Chapter 3: #goals & metrics
Reader, please tell me you’re tracking your progress on LinkedIn 🙏
Look, I’m not really an analytics kinda marketer. I’m a creative and an operator. I like doing. But if you’re only doing, not reviewing, analyzing, experimenting, and iterating, you’re doing it wrong.
If you can’t handle social at its 📈👩🔬🧮📊📉
You don’t deserve social at its 💬💥❤️🔥‼️👀
Here’s what you should review in your regular reporting:
Monthly Reporting
How did your page perform overall?
Impressions MoM
Follower growth MoM
Engagement - is it reasonable for your following? How do you stack up to industry averages?
How well did your page perform compared to competitors?
Identify your top 3 posts
Parse out why you think they worked so well.
Were they part of an experiment? Did you try something new?
Now look at your 3 biggest flop posts
Why do you think they didn’t work? Was it the angle? The format? The hook?
Do you think it could be reworked and reposted again?
Quarterly Reporting
Aim to understand the overall brand impact. (I recommend doing this quarterly because it keeps you informed but keeps you out of the weeds.)
Website visits from social
New visitors from social
Direct Conversions
Assisted conversions
Finally, do a 3 month look back using the data you collected monthly to see if you can identify any trends or problem areas
Do these gut checks periodically
Comparison to competitors or similar pages in the space
Follower breakdowns by role/department
Are recent followers ICP?