Assessing your LinkedIn Company Page Performance
Posted on June 15, 2017
Marketing strategy is a huge part of your small business, and using LinkedIn to your advantage can help with those efforts. Here are some ways to make sure what you’re doing is actually working! #SmallBusinessWeek #SmallBusiness
LinkedIn for your business is important. Not only should you be analyzing what’s working for your own company, but also finding out what’s working for your competitors is extremely important. So let’s take a look to see if you’re using your company page to its full capacity
The first thing you should focus on is an audit spreadsheet. By doing an audit, you are measuring performance for all your marketing efforts. This helps you identify which techniques are working, which are falling short, and how you’ve progressed or improved from past efforts.
Before starting your audit, create a spreadsheet to track your assessments. Here’s a list of columns to include:
– Number of Followers
– Follower Demographics
– Post Type
– Impressions (reach)
– Engagement Rate
– Channel traffic from Google Analytics
Now that you have the spreadsheet, let’s show you how to find all that data.
First, make a note of your total number of followers at that time. You can find this number by simply looking at your page. This number tells you how many people you’re reaching with your marketing efforts. If you track this number over time, you can view your follower growth pattern.
Next, let’s click on the Analytics drop down, to find “Followers.”
Here is where you’ll be able to figure out who your followers are. Next to follower demographics is a drop-down, this is where you can sort your followers based on job function, country, region, industry, etc. This will help you determine if you’re attracting your target audience.
Next, we want to go back up to the Analytics drop down, to find “Updates.”
Here is where you’ll be able to find, based on specific posts, how each performed (post type, impressions, clicks, likes, comments, shares, engagement rate). By taking note of this information, you can see which types of posts are working better than others and create strategies for your future marketing efforts based on the performance measured.
The last thing on our spreadsheet, is analyzing referral traffic to see how much traffic LinkedIn is sending to your website. You can do this in Google Analytics. Go to your website’s Google Analytics dashboard and click Acquisition > Social > Network Referrals. On this page, you can see the amount of traffic you’re receiving from different social media networks, including LinkedIn.
Once you’re in a good place with your spreadsheet, taking note of all the pieces we mentioned above, it’s time to see how your competitors are doing in comparison.
The first thing you want to do is identify your main competitors. Then, you’ll need to use a third-party analytics tool. After you sign up for one, you can add your competitor profiles to analyze the same information you have on your own spreadsheet. It’s important to use this data to compare and identify potential opportunities for your business. Seeing what’s working for your competitors isn’t necessarily a way to copy their efforts, but to create your own unique strategy based on those insights.
Have questions? Feel free to leave comments or call me anytime at Country Bank.