When you are spending time on social media, you want to know it is paying off. How do you know what is working on LinkedIn, if you are not measuring it?
How can you use data to justify investing in learning and leveraging a social media platform?
What is your ROI
ROI is your ‘return on investment’. If you decide to invest in learning how LinkedIn works, or spend money to hire someone to write your LinkedIn profile for you, what return do you get on that investment?
How do you measure it?
Internal LinkedIn Analytics
There are two main account areas to look at analytics on LinkedIn – your Company Page and your Personal Profile.
This blog post is going to focus on data included with your personal profile:
- Posts & Activity
- Dashboard View
1. Posts & Activity
Every post you share on LinkedIn has it’s own analytics. You can access these directly on the post.
This shows up as a little graph at the bottom of your post. When yo click on the graph, a pop-up window will show up with three columns.
- The companies that your audience are coming from
- People who have the same title e.g. lawyer
- The location of the accounts who are viewing your post
For video posts, this looks slightly different:
Video analytics include video performance – number of viewers, lifetime views in terms of numbers and minutes watched.
You can click on each of the four tabs under Video Performance to see the graph/chart and more detail.
Clicking on ‘Audience’ will show information on your audience in a similar way to the post views.
Why is this information important? When you are using LinkedIn strategically to build your business, you (hopefully!) have a target audience – either company type, location or role. Or all three.
Checking in on your analytics will show if you are attracting the audience you are marketing to.
2. Dashboard Analytics
Everyone has access to their Dashboard Analytics. To find yours, go to your Profile, scroll down to below your About Section and Featured Section.
Each of the three numbers on your dashboard can be clicked on to lead to more information.
Who’s viewed your profile:
This number refers to the total number of views of your profile over the past 90 days. If you have a Premium service, you will be able to see WHO has looked at your profile. Without Premium (which costs £49 per month) you can see the numbers, but not the names.
Keep a watch on the percentage change – if your percentage takes a leap, then check your LinkedIn activity and posts to see what is driving that increase.
The post views will refer to the number of people who have looked at your most recent post. This applies whether your post is text, video, live video. When you click on this number, it will take you to the screen that shows all of your posts. To find out your individual post analytics, scroll back up on this post!
This number will bring up a pop up window with your Weekly Search Statistics.
The statistics will show you three distinct numbers:
- where your searchers work
- what your searchers do
- keywords your searchers used (this third number is only shown when you are appearing in more frequent search results)
If you haven’t updated your LinkedIn profile in a while, you may be getting found for roles or skills that no longer apply to your current role. This is one key reason why it is important to keep your LinkedIn profile up to date, especially the Skills and Experience sections.
Need help with your LinkedIn profile? Check out this post on updating your profile.
How can you use these dashboard analytics to help you build your business?
When I see that someone from a company has been looking at my profile, I click on that company name. If one of my connections works at the company, then I can usually safely deduce that this is the person who has been checking out my LinkedIn profile/activity. So it may be time to reach out on messenger to say hello.
Remember, one of the key ways to use LinkedIn is to build and grow relationships with your business network. Follow up on your warm leads and stay top of mind!
If you are ready to get a deeper understanding of how to use LinkedIn for Business, have a look at my three part workshop on how to Power Up Your LinkedIn.