As a small business owner, you’re likely already wearing many hats—running day-to-day operations, managing finances, and overseeing sales. Marketing might seem like something that requires a lot of time, money, and expertise you don’t have. But with LinkedIn, you’ve got access to a powerful marketing platform that doesn’t need a big budget or a full-time team. What it does require, however, is knowing how to measure what works.
That’s where this guide comes in. It’s designed specifically for small business owners like you who have little to no marketing experience. You’ll learn how to measure key LinkedIn metrics that show the impact of your efforts. With this guide, you can easily see what’s driving customer growth and what isn’t—helping you focus your time and resources on what matters most.
Download and print the 'LinkedIn Marketing Growth Metrics Checklist'. This way you can mark each task off as you follow each step of this guide.
Why Measuring LinkedIn Metrics is Crucial
LinkedIn provides you with the opportunity to reach potential customers, but just creating a profile and posting content isn’t enough. To truly grow your customer base, you need to measure the impact of your LinkedIn activity. When you track the right metrics, you’ll be able to see how your efforts are contributing to your business growth—and that means you can make smarter decisions about where to focus your energy.
Measuring your LinkedIn metrics helps you to
Understand what content resonates with potential customers
Some posts will generate more interest and engagement than others. By measuring which types of content are getting the most traction, you can fine-tune your approach to better engage your target audience.
Identify the right audience for your business
Not everyone who engages with your content will be a potential customer. Metrics will help you identify which users are actually relevant to your business so you can focus on starting conversations with the right people.
Track your progress and improve your marketing efforts
By regularly checking your LinkedIn performance, you can easily see whether your marketing is working. This allows you to make adjustments as needed to ensure that your business is always moving forward.
The Importance of Understanding LinkedIn Performance for Customer Growth
LinkedIn metrics allow you to measure how your marketing efforts directly contribute to growing your customer base. Whether it’s the number of people viewing your profile, how many new followers you’re gaining, or which of your posts are getting the most engagement, each metric gives you valuable insight into what’s working.
Here’s why this is crucial for growing your business
Know What’s Working and What’s Not
Instead of guessing which strategies are effective, metrics allow you to see real data. If your post is getting a lot of engagement (likes, comments, shares), it means people are interested, and you can build on that success. If you’re not seeing much activity, it’s a sign that your message might need tweaking.
Example: You post about a special discount you’re offering to local businesses. By measuring how many people clicked on the link or shared the post, you’ll know whether your promotion is attracting attention. If the metrics are low, you can adjust the offer or the way you present it to make it more appealing.
Focus on High-Impact Activities
With limited time and resources, you want to focus on activities that deliver the biggest results. By understanding which content types or actions (such as engaging with others' posts) lead to more profile views or followers, you can focus on those to grow your customer base faster.
Example: If you notice that posting videos about how your product solves a common problem generates more engagement than standard text posts, you can focus more on creating video content to attract potential customers.
Turn Engagement into Conversations
Once you know which metrics to track, you can start using that data to engage with potential customers. High engagement, profile views, or shares can indicate interest, which gives you a reason to reach out. The key is to use your insights to start meaningful conversations.
Example: If someone has liked and commented on several of your posts, they’re likely interested in what you do. This is a perfect opportunity to send them a message, thank them for their support, and ask how you might help them solve a problem they’re facing.
By measuring these LinkedIn metrics, you’ll have clear insight into how your marketing efforts are helping you grow your business. This guide will show you exactly what to track and how to use that information to start quality conversations with potential customers.
Step 1: Identifying Your Key Customer Growth Metrics
Before you can grow your customer base using LinkedIn, you need to understand which metrics will help you track your success. LinkedIn offers several metrics, but not all of them are equally useful for customer acquisition. Focusing on the right ones will save you time and effort, allowing you to measure the direct impact of your LinkedIn activities on attracting new customers.
Which LinkedIn Metrics Directly Impact Customer Acquisition?
There are three key metrics that small business owners should focus on to measure customer growth:
Profile Views
Profile views indicate how many people are interested in learning more about you and your business. The more people that visit your profile, the higher the chance that some of them could become customers.
How to measure it:
Go to your LinkedIn profile.
On your profile page, you’ll see the section “Who’s viewed your profile.” Click on this to see the number of views over the past week, and whether this is increasing or decreasing.
Check the types of professionals visiting your profile. Are they relevant to your target market?
Example: If you’re a local café owner looking to attract corporate clients for catering, and you see that business professionals from your area are viewing your profile, you’re on the right track. You can then reach out to them with a message introducing your catering services.
Post Engagement (Likes, Comments, Shares)
Engagement shows how much interest people have in your content. More likes, comments, and shares mean people are paying attention, and it gives you a chance to start conversations with those who engage.
How to measure it:
For each post, click “View post analytics.”
Track how many likes, comments, and shares each post receives. Posts with higher engagement are likely resonating with your target audience.
Look for patterns: What types of content get the most engagement? Are people commenting with questions or sharing your posts with others?
Example: If you’re a freelance graphic designer and you post a “before and after” of a client’s branding, and it gets a lot of engagement, this is a sign people are interested. You can respond to comments and start conversations with those who show interest in your design services.
Follower Growth
Growing your follower base means that more people are interested in your business and want to hear from you. More followers can increase your reach and visibility on LinkedIn, which in turn increases your potential customer pool.
How to measure it:
Visit your LinkedIn company page (if you have one) or your personal profile.
Under the “Analytics” tab, look at the “Follower Growth” section. This will show you how your follower count is changing over time.
Check if your new followers match your target customer profile.
Example: If you own a marketing agency specialising in small businesses and notice that new followers are owners of small companies, this indicates your content is attracting the right people. You can then engage with them by sending a welcome message or sharing tailored content relevant to their needs.
