LinkedIn Analytics: The Complete Guide for Legal Marketers

LinkedIn is an essential tool for legal marketers. If your firm is using the platform, you need a reliable way of understanding what’s working (and what’s not) in order to optimize your strategies. Tracking your LinkedIn analytics offers a way to qualify your social media efforts and improve overall ROI and reach. But where should you begin? 

In this post, we’ll talk about the LinkedIn analytics legal marketers should track, and how to use them. 

Beginning with LinkedIn Analytics

You can track LinkedIn analytics directly in the platform, or by using third-party tools like HootSuite. If you’re using multiple social media tools, then it may be more efficient to use software that can track all of the metrics in one place. To start working in your LinkedIn analytics dashboard, log in to your LinkedIn profile. Then, open up the LinkedIn company page you manage. Note that this information is only available to page admins. 

The 5 Types of LinkedIn Page Analytics

These metrics give you a good idea of who is interacting with your page and how. Make sure to look at: 

1. Update analytics – Use this information to see how effective your LinkedIn updates are, whether your followers find them engaging, and overall trends and patterns. The findings will help you to alter your posting schedule or change the type of content you publish. 
2. Follower analytics – These metrics tell you who is interacting with your page content and updates. Better understanding your followers will help you to tailor your messaging and reach them more often. You can find data about your followers’ location, job, seniority, industry, and company size.
3. Visitor analytics – These numbers are similar to follower analytics, but display information on people who aren’t loyal to your firm just yet. This data shows you who is visiting your page so that your firm can spot patterns and tailor its updates to those visitors.
4. Employee advocacy analytics – It’s helpful to understand how your firm’s own employees are interacting with your page and content. Look at numbers like the quantity of recommendations made for employees connected to your brand’s LinkedIn page, or the number of comments by LinkedIn members on employee posts.
5. Talent brand analytics – Super admins who manage career pages can access additional information like: 
   1. LinkedIn post analytics 
   2. LinkedIn profile analytics

The Best LinkedIn Metrics to Track

There is a robust set of metrics to track across several social platforms. However, tracking all of them is inefficient and cumbersome. We suggest you focus on: 

Update Metrics

• Impressions – This is the total number of times your LinkedIn update is visible for at least 300 milliseconds.
• Reactions, comments, and shares – These are metrics that gauge engagement. 
• Clicks – Measuring this will tell you if your CTA is working. CTR is a metric shown as a percentage that divides the number of clicks your post receives by the number of impressions it got
• Engagement rate – LinkedIn calculates this for you by adding the number of interactions, clicks, and new followers acquired, divided by the number of impressions the post receives.

Follower and Visitor Metrics

• Follower metrics – You can consider these people that want to stay in the know with your brand. Look at the number of followers over time, all followers, and companies to track (so you can compare firms similar to yours). You can also drill down into demographic information. 
• Visitor metrics – This data shows the number of people who come to your LinkedIn page, but aren’t following you in order to regularly see updates. Take a look at things like page views, unique visitors, and custom button clicks. 

Employee Advocacy Metrics

• Change in the number of recommendations
• Posts from recommendations
• Reactions to posts
• Comments on posts
• Reshares of post

LinkedIn Profile Metrics

Even if you don’t use a business profile, you can still create content as a business influencer or as thought leadership. If you do, track the following:

• Search appearances
• Post views

3 Useful LinkedIn Analytics Tools

Even though LinkedIn does offer some native tracking, you may wish to dig deeper and take advantage of more efficiency. In these cases you might want to make use of third-party tools like these: 

• HootSuite – This is a great tool for firms that are active on multiple social media platforms. It allows you to not only schedule and optimize posts but use analytics to measure performance. 
• HubSpot – This platform helps you to tie social media to business growth. You can publish content directly through HubSpot or on other channels. If you use HubSpot, the all-in-one inbound marketing software, then this analytics tool provides insight into the entire client journey (not just social media data). 
• Socialinsider – The LinkedIn analytics tool in this software is one of the most used by media managers. It offers advanced benchmarking and analytics capabilities in a user-friendly interface. 

Takeaway:

One of the best things you can do as a legal marketer is to learn from past behavior. LinkedIn analytics helps you to do that on one of the most popular marketing platforms available. This post should give you a good start in understanding what to track, but if you need a deeper dive reach out to us. We can help clients extract the insights from their social media data and translate them into actions that generate measurable results.