Mastering Marketing Metrics on LinkedIn

If you’ve recently left the corporate world to start your own business, you’re likely realising that marketing isn’t as straightforward as it once seemed. Unlike the structured corporate environment where marketing budgets and reports were handled by specialised teams, you’re now responsible for understanding and tracking your own marketing efforts.

One of the biggest challenges? Measuring the success of your marketing campaigns in a way that actually reflects your business growth. The digital world is constantly evolving, and traditional marketing metrics, like clicks and impressions, no longer tell the full story. Fortunately, LinkedIn has just released a new guide, The Future of B2B Measurement, which dives deep into how business owners can better track and analyse their marketing performance.

This guide is particularly useful for business-to-business (B2B) brands, but even if your business is consumer-focused, there are key takeaways that can help you make smarter decisions with your marketing budget. Let’s break it down into insights that can help you build a more effective and stress-free marketing strategy.

Beyond the Last Click: Understanding the Modern Buyer’s Journey

In your corporate career, you may have been familiar with tracking marketing through a simple process: a customer clicks an ad, makes a purchase, and the marketing team measures success based on that final action.

However, today’s customer journey is much more complex. People interact with brands in multiple ways before making a buying decision. They may see a social media post, read an email, watch a video, and visit your website multiple times before they actually make a purchase. If you’re only measuring the last click (the final action before they buy), you’re missing a huge part of what influenced their decision.

LinkedIn’s guide emphasises the importance of multi-touch attribution—a method of tracking all the interactions a potential client has with your business before converting. This approach helps you understand which marketing efforts are actually driving engagement and leading to sales, rather than just guessing based on final clicks.

Choosing the Right Metrics for Your Business

One of the most overwhelming parts of digital marketing is figuring out which numbers actually matter. Should you be tracking website visits, social media likes, or email open rates? The answer depends on your goals.

LinkedIn’s guide breaks down different measurement options, offering expert advice on how to choose the right ones for your business. Some key metrics to consider include:

• Brand Awareness: How many people are seeing and engaging with your content?
• Engagement Rates: Are people interacting with your social media posts, emails, or ads?
• Lead Generation: How many potential customers are showing interest by signing up for emails, downloading resources, or filling out forms?
• Conversion Rates: How many of those leads are turning into paying customers?

By focusing on these metrics instead of vanity numbers (like follower count), you’ll have a clearer picture of what’s working and where to adjust your marketing efforts.

Expert Insights: Learning from the Best

One of the most valuable aspects of LinkedIn’s guide is that it includes insights from top marketing leaders. These experts share real-world advice on what works in today’s marketing landscape, along with the pros and cons of different tracking methods.

For business owners like you—who don’t have time to waste on trial and error—these insights can save you both time and money. Learning from experts who have tested various strategies allows you to focus on what actually drives results, instead of getting lost in endless data.

Using LinkedIn’s Tools to Track Your Success

While LinkedIn’s guide focuses primarily on B2B businesses, it also provides valuable information on LinkedIn’s own tracking and measurement tools. If LinkedIn is a key platform for your business, understanding how to use its analytics tools can help you optimize your marketing strategy.

For instance, LinkedIn allows you to track engagement, conversions, and lead generation directly from its platform. This means you can see which posts and ads are driving real business results, rather than just measuring likes and comments.

How This Helps You as a Business Owner

Many women who transition from corporate roles into entrepreneurship find marketing to be one of the most challenging aspects of running a business. With so much conflicting advice online, it’s easy to feel overwhelmed.

That’s where resources like The Future of B2B Measurement come in. By understanding the latest trends and best practices in marketing measurement, you can make data-driven decisions without the stress. You’ll be able to:

• Identify which marketing efforts are actually working
• Allocate your budget more effectively
• Stop wasting time on strategies that don’t drive results
• Gain confidence in your ability to manage your business’s digital presence

Where to Get the Full Guide

If you want to dive deeper into these insights, you can download LinkedIn’s full Future of B2B Measurement guide here. It’s a 27-page resource packed with expert advice and actionable tips.

Final Thoughts: Simplify Your Marketing Strategy

Marketing doesn’t have to be overwhelming, even if you’re new to the digital space. By focusing on the right metrics, understanding how your customers interact with your brand, and learning from marketing experts, you can build a strategy that actually works.

If you’re looking for guidance in navigating the digital world, you don’t have to do it alone. My goal is to help women entrepreneurs like you simplify your marketing and create a stress-free approach to growing your business online.

Need help making sense of your marketing metrics? Let’s chat—I’d love to help you take control of your digital strategy with confidence.