Setting Measurable Goals That Align with Growing Your Customer Base
Now that you know which metrics to track, the next step is to set measurable goals. These goals will help you understand if your efforts are leading to real growth. Here’s how to set goals that align with customer acquisition:
Increase Profile Views
Set a goal to increase your profile views by a specific percentage each month. For example, if you currently get 100 profile views per month, aim to increase this by 10% in the next month by engaging with more posts and joining LinkedIn groups related to your industry.
Action:
Post regularly, engage with other people’s content, and optimise your profile to attract more views.
Track your profile views weekly to see if you’re meeting your target.
Boost Engagement on Your Posts
Set a goal for the level of engagement you want to see on your posts. For example, aim to increase the number of comments or shares by 15% over the next two months by posting more interactive content such as polls or questions.
Action:
Experiment with different types of content (e.g., infographics, videos, client testimonials).
Respond to comments to encourage further engagement and start a dialogue with your potential customers.
Grow Your Follower Count
Set a target to increase your follower count by a specific number. For example, if you have 200 followers, aim to gain 50 more within the next quarter. You can achieve this by posting consistently and engaging with potential customers' content.
Action:
Connect with people in your industry, engage with their content, and follow relevant professionals.
Share valuable insights that are helpful to your audience and encourage them to follow you.
By focusing on these key metrics—profile views, post engagement, and follower growth—you’ll have a clear way to measure the success of your LinkedIn marketing and, more importantly, how it’s helping you grow your customer base.
Step 2: Tracking Profile and Company Page Views for Potential Leads
Your LinkedIn profile and company page are often the first things potential customers see when they engage with your business. Tracking who views these pages gives you valuable insights into how many people are interested in what you offer. By regularly checking these metrics, you can identify potential leads and take steps to start conversations with them.
How to Measure Profile and Page Views
Tracking your profile and company page views is straightforward and provides key information about who is visiting. Here’s how to do it:
Measuring Profile Views (Personal Account)
LinkedIn allows you to see how many people have viewed your personal profile, as well as insights into who they are.
Step-by-step action:
Log in to your LinkedIn account.
On your homepage, locate the “Who viewed your profile” section on the left-hand side.
Click on the number of profile views to get a detailed breakdown of the viewers, including their job titles, companies, and locations.
What it reveals:
Profile views show you who has taken an interest in you or your business. If visitors are relevant to your industry, they could be potential customers. For example, if you own a fitness studio and see that several local business owners have viewed your profile, they could be interested in corporate wellness programmes.
Measuring Company Page Views (Business Page)
For small business owners with a LinkedIn company page, tracking page views helps you understand how your business is being perceived.
Step-by-step action:
Go to your company page.
Click on the “Analytics” tab, then select “Visitors” to see how many people have visited your page over a set period (e.g., the last 7 days or 30 days).
You’ll also see a breakdown of visitor demographics, such as industry, job function, and company size.
What it reveals:
Company page views tell you if your content or business updates are attracting attention. For example, if you notice an increase in views after posting a new product announcement, this shows that potential customers are engaging with your business.
Identifying Which Page Visitors Are Likely Potential Customers
Not every profile or page visitor will be a potential customer, so it’s important to identify the most relevant ones. Here’s how you can spot high-quality leads from your LinkedIn views:
Job Titles and Companies
Look at the job titles and companies of the people viewing your profile or company page. Are they decision-makers, or do they work in roles related to your target market? If you’re a B2B service provider, visitors with senior roles in relevant industries are more likely to be potential customers.
Example:
If you run a digital marketing agency targeting small businesses, and you see that several marketing managers or business owners from small companies have viewed your profile, they could be interested in your services. You can reach out to them with a message introducing your offerings.
Location and Industry
The geographic location and industry of your visitors can help you identify leads. If your business operates locally or within specific industries, these factors can indicate whether a visitor is likely to become a customer.
Example:
If you own a boutique clothing store and see that your page is being viewed by professionals in your local area, they might be interested in what you offer. This gives you a reason to engage with them by sharing updates on new arrivals or exclusive promotions.
Visitor Behaviour Patterns
If you notice the same individuals viewing your profile multiple times, it’s a strong indicator of interest. These repeat visitors may be researching your business and are worth reaching out to.
Example:
If someone in a management role at a company has viewed your profile multiple times, this could signal that they are interested in your expertise. Send them a friendly message to introduce yourself and offer your services.
How to Start Quality Conversations with Visitors
Once you’ve identified potential customers from your profile or company page views, the next step is to engage them in meaningful conversations. Here’s how:
Send a Personalised Message
Use the information from your profile views to craft a personalised message. Mention something specific about their role or business that shows you’ve done your homework.
Example:
If a marketing manager has viewed your profile, you could send a message like:
“Hi [Name], I noticed you viewed my profile and saw that you’re a marketing manager at [Company]. I specialise in helping businesses like yours grow their digital presence. If you’d like to discuss how we can work together, I’d love to connect!”
Engage with Their Content
Start building a relationship by interacting with their LinkedIn posts. Like, comment on, or share their content to get on their radar before reaching out.
Example:
If a potential customer has posted about a challenge their business is facing, leave a helpful comment or share an article that addresses their issue. This can open the door for a more meaningful conversation later.
By tracking your profile and company page views, you can uncover valuable leads and start engaging with potential customers in a personalised, impactful way. Regularly monitoring these metrics ensures you’re staying on top of who’s interested in your business, helping you grow your customer base efficiently.
