Since its 2002 founding, LinkedIn has become the largest professional network worldwide. Recent figures place it at almost 400 million users. LinkedIn isn’t just important for jobseekers and recruiters, it’s also a great way for businesses to connect with their prospects and customers. Thousands of businesses maintain company pages – providing information on their history, values, products, and initiatives.

There are many reasons to have a company page:

• It allows current and former employees to identify themselves more readily.
• It encourages better community, professional development, and networking.
• It helps attract prospects and motivate customers to engage with your brand.

Company pages also benefit from another advantage: Robust analytics.

Understanding Your Company Page’s LinkedIn Analytics

Anyone with an active LinkedIn account is somewhat familiar with analytics: Individuals get a glimpse at how many people have looked at their account in the last 30 days and how that figure is trending over time. Company pages benefit from more information.

Looking at the LinkedIn Analytics tab, you’ll see:

• Updates
• Followers
• Visitors

Each of these tabs has a different story to tell about how successful your company page has been.

Updates

“Updates” are to LinkedIn as tweets are to Twitter or posts to Facebook. Here, you’ll see how both your sponsored and organic updates are performing: That includes impressions, clicks, interactions, and new followers acquired in a given period. You’ll also receive a cumulative Engagement Score based on how users have interacted with your content.

Followers

The Followers tab offers granular information on your followers, who they are, and what they do. At a glance, you can see how your followers break down in seniority, industry, company size, function, or number of employees. When these figures match your buyer personas, you can feel confident you are on the right track with your campaigns.

Visitors

The Visitor tab provides the volume of visitors over time and all the demographic information that applies to the Followers tab. This measures reach outside your brand’s more dedicated followers.

LinkedIn also launched a “Content Marketing Score” for companies. The score counts member engagement across all your updates, LinkedIn groups, company pages, and employee updates divided by the total number of users in your target audience. In effect, it acts as a reach score to quantify the visibility of your content. If you’d like to access your score, contact your LinkedIn account representative.

LinkedIn offers outstanding B2B sales opportunities. LinkedIn analytics provide the tools to ensure your digital content is targeting and connecting with the right prospects for you.