Using Google Analytics and E-Guides to Measure Your LinkedIn Marketing Strategies
Before we begin, let me explain why I am writing this article. LinkedIn Marketing is an internet marketing strategy that I have been using for the past couple of years to help increase company exposure in digital marketing. It consists of several elements including building a professional profile on LinkedIn, engaging in conversation with other users, creating business content on your personal profile, creating business content on your business page, and making connections with other users. Basically, when someone joins your business page, you want to be sure that they can find all of your available business services as well as products and services that are related to their business. One of the ways to accomplish this is through engaging in conversation with other users in your business network. We will take a look at each of these steps in this article.
In order to get the most from our digital content marketing strategy, it is important that we understand who we are trying to reach with our articles. For example, if we are trying to reach an audience of professional business professionals, we will want to focus on keywords related to that particular industry. For our employee marketing campaign, we will also want to focus on the specific department that the individual works in. By focusing on keywords relevant to our business needs, we can create a more targeted audience for our company page as well as increase the traffic to our company page.
One of the most powerful aspects of our LinkedIn marketing strategy is our “Social Media Presence” or SMO. SMO includes several aspects such as the creation of a profile on LinkedIn, interacting with other users via the LinkedIn “chat”, writing articles and blog posts related to the business, and creating content calendars for social sharing of information between colleagues and clients. We use these aspects of our SMO strategy in order to drive targeted traffic to our company page, build professional profiles on LinkedIn, drive targeted traffic to business content on our personal profile, and create and maintain connections within the business community. We do not place paid advertising on our SMO pages, instead we rely on free tools and techniques such as content calendars and content social sharing widgets that allow visitors to easily share information with their contacts. All of these activities help to increase visibility to our company pages and increase traffic to our company page.
Another aspect of LinkedIn Marketing that we incorporate into our overall strategy is the tracking of our ranking on the Search Engine Results Pages or SERPs. We use several different metrics, including the average number of clicks per month by visitors to our site, the number of reviews written about our business, the number of new referrals created per month, the number of searches conducted daily, monthly, weekly, and yearly. To monitor these rankings, we use Google Analytics, Yahoo’s Business Insight, E-guides, and several other third-party analytics software programs. We also integrate a link builder tool into our content calendar.
Google Analytics provides us with detailed statistics regarding where our traffic is coming from, how the search terms we used to market our business are matching up against the search terms that others are using, and how many times each of those terms has been clicked. This data allows us to understand where their strengths are, what areas of our website need improvement, and what areas we should continue to focus on developing. It also provides us with a great reference for our content calendar and showcasing page. Google Analytics does most of the work for us in monitoring performance of our website. However, we utilize E-guides, content calendars, and Google Analytics in order to ensure the effectiveness of our LinkedIn marketing strategies.
We use two primary analytical packages: Google Analytics and Yahoo! 360 Degrees. Google Analytics provides us with detailed statistics regarding where our traffic is coming from, how the search terms we used to market our business are matching up against other similar terms, and how many referrals we generate per month. Google Analytics does most of the work for us in monitoring performance of our website. However, we utilize E-guides, content calendars, and Google Analytics in order to ensure the effectiveness of our LinkedIn marketing strategies. We also use these third party tools in order to ensure that we are reaching our targeted audience and not wasting time with targeted leads.