Step 3: Monitoring Engagement to Gauge Customer Interest
Engagement is a critical metric on LinkedIn, as it shows how your content resonates with your audience. By monitoring likes, comments, and shares, you can get a clear picture of what is working and what’s not. When people engage with your content, it often signals potential interest in your business. For small business owners, tracking engagement metrics is an easy and effective way to gauge customer interest and start quality conversations.
Measuring Post Likes, Comments, and Shares to Assess Customer Engagement
To understand how well your LinkedIn posts are performing, you need to monitor engagement metrics such as likes, comments, and shares. Each of these metrics tells you something different about how your content is being received by your audience.
Likes
Likes are a quick way for people to show appreciation for your content. They indicate that the post has grabbed their attention, but it’s usually a passive form of engagement.
How to measure likes:
Visit your post on LinkedIn.
Below the post, you’ll see the number of likes. Click on it to see who liked the post—this can help you identify individuals who are interested in your content.
Take note of whether the people liking your posts match your target audience.
Example:
If you own a catering business and post about your services, seeing several likes from local business owners or event organisers can indicate potential customer interest.
Comments
Comments show a higher level of engagement, as they require more effort from your audience. When someone comments on your post, it’s a great opportunity to start a conversation.
How to measure comments:
Underneath your post, you’ll see the number of comments.
Check what people are saying. Are they asking questions, expressing interest, or sharing insights? Respond to comments to keep the conversation going and build relationships.
Example:
If you’re a personal trainer and post a tip about home workouts, and someone comments asking for more details, this indicates they are interested in your services. Reply to their comment, and consider reaching out with a follow-up message.
Shares
Shares are the highest form of engagement because they show that your content is valuable enough for someone to share it with their network. This can expand your reach significantly and put your business in front of new potential customers.
How to measure shares:
Beneath the post, you’ll see the share button. Click on the number of shares to see who has shared your content and whether their networks align with your target market.
Monitor if shared posts result in new profile views or increased engagement from a wider audience.
Example:
If you run a graphic design business and post a case study of a recent project, a share from a business owner in your local area can expose your work to their network, attracting new potential clients.
How Engagement Metrics Translate to Potential Customer Interest
Engagement is not just about numbers; it’s about gauging customer interest. When people engage with your content, it often means they’re interested in your business or what you have to say. The higher the engagement, the more likely these individuals are to consider your products or services.
Likes: Show initial interest. If someone likes your post, they may be considering your offer but aren’t ready to act yet. Follow up by engaging with their content or sending a connection request to start a relationship.
Comments: Indicate a deeper interest. If someone comments on your post, especially with questions or feedback, they are more likely to engage with your business. Respond promptly to keep the conversation flowing.
Shares: Represent a strong endorsement. If someone shares your post, they’re essentially promoting your business to their network, which can lead to new customer opportunities.
Identifying Which Types of Content Attract the Most Customer Attention
Not all content will receive the same level of engagement. By analysing which posts perform the best, you can learn what types of content resonate with your audience and focus on creating more of it.
Test Different Content Formats
LinkedIn supports various types of content, such as text posts, images, videos, and articles. Test different formats to see which ones get the most engagement from your audience.
Example:
If you own a landscaping business, try posting before-and-after photos of your projects, sharing customer testimonials, or offering tips on seasonal garden care. Track which format gets the most likes, comments, or shares.
Analyse Post Topics
Look at the themes or topics that generate the highest engagement. Are people more interested in posts about your services, industry tips, or customer success stories?
Example:
If you’re an accountant and notice that posts offering tax advice for small businesses get more comments and shares than general financial tips, this indicates that your audience values specific, actionable information. Focus on creating more content around tax-related topics.
Use LinkedIn’s Post Analytics
LinkedIn provides analytics for every post, allowing you to see exactly how many views, likes, comments, and shares it has received.
How to use post analytics:
After posting content, click on “View post analytics” underneath the post.
Check the number of views, likes, comments, and shares. You’ll also see data on the types of professionals engaging with your post (e.g., their job titles, industries, and locations).
Compare the performance of different posts to identify what works best with your audience.
By identifying which types of content attract the most attention, you can refine your content strategy and focus on creating posts that drive the highest engagement. This, in turn, helps you generate more interest from potential customers and start quality conversations that can lead to business growth.
Step 4: Analysing Follower Growth for Customer Reach
Your follower count on LinkedIn is an important indicator of how far your message is spreading. As your followers increase, so does the reach of your content, which means more opportunities to attract potential customers. However, not all followers are equal—some will be more valuable to your business than others. It’s essential to track the right followers and measure the quality of your audience to identify who is likely to turn into a customer.
Tracking Follower Growth to Measure Audience Expansion
Follower growth gives you a clear picture of how many people are interested in your business and want to stay updated on what you share. It’s important to monitor this regularly to ensure your audience is expanding, but with a focus on attracting the right type of followers.
Here’s how you can track follower growth:
For Your LinkedIn Personal Profile
Log in to your LinkedIn account and go to your profile.
On the top right of your profile page, click on “Analytics” and select “Followers.”
This will show you the number of new followers over time and trends in your follower growth. You can compare different periods (e.g., weekly or monthly) to see if your audience is expanding.
For Your LinkedIn Company Page
Go to your company page and click on “Analytics” in the top menu.
Under “Followers,” you will find data on the growth of your audience, including the number of new followers, follower demographics, and the job functions or industries they belong to.
This gives you insights into who is following your business and whether they match your target customer profile.
Example:
If you own a small recruitment agency and your company page is seeing steady growth in followers from HR managers or business owners, it indicates your content is attracting the right type of potential customers.
How to Distinguish Between Follower Numbers That Matter and Those That Don’t
While it’s great to see your follower numbers going up, the key is not just how many followers you have, but whether they are the right kind of followers. Simply accumulating large numbers of followers won’t help your business unless they are relevant to your products or services.
