LinkedIn is often undervalued and underutilized by companies of all types. We’ve created a blog series with the best tips for LinkedIn strategy and analytics, from beginners to more advanced LinkedIn users. But what happens when you go beyond simple campaigns? It might be time to utilize the help of a marketing agency to improve your LinkedIn strategy and analytics results.
If you’re just getting started with marketing on LinkedIn, check out our first post in this series. For those more familiar with the basics and ready to jump into some campaigns, get your LinkedIn ad strategy pumping with our second post.
Now that you’ve run a few campaigns, you want to make your LinkedIn strategy and analytics even better to generate more leads.
A big part of successful organic or paid advertising campaigns is being able to interpret your results. Certain data tells you what you’re doing well or need to improve on. If you’re not tracking this and making it readable for your marketing team, you’re just guessing whether your campaigns are meeting their goals.
You’re probably familiar with social media metrics, but your analytics may look slightly different with LinkedIn. From the company updates section, you can track your impressions, clicks, interactions, followers acquired, and engagement (interactions divided by impressions).
Not sure how to view the analytics for your organic LinkedIn posts? Visit this helpful how-to page on LinkedIn.
When working with a paid ad campaign, there are a lot of options for measuring success. Which metrics are best? Some are listed here:
- Click-through rate (CTR)
- Cost per click (CPC)
- Cost per impression (CPM)
- Lead generation form (LGF)
- Engagement rate (sponsored and non-sponsored)
These benchmarks are a great tool to have in mind when looking at your analytics.
Getting overwhelmed, or don’t have time to do all of this yourself?
Marketing agencies are great resources for optimizing LinkedIn ad campaigns and strategy. A good agency can offer valuable insights into your analytics that you may miss, simply due to lack of time. Agencies often have people who are experts in LinkedIn marketing and spend all day tweaking different pieces of the campaign until they hit a sweet spot. These experts are also in the know about industry, site, and technology updates that may affect your results, and what changes to enact when needed.
Some Tips for Getting Results
If you’re still interested in trying to optimize results yourself, explore the tips below.
Find the sweet spot in audience size.
This is a very important part of LinkedIn strategy, especially for those just dipping their toes in paid advertisements. Use the LinkedIn algorithms to your benefit! Right around 1,000 should be the sweet spot for campaign testing.
Try interest targeting with LinkedIn strategy and analytics.
There is little point in spending valuable funds and time marketing to people who will never have an interest in your product.
Much like the tool on Facebook, choose a broad category and then narrow interests you’d like to target. When your post starts getting engagement, it’s shown to a larger group of people.
Change up your visual content.
If you’re spending a lot of time seeking out great visual content but not seeing great results, consider trying something new. If you have enough budget, custom-made video content is worth its weight in gold. Don’t just go for the “talking head” videos, but try to develop something with a great message as well as high-quality imagery. Try to stay away from stock photos, as they don’t look as natural as in-house photography or product images.
“Adding custom images can get you twice as many comments on your posts, significantly driving up your overall reach and engagement rate. And video also drives up your engagement rate by five times, which makes it a critical part of your LinkedIn marketing strategy. The most impressive number is with live video, which helps you gain a whopping 25 times higher engagement rate.” – (Sprout Social)
To measure what’s working, visit the benchmark page to find out which ad format should have which click-through rate (CTR).
When all else fails, get your employees or industry partners to share out your posts! Once somebody has followed your page, they will see your posts and updates in their feed, keeping you and your message or products front of mind.
Not convinced that LinkedIn deserves this much of your time?
- LinkedIn has helped 45% of marketers with customer acquisition.
- Compared to Facebook, it generates leads 277% more effectively.
- LinkedIn accounts for 80% of B2B leads.
- It also accounts nearly 50% of the total social traffic coming to B2B sites.
- LinkedIn is the top choice for professionally relevant content, with 91% of executives choosing the platform.
Let Us Help With Your LinkedIn Strategy And Analytics!
That concludes our blog series on LinkedIn marketing! If you’d like us to handle your LinkedIn strategy and analytics, get in touch today.