over 75% of surveyed companies consider their Li business page successful.
For example, Robert Hurlston of Fidelis Engineering Associates believes that a more serious approach to LinkedIn marketing has had an impact on lead generation for his company, which is one of the indicators of a successful page.
“Social selling is becoming more important than ever and we firmly believe that our ranking as one of the most influential simulation product and services providers has helped us tremendously in achieving that status,” explains Hurlston and adds:
“We just passed 9,000 followers on LinkedIn and have had relative success in driving customers both directly and from word of mouth from our following. We tend to look at our following size and the engagement we get from each post as a general health check of our marketing efforts. In terms of driving leads and SEO benefits, the other key data point is the traffic that we drive from blogs and other content directly to our website. That is where many of the leads are generated.”
We asked marketing professionals from different industries to share their tried-and-true tactics for measuring the success of their LinkedIn company page. Here are the five best practices they recommended.
Especially in the B2B industry, one of your main goals is to move users from social media to your website. There, visitors can engage with your landing pages, go through your blog posts, and read about your products or services. The chance for a conversion increases. This is why you should measure the traffic coming from LinkedIn to determine if your page is successful.
“A major purpose of our LinkedIn posts is to bring users to our website to learn more about our services,” shares Erica Mobley of Sentient Digital, Inc. This impacts the most relevant metrics Mobley and her team measure. “Engagement Rate, CTR, and Clicks matter the most to us, because they show that people not only enjoy our posts but also take action based on them.”
Related: Social Media and SEO: How They Work Together to Boost Your Visibility
Without regular reporting, you can’t make data-driven decisions and manage your LinkedIn budget appropriately.
Evelin Georgieva of Resolute Software suggests monthly reviews of your page. This amount of time is typically enough to test the performance of ad campaigns, different content marketing tactics, or spot a pattern in your KPIs. That way, you can modify what’s not working and replicate what is.
“We do a monthly review of statistics and we measure success by a few things: engagement with posts (impressions, shares, likes, link clicks); page views, and new followers,” says Georgieva. “We believe those metrics indicate in the best way whether our content is good enough and whether we reach new audiences with it.”
Zero-click content is a type of content designed to provide information and valuable insights to users without them needing to click through. You can find zero-click content on Google, as well as on social media platforms. Zero-click content can be useful in generating more engagement on your LinkedIn posts.
“The most important thing to us is getting our ICP to enjoy and engage with our content,” says John Reinesch of Exponential Growth, sharing his strategy:
“We used to use LinkedIn to try to drive people to other content on other platforms or our website but we’ve seen our results and our clients’ results drastically improve when we focused on making zero-click content. We design our LinkedIn content so it’s optimized for the platform and the user gets value without having to click on anything.”
The more engagement posts generate, the more successful Reinesch’s company page is. “Engagement from our ICP is the most critical. If our ideal customers are commenting, sharing, and engaging with our content, then that is a massive win. It tends to translate to pipeline as well when those users are in the market to buy services that we offer.”
Just like other social media platforms, LinkedIn can help a lot with building brand awareness. Organic reach is much higher than in Facebook, for example. Useful content that tackles the audience’s pain points spot-on, you can reach a significant number of users without spending any money on ads.
“For our small but growing business, success on LinkedIn is all about building brand awareness and recognition. We carefully monitor organic impressions on the platform and adjust our content strategy based on those insights to ensure we’re reaching the widest audience possible,” says Helen Eckhard of Lightning Media Partners.
“Our team also tracks the total number of followers and weekly search appearances on LinkedIn, which serve as benchmarks for the number of accounts choosing to intentionally seek out our company’s content. From there, we monitor website visits, custom button clicks, and post engagement rates to estimate what portion of our audience has progressed to the active consideration phase of the buying cycle. Together, these metrics help us ensure that the impressions we generate on LinkedIn ultimately translate into high-value leads for our sales team,” concludes Eckhard.
Related: 5 Ways to Use LinkedIn Ads to Generate Highly Targeted Leads
If you try to get every follower to like you, you’ll waste money, energy, and time and achieve nothing. What you post should be directed toward your ideal demographics, which means you should break down your follower data to learn more. More importantly, you need to track how engaged your ideal followers are.
“The main metric we focus on to determine the success of our LinkedIn page is measuring the engagement from our ideal demographics. Essentially this is follower demographics but a little more in-depth,” explains Connor Hewson of Assured Marketing.
“We want to see that target demographics are the primary driving force for engagements on our LinkedIn page. Whilst it is always great to see other agencies interact with our content, we know that these people are not our primary audience for driving business growth. That’s why we as an agency focus heavily on driving engagements from people such as Internal Marketing Managers, or Senior Level decision makers at companies we want to do business with,” reveals Hewson.
Andy Karuza of NachoNacho agrees that the engagement your content generates among your ideal customers is critical. “Many companies like the vanity of having a lot of followers, but if they don’t see and engage with your posts, or they’re not the right followers, then you’re not really going to achieve anything other than looking good for having a lot of follows,” explains Karuza.
Measuring relevant metrics like traffic to your website, engagement rate, shares, and clicks helps you determine if your company page on LinkedIn is successful. If you learn what works for your ideal customer and nurture meaningful engagement with them, you’ll likely see steady page growth.
If you want to measure your page growth against your peers, Databox has the perfect solution: Benchmark Groups. They’re accessible, 100% anonymous, and give you peace of mind knowing that you’re doing well compared to others in your industry or size. You can opt out at any time, build your own private community, and, most importantly, deepen your insights and make wiser decisions around budgets, strategy, and goals.
If you’re already our user, join our LinkedIn Company Page Performance for all business sizes and learn how your LinkedIn performance stacks up. Or, if you want to be more granular, you can also join the following groups based on your business type, size and more:
If you don’t already use Databox, sign up for a free account to get access to simple tracking of 7,000+ metrics and explore relevant benchmark groups to measure your performance and prove the value of your work to relevant stakeholders or clients.
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