Help! My LinkedIn Analytics!

Is a phrase we heard a lot at the start of January. It is common for B2B businesses to experience concern after returning to work from the festive break to find that your hard-earned impressions and engagements have fallen since early December. In the panic surrounding these truly terrifying statistics, it is easy to forget that LinkedIn visits drop over the end of year break as those in the B2B industry log off for a week or more.

There is no need to panic! A dip in impressions and engagement is completely normal from time to time due to factors such as time of year (we could see this happen again in the Summer, when parents in business often take weeks of leave to accommodate the 6 week school holiday), algorithm changes and world events. We know it’s frustrating but sometimes it’s completely out of your control!

What can I do to recover from seasonal dips?

It might not be necessary to do anything after a dip if you have a solid content strategy in place. If your current strategy is a bit ropey, it could be useful to review your content. If the content you are posting is outdated or simply not engaging for users then this could contribute to a slower engagement recovery – a simple way to resolve this could be to rewrite your captions, add emojis where appropriate (yes, really!), and always open with a short and interesting question or statement to entice your audience into reading below the fold.

If your content is up to date, interesting for your target audience, and fits your business, you could take a look at your hashtags. Hashtags are the commonly forgotten and overlooked tool that will help your content reach the right people – check trending hashtags and see if you can make them work for you! We have seen a lot of “advice” circulating recently which suggests no more than 5 hashtags per post, but this simply isn’t true! Use as many relevant hashtags as you want per post without it becoming visually overwhelming, and don’t ignore the more niche terms – if someone searches for it then your content is more likely to come up. You probably shouldn’t type out the whole dictionary into hashtags, though!

Now, you may be reading this and thinking “But Hydra, my content and hashtags are all ok! Is there anything else I can do?”, and to that we enthusiastically respond, “yes”! Experiment with a mixture of carousel (PDF) posts, videos, single images and multiple images to see what your audience seems to prefer – sometimes it really does take a bit of trial and error, as every audience (and every company) is different!

We get it, LinkedIn can be confusing, time consuming and quite frankly daunting when you are trying to tackle it amongst all of your other daily responsibilities - which is why we’re here to help! Social media can be a full time job considering you need strategy, content, a schedule, planning time, graphics or images and up to date references to keep your audience engaged – this is a lot to do between your other tasks and responsibilities. Your social media should be just as good as your business: if you are finding yourself too overwhelmed to dedicate time to them, then it might be time to consider engaging an agency.

Here at Hydra, we fit in exactly where you need us – if you are comfortable creating your own content, then we will do everything else. Equally, if you only need us for planning and scheduling then that’s fine, too! Some social media specialists try to sell packages of things that may not be needed or used, meaning your marketing budget could be wasted, but at Hydra, we work closely with you to provide you solutions tailored to your business – meaning you will never find yourself paying for things you don’t need.

Interested? Get in touch with our team today to discover what we can do for you.