Segment your audience Compared to other social media platforms such as Facebook, LinkedIn is a more expensive advertising channel. Although, as we have seen, the audience is exclusive and many marketers find value from it. It just means you have to be smart with the money you spend. Best practice when evaluating your LinkedIn marketing and its performance is to select your metrics upfront, then track them regularly. This will enable you to make quick adjustments or optimisations where necessary. I recommend the following three metrics: The Inbound Marketing Playbook / 24