Here’s how to distinguish between followers who matter and those who don’t:
Check Their Professional Background
When someone follows you, look at their LinkedIn profile to see if they are in a profession or industry related to your business. A follower in your target industry is far more valuable than a follower who has no connection to what you offer.
Example:
If you run an IT support company and you gain followers who work as IT managers or small business owners, they are likely interested in your services. In contrast, if you gain followers from unrelated fields, such as retail or hospitality, they may not be potential customers.
Evaluate Follower Engagement
A high follower count is less useful if those followers don’t engage with your content. Pay attention to whether your new followers are liking, commenting on, or sharing your posts. Followers who engage are more likely to become customers.
Example:
If a new follower regularly comments on your posts about cybersecurity solutions, it indicates interest in your services. You can then engage with them directly by responding to their comments or sending a personalised message.
Consider Geographic Relevance
Location is crucial if your business operates in a specific geographic area. If most of your followers are from outside your target region, they may not be relevant to your business.
Example:
If you run a local accounting firm in Manchester, followers from your city or surrounding areas are more valuable than those from another country. You can track where your followers are located using LinkedIn analytics to ensure your audience aligns with your business reach.
Measuring the Quality of Followers Who Could Turn Into Customers
It’s not just about quantity—it’s about quality. To measure whether your followers are likely to turn into customers, you need to focus on key characteristics that indicate potential interest in your products or services.
Here’s how you can assess follower quality:
Job Titles and Industries
Followers whose job roles and industries align with your target market are more likely to convert into customers. You can view this information through LinkedIn’s analytics to check if your followers match your ideal customer profile.
Example:
If you’re a small business offering social media management services, having followers who are business owners, marketing managers, or digital strategists indicates that your audience is filled with potential clients.
Follower Engagement Over Time
Followers who repeatedly engage with your content—through likes, comments, or shares—show a higher likelihood of becoming customers. Engagement signals ongoing interest, so make note of those who consistently interact with your posts.
Example:
If you notice a new follower who frequently engages with your tips on social media strategies, you can take the next step by reaching out to them with a tailored offer or a message asking how you can help with their social media needs.
Connections with Mutual Contacts
Followers who share connections with your existing customers or partners may be valuable leads. Mutual connections can build trust and make it easier to start conversations about your products or services.
Example:
If you own a small graphic design agency and gain a new follower who is connected to one of your current clients, this follower might already be familiar with your work and could be interested in using your services. Reach out to them with a personalised message.
By tracking your follower growth and focusing on quality, you’ll be able to measure the impact of your LinkedIn activity on expanding your audience and increasing your customer base. Remember, it’s not just about attracting any followers, but attracting the right ones who are likely to turn into customers for your business.
Step 5: Measuring Click-Through Rates (CTR) to Assess Customer Action
Click-Through Rate (CTR) is a key metric that shows how many people are clicking on links in your LinkedIn posts, ads, or profile. Measuring your CTR helps you understand how well your content is driving potential customers to take action, whether it’s visiting your website, landing on a product page, or viewing a special offer. For small business owners, focusing on CTR can help you determine whether your LinkedIn activity is effectively leading potential customers towards your business.
How to Measure CTR on Your Posts, Ads, and Profile Links
Measuring your CTR gives you clear data on how many people are engaging with the links you share. Here’s how you can track your CTR across different LinkedIn activities:
Measuring CTR on Posts
Posts with links to your website or other offers can attract potential customers. CTR tells you how often people are clicking those links.
Step-by-step action:
After posting content with a link, click on the “View post analytics” option below the post.
Look for the section on “Link clicks.” This will show you how many people clicked the link in your post.
Divide the number of link clicks by the total number of post views, and multiply by 100 to get your CTR percentage.
Example:
If you run a bakery and share a post about a special offer with a link to your online ordering page, check how many people clicked on the link. If the post received 500 views and 25 clicks, your CTR is 5% (25 ÷ 500 × 100 = 5%).
Measuring CTR on LinkedIn Ads
If you’re using LinkedIn ads to promote your business, CTR is one of the most important metrics to track. A higher CTR indicates that your ad content is compelling enough to prompt viewers to click.
Step-by-step action:
Log in to LinkedIn Campaign Manager (where you manage your ads).
In the Campaign Manager dashboard, find the ad campaign you want to analyse.
Under the performance metrics, you will see “CTR” (usually listed as a percentage). This represents the number of clicks divided by the number of impressions (views) of your ad.
Example:
If you’re a personal trainer running an ad campaign to promote a new online fitness course, and your ad received 10,000 impressions with 150 clicks, your CTR is 1.5%. A low CTR might indicate that your ad copy or visuals need tweaking to better capture attention.
Measuring CTR on Profile Links
Your LinkedIn profile can also serve as a hub to drive traffic to your website or other offers. Adding a link to your profile (e.g., in the “Contact Info” or “Featured” sections) and monitoring how many people click through can help assess whether your profile is effectively leading people to take action.
Step-by-step action:
Add a link to your website or special offer in the “Contact Info” section of your LinkedIn profile, or use the “Featured” section to highlight a clickable call to action.
To track clicks, you will need to use a URL shortening service (such as Bitly) or Google Analytics to monitor how many times people click on the link from your profile.
Example:
If you’re an accountant and include a link to a free tax consultation on your profile, use Bitly to shorten the link and track clicks. If you notice that 50 people clicked on your consultation offer, it’s a strong indication that visitors to your profile are interested in your services.
