A person holds a smartphone with the LinkedIn home page

6 Essential KPIs to Measure Success on LinkedIn

Andrew Schenkel

In today’s digital age, LinkedIn has evolved from a basic job search platform to a powerful tool for B2B lead generation and professional networking. For businesses and marketers looking to harness the full potential of LinkedIn, tracking key performance indicators (KPIs) is essential. These metrics offer invaluable insights into the effectiveness of LinkedIn strategy and help guide data-driven decisions to drive success. In this blog post, we’ll explore six essential KPIs to measure success on LinkedIn.

1. Engagement Rate:

The engagement rate measures the level of interaction content received on LinkedIn, including likes, comments, and shares. A high engagement rate indicates that the content resonates with the audience, driving conversations and building brand awareness. By tracking engagement metrics, you can identify which types of content perform best and tailor your strategy accordingly.

2. Followers Growth Rate: 

Monitoring follower growth rate on LinkedIn provides insight into the effectiveness of efforts to expand the audience and increase brand visibility. A steady increase in followers indicates that the content is attracting interest and driving engagement. By tracking this KPI over time, you can gauge the success of your content strategy and adjust your approach as needed.

3. LinkedIn Page/Profile Views:

The number of views on a LinkedIn page or profile offers valuable insights into visibility and influence on the platform. A high number of profile views indicates that the profile’s content is reaching a broad audience and generating interest in the brand. By analyzing profile view metrics, you can identify opportunities to optimize your profile and attract more visitors.

4. Followers’ Demographics:

Understanding the demographics of a page’s LinkedIn followers is key for targeting the content and advertising efforts effectively. By analyzing demographic data such as age, location, and industry, you can tailor your content to resonate with your target audience and maximize engagement. This KPI helps refine the LinkedIn strategy and ensure that you’re reaching the right people with your messaging.

5. The cost per impression (CPI)

Your CPI measures the average cost of each individual impression on your ad. Helping to indicate the cost of reaching potential customers and building brand awareness, CPI metrics are best used to measure very broad, high-end funnel campaigns where the main goal is to get as many eyes on your advertisement as possible.  The better your marketing campaign uses its budget to get in front of a digital audience, the lower your CPI will be. 

6. Click-Through Rate (CTR):

The click-through rate measures the percentage of LinkedIn users who click on your content or company page buttons. A high CTR indicates that your content is compelling and relevant to your audience, driving traffic to your website or landing pages. By analyzing CTR metrics, you can identify which types of content resonate with your audience and optimize your LinkedIn strategy to maximize engagement and clicks.

Tracking these six essential KPIs is a solid method to measure effectiveness on LinkedIn and refine your marketing efforts on the platform. Over time, as you consistently deliver quality, relevant content, you’ll likely see your business’s LinkedIn page gaining traction. While investing in a marketing company that offers specialized social media management services can be beneficial, it’s worth considering as they excel in identifying your brand’s unique voice and implementing tailored strategies to maximize your LinkedIn presence. By leveraging their expertise, you can potentially accelerate your growth and achieve even greater success on the platform.

Sources 

https://www.linkedin.com/pulse/linkedin-analytics-7-kpis-you-need-track-from-vavodigital/

https://business.linkedin.com/marketing-solutions/success/marketing-terms/kpi#what-is