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DIGITAL MARKETING NEWS

LinkedIn Offers Richer Engagement Insights For Businesses 

LinkedIn has announced richer engagement insights for marketers via the Company Engagement Report section of its analytics platform. Now, marketers can get a deeper idea of who their LinkedIn content is reaching and which companies they work for.

Jae Oh, Head of Ads Measurement & Audiences, LinkedIn

“The Company Engagement Report gathers and presents engagement data within the scope of these target accounts in a way that is most useful and actionable for your strategy.”

Basically, the new feature will let marketers get more specific insights into how the people you’re targeting are interacting with your updates, which should lead to better advertising targeting.

Make better data-driven decisions

The extra data presented to businesses will be useful for several reasons. It can help marketers know if they’re reaching and engaging priority accounts, it can help focus energies on companies in need of sales outreach and it can help you understand how ads and organic content are engaging with your most important audiences.

Jae Oh, Head of Ads Measurement & Audiences, LinkedIn

“For example, you can view Impressions to see whether your ads are being viewed by the individuals you want to see them. Or, you can use the holistic Engagement Level metric to see which accounts may be deserving of extra attention and emphasis… It’s all about helping you definitively answer that age-old question — Is this working? — and take the right steps to optimize your campaign.”

What’s New to the Company Engagement Report in 2023?

The Company Engagement Report’s brand new feature is called Company Segmentation and it’s responsible for creating those actionable opportunities within Campaign Manager.

As well as Company Segmentation, the Company Engagement Report tracks a number of other metrics:

  • Engagement level – the number of ad engagements, organic engagement and website visits divided by the number of members targeted.
  • Members targeted – the number of members who work at the company and have been targeted by a campaign.
  • Campaigns – the number of ad campaigns that served impressions.
  • Impressions – the number of accounts exposed to your ad.
  • Ad engagement – number of likes, comments, clicks, shares, and video views (counted if members viewed at least 25% of the video). Includes paid ads and ads virally shared.
  • Organic engagement – total number of interactions from posts from your organisation’s LinkedIn Page.
  • Total Website Visits: Total number of times member accounts visited your web page tied to the LinkedIn Insight Tag.

What’s hot about Company Segmentation

LinkedIn says it will “enable marketers to prioritise accounts in real-time by filtering the engagement report to create a company list segment that can be used in any campaign.”

Once you have filtered by engagement level and prioritised which accounts you want to look at, you can create either a dynamic or a static segment.

Dynamic segment

A dynamic segment will update every day with companies from your list that have low engagement. 

LinkedIn says this method is great for “automating your nurture efforts within your full-funnel strategy”.

Static segment

A static segment gives marketers a quick overview of low-engaged companies. The static segment doesn’t change but it is useful because it’ll keep those poor performers top of mind and help you to prioritise a set of accounts.

With this approach, marketers will still need to do some manual work to categorise each segment on your list. Once that’s been done, you can use the data to plan some more nuanced advertising.

Take it offline if required

The Company Engagement Report can be exported to a CSV file so advertisers can analyse it and see where their attention is needed most. It also enables the easy sharing of data with the people who don’t have access to your campaign manager dashboard.

 

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