LinkedIn Analytics: How B2B Organizations Can Make Sense of the Data

Every social media platform is striving to create the best user experience with insightful analytics and reports, and with LinkedIn Analytics, the social channel for business is taking the lead.

After all, without data and analytics, content creation is fruitless. You need the ability to track your posts’ performance to ensure they are reaching your target audience, and delivering the information your clients want and need.

LinkedIn analytics make it possible for 98% of content marketers to use LinkedIn for B2B content marketing and lead generation. Since the social media platform is always quick to understand its user base’s needs and deliver, it has recently brought in some updates to its analytics for enhanced insight into followers and top posts.

A boon for advertisers and content creators, these updates now provide more actionable data at their disposal.

Here’s how you can take advantage of them.

What Is LinkedIn Analytics?

LinkedIn Analytics is the free in-app data that informs content creators or business accounts about the key metrics helpful in devising effective social media strategies. Such analytics can make you aware of what is working for your B2B company and what isn’t. They also educate you on the type of content your B2B company’s followers want to see.

In other words, LinkedIn Analytics provides feedback on where your B2B company’s LinkedIn account stands and how your posts are performing.

LinkedIn Analytics can tell you who visited your company’s LinkedIn profile, and provide you insights into your new followers, impressions, follower demographics and more. With LinkedIn Analytics, you can also track your post engagement (how many followers clicked, liked, and commented on your posts). Such data provides a wealth of information for content creators looking for higher outreach and greater visibility.

Getting the Most Out of LinkedIn Analytics

If you have access to the creator mode on your B2B LinkedIn account, you can get better access and insights into your followers and content with the help of new LinkedIn Analytics.

LinkedIn provides a new “Demographics” section in the Audience tab under follower growth. This is a crucial addition as it can help you understand your audience better and categorize your followers based on job titles, location, industries, seniority, company size, and company name. This feature can also help you assess whether you are reaching the intended audience. If not, you can change your content strategy as required.

Building on such data, you can create more sought-after content by the kind of audience you have. By creating content that appeals to your followers’ preferences, you can amass a higher number of followers. You can also use this information to do your research on what’s abuzz in the market and deliver them in short videos or infographics, whatever is trendy.

Your top-performing posts can teach you a lot. Try to determine why these posts connected with your audiences the most and incorporate your findings in your other posts. To view your top-performing posts, click on the Posts tab of your creator analytics. Based on maximum impressions or engagement rates in a selected period, you can identify and select up to three of your top-performing posts.

You can replicate the content strategy that worked for these posts. For example, the ongoing trend of making several parts of the subject covered in one of your top-performing videos can also work wonders for your profile growth.

LinkedIn allows you to export your analytics in an XLS file. It has recently updated this feature to allow you to create reports for visitors, updates, followers, competitors, leads, and employee advocacy.

You can do this by going into the Analytics section, clicking on the Visitors, Updates, Followers, Competitors, Leads, or Employee Advocacy, and exporting the file for your preferred time frame.

Benefits of LinkedIn Analytics for B2B Companies

LinkedIn Analytics offers a treasure trove of benefits for B2B companies looking to establish a strong online presence.

For starters, LinkedIn Analytics enables you to learn more about your audiences so that you can connect with them organically, rather than taking the marketed-communication approach. You can also get an insight into which posts or strategies are working best with your audiences.

In addition, LinkedIn hosts over 875 million members worldwide. So, with the help of LinkedIn Analytics, you can ascertain what you need to do to open yourself to an expansive network of followers and limitless opportunities.

In an era where digital media is taking over the world, a robust online presence can organically translate into a positive brand image. For example, with an analytically sound content strategy, you can promote your social initiatives on LinkedIn. People can also locate you on search engines and in-app with ease.