LinkedIn Analytics的营销人员指南

Unless you’re a firm that sells B2B, you possibly haven’t thought much about LinkedIn as a marketer. You might think of LinkedIn as “only being for professionals,” a place where you can find potential employees. Yet LinkedIn is far more than a modern type of employment agency. It’s also a networking platform and a place to find awesome content. Depending on what you sell, you might find that many of your potential customers also spend time on the platform, giving you valuable marketing opportunities.

Nearly 830 million users来自200多个国家的LinkedIn以及5700万公司。一般，two new members join LinkedIn per second。LinkedIn的流量中有31.98％来自美国，英国6.65％，印度6.42％。

一般，each LinkedIn member connects to 400 new people, finds more than 100 new companies looking for their talent or skills, and gains connections to 500+ jobs.

因此，不足为奇的是，美国营销人员中有一半（2021年为50.3％）选择将LinkedIn包括在其营销策略中。

但是，LinkedIn营销人员需要设定目标，然后衡量针对这些目标的实际结果。这就是LinkedIn分析变得如此重要的地方。它们为LinkedIn营销人员提供了一种衡量其竞选成功的方法，并为营销人员提供了向管理人员进行资金进行未来LinkedIn营销活动的证据。

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LinkedIn Analytics的营销人员指南：

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How to Access Your LinkedIn Analytics

You have two main options for accessing your LinkedIn analytics. You can either find them in your LinkedIn app/website (desktop and mobile show different combinations of metrics) or connect LinkedIn to a specialist社交媒体营销平台。While we look mainly at the native LinkedIn analytics in this post, you will find most of the same data in many social media marketing platforms. Therefore, if you post to a range of social networks, rather than just LinkedIn, using a third-party platform, where you can access data on all your social media, could be more beneficial to you than viewing the analytics on each network natively.

If you’re using the LinkedIn app or website to find your analytics, begin by logging into your profile. Then go to the company page you manage. If you have one of LinkedIn’s admin roles, you will see an option to view Analytics at the top of your screen. LinkedIn Page admin roles are Super Admin, Content Admin, Curator, and Analyst. All have access to the Analytics tab, although the Analyst role faces some access limitations.

On the desktop, you can select from:

• Visitors
• Updates
• Followers
• 竞争对手
• 铅
• Talent Brand
• Employee Advocacy

On mobile, your Analytics screen has sections on:

• 搜索亮点
• 访客亮点 - 单击查看更多信息以获取更多深入的详细信息
• 追随者亮点 - 单击查看更多信息以获取更多深入的详细信息
• Lead highlights
• 内容突出显示 - 单击查看更多信息以获取更多深入的详细信息

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Visitor Analytics and Metrics to Track

Visitor analytics guide you to the types of people who have looked at your LinkedIn page. These analytics show visitor traffic and demographic trends across different periods. They help you understand who’s visiting your Page and how to convert them into a follower.

• Visitor highlights- the number of page views, unique visitors, and custom button clicks in the last 30 days. This also indicates the percentage change over the previous 30 days (Desktop/iOS)
• Visitor metrics——基于页面的流量的关键指标。你can filter these by time ranges, page sections, how many times people viewed your Page, and how many unique visitors (non-duplicate) visited your Page. You can view these metrics in aggregate or non-aggregate form (Desktop)
• 访客人口统计- a breakdown of who has visited your Page. You can filter it by time ranges, job function, location, seniority, industry, and company size (Desktop/iOS – called All Demographics on iOS)
• Life Page traffic- the total number of visits and unique visitors to your Life Pages. You can filter it by time ranges, published pages, unpublished pages, or all pages (Desktop)

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Update (Content) Analytics and Metrics to Track

LinkedIn公司更新是平台的Facebook帖子版本。例如，您可以分享新闻和公司里程碑，更新人们的业务活动，或突出您的员工。就像Facebook一样，您可以共享图像，视频甚至信息图表，以伴随您的文字。LinkedIn还提供了一个机会，可以将更长的文章作为博客文章发表，您的公司可以在其中教育或解释其对问题的看法。

分析你在这里看到的取决于你are using a desktop or mobile version of LinkedIn. On desktop, LinkedIn calls its analytics about your page updatesUpdate Analytics。However, if you’re checking your analytics on mobile, you will instead find内容分析。

如果您单击公司页面的“分析”选项卡，则为您发表的每个帖子找到一系列指标，包括：

• Post type- 帖子中包含的内容类型（桌面）
• 观众谁是你的帖子是可见的(桌面)
• Impressions- 当更新在屏幕上至少50％或单击时查看，以先到者为准（桌面/iOS/android）
• Article views- each article view counts when a member completely loads the article page. This includes any website or app they’ve clicked the link from. (Desktop)
• Video views- three or more seconds of playback while the video is at least 50% on screen, or a click on the CTA for sponsored videos, whichever comes first (Desktop)
• 点击- clicks on the update (Desktop)
• CTR- calculated as Clicks/Impressions (Desktop)
• Reactions- 所有更新的反应总数（桌面）
• Comments- total number of comments on all your updates (Desktop)
• Shares- 所有更新的股份总数（桌面）
• 跟随- total number of follow-clicks on your sponsored updates. When enabled in ad settings, a follow button is shown on your sponsored updates to LinkedIn members who do not follow your Page (Desktop)
• Engagement rate- 计算为：（点击 +喜欢 +注释 +分享 + sharts + lacks）/印象（桌面/ios/android）
• Content highlights- shows impressions and engagement rate for organic and sponsored content (iOS/Android)
• 内容指标随着时间的流逝——显示ag)gregated metrics for your organic and sponsored content over the last 30 days – impressions and engagement rate (iOS/Android)

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追随者分析和指标

These give you an insight into the people who have chosen to follow your Page. Ideally, you should tailor your content to meet the needs of your followers – assuming they match your target audience. If they don’t align with your target audience, you probably need to change your content strategy to attract your intended followers.

