If you want to win at LinkedIn, let's discuss the vital role of LinkedIn analytics in evaluating and enhancing your LinkedIn strategy.
Today's episode is sponsored by Metricool. Make sure to register for a FREE Metricool account today.
Use Code MICHELLE30 to try any Premium Plan FREE for 30 days. https://i.mtr.cool/NEDXVZ
Key moments in this episode:
00:00 Introduction: Are You Wasting Time on LinkedIn?
00:32 Embracing LinkedIn Analytics
02:19 Navigating LinkedIn Analytics for Profiles and Pages
06:30 Understanding Post Impressions and Engagement
08:46 Exciting Announcement: Partnership with Metricool
12:39 The Importance of Audience Demographics
17:47 Reporting and Automation Tips
18:50 Actionable Tips and Final Thoughts
Check out episode 119 with Joe Pulizzi to learn about how the Metricool sponsorship happened
https://podcasts.apple.com/us/podcast/joe-pulizzi-the-roadmap-to-becoming-a-content-entrepreneur/id1603908569?i=1000651210950
ABOUT MICHELLE J RAYMOND Michelle J Raymond is an international LinkedIn™️ B2B Growth Coach. To continue the conversation, connect with Michelle on LinkedIn™️ and let her know you are part of the community of podcast listeners. Connect with Michelle J Raymond on LinkedIn™️ - https://www.linkedin.com/in/michellejraymond/ B2B Growth Co offers LinkedIn™️ Training for teams to build personal and business brands and a LinkedIn™️ Profile Recharge service for Founders/CEOs. Book a free intro call to learn more - https://calendly.com/michelle-j-raymond/book-an-intro-call-15mins Social Media for B2B Growth Podcast is a fully accessible podcast. Audio, Video, Transcript and guest details are available on our podcast website - https://socialmediaforb2bgrowthpodcast.com/ Subscribe to our YouTube Channel - https://www.youtube.com/@MichelleJRaymond
#LinkedIn #LinkedInAnalytics
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Michelle J Raymond: Are you wasting your time on LinkedIn following a strategy
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that's not actually delivering results?
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Do you even know where to look to find out if what you're doing is working?
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Today's episode is going to be all about how you can find out quickly and easily.
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G'day listeners, Michelle J Raymond here.
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And this week I am going to be talking about something that once upon a time I
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would have thought was an absolute snooze fest, and that is LinkedIn analytics.
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Now, for those of you listeners who are on team snooze fest, I totally understand it, but if you
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want to spend time on LinkedIn, that's efficient and effective we have to become friends with them.
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This is coming from somebody that.
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If we look back when I went for one particular job and they make you do one of those aptitude
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tests and they gave me a math test and they gave me a personality test and all of the
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results came back and said, hang on a minute Michelle's personality she has a strong dislike,
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like on the extreme of data and analytics.
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But on the other hand, my math skills were quite high.
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And so the people that I was applying for the job were confused.
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They're like, Michelle, we don't understand.
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And I'm like, Just cause I can do it doesn't mean I like it.
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What's changed for me when it comes to LinkedIn, why do I like analytics more than what I used to?
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It's simply, I want to know that the activity that I'm doing.
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Is going to pay off in the long run.
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And I don't have the time or the resources to get this wrong and drift off course.
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But in this episode today, listeners, I want you to stick around because I have a hugely exciting
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announcement coming up later in the show, and that includes a special offer for all of you.
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It's the first time I've ever been able to do this, so it makes it especially special for me.
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So stick around and I can't wait to share because it came about because of an episode
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not that long ago with Joe Pulizzi who, that conversation was a game changer for me.
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So stick around cause it might actually have an impact on you as well.
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First of all, when it comes to LinkedIn analytics, I want you to understand that for
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both pages and profiles all the analytics that you need are pretty much on the platform.
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And ultimately, whether you're a company page admin, you can have access, whether
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you're a personal profile and running your brand through that, you can have access
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to analytics pretty simply and easily.
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And for the most part free, maybe not everything's included on the free plans profiles.
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But ultimately it can get some pretty good insights.
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Now with this on your personal profile, essentially, if you go across onto your
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profile, analytics are right at the top, just under your banner and headline and
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photo, and there's a panel there, which.
