Over the years, LinkedIn has evolved from a catalogue of contacts and database of resume-like profiles to a fully encompassing social network bursting with opportunities – branding, advertising, networking, lead generation, recruiting, content marketing and much more. We are going to draw our attention to LinkedIn Company Pages and the analytics tool. For those of you who do not have a LinkedIn Company Page – it is essentially real estate for your business to help other members learn about your offerings, brand, products, services and job opportunities. An engaging Company Page is predominantly used to educate and drive engagement, attract followers and increase the company’s online visibility.
Each company page is equipped with a built-in analytics tool for the administrators of the page to gain insight into popular and engaging content, visitor demographics and page views. This insight can aid in strategizing a content marketing strategy and can enhance brand development. For example, if you notice a trend in highly engaging content, you can tailor your content marketing strategy to focus more on those topics and themes.
The analytics tool provides insight into updates, followers and visitors. The analytics “updates” section provides insight into the reach, followers, likes, clicks and shares for each individual post that is shared on the page. Here you will be able to see which specific posts are engaging (i.e. which updates people are reading, clicking, liking, commenting, sharing). A breakdown of the Company Page “follower” demographic is provided using 5 types of data – seniority, industry, job function, company size and employment status. This will allow you to assess and strategize action plans to engage with clients and/or prospects. This section also includes a “how you compare” feature – which is your number of followers compared to other similar companies. The tool further tracks visitor engagement including page views (how many times your company page was viewed) and unique visitors (this is similar to page views, but removes duplicate visits to a single page, such as when a user refreshes your Company Page or navigates away from it, but returns later). Similar to the follower demographic breakdown, page views are also broken down using 4 types of data – seniority, industry, job function and company size.
The date range is customizable for each of the three sections (updates, followers and visitors) meaning that you can zone into specified time periods and gain insight into when your page is attracting more visitors and engagement and if it correlates with popular content or certain page updates. The analytics tool can aid in brand development, online visibility, reputation building and also lead generation. They are free of charge and can provide valuable information for assessing, creating and sharing content that your target market is interested in.
If you have any questions or require help with your LinkedIn Company Page, contact us and we are happy to help!