Understanding How Many People Are Moving from Your LinkedIn Content to Your Website or Offers
CTR is a direct measure of how well your content is converting passive viewers into active visitors to your website or offers. The higher your CTR, the more effective your content is at driving customer action. Here’s what you can learn from your CTR:
Low CTR
A low CTR suggests that people are viewing your content but not taking the next step to click on your link. This may indicate that your message isn’t clear, your call to action isn’t strong enough, or the link isn’t relevant to the post.
Example:
If you own a hair salon and post a link to a special discount for new customers but only get a few clicks, you might need to make your offer more visible in the post or improve the wording of your call to action.
High CTR
A high CTR means your content is engaging and encourages people to take action. This suggests that your posts or ads are reaching the right audience and that your offer is compelling.
Example:
If you’re a freelance photographer offering a link to view your portfolio and see a high CTR, it indicates that people are interested in your work. You can follow up by reaching out to those who engaged or making further offers, such as discounts for bookings.
Linking CTR with Customer Acquisition Efforts
Measuring CTR is just the first step. The ultimate goal is to link those clicks to customer acquisition. Here’s how you can track the journey from a click on LinkedIn to acquiring a new customer:
Use Landing Pages with Tracking
When sharing links on LinkedIn, direct users to a specific landing page designed for that audience. This way, you can measure how many visitors complete a desired action, such as signing up for a newsletter or making a purchase.
Example:
If you run an e-commerce business selling eco-friendly products, and you post a link to a new product page, create a landing page that tracks conversions. If 200 people clicked on your LinkedIn post and 20 made a purchase, you can link the 10% conversion rate directly to your LinkedIn efforts.
Track Conversions in Google Analytics
Use Google Analytics to track visitors coming from LinkedIn. By setting up conversion goals (such as form submissions, downloads, or purchases), you can see how LinkedIn traffic is contributing to your customer acquisition.
Example:
If you’re a solicitor offering free initial consultations, track how many people click your consultation link from LinkedIn and how many actually book an appointment. This will help you measure whether your LinkedIn content is helping you acquire new clients.
By regularly measuring your CTR and understanding how it links to customer actions, you can fine-tune your LinkedIn strategy to increase engagement and drive more business. A higher CTR means more people are moving from being interested in your content to actively engaging with your offers—bringing you closer to converting them into customers.
Step 6: Using Demographic Insights to Measure Audience Relevance
LinkedIn provides valuable demographic data that can help you understand whether your content is reaching the right audience. By analysing these insights, you can ensure that your posts are engaging the types of people who are most likely to become customers. For small business owners, this is a simple and cost-effective way to measure the relevance of your audience and adjust your strategy to attract more potential customers.
How to Use LinkedIn’s Demographic Data to Assess Whether Your Content Is Reaching Potential Customers
LinkedIn’s analytics give you access to detailed demographic information about the people who are viewing and engaging with your content. This data includes their job titles, industries, company sizes, locations, and more. By reviewing these insights, you can assess whether your LinkedIn efforts are attracting the audience you want to reach.
Here’s how to access and use this data:
Accessing Demographic Data for Posts
Each LinkedIn post you share has associated analytics that show you the demographics of the people who viewed and interacted with your content.
Step-by-step action:
Go to one of your recent posts and click on “View post analytics” below the post.
In the “Post analytics” section, you’ll see a breakdown of the professionals who engaged with your post by job title, company size, industry, and location.
Example:
If you own a local marketing consultancy targeting small businesses, check the job titles and industries of those who viewed your post. If most of your viewers are marketing managers or small business owners in your region, your content is reaching the right people. If not, you may need to adjust your posts to better align with your target audience.
Accessing Demographic Data for Your LinkedIn Company Page
If you have a LinkedIn company page, you can track audience demographics on a larger scale to see who is interacting with your page and its content.
Step-by-step action:
Go to your company page and click on the “Analytics” tab.
Select “Visitors” or “Followers” to see a demographic breakdown of the people engaging with your page, including their industries, job functions, company sizes, and locations.
Example:
If you run a property management firm, you might want to see that your followers include real estate investors, business owners, or property developers. If the demographics show that you are reaching people in unrelated industries, you may need to refine your content or target audience.
Measuring the Match Between Your Target Audience and Those Engaging with Your Content
Once you’ve accessed LinkedIn’s demographic insights, the next step is to evaluate how closely your audience matches your ideal customer profile. This helps you determine if you are reaching the people who are most likely to turn into customers.
Compare Job Titles
Review the job titles of people engaging with your posts and company page. Do these match the roles that are relevant to your business? For example, if you’re offering B2B services, are you reaching decision-makers, such as business owners or managers, who have the authority to make purchasing decisions?
Example:
If you run a software development agency and your content is primarily attracting IT professionals, developers, and CTOs, this indicates your content is hitting the right target. If you’re getting engagement from unrelated professions, you may need to tweak your messaging to better appeal to your intended audience.
Evaluate Industry and Company Size
Look at the industries and company sizes of those interacting with your content. Are they aligned with your target market? If your business is focused on serving specific industries, make sure your content is engaging people from those sectors.
Example:
If you own a catering business specialising in corporate events, and your demographic data shows that most of your followers are from the events, hospitality, or corporate sectors, this is a good match. If you find that your audience is skewing towards industries that are less likely to need your services, you may want to create more focused content to attract your ideal clients.
Consider Location Relevance
For small businesses that operate in specific geographic areas, location data is crucial. Check whether the majority of your audience is from regions where your business operates.
Example:
If you own a landscaping business in London, and your LinkedIn demographic data shows that a large portion of your audience is located in the local area, this indicates you’re reaching potential customers. However, if a significant number of your viewers are from other countries or regions where you don’t operate, you may need to adjust your targeting to reach more local prospects.
