What To Measure On LinkedIn
We often get bogged down with analytics and what to measure on LinkedIn and other platforms and the truth is, there’s very few things that are important.
The fact is, it is extremely difficult to measure your ROI when it comes to social media because so many of your clients will be an indirect result. Unless they specifically tell you that they found you on LinkedIn or other platforms, it’s almost impossible to know for sure.
A lot of agencies will send fancy reports every month with lovely figures about reach and likes and so on. These are vanity metrics. There is no real place for them other than to make you feel better because having a thousand likes on your page means nothing when it comes to converting them into clients. There is far more to it than that.
So, what should you measure when it comes to LinkedIn?
There are a few things to keep an eye on. Remember, do not take this as gospel. The real results come from those who pick up the phone or contact you for a meeting but there are certain aspects of analytics that can help keep you on track.
There is a lot to being successful on LinkedIn. One of the things to keep in mind is that if LinkedIn likes you and your content, you are far more likely to get seen by more people. The more people that see you, the more likely you are to get to your target audience so keeping in favour with the platform is a must.
Who’s viewed your profile?
Knowing how many people have viewed your profile is important. Why? Because here you can measure whether you are doing the right things on LinkedIn by how many people you are attracting.
LinkedIn views this on a rolling 90-day period so it will change constantly. If one week your views are particularly high but the next week it dramatically drops, it will be something to do with your overall activity so it’s a great way of keeping on track.
Where do you find this information?
- Go to ‘view profile’
- Scroll down to ‘your dashboard’
- Click on ‘who’s viewed your profile’
Once you click on it, it will tell you if you are up or down on last week. You should be aiming to continuously increase this.
For me, this is one of the most important things to measure on LinkedIn. If you want to be found by your target audience organically, then this is one to watch!
When someone is looking for your services but don’t know who you are, they will type keywords or phrases into the search bar. LinkedIn then looks for those keywords in profiles, headlines, content and activity.
If your profile is strong and filled with keywords, there is a high chance it will find you and therefore, show you to the searcher. We always advise that you optimise your LinkedIn profile.
If you click on ‘search appearances’ in your dashboard, it will break down the information further.
This information tells you who has searched for your services, where they work and how they found you (what keywords you appeared in).
If you do not have any keywords at the bottom of the page, something isn’t right. It means you are not getting found for the right reasons and you may need to look at your profile and activity and make some adjustments.
Consider what people would type into Google if they needed your services. These are the keywords you want to be found for.
They may not all be relevant but as long as the majority of the services you want to be known for are there, you are doing well.
SSI – Social Selling Index
There are conflicting views on whether this provides relevant information but personally, I love it. I use this tool to measure my LinkedIn performance and it really does keep me on track.
So, what is it?
Your SSI is a tool that LinkedIn uses to rate your profile. It breaks it down into four categories and gives you an overall score out of 100.
To find your SSI score, visit www.linkedin.com/sales/ssi.
This is where LinkedIn rates you against others in your industry. It’s important to check what industry you have stated in your profile and make sure it’s correct. If it’s wrong, this is worthless!
It will give a % score. The lower the better. The lower the score, the better you are performing on the platform.
This is where LinkedIn rates your performance against others in your network. Again, the lower the score the better.
Why is this important?
You score is updated weekly and it’s a great way of keeping yourself on track and finding areas where you need to improve. If your score is decreasing, something isn’t working. It could be your profile, your headline, your content or your engagement activity. This is a great way to give yourself a kick up the proverbial and up your game.
For example. I haven’t been anywhere near as active on LinkedIn for a while and my score has dropped dramatically. I was at 1% for both measurements but as you can see below, I have now dropped amongst my network. This tells me I need to work much harder to get seen on the platform.
Breaking it down
As I said earlier, LinkedIn uses 4 main pillars to measure you:
- Establishing your professional brand
- Finding the right people
- Engaging with insights
- Building relationships
Each one of these pillars is scored out of 25 to give you an overall score out of 100. The higher the score, the better.
Let’s break them down further.
Establishing your professional brand
LinkedIn will look at your overall performance to rate you in this category. From your profile to your content. You need to build your profile with your audience in mind. Remember, it’s not an opportunity to sell but an opportunity to show how you can help. Take yourself out of your own head and write your profile from your audiences’ perspective, and don’t forget the keywords!
You can’t stop there! Your content needs to establish you as an industry leader. Remembering the industry that you have placed yourself in, you need to create content that matches that and adds value to your connections with your help and advice.
Finding the right people
The truth is, unless you upgrade your LinkedIn account, you will never get a full score in this category. This is about identifying your target audience through the tools available. You can still get a decent score by using the filters and searching profiles through your connections to find a good match.
Engaging with insights
For me, this is the most important thing to measure. It’s not good enough to just create content and expect people to engage with you if you’re not prepared to do the same thing. You have to get involved in other people’s conversations and add value to their content.
LinkedIn put a huge amount of focus on this so if you’re just scrolling and not getting involved, the chances are, you’re not getting seen much either.
This is probably the easiest category to gain a high score. This is about establishing relationships with decision makers. The more people repeatedly engage on your posts and vice versa, the better.
Are views important?
There is no simple answer to that question. In my opinion, people tend to put too much emphasis on how many views they are getting because you only need one of those views to be your target audience to get a conversation started, however, it’s obvious that the more people that see your posts, the more likely it is that you will get to that target audience.
My advice on this subject is to put time and effort into creating quality content and engage as much as you can and the views will automatically increase.
As I said earlier, don’t get bogged down by vanity metrics. Even the ones I’ve explained today are there for your own ego in reality, however, for me, they keep me on track.
You know where I am if you need me.