Always measure your results To get better at LinkedIn marketing, you need to analyse your efforts regularly. Most social media schedulers include a reporting function as standard. If you’re not using one, don’t worry! LinkedIn’s own analytics pages can give you an enormous amount of insight. LinkedIn Analytics is split into 3 sections: Visitor analytics Everything you need to know about the people who click on your page, including: • The total number of page views and unique visitors over time. • The ratio of visitors from desktop and mobile. • Demographic information such as job function, location, industry and company size. Update analytics Engagement metrics for all your LinkedIn posts, including: • The total number of likes, comments, clicks and shares you’ve had over a specified time period. • The ratio of engagement between organic and sponsored content (if you’re running any LinkedIn ads). • Real-time data on a post-by-post basis, including impressions, views, clicks and LinkedIn’s own aggregated engagement rate. Follower analytics All the information you need on your audience, including: • The total number of followers you’ve got and how many new followers you gained in the last 30 days. • Demographic data on all of your followers, showing you where they live and work. • A competitor tracker, comparing your followers and updates to those of other similar companies. The Inbound Marketing Playbook / 51