6 Metrics Every LinkedIn Company Page Owner Should Know About

Let’s talk about LinkedIn company pages. Like any other marketing asset or initiative, you want to know what’s working, where you can do better, and how effective your previous work has been.

In this post we’ll cover the metrics that will let you know how well your company pages are performing and help you discover how you can use this information to make better marketing choices moving forward.

A LinkedIn company page is not the be all end all with regards to your LinkedIn sales development efforts, but they do offer some numbers that we recommend you keep an eye on to better measure your content marketing efforts and audience engagement along the way.

Here Are The Six Most Impactful LinkedIn Company Page Metrics:

1. New Followers

Let’s face it this isn’t the make-or-break number if you are using LinkedIn to develop personal relationships with your prospects, but in terms of the health of your company page and content marketing efforts it’s an obvious starting point. LinkedIn will break down for you how well you’ve attracted new followers to your company page.

This can be a great barometer on how well your content is being shared by your current audience, the impact of your other inbound marketing efforts, and ultimately provides you a base audience to share future content with.

LinkedIn’s organic reach with your company page following is unmatched with other social media networks these days. This number lets you know how many new audience members you are regularly adding.

2. Post Impressions

Post Impressions can be useful to track, if nothing else, just so you can see the amount of impressions you can get without having to pay for something. This will give you an idea of LinkedIn’s content reach and how far your can stretch your organic traffic.

LinkedIn’s organic reach on company pages is where Facebook used to be years ago before they moved heavily towards requiring page owners to boost their posts.

The Post Impressions number gives great insight into which content topics are gaining the most traction with your audience. This is one of the first places our team looks when they need new content ideas.

3. Custom Button Clicks

This tells you how many people are hitting the custom button (“Contact Us,” etc) on your page. Here is where you get a good look at how well your company page is resulting in a next step.

Is your call-to-action button effective? Is your company page ultimately resonating with your visitors and prompting them to get more information from your site?

This is the number that will let you know.

Now, you’ll need to view this number in context. If you add 2 page followers a month and 1 clicked to your site...I wouldn’t count on 50% conversion if you start ramping up your follower acquisition numbers. But as a baseline, the custom button clicks give more insight to how well your audience is responding to your company page as a whole.

4. Visitor Demographics

Knowing the visitor demographics on your company will tell you exactly who is visiting. This will show you if your posts, your status updates, and any other material you share on LinkedIn is getting to the right people, and if not, it will tell you what type of people you are currently attracting.

This stat allows you to look at your company page visitors based on industry, company name, job function, size of company and more.

LinkedIn’s value is rooted in their database. If you are targeting other businesses or business professionals, there is no better place to be. And by keeping tabs on the types of people and companies that are visiting your page, you can make sure that your message is resonating with the right prospects.

5. Update Engagement

This will show you exactly which pieces of content you’ve shared from your company page are getting the most views, shares, likes, and comments.

While those may seem like simple vanity metrics, they can be useful numbersl to determine what your audience best responds to and what they’re interested in.

If a particular status update received higher than normal engagement, that means it’s more likely that it will be shared to your followers connection pool. The more engagement you can generate on an update, the more likely that update is to generate new followers for your page.

Use this information to give you more content ideas down the road, or insight into the copy or images you use in your status updates.

By reviewing recent engagement on content that we’ve written and shared on LinkedIn, It has given our team a clear direction on how to construct updates AND on the topics our followers and audience most want to hear about and share.

6. Compare Metrics under 'Companies to Track' feature

This is perfect for a variety of reasons. Competitor research, finding potential prospects that are interested in similar products or services to yours, and getting ideas for the content that resonates best with your ideal audience are just a few ways to utilize this information.

Within your company page you can see a comparison chart with different companies that LinkedIn determines are similar to yours. You’ll be able to see how you stack up, including total followers, new followers, number of updates (how often they post), and the engagement rate on those posts.

Again, this is more of an “curiosity” metric but it can give you an idea of your competition, what they’re doing and how they’re growing.

Interested in learning how to turn your LinkedIn account in an appointment generating machine?