How to Adjust Your Content Based on Demographic Insights
If you find that your LinkedIn content is not reaching the right audience, here are some steps you can take to refine your approach and attract more relevant followers and viewers:
Tailor Your Content to Your Target Audience’s Interests
Review what types of content are resonating with your target audience and create more posts around those topics. Consider sharing industry-specific insights, case studies, or solutions to common problems faced by your target customers.
Example:
If you’re a financial advisor targeting small business owners, create content that addresses financial challenges specific to SMEs, such as cash flow management or tax-saving tips. This will attract the attention of business owners, rather than individuals outside your target market.
Use Targeted Keywords and Hashtags
Incorporate industry-specific keywords and hashtags into your posts to increase the chances of reaching your desired audience. This can help LinkedIn’s algorithm show your content to professionals in relevant industries.
Example:
If you run a health and wellness consultancy, using hashtags like #WellnessAtWork or #CorporateHealth will attract attention from HR managers and business leaders interested in employee wellbeing programmes.
Engage with the Right People
To increase the relevance of your audience, engage with posts and profiles of people who fit your target customer profile. Comment on or share their content to build relationships and attract their attention.
Example:
If you’re a web designer, interact with small business owners or entrepreneurs in need of website services by commenting on their posts or offering helpful advice. This will draw the right kind of attention to your own profile and business.
By using LinkedIn’s demographic insights to measure the relevance of your audience, you can ensure your marketing efforts are reaching the right people. This allows you to make more informed decisions about your content strategy and increase your chances of converting LinkedIn viewers into customers.
Step 7: Monitoring Lead Generation and Conversion Tracking
One of the most important aspects of LinkedIn marketing is being able to track how many leads your activity generates and how many of those leads turn into paying customers. For small business owners, this means keeping things simple but effective. Monitoring your lead generation and conversion tracking on LinkedIn can help you understand which of your efforts are working and where you need to make adjustments to improve customer acquisition.
Simple Ways to Track Leads Generated from LinkedIn Activity
Leads are potential customers who have shown interest in your business, whether through interacting with your posts, sending connection requests, or clicking on links to your website or services. LinkedIn offers several ways to track these leads.
Track Engagement with Your Content
The simplest way to start identifying leads is by monitoring who engages with your content (e.g., likes, comments, shares, or clicks). People who consistently engage with your posts are likely interested in what you offer and could be potential leads.
Step-by-step action:
Review post analytics to see who is engaging with your posts.
Click on the list of people who liked or commented, and check their profiles to see if they match your target customer profile.
If someone looks like a good lead (e.g., relevant job title or company), send them a connection request or personalised message to start a conversation.
Example:
If you run a graphic design business and someone who owns a small business has liked and commented on multiple posts showcasing your design projects, they could be a potential client. You could reach out with a message such as:
“Hi [Name], thanks for engaging with my posts! I noticed you’re running a small business, and I’d love to help you with any design needs you may have. Let’s connect!”
Use LinkedIn Messaging to Track Leads
When people message you in response to your posts or reach out to enquire about your services, you have a direct lead. Keeping track of these messages and how you follow up is key to converting them into paying customers.
Step-by-step action:
Keep a record of who messages you on LinkedIn asking about your services or responding to your content.
Use a simple spreadsheet or CRM tool to track each lead, including the date of contact, their interest, and any follow-up actions.
Regularly follow up with leads who haven’t responded to your initial outreach to keep the conversation going.
Example:
If a local restaurant owner messages you about your marketing services after you shared a post about promoting small businesses online, track their enquiry in a spreadsheet and follow up with a customised proposal based on their needs.
Monitor Click-Throughs from LinkedIn to Your Website
If you frequently include links to your website, landing pages, or special offers in your LinkedIn posts, track how many people are clicking through to these links. These clicks are a strong indicator of lead interest, and you can follow their journey to see if they convert into paying customers.
Step-by-step action:
Use tools like Google Analytics or Bitly to track how many visitors are coming to your website from LinkedIn.
Set up specific landing pages for LinkedIn traffic so you can monitor how many visitors complete actions such as filling in a contact form, signing up for a newsletter, or making a purchase.
Example:
If you’re offering a free consultation on your business coaching website, create a landing page specifically for people who click through from LinkedIn. Track how many visitors come from LinkedIn and how many of those request a consultation.
Measuring How Well LinkedIn Helps You Convert Leads into Paying Customers
Generating leads is one thing, but the real measure of success is converting those leads into paying customers. To assess how well LinkedIn is working for your business, you need to track your conversion rate—the percentage of leads who take the next step and make a purchase or sign up for your services.
Calculate Your Conversion Rate
To calculate your conversion rate, divide the number of paying customers by the number of leads generated from LinkedIn, then multiply by 100 to get a percentage.
Example:
If 50 people clicked on your website link from LinkedIn, and 5 of them signed up for your service, your conversion rate is 10% (5 ÷ 50 × 100 = 10%).
Identify Where Leads Drop Off
Understanding where leads drop off can help you refine your approach. If lots of people engage with your posts or visit your website but don’t convert, it could be a sign that your offer, follow-up process, or landing page needs adjustment.
Step-by-step action:
Use Google Analytics to track the behaviour of LinkedIn traffic on your website. Check where visitors are dropping off, such as leaving without taking any action or abandoning forms partway through.
Review your follow-up messages. Are they clear, compelling, and offering a next step? If people aren’t responding to your outreach, try tweaking your messaging.
Example:
If a high number of people visit your service page but don’t book a consultation, review the page’s content to ensure it’s clear, provides value, and includes a strong call to action.
