KPIs for Marketing

KPIs for Marketing: LinkedIn post shares

Learn how to track the success of your LinkedIn marketing strategy with these essential KPIs.

In the world of marketing, measuring your Key Performance Indicators (KPIs) is essential to success. With so many different metrics to consider, it can be difficult to know where to start. In this article, we will explore one important KPI for marketing - LinkedIn post shares - and discuss how to measure, improve, and analyze this valuable metric.

Understanding KPIs in Marketing

Before we dive into LinkedIn post shares specifically, it's important to understand what KPIs are and why they matter in marketing. Essentially, KPIs are the metrics that you use to track your progress towards specific goals. They are the quantifiable data points that help determine whether your marketing efforts are successful.

When it comes to marketing, there are a variety of KPIs that you can track, depending on your goals. For example, if your goal is to increase brand awareness, you might track metrics like social media engagement, website traffic, and reach. On the other hand, if your goal is to generate leads, you might track metrics like form submissions, email sign-ups, and phone calls.

What are Key Performance Indicators (KPIs)?

KPIs can vary depending on the specific marketing strategy being employed, but they generally fall into a few broad categories - such as engagement, reach, lead generation, and revenue. Each KPI is important to measure and analyze, as they work together to give a complete picture of marketing success.

For example, engagement metrics like likes, comments, and shares can help you understand how well your content is resonating with your audience. Reach metrics like impressions and clicks can help you understand how many people are seeing your content. Lead generation metrics like form submissions and email sign-ups can help you understand how effective your marketing efforts are at generating new leads. And revenue metrics like sales and customer lifetime value can help you understand how your marketing efforts are impacting your bottom line.

The Importance of KPIs in Marketing Strategy

Having KPIs in place is essential for creating and executing an effective marketing strategy. Without clear goals and measurable metrics, it's impossible to know whether your marketing efforts are truly making an impact. By tracking the right KPIs, you can identify what's working, what's not, and make data-driven decisions to improve your results.

For example, let's say that you're running a social media campaign to increase brand awareness. By tracking metrics like engagement, reach, and website traffic, you can see which posts are resonating with your audience and driving the most traffic to your website. You can then use this data to optimize your social media strategy and create more effective content.

Similarly, if you're running a lead generation campaign, you can track metrics like form submissions and email sign-ups to see which channels and tactics are driving the most leads. You can then adjust your strategy accordingly to focus on the channels and tactics that are most effective.

In short, KPIs are a critical component of any marketing strategy. By tracking the right metrics and making data-driven decisions, you can improve your marketing results and achieve your business goals.

LinkedIn as a Marketing Platform

LinkedIn is a social networking platform that has been gaining popularity among businesses as a marketing tool. It is best known for its job search and professional networking capabilities. However, it also provides businesses with the opportunity to reach a large, engaged audience through targeted advertising and organic posting.

One of the key benefits of using LinkedIn for marketing is that it provides access to a large, specialized audience of professionals who are potentially interested in your product or service. This can be particularly useful for B2B companies looking to connect with decision-makers in specific industries or companies. LinkedIn also offers unique targeting options that allow you to reach specific audiences based on job title, company, location, and more.

Benefits of Using LinkedIn for Marketing

There are many benefits to using LinkedIn as part of your marketing strategy. In addition to its specialized audience and targeting options, LinkedIn also offers a range of ad formats that can help you achieve your marketing goals. For example, Sponsored Content allows you to promote your content directly in the LinkedIn feed, while Sponsored InMail allows you to send personalized messages to your target audience.

Another benefit of using LinkedIn for marketing is that it can help you establish your brand as a thought leader in your industry. By sharing relevant and insightful content on your company page or in LinkedIn Groups, you can demonstrate your expertise and build trust with potential customers and clients.

LinkedIn's Unique Features for Businesses

LinkedIn offers a number of unique features that can be particularly useful for businesses looking to improve their marketing efforts. For example, LinkedIn allows you to create a company page where you can share news, updates, and promotions. You can also use your company page to showcase your products or services, and to highlight your company culture and values.

In addition to company pages, LinkedIn also offers the ability to create Showcase Pages, which are dedicated pages for specific products or services. This can be a great way to highlight the unique features and benefits of your offerings, and to target specific audiences.

Another unique feature of LinkedIn is the ability to join LinkedIn Groups related to your industry or niche. These groups can be a great way to connect with potential customers and clients, as well as to network with other professionals in your field. By participating in group discussions and sharing your expertise, you can establish your brand as a thought leader and build valuable relationships.

