What LinkedIn Interactions, Impressions, and Clicks Mean to Your B2B Company
It’s time. Social marketers in the B2B space must focus on LinkedIn as a social channel of prime importance.
Contemporary professionals move from job to job and organization to organization more frequently than previous generations did, but that doesn’t mean their allegiance to your product or brand disappears.
The best way to keep old customers and infiltrate new organizations is to get in front of people on the network they use for all things professional. That’s LinkedIn.
If they’re at a new organization, remind people of how much easier your product made their lives at the previous one. If they’re at the same organization, introduce people to a product that perfectly suits their needs.
Here’s why interactions, impressions, and clicks are vital metrics you should be paying attention to, and how you can generate more of each.
Interactions: What’s the Big Picture?
If you want the big picture view, take a look at the interactions you receive on your updates.
Interactions include the number of Likes, comments, and shares that your updates receive.
Paying attention to this number on a week-over-week basis is a great way to better tailor your company’s updates to those who follow you on LinkedIn and modify your content to match the interests of the people who engage with you.
Pro tip: Ask your employees to share your updates through their LinkedIn profiles. This will give you greater visibility and generate more interactions.
Impressions: How Many Eyes Are on You?
Want to know how many times your updates were actually seen? Keep an eye on your impressions.
You’ll be able to immediately highlight standout pieces of content, and set benchmarks and goals accordingly.
Pro tip: By comparing your impressions numbers month-over-month and taking into account follower growth simultaneously, you’ll be able to tell if you’re doing a good job of crafting updates that reflect LinkedIn user interests and reaching new eyes, as well.
Clicks: How Deep Is Your Interaction?
Just like on any social network, the click-thr0ugh on LinkedIn is the ultimate indicator that you have made your content appealing and have framed your update in a way that stands out amidst all the social noise.
By tracking clicks over time, you can understand which content is the MOST attractive to LinkedIn users and makes them want to know more, either about your product or blog content.
Pro tip: Take your follower demographics into consideration when tracking your clicks.
The people who actually follow your brand on LinkedIn are your super fans. Metrics-wise, I like to think of them as the people equivalent of clicks.
After you’ve evaluated your clicks on a particular campaign or piece of content, it’s worth reaching out to these folks and asking them why they clicked and what they’d be interested in seeing in future updates.
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I’m the Head of Marketing Communications here at Simply Measured, where I'm responsible for our content program, social media marketing, PR, and comarketing ventures. I love yoga, The X-Files, peaty scotch, hiking, and poetry. If I were a social media channel, I’d want to be Instagram, but I think I’m Twitter.