Do You Really Know How Well Your Company Page is Doing?

Company Page Analytics: Assess your Page Performance

LinkedIn Company Page Analytics are very useful in improving your page performance and shortlisting prospects.

Even as a basic member, the Admin Center gives you access to the following data for the last 30 days (with respect to midnight of the previous day):

1.      Visitors: LinkedIn Members who have visited your page, including those who do not follow you.

2.      Post impressions: This gives you a viewer count for your page updates, especially the number of revisits.

3.      Followers: This gives you information about your recent followers or subscribers. Of course, you have the figures for the total number of followers.

Remember, if you are accessing analytics at any time of the day on the 10th of April, it will show you data that was analysed at midnight on 9th April.

While the Admin center can serve as a report card, you need an analysis of actionable trends and your activity dashboard shows you these very trends. You can find it in your Analytics menu.

1.      Trends for your updates and content metrics i.e. the vanity metrics such as likes and shares as well as the engagement metrics of comments on your content as well as mentions in other online conversations. When you see these trends in light of comments, you may arrive at some useful qualitative insights about your audience.

2.      Trends that define your visitors and followers in terms of numbers and demographic information. You may be operating from London but if the majority of your followers are from Asia, you may have to rethink your content strategy or your target market. It is also possible that you may be pursuing high ranking executives for your financial services while your subscriptions comprise of new recruits.

3.      If you have the time to do conduct a detailed analysis yourself, you can also assess whether visitors from a particular location are converting into followers.

The Visitors Page

1.      LinkedIn provides you with page views as well as the unique visitors who viewed your page in the last 30 days. It also shows you the % change in visitors and unique visitors as compared to the previous month. This Month on Month (MoM) variation tells you whether you have gained visibility with a new audience and whether your traffic has increased or decreased.

2.      It also highlights aggregated traffic data for your page, wherein the default view displays data for the past two weeks. There are times of the year when two weeks can be a crucial window for professionals to decide upon their investments, expenditures, employment or personal matters. The aggregation is essentially an average of the sum of page views from various links on your profile. You can view the same data as a line graph at the centre of this section.

3.      The Line Graph shows mobile device users in blue and desktop using audience in orange and an aggregate toggle to show you the combined results as per metric, page and time range. Ask yourself, does your target audience prefer using a mobile or desktop and how does it match the demographic data of your visitors? Has your desktop viewership increased during this lockdown?

4.      When you analyse your graph filters, how does the date and time of your page visits fair in comparison to your page visits? This comparison can help you schedule your updates and content calendar. Your metric filter can get you information about unique visitors and when you compare it with your share metrics in the admin centre, there exists a possibility that you discover a unique visitor who has shared your content. Maybe you have few unique visitors, but your engagement is higher and it can be the foundation for capitalizing a niche market. On the other hand, a greater number of unique visitors reflect a great SEO, but it has to be converted into a lead.

5.      If you are using sponsored content based on Cost per Thousand Impressions (CPM), you can review the impressions to assess your ROI. The M here in CPM is the Roman numeral for 1000.

6.      You can also see the demographics of your visitors and filter them according to location, industry, job function and company size. Makes you understand if your content is reaching the right people. Remember, there are many recruiters and job hunters on LinkedIn too; maybe they visit your entire page after visiting your career page or a job posting. The LinkedIn Career pages (Life), are a paid feature and if they indicate zero activity, you have to rework your showcase pages and include one about your company’s culture.

The Updates Page

1.      Many LinkedIn users are satisfied with the metrics that are visible on the content page i.e. likes, views and comments. If you are one of them, you need to have a better look at them in your Analytics menu. You can assess activities across all your content for the last 30 days. If you are running an ad campaign or sponsored content on LinkedIn, the resulting engagement is categorized as paid traffic and you can see detailed stats that distinguish your organic traffic and paid traffic.

2.      This page also shows a line graph that represents organic traffic in blue and paid traffic.

3.      Impressions capture content revisits and unique impressions show unique visits. You get data on likes, clicks and shares along with a social engagement percentage i.e. conversion of your post reach into engagement)

4.      A table of update engagements provides individual data for each article and also lets you navigate to the same article and review its comments in light of the numbers.

The Followers Page

1.      You get to see your follower count.

2.      The follower gains section highlights whether it has changed over the last month as well as the previous month. This section also allows you to alter your time frame from one month to that of a week or a year. It shows the organic following in blue and the paid following in red.

3.      The traffic metrics section is the only section that you may have to see on a daily basis, especially when some of your content is over performing. The reason being, you only see the recorded data for the previous 24 hours and you may miss out on the day to day change, unless you are a sales navigator subscriber.

4.      The Follower Demographics template is the same as your visitor demographics template but you can also see the top 10 of each filter i.e. Seniority, industry, company size, location and function. IT is important to compare followers with visitors. Once you get acquainted, you will be able to gauge audience categories that are not served adequately and those which have a good conversion in terms of content. Perhaps you discover a competitor who is following your or visiting you regularly. Maybe you have an information rich content that serves the needs of digital marketers who simplify it for consumers better than you do and you may emerge as a source material provider for all your competitors.

The Companies to Track Tool

LinkedIn can help you get a better look at your competition. The companies to track tool lists out other companies that operate in your line of business or niche and provides a comparative analysis of your company page with respect to their pages. This too helps you discover the following:

1.      A comparison of Total Followers.

2.      Performance in terms of subscribers gained.

3.      Frequency of updates with respect to your page.

4.      A comparison of Rate of Engagement.

A combination of these metrics with your assessment of competitor pages can help you identify the toughest competition and also arrive at LinkedIn practices that are most suited to your needs.

If you would like to discuss a strategy for increasing your visibility and engagement on LinkedIn, please click here

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