Finally, LinkedIn offers a range of analytics tools that can help you measure the effectiveness of your marketing efforts. You can track the performance of your company page, Sponsored Content, and other ads, and use this data to refine your strategy and improve your results.


Overall, LinkedIn is a powerful marketing platform that offers a range of benefits and unique features for businesses. By leveraging its specialized audience, targeting options, and ad formats, you can reach and engage potential customers and clients in a meaningful way. Whether you're looking to establish your brand as a thought leader, generate leads, or drive conversions, LinkedIn can be a valuable addition to your marketing toolkit.

Identifying Relevant KPIs for LinkedIn Post Shares

Now that we've established why LinkedIn is a valuable marketing platform, let's dive into the specific KPI of post shares. Shares can provide valuable insights into how well your content is resonating with your audience, and can be an important indicator of engagement, reach, and even lead generation.

Post Engagement Metrics

When it comes to measuring post shares, engagement metrics are particularly important. These metrics include likes, comments, and shares - all of which indicate how well your content is resonating with your audience. By tracking these metrics, you can identify what type of content and messaging is most effective for your target audience.

Audience Growth Metrics

As you create and share content on LinkedIn, it's important to also track audience growth metrics. These metrics can include the number of followers you have, the number of new followers gained over a specific period of time, and the audience demographics - such as job title and location. Tracking these metrics can help you identify whether you're reaching your intended audience and whether your content is resonating with them.

Conversion Metrics

The ultimate goal of marketing is to generate leads and convert them into customers or clients. Therefore, conversion metrics are another important aspect of monitoring post shares. These metrics can include website clicks, form submissions, and even sales generated as a direct result of your LinkedIn posts. By tracking these metrics, you can identify how effective your LinkedIn marketing efforts are at driving business results.

How to Increase LinkedIn Post Shares

Now that we've discussed the importance of LinkedIn post shares and the relevant KPIs to track, let's explore some strategies for increasing your post shares and improving your performance on LinkedIn.

Creating Share-Worthy Content

The first step in increasing post shares is to create content that is compelling, informative, and relevant to your target audience. This can include blog posts, infographics, videos, and more. To increase your chances of shares, it's important to consider the type of content your audience is most likely to engage with, and to include a clear call-to-action that encourages them to share your content with their own networks.

Optimizing Post Timing and Frequency

The timing and frequency of your posts can also impact your post shares. It's important to understand when your target audience is most active on LinkedIn, and to post your content during those times. Additionally, it's important to find a balance between posting too frequently - which can come across as spammy - and not posting enough - which can lead to decreased visibility.

Leveraging LinkedIn Features to Boost Shares

Finally, there are a number of features on LinkedIn that can help boost your post shares. This includes utilizing hashtags to increase the discoverability of your content, tagging relevant individuals or companies in your posts to increase visibility, and even running LinkedIn Ads to reach a larger, targeted audience.

Analyzing and Improving LinkedIn Post Share KPIs

Measuring your LinkedIn post shares is just the first step - the real value comes from analyzing this data and using it to improve your marketing strategy. Let's explore some strategies for analyzing and improving your post share KPIs.

Monitoring Performance Over Time

The first step is to monitor your post share KPIs over time. This can include tracking changes in engagement metrics, audience growth, and conversion rates. By monitoring these metrics, you can identify trends and patterns in your performance, and make adjustments accordingly.

Identifying Areas for Improvement

Once you've identified trends in your performance, it's important to dig deeper and identify specific areas for improvement. This could include creating more engaging content, refining your targeting strategy, or optimizing your LinkedIn profile and company page.

Adapting Your Strategy Based on KPI Insights

The final step is to adapt your marketing strategy based on the insights you've gained from monitoring and analyzing your post share KPIs. This could involve creating new content formats, adjusting your posting schedule, or reallocating your advertising spend. By using data to drive your decisions, you can improve your marketing results and ultimately drive business growth.

Wrapping Up

In summary, measuring your LinkedIn post shares is a valuable KPI to track as part of your marketing strategy. By understanding the relevance of KPIs in marketing, using LinkedIn as a platform, identifying relevant KPIs for post shares, increasing post shares, and analyzing and improving your results, you'll be well on your way to success. Keep experimenting, keep optimizing, and keep measuring your results to continue to achieve success and growth.