M&A Brand Strategies: Successful Post-Merger Integration and Marketing
November 16, 2024
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Many companies use LinkedIn to improve brand awareness metrics, showcasing their products, team expertise, and overall brand presence. If you rely on colleagues to amplify your reach, tracking success requires looking beyond Company Page metrics for a more complete picture. Your LinkedIn brand awareness metrics should also include insights from your team’s personal profiles.
Employee Advocacy Platforms have recognised this challenge for years, offering partial solutions. However, relying on these platforms alone can be difficult, as employees may not consistently post through them—typically covering only two of the five key metrics we recommend below.
The insights in this article are drawn from a LinkedIn Live session, “Metrics to Measure (Organic) Brand Awareness on LinkedIn” hosted by myself and Aleksandra. During the session, we explored key brand awareness metrics beyond Company Page data and shared strategies to maximise LinkedIn’s organic reach.
Impressions show how often your content is displayed across LinkedIn. It’s not a “vanity metric;” impressions are vital in B2B marketing. Decision-makers frequently view content passively, not wishing to show their potential interest via a like or comment. Impression count is a strong indicator of brand visibility.
Engagement metrics such as likes, comments, and shares are crucial for the algorithm so a wider audience sees and then interacts with your content. High engagement rates indicate that your posts are relevant and thought-provoking.
Increasing profile views indicate interest in your expertise and the value of your insights. This data reflects how effectively your content drives users to learn more, and can be seen as a signal of intent.
This also underlines the importance of a complete and engaging profile on LinkedIn. It’s your chance to be memorable and showcase your latest products, events, and content with links to your website. Analysing profile views by job title, industry, or company will help you assess whether you’re reaching your ideal audience.
LinkedIn analytics offer insight into the job roles, industries, geographies, and companies that are engaging with your posts. From this, you can ascertain whether your intended target market is seeing your content.
Regularly reviewing post demographics helps prevent the echo chamber effect. By liking, commenting, and connecting with your target accounts, you can manipulate the algorithm to get your posts seen by the right people.
The most effective technique is cross-connecting which is outlined in our article.
The connection acceptance rate reflects how well your outreach resonates. A high acceptance rate suggests that your targeting is on point and your profile is compelling. A low rate may indicate a need to refine your strategy. Building a professional network on LinkedIn is vital to expanding your reach and influence.
Why is this an essential metric for brand awareness?
At Pitch121 we manage profiles to create social influence. Collectively, your Senior Executive profiles build trust and credibility with your target accounts.
We deliver Targeted Brand Awareness organically on LinkedIn.
If you rely on your Salespeople to lead the way on LinkedIn without empowering your senior Executives to support them, then you’re missing the opportunity to drive awareness and trust in your brand on Linkedin.
Available through LinkedIn Sales Navigator Advanced, Buyer Intent indicates when potential leads engage with your brand.
It is intended to show you the individuals, and collectively the accounts who are more aware of your brand.
Pitch121 have observed increased intent among target accounts after we have focused content and outreach efforts on a select number of accounts.
For this reason, with a strategy in place, you might consider ‘Buyer Intent’ to be less of an intent signal but more of a signal of increased awareness.
If you would like to learn more about Sales Navigator, please see our article.
Tracking these metrics is just the beginning. To achieve sustained success on LinkedIn, transform those metrics into insights.
LinkedIn can help you achieve several objectives, and very often it is Brand Awareness with another objective. Be sure of these, document them and find the KPIs to match.
