LinkedIn Company Pages have become an essential tool for brands looking to connect with professionals and promote their products and services. With over 722 million members worldwide, LinkedIn provides unparalleled access to a massive audience. However, simply creating a Company Page is not enough. You need an effective strategy to attract followers, generate engagement, and quantify the impact of your efforts. This article will explore key metrics to track the success of your LinkedIn Company Page and provide tips to boost performance. Let’s dive in!
Follower Growth
One of the most basic ways to measure LinkedIn Company Page success is follower growth over time. Gaining followers indicates that your content and Company Page appeal to professionals who want to stay updated on your brand. To track this:
- Go to your Company Page analytics under “Followers” in the admin section
- Make note of your current follower count and record this number weekly or monthly
- Calculate the change in followers during each time period
- Aim for steady follower growth vs stagnation or decline
Slow follower growth may indicate poor content quality or strategy. Analyze why people might not be interested in following your brand and make adjustments. Posting more engaging content, running LinkedIn ads, or enabling the “Follow” button on your page can help drive more followers.
Engagement Rate
While follower count offers a vanity metric, engagement rate better indicates how well your content resonates with your audience. To find your engagement rate:
- Post consistently over a 1-2 week period
- Track the number of reactions, comments, and shares per post
- Add up all engagement actions per post and divide by your follower count
- This determines the % of followers engaging with your content
Benchmark LinkedIn Company Page engagement is around 3-5%. If your rate falls below 2%, your content may not be optimized for your followers’ interests. Consider adjusting topic, format, CTA, and timing of posts to spur more interaction.
Click-Through Rate
Click-through rate (CTR) shows how many people engage with links you share to outside content like blog posts or landing pages. To find CTR:
- Use LinkedIn’s built-in CTR metric under Company Page analytics
- CTR = Total clicks on your links / Total impressions (views) of your posts with links
- Aim for a CTR of above 0.5%. Higher is better.
Low CTR indicates your headlines and linked content may not be optimized to get clicks. Try different headlines, strategic linking, and relevant images to entice users to click through.
Website Referral Traffic
A key goal for Company Pages is driving traffic to your website. Measure how many visitors come from LinkedIn:
- Install Google Analytics on your website
- Check Acquisition > Social > LinkedIn to see total website sessions/users, page views, etc from LinkedIn
- Compare to previous time periods to see if efforts are increasing referrals
Slow or declining traffic may mean your on-page SEO needs work. Ensure you embed strong keywords in linked pages to appear in search results.
Content Engagement
Native content published directly on LinkedIn can garner significant reach and engagement. Track its success with:
- Total reactions, comments, and shares per native post
- LinkedIn Content Suggestions Impressions and CTR
- New follower growth from publishing native content
Use these metrics to identify your best-performing content formats and topics to guide future content creation.
Lead Generation
LinkedIn’s Lead Gen Forms allow collecting lead contact info right from your posts. Monitor:
- Leads generated from LinkedIn on a weekly/monthly basis
- Conversion rate = Leads / Total form impressions
- Lead quality (job titles, companies, etc.)
If your lead metrics fall short, try different gated content offers, targeting, and calls to action to improve conversion rates.
Employee Advocacy
Your followers want to engage with experts behind your brand. Track employee advocacy with:
- Number of employees actively sharing content
- Total impressions and engagement from employee posts
- Content reach with and without employee amplification
Compare Company Page only vs employee + Company content reach to make the case for launching an employee advocacy program.
Sales Opportunities
For B2B brands, a core goal is generating new sales opportunities. Monitor:
- Leads and contacts from social efforts like InMail outreach
- Pipeline opportunities created with social sourcing and content promotion
- Closed deals from LinkedIn prospects
Strong sales numbers validate investing in your Company Page to build relationships with prospects.
Brand Mentions
Mentions of your brand and content across LinkedIn also signal engagement. Check for:
- Total brand mentions and tags over time
- Member comments and discussions about your brand
- Qualitative sentiment in brand conversations (positive vs negative)
Increased community discussion reflects growing brand awareness and interest.
Competitor Benchmarking
Keep an eye on how competitors’ Company Pages perform using:
- Competitor follower counts and growth
- Engagement levels on competitor content
- Website traffic and leads from competitors’ LinkedIn
Compare to your own metrics to identify areas for improvement and where you have an edge.
Conclusion
While LinkedIn Company Pages offer many benefits, you need to track key metrics to optimize efforts and prove ROI. Monitor follower growth, engagement, leads, website traffic, advocacy, mentions, sales, and competitors. Analyze results regularly and tweak your strategy to maximize LinkedIn success. With the right approach, your Company Page can become a powerful asset for reaching professionals and achieving business goals.
