We hear a lot about strategy in connection with social media, but sometimes it's tough to know if what you're doing is actually working. For your website, Google Analytics tells the tale. For LinkedIn, I love the Premium Business Plus account. It costs about $1 a day, but tells me immediately if my marketing objectives are on the right track.
I am often asked "Should I upgrade to a Premium account?", so let's look more closely at the numbers and what they mean.
Compare LinkedIn Membership Levels.
Tracking LinkedIn Stats
Once you've subscribed to your chosen Premium account, go to your Home page, scroll about halfway down, and click on the right-sided blue link under Who's Viewed Your Profile?
On the right side of this page, you'll see a column called Trends. The column begins with a chart displaying Views and Appearances in Search. These are your 2 most important overall metrics. Appearances in Search lets you know if your profile is competitively optimized. Views stem from Appearances in Search. The chart default is Views, but simply clicking on Appearances in Search will display that view.
At a glance, it's easy to see how specific marketing initiatives are affecting your numbers. If you are networking consistently, you should also see the effects of your efforts on the peaks and valleys of these charts. If it appears not much is happening, your profile optimization may need tweaking.
Below this you'll see Top Search Keywords. Although not a perfect science, this provides a glimpse into which profile keywords are driving traffic to your profile. This is exactly what we mean when we talk about "optimizing your profile." Because I teach and train others about using LinkedIn, 30 percent of all visitors to my profile get there because they've typed in a phrase such as "LinkedIn help":
This is where the keywords used throughout your profile really come into play. Remember that you want to use keywords that reflect how others might search for you in order to 'get found' more easily and regularly.
Next is Views by Industry. If you choose to network openly, results may vary widely or be largely consistent across all industries. However, if you are carefully targeting specific industries and job titles, one industry might dominate the others:
The final categories are Views by Geography and Top Countries which offer additional ways to assess your growing influence.
InMails
Another perk of Premium membership is InMails, a handy tool that allows you to send a direct message to any LinkedIn member, even if you don't know the person or his/her email address. Attached to the InMail is your profile.
Some complain that InMails are too "expensive." For example, with the Business Plus membership comes 10 InMails per month. LinkedIn states this is "a $100 value," so we can assume each InMail 'costs' $10. But those who view InMails this way are missing the point. InMails are not to be used for "blasting," but for very specific, special outreach. Used with discretion, InMails can be exactly the introduction you need to someone whom you might never otherwise have the opportunity to connect. Is that worth $10? Absolutely.
LinkedIn guarantees a response to InMail within 7 days, or you'll be given an InMail 'credit' - another InMail to send. However, there are no 'rollovers' from month to month.
Saved Search Alerts
Among the many time-saving Premium account features is the Saved Search Alert, a tool that automatically runs your searches, and alerts you when new profiles meet your criteria. Find the tool by clicking on "Advanced" next to the People search toolbar. You can create your own Saved Searches (up to 7) by first searching by name or keyword, then clicking on the "Save" icon at the top of the results. Or LinkedIn can run your search and email you the new results.
So...LinkedIn Premium Account...worth it or not? Only you can decide.
(Originally posted at GreenBuzz Agency.)