Using Conversion Rates to Adjust Your Marketing Approach for Better Results
Once you know your conversion rate and where leads might be dropping off, you can adjust your LinkedIn marketing strategy to improve results. Here’s how:
Refine Your Content
If your engagement is high but conversions are low, focus on refining your content. Ensure that your posts are driving people to take action by including clear calls to action (e.g., “Click here to learn more” or “Message me for a free consultation”).
Example:
If you own a wellness centre and post regularly about the benefits of your services but aren’t getting many bookings, try including a time-sensitive offer or clear incentive, such as “Book today and get your first session half price!” in your posts.
Improve Your Follow-Up Process
If you’re generating leads but struggling to convert them into customers, review your follow-up process. Ensure you’re responding to leads promptly, offering personalised messages, and making it easy for them to take the next step.
Example:
If a potential client expresses interest in your accounting services but doesn’t follow through, send a follow-up message offering to set up a call or provide a customised proposal that addresses their specific needs.
Test and Optimise Your Landing Pages
If you’re driving traffic to your website from LinkedIn but not seeing conversions, test different landing page designs or offers to see what works best. Try tweaking the copy, simplifying the layout, or including customer testimonials to build trust.
Example:
If you run an online store and LinkedIn visitors aren’t purchasing after clicking through, test adding a discount code specifically for LinkedIn visitors or offering free shipping to encourage conversions.
By monitoring your lead generation and tracking how well those leads convert into paying customers, you can measure the real impact of your LinkedIn marketing efforts. Small tweaks to your content, follow-up strategy, and landing pages can significantly improve your conversion rates, helping you grow your customer base with minimal investment.
Step 8: Reviewing LinkedIn Analytics Reports for Performance Insights
LinkedIn’s analytics reports provide valuable insights into how well your marketing efforts are working, particularly when it comes to attracting and converting customers. By regularly reviewing these reports, you can measure the overall effectiveness of your LinkedIn strategy and make data-driven decisions to improve customer growth. The good news is that LinkedIn makes it easy to access and interpret these reports, even if you’re new to marketing.
How to Generate and Interpret LinkedIn Reports Focused on Customer Growth
LinkedIn offers built-in analytics tools that help you monitor the performance of your personal profile and company page. These tools give you detailed information on your content, audience, and engagement levels, all of which can provide insight into how your efforts are contributing to customer acquisition.
Generating LinkedIn Analytics Reports for Your Personal Profile
For small business owners primarily using their personal profile to market their business, LinkedIn allows you to track profile views, post engagement, and follower growth.
Step-by-step action:
Log in to your LinkedIn account.
Go to your profile and click on “Analytics” at the top.
Review metrics like profile views, post views, and the number of followers. This will give you an overview of how many people are engaging with you and whether this number is increasing over time.
Example:
If you are a consultant and notice an increase in profile views after posting a thought leadership article, this suggests your content is reaching the right audience and encouraging them to learn more about you.
Generating LinkedIn Analytics Reports for Your Company Page
If you have a LinkedIn company page, the platform provides even more detailed analytics that cover visitor demographics, engagement, and follower growth, helping you see how your page is performing in relation to customer acquisition.
Step-by-step action:
Go to your company page and click on “Analytics” from the top menu.
Select “Visitors” to see who is visiting your page, their industries, and job functions.
Select “Followers” to track the growth of your audience and see demographic details.
Select “Updates” to review how well individual posts are performing in terms of engagement (likes, comments, shares) and how many people clicked through links to your website.
Example:
If you run a small marketing agency, and your page analytics show that your updates are primarily being viewed by small business owners (your target market), this indicates that your content is effectively reaching potential customers.
Measuring the Overall Effectiveness of Your LinkedIn Efforts in Attracting and Converting Customers
Once you’ve generated your LinkedIn analytics reports, the next step is to evaluate how effective your efforts have been in attracting and converting customers. Here’s how to assess your LinkedIn activity for customer growth:
Analyse Profile and Page Views
A steady increase in profile or page views suggests that your marketing efforts are raising awareness about your business. However, it’s important to assess whether the people visiting your profile or page match your target customer profile.
Step-by-step action:
Look at who is viewing your profile or page and check their job titles, industries, and locations.
Ensure that these viewers are aligned with your target audience. For example, if you’re a financial advisor targeting small business owners, your viewers should be professionals from that sector.
Example:
If you notice that the majority of your profile views are from your target market (such as business owners in your region), this indicates your LinkedIn presence is helping you attract the right people.
Evaluate Post Engagement and CTR
High engagement (likes, comments, and shares) is a positive sign, but you should also measure how many people are clicking through to your website or offers. This will help you determine whether your posts are effectively moving potential customers from LinkedIn to take further action.
Step-by-step action:
In the “Updates” section of your LinkedIn analytics (for your company page), check the click-through rates (CTR) for any posts with links to your website or services.
If your CTR is low, consider tweaking your calls to action or making your offers more compelling.
Example:
If you’re a small business owner offering online training, and your post about a free webinar receives high engagement but low clicks on the sign-up link, it may be time to revise your messaging or offer something more enticing (such as a discount for early sign-ups).
Monitor Follower Growth
A growing follower count is a key indicator that more people are becoming interested in your business. However, it’s important to focus on the quality of your followers rather than just the quantity.
Step-by-step action:
Review your follower growth in the “Followers” section of LinkedIn analytics.
Check whether your new followers align with your target audience in terms of job roles, industries, and locations.
Example:
If you own a B2B software company and notice a steady increase in followers who work as IT managers or CTOs, this indicates your content is resonating with the right people, increasing your chances of converting followers into customers.
Using Data-Driven Insights to Fine-Tune Your Marketing Strategy
LinkedIn’s analytics reports offer a wealth of data that can help you refine your marketing approach for better results. By regularly reviewing this data, you can make adjustments to your strategy based on what’s working and what isn’t.
