Written by: Shruti Agarwal
Want to know how to make use of LinkedIn company page analytics to grow your LinkedIn page?
We are so focused on using paid tools to do that, that we miss out on the amazing free data we have right in front of us! Unlike other social media platforms, LinkedIn has in-depth analytics for the LinkedIn company page.
But before we dive deeper into the analytics, we need to understand that analysis can only be done on LinkedIn pages where there’s existing content. The tweet thread below gives 10 ideas on starting the content game right. It is even better for companies looking to amp up their content on their company page.
Diving deeper into LinkedIn company page analytics:
Analytics is only visible to the admins of the LinkedIn company page.
With this in-built feature of LinkedIn analytics, we can look at the designation of the people who visit the company page, their seniority level in the industry, and much more.
Here’s what we start with – You will find a menu at the top bar with three options: Visitors, Updates, and Followers.
Let’s look at the top 3 LinkedIn company page analytics and its applications:
1. Visitor demographics
This is the number one analytics you’d want to pull to understand if you are attracting the right audience to your page. Visitor demographics are metrics that tell you more about the quality of the audience that you are bringing in.
It gives you a 360-degree view of your audience who are visiting your page. Naturally, you would want to gain a follower who’d be interested in doing business with you.
There are a couple of things you can track about your audience.
Here’s how you can track it:
i) Industry of your visitors
This section shows the percentage of visitors we have from various industries.
Go to: Analytics > visitor > visitor demographics > industry
Below is a screenshot from one of the IT companies.
A good number of the audience are from the IT and computer software industry. Visitors from the marketing and advertising segment are the least – which is good because they are not the target audience of this company.
This data shows that we are able to bring the right set of audience from the industry.
Application of this insight: When you run a campaign, you can track the change in the profile visits from different industries based on your target. This helps you double-check the quality of visitors to your page.
ii) Seniority level of your visitors
Does it matter if CXOs are visiting your page or the interns? What’s the chance of them doing business directly with you?
This is yet another free insight given by LinkedIn page analytics.
Analytics > Visitor > Visitor demographics > Seniority
The screenshot below shows the seniority analytics for a mental health company.
This company conducted a live webinar showing the best practices for team managers to work with the team during COVID. As a result, this page had an increase in senior-level visitors from June 23rd to July 7th.
This means that the webinar attracted the right traffic – senior visitors (ranked at the top of the chart).
Application of this insight: When working on content strategy to attract the head of the departments, check in here to see the difference in the seniority level of your visitors.
Similarly, you can also check for location. That data will show you cities and countries visitors are from. This can help when you are targeting international markets and want to keep track of visitors from different countries.
2. Engagement rate
i) Update engagement
Engagement metrics are shown here for individual page updates. Time range updates can be provided to study the metrics better.
It gives you detailed LinkedIn metrics on CTR, impressions, clicks, engagement rate, etc.
Analytics > Updates > Update engagement
You will notice that the post with 3.39% of CTR is the lowest and the highest being 17.92%
This analytics helps in understanding the post that works in driving engagement. We can further look at the post the format, topic, time of posting to understand what resonates with the audience.
Application of this insight: If a post made at 9 AM gives more CTR then 9 AM is the time to post. Blogs posted around this time will get more readers.
ii) Competitor LinkedIn Page:
In this section, we can see how our followers and updates are performing compared to those of other similar companies.
Analytics > Followers > Companies to track
The name of your company will be placed at the top and the other pages come below this to give a seamless comparison experience.
The companies mentioned below are similar to Spear Growth, the company from whose analytics we have taken. Here we have details like follower count, new followers, number of updates (posts made from this page), and the engagement rate.
Application of this insight: Use the list of companies with a better metric to track what they do on their page. This analysis helps in understanding what can be further improved on your page.
It is also a great place when you are developing a strategy for your LinkedIn page. You can start by seeing the type of content that performs well in your industry and create a strategy around that.
3. Track your follower count
This segment will show you the number of new followers the page has gained: organic and sponsored, both.
There’s a graph that represents the follower count based on the time range you provide. It gives an overall view of the follower activity in a particular period.
Analytics > Followers > Follower metrics
The screenshot attached above shows the follower graph for a month – it has both sponsored and organic follower count.
This data is used to understand the follower count and drive this new knowledge into diving deeper to understand what brought them here.
Application of this insight: Understand what performance drove more follower count. There is another section right below this where all the followers are listed by recency.
This further helps in understanding the background of the people who follow your page.
This coupled with visitor information gives us an overview of the quantity and quality of visitors that the page is attracting.
Tracking numbers is important to understand what’s working for us. LinkedIn company page has in-built analytics to track both the numbers- quantity of visitors and also the quality that we are trying to attract.
You can also export LinkedIn page analytics by simply clicking on the “Export” button in an excel sheet.
Have you made use of this feature already? Go! Now!