LinkedIn Business Page Audit in 6 Easy Steps

by 13 minutes read updated on January 9, 2023

LinkedIn is currently without a doubt the finest social network for B2B marketing, and it is still expanding.

To fully benefit from all the opportunities LinkedIn can provide your company, you must, however, routinely evaluate your marketing and sales efforts, assess your brand’s online presence and that of your competitors, and, most importantly, be flexible.

LinkedIn is no exception to the rule that nothing in the business world is static. So what can you do to keep your LinkedIn brand profile appealing and relevant?

In this article, discover what a LinkedIn audit is, how to conduct one and the advantages of doing so.


What is a LinkedIn audit?

An audit is an in-depth analysis of every facet of your LinkedIn profile, and the goal is to make improvements. Your goals and KPIs should be established before you begin your LinkedIn profile audit.

An audit of your LinkedIn profile is an excellent way to assess your brand's current state and determine what needs to be improved.

The goal is to make sure that every LinkedIn post you publish supports your brand objectives.

Why Is a LinkedIn Audit Important?

Like other social media platforms, LinkedIn is always evolving. To avoid falling behind your competitors, you must keep up with all the trends, popular content formats and effective marketing and advertising strategies.

Most businesses have a LinkedIn page, but few make optimal use of it. Instead, they rely on their sales force and strategies like email marketing to bring in the most significant clients. While all of these are crucial for any company's success, you shouldn't underestimate the impact of a great internet presence.

For instance, before making a purchase choice, a client will definitely investigate you and your business, even if you contacted them through a cold call or email. To learn more about your firm, they will naturally visit your company page on LinkedIn or your professional LinkedIn profile.

Maintaining your profiles can also help you recruit top employees, give your business the greatest possible first impression online, and offer an all-around outstanding representation of your brand.

You can start building your profile now, take the first step towards growing your brand. 

How to perform a LinkedIn profile audit?

What steps should you take when auditing your LinkedIn company profile? An audit can help you ensure that your LinkedIn profile is consistent with your business branding and digital marketing plans.

Step 1: Audit your profile

Complete your profile

Your LinkedIn profile gives you a substantial amount of space to make a statement. Make sure you don't fill it with pointless chitchat! According to LinkedIn, completed pages experience a 30% boost in weekly page views.

To help you determine how complete your profile is, LinkedIn offers a helpful completeness scale. As you finish parts of the page, the scale updates to show your progress. When you finish all areas, the scale will vanish. However, it will reappear if you delete a segment.

Each of the items listed below should be in your profile:

  • Industry
  • Company size
  • Website URL
  • Description
  • Logo
  • Street Address
  • Custom button
  • Your first post
  • Hashtags

Reminder: Don't overlook your slogan and call-to-action button. The 120-character line is optional, but it's a wonderful spot to include your motto or company information and to demonstrate that you've gone above and beyond.

Make your page SEO-friendly:

The greatest place for you to outline the history and goals of your business is in the "About" section of your page.

Additionally, as it allows up to 2,000 characters, it's an excellent place to improve your page's SEO, both for LinkedIn searches and external search engines, which will only display the first 156 characters of this section.

For example, Mastercard focuses on both the human factor and their product:

source: Mastercard

To make it easier for searchers and search engines to understand what you're about, lead with relevant, diversified keywords. Get creative and include your vision, purpose, values, positioning, slogan and products or services, as advised by LinkedIn.

Audit your images:

Profile Image

Make sure to incorporate eye-catching graphics in your LinkedIn profile. Every company ought to have a banner picture and logo.

Below, we list the suggested image sizes for your backdrop and individual LinkedIn business page pictures. The following measurements are suitable for your corporate page.

A logo must be uploaded in two different versions:

  • Your usual corporate logo, which will show up in the page's header, should be 300 × 300 pixels, 1:1 aspect and no more than 4MB in any of the following image types:.JPG, .GIF or .PNG.
  • A tiny logo that appears when someone searches for your business. It should be 60 by 60 pixels, 1:1 aspect and no more than 2MB in size.

