You’re pouring so much energy into your LinkedIn lead generation efforts, but how do you know if it’s paying off? You need data and keen analysis to decide what you do next. In this article, we discuss how to measure what matters on LinkedIn.
Measure what matters
Here’s the good news: LinkedIn gives you excellent insight into your content performance and lead generation efforts, providing you with bunches of data. Having the data is important, but it’s what you do with it that really matters. As you track and analyse your key metrics, you’ll find out more about what your audience enjoys, the type of content that leads to conversions, and what delivers effective results. Your ability to make data-driven decisions helps you evolve your LinkedIn lead generation strategy, remain relevant to your audience, and ensure your strategy remains effective.
Assess your LinkedIn performance
When you’re looking to select the metrics you want to measure, it’s important to drill down your analytical approach. Consistent measurement and analysis of your key metrics will enhance your results. Here’s a broad framework for how you can choose what to focus on, as you assess your LinkedIn performance metrics:
- Identify what’s working: Take a good look at the content formats that perform most effectively. This will give you great insight into what your audience resonates with and is eager to engage with.
- Identify what’s not working: This one’s a little tougher, as it can be somewhat demotivating to put so much energy into your content, only for it to perform poorly. Consider it a lesson in how to refine your content strategy. Assess the types of content that haven’t performed well, and reshape your strategy accordingly.
- Optimise your content strategy: Now that you understand the types of content that perform well, you can go back to the drawing board and refine your content strategy. Don’t just consider content format and types, though – look at the subject matter you’ve focused on in those content pieces too. You may find that your audience is eager for you to share more of your expertise around a certain topic than you had expected.
- Aim to improve your lead quality: Once you’ve refined your content strategy, conduct further research into your audience. Is your content attracting people you didn’t expect? It’s time to consider adding them to your target audience. Is your content not attracting the type of leads you’re looking for? It’s time to adjust your content towards that target audience even more.
Select your metrics
Selecting your most important metrics helps you set a benchmark for your LinkedIn performance. Moreover, it also helps you refine your lead generation strategy even further, as you zone in on enhancing your performance in alignment with your chosen metrics. While the metrics that matter may differ from person to person, there’s one key element everyone needs to consider: Return On Investment (ROI).
Return on investment
You won’t find this metric in your LinkedIn dashboard, as it’s unique to your efforts, resources, and approach. It is, however, a key metric for everyone, because you need to know how much it costs you to generate your leads. Calculating your Return On Investment (ROI) will mean you need to consider:
- The time you spend on your LinkedIn lead generation strategy.
- The money you spend on getting great guidance from LinkedIn lead generation experts.
- The resources you use to support your LinkedIn lead generation strategy.
Once you have a full understanding of your Return On Investment (ROI), you can start to select what you need to measure carefully on LinkedIn. Let’s move on to choosing the metrics you want to measure. Remember: the metrics you want to focus on will be different from anyone else, and they must align with your LinkedIn lead generation objectives. Bear that in mind as you move through this list because your goals are the priority. When selecting which metrics to focus on, assess which ones actively help you achieve your unique goals.
Masses of metrics
As we stated earlier, LinkedIn gives you a wide range of data to sift through, so here’s a list of the type of metrics you can look towards measuring:
- Impressions tell you how many times your content has appeared in people’s LinkedIn feeds.
- Reach indicates the number of people who see your content on LinkedIn.
- Engagement indicates the number of interactions people have had with your content. This includes likes, comments, shares, and saves.
- Click-Through Rate (CTR) indicates the percentage of people who have clicked a link on your post.
- Video views metric tells you how many times your video content has been viewed. (Bonus tip: Some people watch your video more than once, and that’s a good sign you should keep making them!)
- Website visits tells you the number of times LinkedIn users have clicked through to your website, from your LinkedIn profile.
- Lead generation form submissions and analytics: When you’re using lead magnets, you’ve linked them to a lead form, where people submit their contact information to receive your content. Your lead form submissions will tell you how many people downloaded your content, subscribed to your newsletter, or sent through their contact details.
- Connection requests are the number of people who have asked to connect with you on LinkedIn.
- Audience demographics: LinkedIn helps you assess your audience quite rigorously, drilling down to age, location, job title, industry, and more. This helps you identify new target audiences, and refine the type of person you’re looking to turn into a lead.
Moving beyond the metrics
Now that you’ve established the metrics you’d like to focus on measuring, you need to go back to the basics and apply that personal touch to your LinkedIn lead generation strategy. Once you’ve refined your strategy and built out your preferred types of content, don’t forget to personalise your outreach, keep actively engaging with other people’s content, and remain consistent in your approach.
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