Right, let me tell you about my chat with Isabel the other day – it really got me thinking about how we’re really using LinkedIn, or rather, how we should be. We were grabbing a coffee, and the conversation drifted, as it always does, to the black hole of social media marketing. Specifically, LinkedIn. Isabel’s company is trying to ramp up their business development through the platform, and they’re feeling a bit… lost.
“We’re posting, sure,” she said, stirring her latte, “but it feels like shouting into the void. How do we actually know what’s working?” That’s the million-dollar question, isn’t it? The answer, as always, lies in the data.
First things first: Know Thy Audience
Before even thinking about what to post, you’ve got to know who you’re talking to. Seems obvious, but it’s amazing how many companies skip this fundamental step. Who are your ideal clients on LinkedIn? What are their roles, their industries, their interests? Use LinkedIn Sales Navigator (if you’ve got it) or even just advanced search filters to build up a profile of your target audience. Once you have a good idea of the people you are targeting it becomes easier to think like they do and to create content that they would be interested in.
Deconstructing the Posts: A Deep Dive
Okay, now for the meaty stuff. Isabel mentioned they were posting a mix of content – articles, images, the odd video. But they weren’t really tracking what resonated. I suggested she start meticulously categorising and analysing her LinkedIn activity.
- Post Type Breakdown: Track the performance of each post type – text-only, images, videos, documents, polls, and articles. LinkedIn analytics provides this data. Note the engagement rate for each type (likes, comments, shares, clicks). This will help reveal preferences.
- Content Format Analysis: Go beyond post type and look at the actual format of the content. Are how-to guides performing better than thought leadership pieces? Are behind-the-scenes glimpses getting more traction than formal announcements? Document everything.
- Content Pillar Alignment: Make sure everything aligns with your key business areas. If you offer three core services, create content pillars around each one. This not only organises your content but allows you to track which service area is generating the most interest.
Isabel was scribbling furiously at this point. “Okay,” she said, “so we need a spreadsheet. Post type, format, topic, engagement metrics… got it.”
The Engagement Rate Equation: What’s Really Driving it?
Engagement rate isn’t just about likes. It’s about meaningful interaction. Are people commenting? Are they sharing? Are they clicking through to your website? These are all indicators of deeper engagement.
Think about the language you use. Are you using a conversational tone, asking questions, encouraging discussion? Are you using relevant hashtags to increase visibility? Are you responding promptly to comments and messages? Engagement is a two-way street.
Turning Insights into Action: Data-Driven Content
This is where the magic happens. Once you’ve gathered enough data (give it a month or two), you can start to see patterns. Which post types are consistently generating the highest engagement rates? Which topics are resonating most strongly with your audience? Use these insights to refine your content strategy.
For example, if you discover that video how-to guides are killing it, create more of them! If thought leadership pieces are falling flat, try a more practical, solutions-oriented approach. The data is telling you what your audience wants – listen to it!
Continuous Improvement: The Never-Ending Cycle
LinkedIn isn’t a ‘set it and forget it’ platform. It requires constant monitoring and optimisation. Regularly analyse your performance data (engagement rates, lead generation metrics, website traffic) to identify areas for improvement. A/B test different headlines, visuals, and calls to action to see what works best. The digital landscape is always shifting, so you need to stay agile and adapt your strategy accordingly.
Isabel was buzzing by the end of our conversation. She realised they hadn’t been using LinkedIn strategically at all; that the key to a new business lay with fully analysing the metrics, testing new post types and fully engaging with those responding.
Essentially, it is about constantly analysing, adapting, and refining – the name of the game is data-driven decision-making. Don’t guess; analyse, test, and learn. That’s how you turn LinkedIn into a genuine business development engine.
