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Assessing Your Web Marketing Success in LinkedIn

From tip networks to trade associations and chambers of commerce, networking is a mantra for business owners. LinkedIn turns that whispered mantra into a cybershout. It is critical to regularly evaluate your LinkedIn presence. LinkedIn offers two levels of statistical reports:

  • Profile Stats: For free accountholders

  • Profile Stats Pro: For Premium members

According to LinkedIn, the standard option provides this information:

  • The number of connections and recommendations you have

  • As many as five results of who's viewed your profile

  • The number of visits to your profile

  • The number of times you've appeared in search results

The Premium version adds a full list of who's viewed your profile, trends, and breakdowns of profile views by keyword, industry, and geography.

If you remain anonymous, which is the default setting for a free member, you see no statistics. You must select the option to display your name and headline on the pop-up screen labeled What Others See When You’ve Viewed Their Profile. This screen pops up on login or whenever you edit your profile. You can change your settings back to Anonymous at any time.

See a typical statistical screen in the following illustration. Note the toggle between Views and Appearances in Search on the chart as well as the paid text ad at the top of the page.

A LinkedIn results page from Profile Stats. [Credit: Courtesy of Watermelon Mountain Web Marketing,
Credit: Courtesy of Watermelon Mountain Web Marketing, www.watermelonweb.com
A LinkedIn results page from Profile Stats.

LinkedIn is fully compatible with Google Analytics. Visits to your website from LinkedIn appear in your referrer statistics. To track e-mails from LinkedIn, specify a different e-mail address for contact purposes in your profile. (An example, might be linkedin@watermelonweb.com.)

The element that truly counts is the return on your investment of time, not intermediate performance criteria: Having 12 connections that bring you business is better than having 112 that don’t. This philosophy had a major effect on Barrett Foundation (an organization that helps homeless women and children in New Mexico), whose mention in a LinkedIn group brought it an ongoing donor relationship with a wine company.

A mention in the LinkedIn group Non-Profit Organizations in New Mexico led to donations for Barrett
Credit: Courtesy of Social Media Made Simple
A mention in the LinkedIn group Non-Profit Organizations in New Mexico led to donations for Barrett Foundation.
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