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You can click on and take a look around and see, hang on a minute I've got all of these things
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showing like post impressions who viewed my profile, followers, things along these lines.
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If you've got a newsletter, there'll be some stats there as well.
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Now, I don't want you to go into that just yet.
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I'm going to tell you what I think is worth looking at.
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Over on your page with the latest changes to the LinkedIn layout, we've
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actually got two spots that you can look.
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Number one is on the dashboard in page admin view.
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If you scroll down, they've got a new area called track performance.
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Now track performance is a highlight and a summary.
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And it even tells you that people that pay attention to these things have
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better results, which totally makes sense because they're key metrics.
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But ultimately, if you want to do a deep dive, we're going to go over in page admin
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view, left hand menu, you'll see analytics.
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Now I encourage people to go and check this out.
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It doesn't matter what you click on.
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None of them will break.
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And if you go in there and lots of red, I don't want you to get too distressed.
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Red doesn't always mean a bad thing.
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It's just a snapshot at a point in time.
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And the good news is we can actually change that point in time.
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Often with analytics, when you change the time period that is covered, you get a
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completely different view of what's going on.
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It will default to seven days and with seven days, that's not enough
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time on LinkedIn to get some insights.
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But if we go across and we have a look, we've got other options.
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90 days is one of them, 365 days.
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And you can also set custom periods.
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I think quarterly is a good amount of time to see where things are up to.
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And also annually is the other one that I pay attention to.
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So what's happened.
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What's the trend over the last 365 days.
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I had to look at my own stats and I was just blown away.
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So I don't know which one I should be happy or sad about because in the last
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seven days, lots of red negative numbers.
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If I go out to 90 days, those numbers improve vastly.
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They were like five to 10 times.
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In the positive now, if I zoom out a whole year and have a look at how I've been going
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over the last 365 days, what do you know?
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I am smashing it compared to the 365 days before that.
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The trend is very much going up.
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So even though there's lots of noise on LinkedIn saying impressions are down.
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Mine were up 861 percent and I'm getting similar feedback back from
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the clients that I've worked with.
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They've had some really great results very quickly by following my G.R.O.W.T.H
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framework, which is super exciting.
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I'm so happy for them.
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So now that you know where to find them, that's one piece of the puzzle.
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But what do you want to look for when you get there?
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And it's easy to be blinded by post impressions.
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Now, what are post impressions?
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That is the number of times that your post has been displayed on a screen.
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That is not the number of times that someone has read the post.
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It's not the number of times they clicked or engaged on it.
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And if you think about how fast you scroll personally on your phone, How
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quickly things go past your eyes.
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It could be as little amount as that time that we're talking about here.
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Now, the higher the number in general, better, but there's so many things out of your control
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when it comes to that LinkedIn are always changing around the algorithm, there's things that go up.
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There's things that go down.
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One day you write a great post and it works.
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The next day you write something similar and it flops and you're scratching your head.
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The thing that I want to say to you is I never judge my entire performance on post impressions.
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Why don't I focus on that is because it's like grabbing a book, opening it up and judging that
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book on each and every word that's written.
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A book doesn't make sense until you see a sentence, a paragraph, and
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ultimately the whole story comes to life.
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And it's the same with your posts.
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You're effectively creating a story for your brand.
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It doesn't matter whether it's company or personal, every post is
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contributing to an overall story.
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So don't get upset if they go down.
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Have a look at what things did work, have a look at things that didn't work.
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Maybe it was just the wrong time.
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Maybe you post it at a time of day that you don't normally.
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Maybe there was a public holiday somewhere else in the world.
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There are so many other factors.
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So zoom out like I shared before and change it from a seven day view to a out to 90 days
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or 365 days and, post impressions, I just want to get that across that I think it is
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only one piece of the puzzle and there's a much more important piece of the puzzle.
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Which if I think about my time on LinkedIn and I spend, it feels like 24 seven there.
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I don't hear anyone talking about this and this is why I want to raise it for you.
00:08:46
But before I get into that, before I share what I think you should be looking at, I am
00:08:52
busting with excitement to share this news with you listeners, because at the end of
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every episode, I share an actionable tip.
00:09:00
Now I don't just do that for the sake of the people listening.
