If you’re posting B2B content on LinkedIn and just crossing your fingers, you’re wasting time. The good news: the platform hands you a pile of data on what’s working—if you know where to look and how to use it. This guide’s for marketers, founders, and anyone serious about treating content like an experiment, not a guessing game.
Step 1: Get to Know What LinkedIn Analytics Actually Shows You
First things first—LinkedIn analytics is not a crystal ball. But it’s good enough for spotting patterns and figuring out where your content’s falling flat. Most folks just look at the flashy numbers (views! likes!) and call it a day. That’s not enough.
Key data you get with a Company Page: - Impressions: How many times your post was shown. Not the same as “people who cared.” - Clicks: Actual clicks on your content or links. This matters more than likes. - Engagement Rate: Combines clicks, likes, comments, and shares, divided by impressions. - Followers: Who’s following your company, and whether that number’s moving at all. - Audience Demographics: Industry, job title, seniority, company size—useful for B2B.
If you’re using a personal profile: Analytics are limited. You’ll see views on your posts and profile, but not a ton else. For serious B2B, use a Company Page.
Pro tip: Ignore “reach” unless you care about vanity. Engagement and clicks are where the signal is.
Step 2: Set a Benchmark—What’s Actually “Good” for You?
Before you start tweaking your strategy, know your starting line. Don’t compare yourself to Fortune 500 brands; compare yourself to yourself last month.
- Pick a time frame. Last 30 or 90 days is fine.
- Log your averages. Impressions, clicks, engagement rate per post.
- Spot your best and worst posts. You’ll come back to these.
Write these numbers down. They’ll keep you honest when you try new things.
Step 3: Analyze What Content Is Actually Working
Now, roll up your sleeves and dig into specifics. Don’t just look at totals—look at individual posts.
Ask: - Which posts got real engagement (comments, shares, DMs—not just likes)? - Which posts drove clicks to your site or offer? - What topics, formats (text, video, image), and posting times seem to hit? - Who’s engaging—are they your target buyers or just randoms?
How to do it: - In your Company Page analytics, sort posts by engagement rate and clicks. - Make a quick spreadsheet: Topic, format, engagement, clicks, comments. - Look at the outliers—both high and low.
What to ignore: Viral one-offs. Sometimes, a post takes off and you’ll never repeat it. Look for repeatable trends, not lightning in a bottle.
Step 4: Match Your Audience to Your ICP (Ideal Customer Profile)
LinkedIn tells you about your followers: job titles, industries, company size, and more. This is gold for B2B.
- Are your followers the people you want to reach? If not, you’re attracting the wrong crowd.
- Compare your top-engaged audience to your customer list. Are they even close?
- If your audience is off, your content probably is too.
What to do if there’s a mismatch: - Tweak your topics and language to speak directly to your actual buyers. - Stop chasing broad reach; focus on content that matters to your niche.
Honest take: If you’re only attracting marketers, and you sell to IT, you’ve got a content problem—not an analytics problem.
Step 5: Test, Don’t Guess—Run Small Experiments
Skip the “annual content calendar” and focus on running small tests. Use analytics to see what’s actually moving the needle.
Examples of things to test: - Format: Try a text post vs. a quick video vs. a carousel. - Timing: Post at different times/days and track results. - Calls to action: Ask for comments, clicks, or shares—see what gets a response. - Topics: Alternate between industry news, how-tos, customer stories.
How to keep it manageable: - Run one test at a time for a week or two. - Use your benchmarks to compare. - Don’t worry about statistical perfection. Look for clear trends.
Step 6: Spot Patterns and Double Down
After a month of testing, review your data:
- Which formats reliably get engagement from your target buyers?
- What topics get real conversations going?
- Which posts actually drive leads or demo requests—not just likes?
Double down on what works. Don’t get bored just because you’ve done something before; if it consistently works, keep doing it.
What to ignore: Fads or “best times to post” articles. Your audience is unique—what works for SaaS might flop for manufacturing.
Step 7: Watch for Drop-Offs and Dead Ends
Not every experiment will pay off. Use analytics to spot when something’s not working.
- If engagement rate drops off a cliff, figure out why. Did you change your approach? Did LinkedIn change its algorithm? Sometimes, it’s just bad luck.
- If a topic or format stops performing, don’t be precious. Cut it and move on.
- If your followers aren’t growing or are the wrong people, rethink your messaging.
What NOT to do: - Don’t panic after one bad post. Look for trends over a few weeks. - Don’t waste time blaming the algorithm for everything.
Step 8: Use Analytics to Prove (or Disprove) ROI
For B2B, content needs to move the business—not just rack up likes. Use LinkedIn analytics as one part of your reporting:
- Clicks to site: Track with UTM parameters so you know which posts actually drive traffic (and leads).
- Leads generated: See if there’s a bump in demo requests or sign-ups after big posts.
- Sales feedback: Ask your team if they’re hearing about your LinkedIn content on calls.
Be honest: If all you’re getting is engagement with no business results, it’s time to rethink your approach.
What Works, What Doesn’t, and What to Ignore
What works: - Tracking engagement from your target audience, not just total numbers. - Testing content types and iterating based on real data. - Focusing on comments, shares, and clicks over vanity metrics.
What doesn’t: - Chasing viral trends that don’t fit your brand. - Obsessing over follower count—quality > quantity. - Copy-pasting what works for B2C brands.
What to ignore: - “Best practices” that don’t match your audience or goals. - Any analytics dashboard that doesn’t tie back to business outcomes. - Overly complicated reporting that eats up your time.
Keep It Simple: Iterate and Learn
Don’t get paralyzed by dashboards or chase every metric. LinkedIn analytics is a tool, not a crystal ball. Use it to spot patterns, run small experiments, and make honest improvements over time. Keep what works, ditch what doesn’t, and remember—good B2B content isn’t about going viral. It’s about getting the right people to care, one post at a time.