The LinkedIn Metrics That Matter
Here’s what you should care about on LinkedIn.
(and here’s what to do if your metrics suck)
1) shares
Hands down, on LinkedIn, the thing we care most about is shares.
Shares are the rarest form of engagement.
When someone shares your stuff, they’re putting their professional rep on the line.
They’re publicly saying, “Hey, this person’s legit. I’m backing them up.”
So if you get a lot of shares, congrats. It’s the most important form of engagement.
2) comments
The level below that is comments.
Not just the # of comments.
But the quality of the comments.
Stuff like “hey, nice video” or “great job” is always nice to see.
But you really want comments that show people are engaging with your videos and that they’re taking the time to think and respond.
The easiest way to measure how much mental real estate you’re occupying is with comments.
3) the rest of it
After that comes everything else.
Views, likes, etc.
4) Okay, but what do you do if your metrics aren’t where you want them?
In most cases, don’t worry about it.
In my business, we only put about 20% of value on metrics.
The vast majority of ideal-fit clients in the B2B world do not engage.
They don’t comment on your content.
They don’t share your videos.
But they DO watch and they take notice.
And eventually, when the time is right, they buy.
It can be very discouraging to look at your engagement numbers and think, “I have low engagement. No one’s interacting with my stuff.”
But one day, you’ll get in a sales call and somebody will go, “Wow, I’ve been watching your stuff for a year. I really love what you have to say.”
And that’s where you see value.
You really do have to play the long game and not fixate on early metrics.
Remember, the best clients will probably not engage.
About Justin
Justin is a marketing nerd. His gateway drug was in middle school when he and his buddies would make up brand names and draw logos for fun. He graduated with a B.A. in Graphic Design from UW Eau Claire. He then cut his teeth leading the marketing for a $4 million non-profit, moving them into the digital age with new channels and systems. He joined a $60M healthcare manufacturer as marketing team of 1, helping grow them to $90M in three years. Justin became a full-time marketing entrepreneur in 2018. He now enables founders to grow their pipeline and thought leadership through social media videos. Follow him on Linkedin here.
