b2b linkedin analytics

How to Use LinkedIn Analytics for a B2B Audience

b2b linkedin analytics

In the bustling world of B2B marketing, having a firm grip on analytics can be the key that unlocks unprecedented success. When it comes to social media, LinkedIn stands head and shoulders above the rest as a platform that caters to a distinctly professional audience. Leveraging LinkedIn Analytics is not just a good idea – it’s a critical component of any B2B marketer’s toolkit. With insights into audience behavior, content performance, and strategic data, LinkedIn Analytics can take your outreach to new heights.

The Power of LinkedIn for B2B

Business to business (B2B) marketing can be complex, but LinkedIn simplifies the process by offering a treasure trove of data through its analytics platform. Understanding LinkedIn Analytics is not only about understanding your current performance; it’s about predicting future outcomes, making strategic decisions, and recognizing opportunities.

Navigating LinkedIn’s Insights Dashboard

LinkedIn Analytics is a goldmine of information, but only if you know where to look. The dashboard is divided into several key areas, each offering unique data points. Metrics such as ‘Visitor Highlights’, ‘Updates’, and ‘Followers’ can give you a comprehensive understanding of how your page is performing.

Visitor Highlights

The visitor highlights section is where you can find data on who’s visiting your profile and when. Analyzing this data can help you to:

  • Understand which companies and industries your profile visitors belong to
  • Recognize which of your content pieces are drawing in these visitors
  • Pinpoint the days and times that see the most profile traffic


In the ‘Updates’ area, you can track your content and understand:

  • Engagement levels for each post
  • How your follower base is growing
  • Who is interacting with your content and how you’re performing compared to your competitors


Finally, the ‘Followers’ tab provides you with a snapshot of your follower demographics, growth over time, and how they came to find your page. This information is crucial in understanding your audience makeup and tailoring your content to match their preferences.

Identifying and Setting Clear Objectives

Analyzing LinkedIn data is fruitless if you don’t have a clear direction. Setting objectives ensures that your LinkedIn strategy is aligned with your broader marketing goals.

Goal Setting

Begin by establishing what you want to achieve through LinkedIn. Your goals might include increasing website traffic, boosting lead generation, or enhancing brand awareness. These objectives will dictate the kind of data you need to focus on.

Defining Key Performance Indicators (KPIs)

Once you have your objectives, map out the KPIs that will measure your success. These could be click-through rates, post engagement, or conversion metrics from LinkedIn to your website.

Delving Into Audience Insights

Understanding your audience is at the core of effective B2B marketing, and LinkedIn provides in-depth demographic and behavioral insights.


LinkedIn Analytics can uncover the age, gender, industry, job function, and location of your page visitors and followers. This data is invaluable for tailoring content to be more relatable to your audience.

Engagement Patterns

Keep a close eye on the days and times your audience is most active. This information will help you to optimize your posting schedule and increase the chances of your content being seen and engaged with.

Content Preferences

Through metrics like ‘Page Views’, ‘Unique Visitors’, and ‘Follower Numbers’, you can begin to understand your audience’s content preferences. Are they consuming long-form articles, or do they prefer short, snappy updates?

Tracking Content Performance

Knowing what content your audience likes is one thing, but understanding how it performs is where LinkedIn Analytics really shines.

Post Reach

This metric helps you understand the number of potential viewers your post had in their feed. A high reach indicates that your content is circulating widely, which is essential for brand awareness.

Engagement Rates

Likes, comments, shares – they all add up to engagement. A high engagement rate suggests that your content is resonating with your audience. Make a note of which types of posts perform best and why.

Conversion Metrics

For B2B marketers, conversion metrics are the holy grail. Measure how your LinkedIn content is driving leads, inquiries, and ultimately, sales. Tools like Google Analytics can help connect these dots.

Utilizing Data for a Strategic Advantage

With a clear understanding of the numbers, it’s time to put those insights into action.

Tailoring Your Content

Use the data to refine your content strategy. If video content performs exceptionally well, consider creating more of it. If certain industries engage more with your content, tailor your messaging to attract similar leads.

Optimizing Posting Times

Your audience is not on LinkedIn 24/7. Use the data on engagement patterns to post when your audience is most active. This increases the likelihood of your content being seen and shared, amplifying your reach.

Refining Targeting

With a better understanding of your audience, you can use LinkedIn’s targeting tools more effectively. Ensure your posts are reaching the right people at the right times, increasing their relevance.

Case Studies and Examples

Real-life examples are invaluable for showcasing the effectiveness of LinkedIn Analytics. Highlight success stories where data-driven strategies have made a significant impact on B2B campaigns.


LinkedIn Analytics is an indispensable tool for B2B marketers. By using the insights it provides, you can refine your strategy, engage with your audience more effectively, and ultimately drive better business results. Take the time to explore what LinkedIn Analytics has to offer, and discover the difference it can make in your B2B marketing efforts. With strategic planning and data-driven decision making, LinkedIn can be more than just a platform for networking – it can become a powerful engine for business growth.