00:09:04
I take the information that I get from guests and I follow that information myself.
00:09:10
And when I was talking to Joe Pulizzi, I'll share the details in the show notes.
00:09:14
I recommend if you're someone that's looking to make money as a content entrepreneur,
00:09:19
you have to go and listen to this episode
00:09:23
during the episode.
00:09:24
Joe raised the idea of, Hey, if you built a podcast or a newsletter, why not think about
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reaching out to someone as a benefactor, AKA a sponsor for that podcast or newsletter, anywhere
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that you've built your own list and asked to work with someone where both of you can grow together.
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And it was like a light bulb went off for me
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. He said, just reach out to a company, approach them.
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And I was thinking, who would I approach?
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And I remember when I went to social media marketing world, they
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had a lot of display stands there.
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And there was one team, the Metricool team, Who I just clicked with, I loved their product so much
00:10:06
that I'm actually using it in my own business.
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And it's like the Swiss army knife that every social media manager needs.
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And listeners, because I have done that partnership, this podcast is
00:10:18
now sponsored by the team at Metricool we're partnering up to grow together.
00:10:23
And what does this mean for you?
00:10:25
The cool thing is they've given me a discount code so that you can try out some of their premium
00:10:30
plans, or they also have a free forever plan.
00:10:34
So if you just want to go and have a look around free forever, how cool is that?
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I encourage you to check out the premium plans and use the code MICHELLE30.
00:10:44
And of course the details will be in the show notes.
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Go and check it out.
00:10:48
Here's a little bit more about Metricool and what they've got going on and there's so
00:10:53
many new features that are coming through.
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Metricool for the win.
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And I'm looking forward to working with the team to really just help social media managers
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have a way that they can work with the right tools to be more efficient and effective.
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That's my goal when I'm working with my clients, how can I make the burden of keeping
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up with all the social media, platforms, how can I make it easier to manage?
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Now, I did say that impressions is one thing and yes we should keep an eye on it, but there's
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something that's far more important to me when it comes to analytics that I think that you
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should be taking a look at, and that is you should be having a look at whether it's page
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or profile, the demographics of your audience.
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Are the actions that you're taking, attracting the right people.
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Are you growing in the right areas or have you drifted off course or maybe got distracted
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and all of a sudden you realize, hang on a minute, maybe the post impressions have
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dropped, not because of the LinkedIn algorithm.
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But because I haven't been strategically building the community, IE, I've got busy that happens.
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I haven't been using the search bar to go and find my ideal audience and connect with them.
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And with that, it means when you do a post, your post doesn't resonate with that audience.
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And therefore the numbers keep going down.
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Nobody wants numbers to go down.
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We are all on a mission to make them go up.
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So what kind of things am I talking about that you can check so quickly?
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On profiles, you're going to go back into that analytics panel up the top, click on that.
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And we're going to have a look at things like who are the profile viewers go in
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there, have a look and see what kind of headline comes up, click into their profiles.
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Are they roughly in your target demographic?
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We're also going to be having a look at the followers of your account, same thing.
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And within these, don't forget, you can always click around and get more details.
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And also in the search appearances, has your profile been showing up in an
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increasing number of search appearances?
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Why is this important?
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It's a reflection of how well.
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Your LinkedIn profile has been optimized.
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If you are not showing up in searches, it means you're not being discovered by people
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who potentially may need your products and services, or have an interest in your
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industry that we might have referral partners.
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We might have collaborative partners.
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It might just be cool people that share your interests.
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So building community means having a look at those demographics.
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On Pages I think it's even more important and we have similar kinds of.
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Analytics over there, same thing, page admin view, go and have a look.
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You're going to click on analytics, open that up and look at things
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like page visitors, page followers.
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And, within that, we then have the demographics of things like company
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size, job titles uh, locations.
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so if you're targeting a particular geography and when you go in and check these demographic
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analytics and people aren't showing up from those areas, Houston, we have a problem.
00:15:46
But the good news is once again, it's easily fixed and a bonus tip for people.
00:15:51
There's another area, which I think you should be looking at as well when it comes to demographics.
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And this is a place where you can find warm leads and maybe start conversations with people who
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have next level interest in what you're doing.
