How to use LinkedIn: metrics and Social Selling

When you created your profile on LinkedIn maybe you weren't aware of yet all the opportunities that this Social Network offers, which, contrary to what you think, is not only necessary to find work etc. etc. (we always say, we realize it too).

If you are reading this article you are already at a next step and you know that to get your company to know LinkedIn You will have to work on your company's reputation, give space to people who work there and you will have to create interesting content that will tell the brand's identity to your audience. The potential of LinkedIn Actually, they haven't finished yet, or rather, we haven't told you all yet. 

Read the article to learn more

In this article you will find out

Having a defined editorial plan in detail is almost useless if you do not take into account the performance of the posts and the effect that they generate in your audience.

There is a word that must become a mantra for you: Metrics.

Your new religion predicts that at the end of the week you should devote a day to analyze the metrics of LinkedIn to monitor the performance of the post published during the seven days before. 

If you prefer not to define yourself as a practitioner, know that LinkedIn actually allows you to monitor posts with the cadence you prefer: for the Company Page you can even customize the time interval by manually inserting the dates of your interest. 

Our suggestion, as not spiritual guides, is, however, that of check your work at the end of the week or with a certain frequency so that you straighten the shot immediately if you should realize that your posts are not generating the desired effect. 

LinkedIn instead places greater limits on the analysis of the Professional Pages: it gives you the possibility to choose only between one of the predetermined periods, no panic, however, it will be possible to carry out a complete analysis of the profile.

But let's go see how content analysis takes place and what values to take into account to see if the direction taken is the right one. 

Often, by analyzing the post performance, you only focus on the number of reactions you get in the single post, but to be really sure of the success of the posts you will first have to go to your Company Page and then click on the analysis section.

Once in the analysis section, you will find the items at the top: content, visitors, followers, leads, competition, Employee Advocacy.

La item ‘contained‘, on which the page will open directly, is what it does to our case: we will need to check the updates on the interactions.

After selecting the period of interest, you can scroll to the section 'interactions with contents' where you will find a data collection on interactions received from the single post. 

• Views: how much was seen a post
• Click: shows the number of individual clicks on your content, name or logo by a user who logged in. 
• COURT: Click Through Rate (CTR) is an index that measures the percentage of clicks that a content (advertising, organic search result, etc.) receives in proportion to the times it is displayed.
• Relations, Comments and Sharing: shows the number of reactions, comments and times when your content has been shared by members, including direct sponsored content and video posts.
• New follower: any new followers of the page reached thanks to the post
• Percentage of interest: shows the number of interactions plus the number of clicks and followers acquired, divided by the number of impressions.

What are the most important? Generally speaking, the most indicative voices to determine the success of a post and to keep an eye on are the views, the CTR, the number of interactions and the percentage of interest.

Their salience varies however according to theThe goal of the post and which is the latter shall be established before: for example, if the post you created is branding, you will certainly have to keep an eye on the views and the sharing to see how much it turned. post it will be interesting to go see if someone commented asking questions about it and what is the percentage of interest reached. 

You will have to keep in mind that post views depend onLinkedIn algorithm, while clicking and interacting depend on content and structure of post, from the topics dealt with, from the call-to-actions present that in turn influence the algorithm.

In addition, it will be essential to see if the content:

• has generated discussions within the community;

• It was rewarded by the algorithm and got many views or if it was otherwise penalized.

Post analysis is an indispensable and useful activity to understand what topics and formats work more for your audience on LinkedIn So, to avoid publishing empty and not seeing the number of followers grow, it begins to convert to this new creed.

Now that you know what content to post and how to control their performance, we pass to network of contacts you can create thanks to LinkedIn, but above all how to exploit it.

The Social protagonist of this article is born to create networks among professionals, but very often, after sending enquiries to carpet connection you do not know how to manage the network and what to do with all connections.

Did you know that LinkedIn is a perfect sales channel? Not only to sell to recruiters when looking for employment, but also to sell their products or services to target profiles. Social Selling and if you have already followed our content for a while you are likely to abandon reading the article because you already know what it is and you can no longer feel repeated all the potential of this tool. 

To our discourse, it is an activity in which we believe a lot, given the results that it is able to give (and then it is our work, a little understanding). If you do not know what we refer to, we explain it immediately: is a messaging activity on LinkedIn and it is the main means by which we find our customers, so we certainly do not lie to you about its effectiveness. 

Be clear, it is not a spam activity; the base serves a targeted and solid strategy that allows you to identify the ideal people and that fall within your target. 

Do you have companies that are on your wish list? From the Company Page of these you should be able to filter the people who work there based on the role they play in the company and try to contact them by writing a targeted message.

You can propose all your products and services, maybe differentiating according to what you think might be of interest to the specific prospect, or you can think of resorting to the activity of Social Selling in specific cases as in proximity to the launch of a new product or service or before a fair to take you forward and set up appointments with potential customers.

Our advice is to approach contacts in a “furbo” wayVisit the page of each contact and try to find out as much as possible: this way you can put your prospect targeted questions showing your real interest in her and towards its needsThe conversation will go on naturally because you can use the information you learned on your account and use it to get useful information about the company you work for and what they actually look for. 

The advantage is that you really need little: LinkedIn offers a Contact databases practically endless and you can start at any time.