Measuring and monitoring your results and performance against your original goals and objectives is essential.
This is where many businesses tend to fall short of utilizing LinkedIn to generate leads and increase sales.
Many businesses aimlessly post content without checking to see if it’s working. Then after six months, they wonder why their campaign isn’t making a positive impact on their business’s bottom line.
When you take the time to measure your results, you’ll discover more information about your campaign which will allow you to steer your campaign in the right direction to achieve your goals and objectives, while stopping those efforts that aren’t working.
When you work out your strategies and tactics for your campaign, you will be estimating what you need to do to accomplish your business goals and objectives.
However, as your campaign runs, you will be able to see exactly what you need to do to achieve what you originally set out to do.
For instance, after your campaign has run for a while, you might determine that you need to increase the amount of money that you spend on advertising to attract new followers, or you may need to change the kinds of posts you are making to increase engagement and reach.
You need to learn how to make your marketing campaign work for you, which means you need to constantly measure your success against the goals that you set and then constantly adjusting your strategies accordingly in order for you to achieve results.
LinkedIn Analytics
LinkedIn analytics provides you with the metrics and trends of your company page. It is split into two sections, Company Updates, and Followers.
The Company Updates section tracks three areas on your company page,
• Updates
• Reach
• Engagement
The updates area provides you a table with the most recent updates from your company page. The table includes the following information.• A preview of the post.
• The date that each update was posted.
• The audience that the update was sent to, either your followers or targeted audience.
• Which campaigns you have sponsored an update in.
• The number of times each update has been shown to members.
• The number of clicks on your company page, logo, or content.
• The number of times people have liked, commented, or shared an update.
• The engagement percentage of your content.
• How many followers you gained by promoting an update.
The reach area of LinkedIn analytics displays a graph that shows the number of times your updates were seen through a paid campaign or organically. You can select your preferred date ranges from a drop down menu to further customize the data that you view.
Within the engagement section of the analytics there is a graph that shows the number of times a member clicked, shared, or commented on your organic or sponsored content. The graph includes the following information.
• Where your followers are coming from.
• The total number of LinkedIn members following your page.
• The followers that you gained to your page without advertising.
• The followers you gained on your page through sponsored updates or company follow adverts.
• The top five places where your followers are coming from as a percentage of your total followers.
• A breakdown of who is following your company page.
• How your number of followers has changed over time.
• The number of followers compared to other companies.
Utilizing Google Analytics
For a more detailed look at your LinkedIn company page analytics, you can utilize Google Analytics. For example, Google Analytics can provide you the number of people LinkedIn is sending to your website or how many of your connections and followers are converting into customers.
With Google Analytics you can receive advanced reports that let you track the effectiveness of your campaign with a number of social reports.
The Overview Report
With this report, you can see how much conversion value is generated from all of your social channels. It compares all your conversions with those resulting from your social media profiles.
The Conversion Report
The conversion report helps you to quantify the value of social and shows you conversion rates and the monetary value of conversions that occurred due to referrals from LinkedIn and any of your other social networks.
Google Analytics can link visits from LinkedIn with the goals you have chosen and your e-commerce transactions.
To do this you will need to configure your goals in Google Analytics. You can do this under the Admin menu, in the goals section. Goals on Google Analytics allows you to measure how often visitors take or complete a specific action.
You can either create goals from the templates that are offered in the program, or you can create your own custom goals.
The Networks Referral Report
This report tells you how many visitors LinkedIn and the other social networks have referred to your website and shows you how many page views, visits, the duration of the visits, and the average number of pages viewed per visit. From this information, you can determine which network referred the highest quality of traffic.
Data Hub Activity Report
The data hub activity report shows you how people are engaging with your site on social networks, like LinkedIn. You can see the most recent URLs that were shared, how they were shared, and what was said.
Social Plug-In Report
The social plug-in report will show you which articles are being shared and from which network. This is important to understand which sites are driving traffic to your site and providing you with the insight to change your marketing approach if necessary.
The Social Visitors Flow Report
This report shows you the initial paths that your visitors took from LinkedIn and other social sites through to your site and where they exited.
The Landing Pages Report
This report shows you the engagement metrics for each URL and includes the number of page views, average visit duration and the pages viewed per visit.
The Trackbacks Report
This report shows you which sites are linking to your content and how many visits those sites are sending to you.
This can help you work out what kind of content is the most successful so that you can create similar content. It also helps you to build relationships with those who are constantly linking to your content.
Tracking Custom Campaigns
Google Analytics lets you create URLs for custom campaigns for website tracking. This can help you to identify which content is the most effective in driving visitors to your website and landing pages.
For instance, you might want to see which particular updates on LinkedIn are sending you the most traffic, or you may want to see which links in an email or particular banner on your website are sending you the most traffic.
Custom campaigns allow you to measure these results and see what is and what isn’t working by allow you to add parameters to the end of your URL. You can either add your own URLs or use the URL Builder.
To use this feature, simply type “URL Builder” into the Google search box and click on the first result. The URL builder form will only appear if you are signed into Google.
You can then add the URL that you want to track and complete the rest of the fields and click submit. You can then shorten the URL with bit.ly or goo.gl/.
Once your custom URL is established you can track the results through Google Analytics.
Tracking the results of your marketing campaigns on LinkedIn is an essential part of generating more leads to your website. By running these reports and adjusting your strategy based on the results you can adjust your current marketing strategy to increase the leads you receive and improve sales.
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