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And that is your newsletter subscribers and analytics for pages and profiles
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include this, and you can see who are the subscribers to your newsletter.
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How cool is that?
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It is one of my favorite things because people who want to read long form they're the people
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who are invested in what you have to offer.
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And so for me, I think that's a really great metric that I put more emphasis on.
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And the same thing goes for your events on LinkedIn.
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So have a look at your LinkedIn lives.
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You can see all the attendees, the metrics, who was there.
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It's always important.
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So look for those things.
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That to me says.
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Building the right community.
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I have them in mind when I'm creating content, I'm speaking to them and
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their problems and how I solve them.
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And from that, I'm going to get better stats for post impressions and post engagement.
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Which are driven by activities like comments and pressing the like button or
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see more and things along those lines.
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But first of all, make sure you've got the audience that's showing up
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that wants your kind of content.
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To me, I liken it.
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Imagine if you jumped on to Netflix, I'm going on there and I wanted to watch a
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rom com cause that's the kind of gal I am.
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But when I click the button, I'm shown a horror movie.
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The same thing happens when you've got the wrong community and you post that content to the wrong
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community it feels just like that for them.
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So make sure that you are paying attention to these demographics.
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The last thing I want to talk about is I want to talk about reporting.
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Many of you are responsible within businesses to reporting back to others.
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And some of you might just be curious, how can we keep a track of these things?
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The way that we can do that is there is an export function that will generate an Excel spreadsheet,
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a very crude and basic one, one nonetheless.
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And don't forget to change the time periods . Make sure you have a look at that before you
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press the export button, which is just in the analytics in the top right hand corner.
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But for those of you who want to level up and have to report internally and don't want the
00:18:27
hassles of having to download, remember to do it at month end when everything else is going on.
00:18:32
The good news is this is one of the things that you can automate on
00:18:35
the premium plans within Metricool.
00:18:38
And have that emailed to you directly and bring it all together in a really
00:18:43
amazing, beautiful looking report that just makes your life so much easier.
00:18:48
So that's what I'm all about.
00:18:49
Listeners.
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I want to make your life easier, but before we finish up, we're always
00:18:54
going to go into the actionable tips.
00:19:23
What are my actionable tips this week?
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No surprises for anyone guessing here.
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I want you to go into your company page and your profile and check your analytics.
00:19:32
I want you to find out, are you speaking to the right people?
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Are you building the right community?
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Are the things that you are looking at lighting you up and you know that you're on
00:19:44
the right track, and if you're on the right track, reach out and let me know via direct
00:19:50
message over on LinkedIn or drop a note in the comments if you're watching this on YouTube.
00:19:54
Ultimately what I want you to do is have that confidence to know that everything
00:20:00
that you are doing is paying off, that you are headed in the right track.
00:20:04
For some of you, you're about to get a rude shock and discover.
00:20:09
That you're heading in the wrong direction.
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Now that's okay.
00:20:12
Don't let it go another year or six months before it gets even worse.
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If you're stuck and not sure how to fix it, make sure you reach out to me.
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Let's start that conversation.
00:20:24
But the longer that you leave it, the worse that it gets, the harder it is to turn around.
00:20:31
So if you get the insight that you're heading in the wrong direction, I want you
00:20:36
to go to the search bar and use that and use the search bar to find those people
00:20:41
who are best suited to your target audience and start building a strategic community.
00:20:47
That's what today is, has been all about.
00:20:50
It is not just about looking at analytics because we have nothing better to do.
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I honestly, like you are not going to find somebody that doesn't like looking
00:20:59
at numbers and data more than me.
00:21:01
And I wouldn't do this and recommend it to you listeners if it wasn't really
00:21:05
important and it wasn't this secret to my success, my business has grown.
00:21:10
It continues to grow.
00:21:12
My numbers on LinkedIn are going crazy.
00:21:15
Why?
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Because I pay attention to details like this.
00:21:18
I've just shared my secrets.
00:21:19
If you've enjoyed this.
00:21:21
Yeah.
00:21:21
Like I said, don't forget to reach out and connect with me on LinkedIn.
00:21:24
I know there's reminders throughout the show, but it's a genuine request from me because
00:21:29
I really love hearing from all of you.
00:21:32
So until next week, listeners cheers.