Which metrics matter most?

Now let’s talk metrics. 

There are an almost endless number of metrics you can track. If you’re not careful, you’ll end up deep in the weeds and overwhelmed.

But you’re a practical marketer, and practical marketers want to keep it simple.

I've read a lot of arguments about what matters most, and the consensus is pretty much split between these three things:

• Engagement

• Impressions

• Conversions

In my opinion, there is no one right answer for which matters most!! And if we're being honest, your goals might change as you learn and grow.

So where to start? Here's my two cents:

IF YOU ARE STARTING FROM SCRATCH (or near scratch)

• Prioritize impressions and follower count

• Impressions are a good leading indicator of how your message lands

• Followers are a good indicator that you’re reaching the right audience

• Aim for consistency and regular volume

• Treat your LinkedIn page like a lab experiment

• Use what you learn to iterate and tweak your strategy

IF YOU ARE NOT STARTING FROM SCRATCH (i.e. you have an established follower base)

• Optimize for engagement and conversions

• You’re in a better position to understand your followers and what they want/need from your content

• Experiment with setting conversion KPIs – it could be signups attributed to organic social, or Demo Requests

• Review your metrics in a lookback, ideally 365, to find your best-performing posts and use these to update your strategy