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Which Metrics Matter the Most for B2B Marketing on LinkedIn?

For example, if we publish two posts, A and B, (on our personal profile) and :

– A gets a lot of likes but very few clicks through to our product page on our website

– B get less likes but more clicks to our website product page

Which post is most effective in helping us achieve our sales goals?

Knowing which posts are most effective is essential in helping us optimise our efforts on LinkedIn. In this article, we will examine which metrics really matter the most on LinkedIn.

Note: This article relates to personal profile analytics only (not company page analytics)

Using LinkedIn for Marketing: Two Key Facts

LinkedIn is primarily a research & consideration platform, not an immediate purchase intent (unlike search). What this means is that it will only yield results in a medium to long-term time frame.

What matters most is the Intent of our audience on LinkedIn. So if a prospect reacted in some way to one of our posts, we need to ask ourselves, what is the intention of this prospect/user – i.e. what was this prospect trying to achieve when they engaged with our post? (i.e. liked the post, saved, sent , clicked etc)

Obviously, the intent we are hoping for is that they intend to buy our product/service at some point in the future. Therefore, we need to look at the various metrics on LinkedIn and rate them on the level of intent each metric shows.

List of Key Metrics that LinkedIn provides from Personal Profiles:

• Click to product/service page

• Profile view

• Comment

• Repost

• Send (private share)

• Save

• Like

• New follower

Below we have ranked the metrics from strongest to the weakest buying intent signals.*

*Note: These signals must be viewed in context, e.g. a user who views your profile may be a potential client, or they could also be looking for leads themselves and have identified you as a potential client of theirs. As a business owner, you will be able to see which scenario is most likely when you view this user profile also i.e. you can see what industry they are in and whether or not they are likely to wish to buy from you or sell to you.

1.  Click to product/service page (highest intent)

This moves the user off-platform to your website and shows that they are keen to find out more about your product/service. This takes a certain amount of “effort” i.e. taking them away from LinkedIn where they started, to hone in on your product/service

 2. Comment (especially problem-aware comments)

To comment requires effort from the user and shows this topic/ product/service matters to the user. It can often reveal pain points, questions, or use-case context. A comment such as “we’re struggling with this exact issue” indicates the near “mid-funnel intent”.

3. Profile view (especially after post engagement)

This signals identity-level curiosity (who are you / can you solve my problem?). It usually also means that this is a new user who has only recently discovered your posts/content. When paired with prior engagement, this becomes a qualified buying signal.

This is often the step before DMs, connection, or deeper research.

4. New follower (context-dependent, usually early-stage)

A new follower can be good news if they also show signals in other ways. It can often indicate top-of-funnel interest or audience building. It can signal early research if they also engage with multiple posts or follow multiple team members.

 5. Repost (share with network)

This indicates that the user sees very good value in your posts and feels it could be useful to colleagues/ connections. It is also a clear indicator that your post’s content is highly relevant to this user.

6. Sends (DM shares / private sharing)

This implies that the user is recommending your posts to peers or they may be part of a buying group. This is closer to “decision-stage research”

 7. Save (bookmark)

This indicates a user is not ready to buy yet, that they are at an early stage of their buying journey and they think that your post will be helpful at a later stage of their buying journey.

8.  Like (low intent)

A “like” takes minimal effort, and it is often habitual scrolling behaviour. However, it can be a sign that a user wishes to quickly save your post for future reference, without having to actually save it, as in 6 above. It is an “entry-level  signal”.

Critical nuance: The strongest buying signal is not a single action — it’s a sequence:

Engagement → Profile view → Click → Repeat engagement

This pattern is what actually predicts conversion. Engaged prospects are three times more likely to convert. Multiple signals from the same person/company indicate real buying motion.

Practical takeaways re LinkedIn Metrics / Analytics

If you’re prioritising leads from LinkedIn posts, use the following Tier system so that you concentrate first on those leads with the highest intent.

Tier 1 (act immediately): clicks + profile views

Tier 2 (warm outreach): commenters, reposters

Tier 3 (nurture): saves, followers, sends

Tier 4: Likes alone

Need help with your B2B marketing on LinkedIn?

At Yellow Ruler Marketing, we work very closely with small businesses in Ireland and the UK with their B2B marketing. We have worked with businesses in many B2B sectors, including insulation, ventilation, medical device training, packaging, HR, IT, real estate and more. We like to especially work with businesses with highly technical or “hard-to-market” products/services

Contact us today if you would like to have a free initial consultation about your B2B marketing

The post Which Metrics/Analytics Matter the Most for B2B Marketing on LinkedIn? appeared first on Yellow Ruler Marketing.

So you might feel like this guy when your marketing agency want to analyse your website’s traffic, page views and customer paths etc.

Reasons why you need  to analyse your B2B Website Data

– Your website data has a treasure trove of valuable insights that can show you EVIDENCE of what marketing actions are working and what is not.
For example, you may be spending a considerable amount of time generating content for social media posts and a lot less time in creating helpful blogs and “how-to” guides for your website.
However, as a general rule of thumb for B2B businesses, creating content for your website will generate a lot more traffic that social media posts. (This content must help your prospects and include your top keywords)

Decisions on B2B Marketing Actions must be Based on Sound Data

– All of your marketing actions must be based on the above evidence i.e. sound data from your website and a logical working through of all the steps in your marketing plan. Avoid taking actions based on what seems to be the current trend or what “went viral” recently.

Using GA4
– Using tools such as Google Analytics 4 (GA4) can be time consuming and frustrating if you are not properly trained on this tool. It is best to outsource this analysis if your budget allows. If not, there are many self-paced, online courses in GA4.

Important Website Analytics for B2B businesses

– Your marketing agency can help you prioritise which GA4 reports are most important.

Where is most of your website traffic coming from?

If you find that most of your website traffic is coming from search engines/ AI platforms and a let less from social media,  then you may need to allocate more time to add useful blogs to your website and less time into preparing social media posts.

Which website pages are getting the most visits?

These pages deserve the most attention, i.e. the text and images on the page and the search engines optimisation in the back of the website.

How many page views are your important pages getting?

This is important because page views are usually a good indicator of the level of interest in that product/service, if you see page views drop off over time, then it will act as an early warning that you need to take action to re-ignite interest in this page.

What path do website users take through your website?

E.g. are your blogs driving them to other key pages? Or are users leaving your website at a particular page without contacting you? Is yes, why is this happening? Can you improve this page to improve the user experience and encourage more visitors to stay on the website or send an enquiry through your website.

Are your website users taking important actions, such as sending an email via the “Contact Us” page, or signing up for your eNewsletter, or clicking a “Call Us” button?

If they are not taking important actions, then your website needs to be improved so that website visitors are motivated to take action.

From what countries are most of your website visitors from?

If you only serve certain countries, then you need to know from what countries most of your website traffic is from. For example, if your business can only serve Ireland and the UK, but a large percent of your traffic is from the US, then you need to take action to attract more visitors from your target market.

There are numerous more reports available in GA4 but it is advisable to set your data objectives before you begin to delve into analytics in order to avoid getting side-tracked with reports and graphs that look “cool” but won’t actually give you any valuable insights.

Need to analyse your B2B website data?

At Yellow Ruler Marketing, we can help you delve into the key data that will guide and improve your marketing actions and results. Contact us if you would like to have a consultation about your B2B marketing

The post Why B2B businesses need to analyse their website data appeared first on Yellow Ruler Marketing.