Refine Your Content Strategy
If certain types of posts are driving more engagement or website clicks, focus on creating more of that content. Conversely, if certain posts are underperforming, consider reworking the content or trying different formats (e.g., video, infographics, or case studies).
Example:
If you notice that your “how-to” guides are getting significantly more engagement than your promotional posts, shift your focus towards creating more educational content to build trust with potential customers.
Optimise Your Call-to-Actions (CTAs)
If your analytics show that your CTR is low, it may be that your call-to-action isn’t strong enough. Ensure that your posts are clear in guiding your audience to take the next step, whether it’s visiting your website, signing up for a newsletter, or contacting you for more information.
Example:
If you’re promoting a service, try adding a more specific CTA such as “Click here to book a free consultation” rather than “Learn more.” This can improve your chances of converting LinkedIn engagement into direct customer interactions.
Adjust Your Targeting
If your analytics reveal that your content is reaching people outside your target market, you may need to refine your audience targeting. Engage with professionals in your industry, join relevant LinkedIn groups, and adjust the keywords and hashtags in your posts to better reach your intended audience.
Example:
If your reports show that your content is being viewed by students or professionals outside your industry, it might be time to tweak your content so that it speaks directly to your ideal customer’s needs and challenges.
By regularly reviewing LinkedIn’s analytics reports, you can gain valuable performance insights and make data-driven adjustments to your marketing strategy. This process helps you ensure that your LinkedIn efforts are effectively attracting and converting potential customers, leading to steady business growth with minimal investment.
Conclusion: Measure What Matters for Customer Growth
For small business owners, tracking LinkedIn metrics is one of the most effective ways to grow your customer base with minimal investment. By focusing on the right metrics, you can see how your efforts are paying off, identify potential customers, and adjust your strategy to improve your results over time.
The Key Metrics Small Business Owners Should Focus on for Customer Acquisition
Profile Views
Profile views tell you how many people are interested in learning more about you and your business. If your profile views are increasing, it’s a good sign that your content is reaching more people and generating curiosity.
Action:
Regularly check who is viewing your profile, especially focusing on their job titles and industries. This will help you identify if the right type of people—potential customers—are finding you.
If you notice relevant viewers, reach out with a personalised message to start a conversation.
Example:
If you’re a fitness trainer and local business owners are regularly viewing your profile, they might be interested in corporate wellness programmes. Send them a message offering to discuss how you could help improve their team’s fitness.
Post Engagement (Likes, Comments, Shares)
Engagement metrics show how well your content resonates with your audience. High engagement is a strong indicator that people are interested in your services or products.
Action:
Track which posts get the most engagement, and create more of that type of content to attract further interest.
Follow up on comments by starting meaningful conversations, or reach out to those who frequently like or share your posts.
Example:
If you post about a new service you’re offering and it gets a lot of comments or likes, you can message those who engaged to offer a special discount or more information, turning their interest into action.
Follower Growth
A growing number of followers means more people are interested in keeping up with your business. However, it’s important to check the quality of your followers to ensure they match your target audience.
Action:
Track your follower growth and ensure that those following you are in the industries or roles you’re targeting.
Engage with new followers by thanking them for following and offering something of value, such as a free consultation or useful resource.
Example:
If you own a catering business and notice that your new followers include event organisers or local businesses, it’s a great opportunity to reach out with information about your catering services for corporate events.
Click-Through Rates (CTR)
CTR measures how many people are clicking on links in your posts, ads, or profile. A high CTR indicates that your content is compelling enough to make people want to learn more or take action.
Action:
Track the CTR for any posts with links to your website or services. If your CTR is low, adjust your call-to-action (CTA) or make your offer more appealing.
Use Google Analytics or URL shorteners like Bitly to track how many people are visiting your website from LinkedIn.
Example:
If you’re a digital marketer sharing blog posts with tips for small businesses and the CTR is high, it’s a sign that people are interested in your content. Consider offering a free consultation at the end of your blog to convert that interest into new business.
Conversion Rate
The ultimate measure of success is how many leads you convert into paying customers. Your conversion rate shows how effectively you’re turning LinkedIn activity into real business.
Action:
Track how many leads generated from LinkedIn convert into customers. If conversion rates are low, consider improving your follow-up process or refining your offers.
Ensure you’re reaching out to potential leads promptly with a personalised follow-up message.
Example:
If you run a local consultancy and you’ve had 10 LinkedIn leads in the past month but only converted one, assess whether your messaging or offers need to be tweaked to appeal more to potential customers.
How Regularly Measuring LinkedIn Metrics Will Help Sustain and Grow Your Customer Base
Regularly tracking and measuring these key LinkedIn metrics will help you stay on top of what’s working and what needs improvement. By doing so, you can make informed decisions about your marketing efforts and ensure you’re always moving in the right direction. Here’s why regular measurement is so crucial:
Stay Adaptable
Regularly reviewing your metrics allows you to quickly spot changes in your audience’s behaviour or engagement patterns. If a certain type of content is underperforming, you can quickly pivot and try something new.
Identify New Opportunities
By tracking who’s engaging with your content and viewing your profile, you’ll regularly discover new potential customers. This opens up opportunities to start fresh conversations and expand your reach.
Improve Customer Acquisition
Continuously measuring your metrics helps you refine your approach, ensuring that your LinkedIn activity leads to more effective customer acquisition over time. You’ll better understand what resonates with your audience, enabling you to optimise your strategy for growth.
By focusing on these simple, impactful metrics, you can turn LinkedIn into a powerful tool for growing your small business. With regular tracking, thoughtful engagement, and continuous improvement, you’ll steadily build a customer base without needing significant investment or technical expertise.