The combined power of LinkedIn page analytics & website insights

 

This week we are reaching the milestone of 500 LinkedIn followers. To celebrate the occasion, we thought it would be fun to give you some audience insights and tips for analysing your own LinkedIn brand page followers and updates.

If you are reading this we assume you already know how powerful of a business platform LinkedIn is. If you advertise on LinkedIn, either for business development purposes or to build your brand or even a talent pipeline for your recruitment, there is a ton of data available to measure campaign success (that may be a future blog post in itself). But even if you currently only use LinkedIn primarily as a free publication channel to increase your reach and engage your followers, here are some tips to further leverage the platform at no cost to your organisation.

Alright, so you created and maintain a professional brand page with regular updates, the right use of hashtags, and meaningful content to steadily grow your follower base. Great! As a page admin, you can easily gain insights into the performance of your business page with LinkedIn’s built-in analytics to gauge trends across metrics and (adjustable) time periods etc. As an example, LinkedIn page visits analytics could look something like this:

LinkedIn 01.JPG

The number of visitors can be an indication of how interesting or popular your business (or business page) is. However, it does not tell you if you are reaching the right audience.

To check if your target group is among page visitors, you can look at the overview of aggregated demographics of LinkedIn members when they visit your brand page. For Peregrine, that looks something like this:

LinkedIn 02.JPG

You can choose between job function, location, seniority, industry (shown above) and company size.

Want to know which of your content is getting the most attention? Of course you do. LinkedIn lets you analyse your updates with a variety of engagement metrics (impressions, clicks, comments, shares etc.). See at a glance which of your posts perform best. Posts that receive upwards of 5% engagement rates are the ones you want to produce more of and/or consider giving an additional sponsored boost to reach people beyond your network.  

A couple of years ago, page admins could actually see a list of the individuals following their LinkedIn page, this functionality has since been removed for privacy reasons. The good news is that you can still reach them beyond your organic output by targeting them with sponsored content. All you need to do is add the LinkedIn Insight Tag (JavaScript code snippet) to your website to enable in-depth campaign reporting and unlock valuable insights about your website visitors. You can use the same tag to track conversions, retarget website visitors, and unlock additional insights about members interacting with your ads. There is no additional cost, though you will need to set up a LinkedIn ads account if you haven’t done that already.

To access the LinkedIn Insight Tag associated with your ads account you simply:

  1. Sign into LinkedIn’s Campaign Manager. You will need a LinkedIn advertising account to complete this step.

  2. Click the account name you want to set up website retargeting, conversion tracking, or website demographics for (if you manage multiple pages or ad accounts, make sure to select the right one).

  3. Click the “Account Assets” tab in the top navigation bar and select “Insight Tag” from the dropdown.

  4. Click “Install my Insight Tag”.

  5. Select the method you would like to use to install your tag. To see the tag code select “I will install the tag myself”.

  6. Copy the entire Insight Tag code from the window. Click “I’m done”.

  7. Add the JavaScript code to every page on your domain, preferably right before the end of the <body> tag in the global footer.

Once LinkedIn receives a signal from the tag you just placed on your website, your domain will appear under “Insight Tag”. Depending on the traffic of your website, it may take a little bit of time to see the first results, but the verification feedback is almost instant.

What does the tag actually do? Through cookies on user’s browsers, LinkedIn can make the connection between a known LinkedIn member and websites that feature the insights tag. Without exposing the user’s identity, LinkedIn lets you now view a number of visitor details, such as job title, seniority, and function, as well as location, company, and industry. Those details can help you tailor your marketing efforts and boost engagement. Beyond the added demographic and reporting depth, the tag also allows you to set up retargeting campaigns, e.g. using LinkedIn’s “Matched Audiences” (retargeted ads are up to 70% more likely to convert, and the average CTR is 10x higher than a standard display ad).

This level of ad targeting is a killer feature, particularly in B2B settings, since it allows you to reach decision makers in specific roles, industries, even companies in some cases, enabling your team for hyper-personalized content that converts.

Installing the tag is a matter of minutes and most admins see data populate within 24 hours. The demographic details available are below in the example from our Peregrine website:

The info from people you see in that aggregated view here is just a snapshot of all your website visitors (use Google Analytics for greater insights)

The info from people you see in that aggregated view here is just a snapshot of all your website visitors (use Google Analytics for greater insights)

So to wrap it up, if you are using LinkedIn for your brand in any capacity whatsoever, we would encourage you to take advantage of all the analytics that come with it. This will not define your digital marketing strategy, but give you valuable insights if you’re reaching the right people and capabilities to make your marketing content (and ad spend) more targeted.

As always, we would love to hear your feedback and questions. Reach out to us if you need help with the setup of your LinkedIn presence.

 
Martin HennigComment