How To Quickly Audit Your LinkedIn Business Page
Like Facebook and Twitter, it is important that you track the performance of your company page on LinkedIn too. You need to constantly compare your page with your competitors’ pages to identify the strengths and weaknesses.
I will give you a quick guide on how to audit your LinkedIn business page. The main purpose of your page audit is to gauge the performance of the page. You want to know which LinkedIn content is getting you the results and which is falling short. The duration and frequency of the audit really depends upon your time and availability. But, the more frequently you audit your LinkedIn company page, the better as you can carry out a periodical analysis of the performance of your page. And similarly, regularly comparing your page with your competitors’ pages will help you reduce what your customers want from you on LinkedIn and what you offer them.
Start by creating a spreadsheet, wherein you put these details: Your company page URL, your competitors’ company page URLs, audit period, number of page followers, follower demographics, type of content, total impressions, total clicks, total likes, total comments, total shares, etc. You can either create a spreadsheet from the scratch by yourself, or you can download from the web, where you can find a number of social media audit spreadsheet templates.
Once it’s ready, here’s what you should do:
# 1 – Understand your LinkedIn page followers.
LinkedIn has a built-in analytics tool like Facebook. This is available under the Admin Pages option and then Analytics. Here, you will be able to see the total number of followers for your LinkedIn business page. This gives you an idea of how many people you are sure to reach with each of your page post or paid campaign. This is a good milestone to check the progress of your LinkedIn business page over time.
Once you know your total number of followers, look at the detailed follower demographics. You can find out information such as: industry, company size, seniority, function and employee. This data will help you understand whether you are attracting the right type of target audience for your LinkedIn company page.
# 2 – Track your page engagement data.
Once you have understood your page audience, you would like to know your overall engagement on and around the page. Here, you are looking at page figures like total number of impressions, total number of clicks, total number of likes, total number of comments, total number of shares, and overall engagement percentage. All these data are available for a specified time period. You can usually choose a thirty day range if you are going to conduct your audit on a monthly basis. Looking at these numbers will give you an idea as to what type of content does your page audience prefer consuming on your LinkedIn company page the most. This information will help you prepare and strategize for your future posts too.
# 3 – Monitor your LinkedIn referral traffic.
Other than what happens around your business page on LinkedIn, you are also interested in know what type of and how much traffic does LinkedIn refer to your business website. You can do so using Google Analytics tool. In Analytics, you can select social network referrals option under the Acquisition tab. Along with other social media websites like Facebook and Twitter, you can see the traffic related data about LinkedIn too.
# 4 – Spy on your competitors’ performance.
It’s not enough to audit only your own LinkedIn business page. You would also want to track the performance of your competitors’ LinkedIn business pages. This will help you understand how they stack up.
There are many third party tools available to track the performance of your competitors’ LinkedIn company pages. One such tool is called Quintly. It allows you a deep dive into your competitors’ performance on LinkedIn by creating a paid account with the portal. But, in order to ascertain the applicability of the tool in your audit, you can try it out for free for a period of two weeks.
It’s a simple process really. You just need to enter the URL of your competitor’s LinkedIn company page in this tool. You will get useful information on the dashboard such as, the total number of posts published by your competitor on the LinkedIn business page, the timing and the frequency of posts, etc. You can also gauge their page performance in terms of the interaction rate, interaction distribution and rate of interaction by type of content posted on the LinkedIn business page. You can do this same analysis for your own LinkedIn page too, for additional insights.
Carrying out an audit of your LinkedIn business page from time to time helps you keep your LinkedIn marketing strategy up-to-date and as per the preferences of your audience. It will show you whether or not, LinkedIn is the right platform for your business or you should redirect your social media marketing initiatives to a more rewarding platform.
Do you have any more steps to add to this LinkedIn company page audit process? Leave your comments below.