• 追随者亮点- 自创建以来一直关注您页面的成员人数，以及您的页面的关注者数量以及过去30天内的百分比变化（桌面/iOS/android）
• Follower metrics- how your follower numbers have changed over time. They can be filtered by time ranges. You can view these metrics in aggregate or non-aggregate form (Desktop)
• All followers- 您当前的页面关注者以及他们当前的就业地点以及他们遵循您的页面时。追随者按照重新列表（桌面）列出
• Follower Demographics- 关于谁关注您的页面，具有位置，工作功能，资历，行业和公司规模数据（桌面/iOS/Android）的细分，称为iOS/Android上的所有人口统计数据）
• Companies to track- 与您这样的组织相比，您的追随者的收益和损失，更新和参与率是如何的（桌面）

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Competitor Analytics and Metrics to Track

The Competitor Analytics section (desktop only) gives you (if you’re a page admin) a chance to gauge your brand’s performance on LinkedIn against competitors through follower and organic content metrics. You can find data about:

• Follower metrics -your Page’s all-time followers and new followers gained within a specified time range
• Organic content metrics- organic content metrics for your Page’s updates within a specified time range. If you click in the Total engagement column, you can see a breakdown of Reactions, Comments, and Shares.

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Lead Analytics

If you have launched a Lead generation campaign, this section shows the status of your lead gen forms and the number of leads collected from your Page Home and Product pages. In addition, you can download your leads and measure the impact of your campaign by viewing metrics like completion rate, cost per lead, and more.

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Talent Brand Analytics and Metrics to Track

人才品牌分析的重点是与您的职业页面互动。您可以使用它们来了解如何改善与职业页面受众的参与度。您可以通过单击页面左上角的人才品牌旁边的下拉列表，并选择过去3个月，过去6个月或最近12个月的一个下拉列表来调整这些统计数据所涵盖的期限。您只能在桌面上访问这些分析。

LinkedInsplits these statistics into four categories:

• 人才管道– key metrics based on member actions with your Page and jobs, including total career page impressions, number of page visitors that viewed jobs, number of new hires who visited your pages
• 人才流动- 从或丢失到特定组织页面的员工人数。这可以帮助您确定人才竞争者和趋势
• Talent attraction– measures how many competitor followers are engaging with your organization by viewing your Page, viewing your open jobs, or applying to your jobs
• Applicant behavior– displays the number of your applicants who have engaged with competitor Pages by viewing their Page, viewing their jobs, or have applied to their jobs

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Employee Advocacy Analytics and Metrics to Track

We have written extensively about employee advocacy on the Influencer Marketing Hub and even have a section coveringemployee advocacy platforms。LinkedInrecognizes the value of employee advocacy and, at one point, even had its own platform – LinkedIn Elevate, although the social network merged it into LinkedIn Pages in 2020.

您可以使用LinkedIn的员工倡导分析来评估内容质量和与员工推荐内容的参与。您只能在桌面上访问这些分析。

LinkedIn将员工的倡导分析分为：

• 强调– number of recommendations made for employees, number of posts generated from recommendations by employees, number of comments by LinkedIn members on these employee posts, number of reshares by LinkedIn members from these employee posts
• Employee Advocacy metrics– change in the number of recommendations, posts from recommendations, reactions to posts, comments on posts, and reshares of posts over a specified timeframe
• Employees posting from recommendations- 员工根据其资历，工作职能和位置共享的帖子数量
• LinkedInmembers reached- 与您的员工帖子互动的LinkedIn成员数量，这些成员是根据公司的公司，位置，工作职能，资历和行业而产生的。
• Recommendation engagement- 基于在指定的时间范围内向员工提出的所有建议，包括推荐内容的推荐标题，当内容与员工共享时，员工从建议，印象，反应，评论，评论，评论，评论，评论中共享内容的数量。

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How Marketers Can Use LinkedIn Analytics to Meet Their Goals

Marketers can look at the engagement data on their posts to gauge the types of updates that work with their audience versus those that don’t gel.

你can help your updates succeed by posting the types of content that will interest the “right” people. For example, B2B businesses don’t publish fluffy, informal social chats on LinkedIn like some businesses might on Facebook. Don’t just attempt to sell on LinkedIn or indeed any social channel. You need to give your audience a reason to want to interact with your content.

One way LinkedIn does this is by offering a publishing platform where you can publish full-length blog posts. Brands can publish articles about their expertise and interests. Even if you run a successful blog, it is worthwhile publishing some original content as a LinkedIn post rather than merely a link to a post on your blog site. Another way you can help increase the popularity of your LinkedIn content is to post at the times when your target audience is most likely to be using the platform. We have previously highlighted theBest Times to Post on LinkedIn to Increase Your Engagement。

If you want visitors to spend more than a few seconds on your Page, you need to ensure that you complete your Page as fully as possible. LinkedIn assists with this by giving you a percentage score for the completeness of your Page. If you haven’t yet attained 100%, it recommends what you can do to improve your score. Some vital things you need for a complete LinkedIn page include your organization’s logo, an overview paragraph, important organization information, and a customized Call-to-Action button. In addition, provide relevant information on as many tabs as possible to increase the time people are likely to spend on your Page.