If your branding has changed since your last LinkedIn audit, make sure you've updated your page to reflect that. Using an outdated logo or colour scheme on your LinkedIn business page does not appear professional to potential employees or other interested parties.

Banner Image:

This appears as a long, lean picture. As it is granted less vertical space yet fills the entire width of your page, it is narrower than your profile image. Your brand's banner image should be 1192 x 220 pixels and a maximum of 4MB in size. It should also be in one of the following file formats:.JPG, .GIF or .PNG.

However, your LinkedIn profile audit needs to go beyond simply examining the dimensions and file size of your cover image. You should also consider the impression of your business it provides. It will be one of the first things anyone who visits your profile sees. Without repeating your logo, which ideally already appears in your LinkedIn corporate logo image, it should enhance your branding. Make sure your cover image mirrors any colours that you have used in your branding. It can be used to highlight your staff, clients or products. Even better, use it to draw attention to an upcoming or recent corporate event.

The Ford Motor Company’s image of a dark blue backdrop with a phrase containing the Ford emblem underlines this point.

source: Ford Motor

Wizz Air uses their cover image to display their brand colors, logo and a stunning photo:

source: Wizz Air

Step 2: Audit your content

Determine what kind of content is best for your brand.

You can measure your LinkedIn activity to determine what is and is not working for you as a brand. Your LinkedIn strategy will be better shaped once you choose the right kind of content for your brand.

You can learn more about the demographics and interests of your followers by analysing your posts. Your contacts may prefer watching videos and not value your written updates.

Discover which content types are most popular and produce more of them.

Look at what’s working better

Knowing what connects with your audience is essential since the current LinkedIn algorithm gives relevant material a higher priority in the newsfeed.

Top KPIs to monitor are listed below:

  • Rate of engagement Impressions
  • Engagements
  • Total responses
  • Types of responses (Likes, Love, etc.)
  • Comments

You can publish a wide variety of material on LinkedIn, including articles, text posts, PDFs and presentations, images, polls and live videos. Every aspect of your content strategy should be guided by the knowledge of which of these post types performs best.

source: British Airways

Audit content quality

Which material did poorly, and which factors impacted its calibre? Where did you find the images? Did it come across as spam?

The LinkedIn algorithm may label your post as spam for a variety of reasons. Here are some suggestions on how to prevent this:

Get ready to create a spreadsheet where you insert the below statistics and record notes regarding the material.

Number of Reactions

Keep track of how many people respond to each of your posts.
Keep in mind that LinkedIn offers six different reply options: "Like", "Celebrate", "Support", "Love", "Insightful" and "Curious".

If you want to perform a more detailed audit, count your "Likes" and the other reactions separately. The other LinkedIn reactions require the engager to spend more time with the content than a "Like", which only requires a single click or touch.

Posts with a greater count of metrics aside from "Like" frequently receive a higher rating.

Number of Comments

One factor that makes a LinkedIn post go viral is the number of comments it receives, which indicates how interested readers were in the article. Naturally, LinkedIn wants to get the post in front of as many people as possible to keep visitors on the site when they are taking the time to respond.

There are different kinds of comments though. It doesn't always follow that the post with the most comments is the greatest one you have to offer. Look at the length and content of the comments. From this, you should be able to deduce what kinds of material you are providing that people enjoy.

Number of Reposts

Shareability is a key factor that many social media sites use when deciding whether to promote your message to more users.

Facebook is a fantastic example of a platform that has purportedly changed its algorithm to reward posts that are shared in the second degree, or after they have previously been shared.
Shareability is a fantastic measure to consider since it indicates how interesting your article was and how many people chose to include it in their own feeds.

source: Skype

Analyze your posting times

Analyse your posting frequency and your posting times. Staying active is important since businesses that publish weekly experience a 2x increase in content engagement. However, there is a thin line between staying in touch with your audience and spamming them.

