Make Better Marketing Decisions with LinkedIn’s Improved Analytics

LinkedIn continues to improve their platform for those who are active and invested in using this platform on a consistent basis. Today I am sharing the latest analytics available and how to use them to make better, data-driven decisions about your current network, target audience, and measuring the success of your content.

As a person who uses LinkedIn as a tool to get in front of and influence my ideal audience, I am leveraging the tools LinkedIn provides so I can make a better decision about what content to post more of and if I’m attracting the right people. The analytics provide me this information and indicates which KPI’s to track.

New Analytics Banner

You likely have noticed the new analytics banner featured at the top of your profile which I believe to remind you to check your analytics.

According to Hootsuite, a third-party posting and analytics tool, “Visitor analytics show you people who are coming to your page but aren’t loyal followers of your brand on LinkedIn — yet!

You can use this data to spot traffic patterns and tailor your LinkedIn updates to new visitors. This can lead to visitors converting into new followers and increased social engagement.”

Click on the arrow in the right corner to open the table showing your post impressions, profile views (learn more below), total followers, and your search appearances which simply means, how often your profile appeared in search results in the previous week.

Total Followers

Your total followers number shows if the number of people who are following your work increased or decreased in the past week.   Open that link and you will see the days of the week where you had more followers which you could associate with your activity. You will also see the top demographic information, about the people who follow you (including connections and non-connection followers).

Track your growth of people who are ‘Following’ you over time.

Search Appearances

How often your profile appeared in search results for the previous week.

The Search Appearances profile feature displays statistics on how many people found you through a search on LinkedIn. This feature also provides member insights about those who searched for you, such as their companies and job titles, which can be used to surface professional opportunities that are relevant to you.

Click open search appearances and you will also find the keyword in your profile that people found you for. If all of these keywords are not in your profile, consider adding them. In addition, there are clues to where people work that are searching for you by keyword.

Post Impressions

Shows how many impressions your posts gained or lost in the past 7 days. Once you click open the post impressions, you will then be able to show posts results from 14 – 365 days prior.

You can also use the drop-down menu to choose the data for impressions and total engagement of your posts.  This data is critical to measuring how your posts are performing. The top KPI to measure is engagement. The more engagement you have with your post indicates the post’s relevancy to your audience. Look for trends here on the topics of your posts because this will dictate what you post in the future.

I also use a 3rd party tool to track my data called https://www.shieldapp.ai/ which provides even deeper analytics.

Other changes to LinkedIn

Who’s viewed your profile

Click on ‘Analytics & Tools – which you find as mentioned above in this article at the top of your profile header image. Click this section open and you will see “Profile views’ in the bottom left of the quadrant.

The LinkedIn Basic account will have the following Who’s viewed your profile features:

  • If you have set your profile viewing options to display your name and headline when viewing profiles, you’ll see the five most recent viewers in the last 90 days, as well as a list of suggestions for increasing your profile views.
  • The list displays viewer insights such as:
    • Number of profile viewers
    • Interesting views
    • Where your profile viewers work
    • Where they found your profile
    • Their job titles

Unlocking the details of who has viewed your profile over the last 7 days has now been removed for those with a free account and this has become a premium feature. (Really disappointing)

Why Unlock Premium to get this feature

This ‘who’s viewed my profile’ feature is valuable because you can see who has found in via a LinkedIn search, where people work who have looked at your profile and these items provide you great information to discover if you are being found for the right keyword and right people!

The image below shows a profile where you can see viewing the people are locked because it is a free account. So there were 164 visits to this profile over the past 90 days, but this person does not have access to see who these people were. Interestingly to me is the fact that 10 people found this person by performing a search on LinkedIn, which means the keywords in the profile are helping people find this person.

Even if you don’t upgrade to a premium plan,  I encourage you to change your settings so you can be seen and found. To double-check your own settings, here are the instructions on how to do that:  CLICK HERE TO CHECK YOUR SETTINGS

I believe ‘private mode’ isn’t helpful in 90% of cases. Sure, there might be a time when you want to look at someone’s profile in stealth mode, but true opportunities are gained when your profile is open and people can see your picture and headline.

With a premium plan, you can see everyone who has viewed your profile over the past 90 days, you will see their name, company, industry, location, and more!

Check your notifications

Search your notifications by clicking ALL for recent happenings by your network. You can also filter the search for just YOUR posts and any post in your network that MENTIONS you.

Further filter your posts in addition to the post impressions section I mentioned above in this article, you can click the drop-down menu for posts with comments, which allow you to quickly make sure you haven’t missed a post you should have commented on, you can also look at posts to see those with the largest number of reactions which is an indication of how your topic has influenced your network. By measuring the interest of your post topics you will know what to post more of in the future!

Invite your website visitors to follow your personal profile

When you initially open your analytics tool, scroll to the very bottom of the page until you see ‘Creator tools’ – if you click the word available > on the right side it opens the code shown in the image below which you want to add to your website.

Activity Section

Rolling out to all profiles is an updated version of your activity section. You will easily be able to search yours or another person’s activity page by posts, comments, images, videos, articles, events and documents.

Conclusion

Get in the habit of checking your LinkedIn analytics if you want to gain more visibility, develop your thought-leadership, position your expertise, attract the ideal customers, and build influence.

If you have a company page and what to improve your company page marketing, check out this article: https://linkedinforbusiness.net/leverage-linkedin-company-page/.

Your company page offers additional analytics to improve your performance, but that’s another post.

In the meantime, if I can help you grow your influence and develop a smarter content marketing strategy, schedule a free call with me to discuss.

Was this article helpful?  Leave me a comment below and let me know what resonated most with you.

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JoAnne Funch

JoAnne Funch

Helping business owners and corporate leaders use LinkedIn and relationship building strategies to gain more exposure for their brand so they have more impact, credibility & income.

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