Five Tips for Better LinkedIn’s Reporting
Business-to-business (B2B) marketers often turn to LinkedIn to start conversations, drive word of mouth, and share content — and then run headlong into a common problem: they can only get some of the results for their organic efforts out of the popular social networking platform.
Of course, that doesn’t really matter to the CMOs in the corner offices. They want insight into organic audience engagement so they can make more informed decisions for improving brand awareness and demand generation strategies.
Thankfully, it doesn’t have to be difficult to know if you’re reaching potential buyers, driving website traffic, and executing tactics, content, and campaigns that resonate on LinkedIn. Here are five tips for overcoming LinkedIn’s organic measurement challenge.
1. Capture data directly from company pages
Recently, LinkedIn added the ability to export organic updates analytics for current and previous months – in separate spreadsheets that must be appended for a single view – but that’s not adequate for a longer-term view of performance. Thankfully, more historical data is still available in the analytics module itself, and you can use a self-service data prep tool to drag and drop metrics and append all of the available data into a single workspace where they can be viewed and manipulated in clean rows and columns (hint hint: we can help with that).
2. Combine analytics with other data
Once the analytics are available outside LinkedIn, they can be blended with other datasets from Google Analytics, a marketing automation system, or Salesforce.com,and then exported to a visualization tool. Bring all sorts of formats – like database files, web pages, or spreadsheets – into a single workspace, and normalize and combine the data into something you can work with.
3. Assess the impact
LinkedIn data combined with additional sources enables closed-loop reporting. For example, LinkedIn results plus Google Analytics reports can show which organic updates – and the content they share – drive website traffic and convert visitors. Add on Salesforce.com information to see how leads progress through the sales funnel and get a better sense of the customer journey.
4. Leverage the insight
Now that you know which updates resonate, optimize or redirect efforts across channels to achieve better engagement. Turn comments and questions into conversation starters or email subject lines for improved open rates (we tried it ourselves – it works!). Try alternate calls to action (CTAs) to drive more traffic. Reach out to offer free trials, exclusive access to additional assets, or encouragement to become brand ambassadors. You get the picture.
5. Curate for the big picture
As with any channel, it is the outcome – traffic, leads, sales, and which updates can influence whether leads become customers – that provides the most marketing insight, and your reporting needs to reflect this. Roll LinkedIn insights into a comprehensive dashboard for your overall marketing strategy to determine ROI and prove marketing’s contribution to achieving revenue and business goals.
Ready to give better LinkedIn organic reporting a try? Download a free trial of Datawatch Monarch to get started.