Once you are aware of how frequently you post, consider what time of day updates are normally provided. Do you post updates whenever you have the time, or do you utilise a social media management tool to plan them for specific times? To improve interaction with your content, schedule your updates to go live at a time of day when the bulk of your followers are on LinkedIn.

Making sure you choose the optimum times to publish on social media to reach your target audience is crucial. Examine your most popular pieces to discover if you can spot any trends in the timing of their publication.

The following are the ideal times to publish on LinkedIn, according to our analysis of several studies on the subject:

Thursday at 9 and 10 am and Wednesday at 3 pm

11 a.m. and 12 p.m. on Friday.

The greatest time to post on LinkedIn is around the middle of the week; Sunday is the least effective day.

Knowing this useful information, you can easily use LinkedIn to start engaging new audiences.

Step 3: Know your audience

Knowing who follows you may help you better connect with your target market and direct your page updates, content production and paid advertising initiatives. In general, large worldwide corporations, for instance, may have different demands than a group of small local enterprises.

How do you discover your audience? One technique is to use a LinkedIn audit tool to find out who is responding to your advertising and visiting your website.

Step 4: Analyze competitor performance

By looking at how your rivals’ pages function, you can learn how you compare to them, find ideas and notice opportunities to differentiate your strategy.

Are they weak in thought leadership? You could fill that void. Are there no Product Pages available yet? Get one step ahead of them.

In late 2021, LinkedIn launched customisable competition insights under LinkedIn Page Analytics. To obtain a detailed analysis of how your major competitors' followers and statistics stack up to yours and how you might modify your approach to stay competitive, you can select up to nine of your primary rivals. It's an excellent tool to start using right now because there are additional features to come, such as engagement rate.

Step 5: Team

Rate your team

Ever wonder how your staff appears to potential customers who look at your company page?

Have they uploaded a profile photo? Do they have a tag on your page? You might think these are tiny details, yet your brand depends on each and every one of them.

Because they are your best advocates for spreading the word about your brand, make sure your team is active on LinkedIn.

Analyse your employees' LinkedIn posts

When you visit your business’s LinkedIn profile, you will notice "Employee posts" at the top of the page. Here, you can examine all your employees' posts.

You can view the things they have uploaded to their personal LinkedIn accounts, but not the content that they have liked, shared or commented on.

Note! You must be the page's administrator.

As we mentioned, your staff are your brand's advocates.

By inviting them to share content from the corporate blog, new features, upcoming events or anything else associated with your brand, you can increase your visibility.

Step 6: Set your goals

So what does LinkedIn accomplish for your leading brand? Set some goals and give it some time.

Your main focus may be to become more well-known in your industry, establish yourself as an authority or promote your goods. Your strategy and conduct on the platform will be determined by your aim.

Start promoting your products or services and get your target audience interested now

How Often Should I Be Conducting LinkedIn Audits?

Conducting weekly LinkedIn audits isn't feasible since it takes too much time and puts you at risk of falling victim to "analysis paralysis".

We suggest conducting a LinkedIn audit at the end of each month. Another option is every two months, but keep in mind that you won't be able to spot patterns very rapidly with that strategy.

At the very least, you ought to be performing an audit once every three or four months. Afterward, you should conduct a general audit at the end of the year, just to be safe.


Increase the impact of your LinkedIn brand profile!

Even for established businesses, social media marketing poses several difficulties. You want to awe your customers, engage your audience and entice qualified job candidates. These are not simple tasks, especially if you only have one profile that needs to fulfil every requirement.

Finding faults and purposefully working to correct them is the best approach to learning and improving. This is not just true for LinkedIn but for all social media platforms. There are several things you can do, such as enhancing your profile, producing content that speaks directly to your audience and demonstrating thought leadership.

No matter what method you use, try something new and ask yourself, "Would I trust this brand?"

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