Marketing Analytics
What do 'search appearances' on LinkedIn actually mean and are they valuable metrics?
According to LinkedIn coach Brenda Meller, search appearances have minimal value as metrics. They simply show how many times your profile appeared in search results across LinkedIn during a specific period, but don't indicate whether anyone actually viewed your profile or where in the search results you appeared (page one or page fourteen). Meller emphasizes that search appearances don't confirm if individuals clicked to visit your profile. Instead, she suggests focusing on profile views and meaningful engagement. Search appearances may come from various sources including network recommendations, comments, posts, and general search results, but don't necessarily translate to recruiter interest or valuable connections.
Watch clip answer (01:36m)
Brenda Meller | Meller Marketing 🥧LinkedIn
01:27 - 03:03
What is A/B testing and how does it work?
A/B testing is an invaluable yet simple tool that helps businesses understand customer behaviors and optimize content. It functions like a marketing experiment where you split your audience to test two different versions of the same element. By comparing performance of variations in elements like email subject lines, landing page designs, or CTA placements, you can determine which version better increases engagement, sales, or other key metrics. This data-driven approach enables businesses to make informed decisions that positively impact their goals and improve conversion rates.
Watch clip answer (09:31m)
HubSpot Marketing
00:00 - 09:31
What is the difference between LinkedIn profile views and search appearances, and which one is more valuable?
Profile views are more valuable than search appearances because they represent people who actually clicked to visit your profile, while search appearances only show how many times you appeared in search results without indicating if people viewed your profile. Search appearances don't reveal whether you appeared on page 1 or page 14 of results, making this metric less actionable. Importantly, LinkedIn Recruiter users are excluded from profile views data, so job seekers shouldn't be discouraged if recruiters aren't visible in their views. Rather than waiting for recruiters to reach out, Brenda recommends proactively connecting with recruiters, optimizing your profile, and staying active on the platform to enhance your job search efforts.
Watch clip answer (07:36m)Brenda Meller | Meller Marketing 🥧LinkedIn
01:13 - 08:50
What are the key content performance metrics identified in the Altimeter Group's 2021 State of Digital Content report?
According to the Altimeter Group's 2021 report, the five key content performance metrics are: engagement (36% of respondents), efficiency, inbound traffic, conversion, and reach. Engagement measures how content resonates with audiences, while efficiency demonstrates ROI through cost savings such as decreased call center contacts. Inbound metrics track website analytics like time spent and referring URLs. Michael Brito suggests mapping these metrics to the buyer's journey framework rather than viewing them in isolation. This approach makes measurement more actionable by showing where content strategy adjustments are needed throughout the customer journey, allowing marketers to better understand performance and make targeted improvements to different content types and storytelling techniques.
Watch clip answer (03:26m)
Michael Brito (Britopian)
00:43 - 04:10
How do you analyze and optimize Google Ads performance between mobile and desktop devices?
To analyze Google Ads performance between mobile and desktop, first collect substantial data (ideally 500-1,000+ clicks) to ensure statistical significance. Navigate to the device section in your Google Ads account to compare key metrics like cost per conversion, click-through rates, and conversion rates across devices. This comprehensive data shows which device delivers the best ROI for your ad spend. Based on this analysis, implement bid adjustments to optimize performance - increase bids on better-performing devices to get more conversions, or decrease bids on underperforming ones to control costs. This strategic approach ensures maximum return from your advertising budget across different device types.
Watch clip answer (06:23m)
Missoula SEO Geek
00:00 - 06:23
What is A/B testing and how does it work?
A/B testing is an invaluable marketing experiment that helps businesses understand customer behaviors and optimize content. It works by splitting your audience to test two different versions of the same thing - like email subject lines, landing pages, or CTAs - to determine which performs better. The goal is to gather data that allows you to make informed decisions to positively impact business outcomes such as increased engagement, sales, and conversion rates. When conducting A/B tests, it's crucial to test one element at a time, ensure adequate sample size, and verify statistical significance before implementing changes.
Watch clip answer (09:10m)HubSpot Marketing
00:00 - 09:11