As you know, there’s a huge value to high-quality traffic that engages with your website content. This engaged traffic has a powerful ability to bump up the quality of conversions for a business. Your website’s Google Analytics tracks various sources of traffic and reveals their behavior pattern.
With its business-focused platform, LinkedIn has become a popular tool for B2B marketing. According to Econsultancy, LinkedIn is now responsible for 64% of all visits from social media channels to corporate websites. So, how do you find out how well it’s working for your business?
Start by looking at how much traffic is reaching your website via LinkedIn. You can find this exact number by clicking under Acquisition > Social > Network referrals (Google Analytics Dashboard). This view gives you two values – Sessions and Pageviews. I would give more consideration to the number of Sessions because that’s the number of users who were actively engaged with your website during that period. Pageviews can be misleading because they don’t give you any indication as to whether any time was spent engaging on your website.
But, to find out the value of LinkedIn traffic for your brand, you will have to go a step further and analyze how the visitors traveled through the website, what pages they landed on, and how many of them completed a goal. You can find this information under Acquisition > Social > Users Flow of your console.
This information can help you identify the visitor’s intent coming from this channel. For instance – if more than 50% of the traffic from a source exits the website before going to the next level, then your bounce rate will be high, indicating low user engagement with your content. At that point you need to consider the quality of content and whether it aligns with your target audience. On the other hand, if the Users flow indicates higher goal conversion from that source, then you’ve got it figured out – your content is aligned with user intent, and the traffic from the source is a highly qualified audience for your business.
Here’s a 5-min exercise you can do!
Ask your marketing team or website developer to provide you with two pieces of information:
1. Monthly traffic on the website from LinkedIn
2. Number of sessions for LinkedIn users and average Session time
If the traffic numbers are high but the average session time is low, your content is not resonating with the users. It is also possible that you are targeting the wrong users on LinkedIn. If this is the case, you would need to tweak the campaign on both ends to see the numbers and conversions improving.
As more and more business interactions are occurring in the digital space, the time is now to implement a strategy to make the most of what LinkedIn has to offer your business.
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