How to Conduct a LinkedIn Audit to Get Strategy Optimization Insights

Most of us think that LinkedIn is simply a social media platform for job seekers.

However, it is also the perfect network for B2Bs to promote their services and products, making it essential to craft a powerful LinkedIn marketing plan.

Conducting a LinkedIn audit is crucial to understand what aspects of your LinkedIn campaign are most effective and what changes are needed in your social media strategy.

Today, we’ll learn how to conduct a LinkedIn audit and why it’s important for your brand. By analyzing LinkedIn metrics and leveraging LinkedIn analytics, you can fine-tune your approach and achieve better results. Let’s dive in!

What is a LinkedIn audit?

A LinkedIn audit is the process through which you assess your LinkedIn content’s performance, by looking at data.

This is how you find out what types of posts work best for your brand.

The results you get after conducting a LinkedIn audit help you develop a new content plan or adjust your current strategy

How to perform a LinkedIn audit

By learning how to conduct a LinkedIn audit, you figure out what are the steps you need to take in order to be better at what to post on LinkedIn.

This step-by-step guide on how to develop a LinkedIn audit will help you ace your LinkedIn marketing game.

Set your LinkedIn goals

If you know from the start what social media goals you want to achieve through your LinkedIn content, you will know how to plan your journey towards your goal.

You just have to ask yourself what’s your brand’s purpose on LinkedIn and everything will fall into place when crafting your content plan.

One of your goals might be to increase brand awareness or boost your sales. Regardless of what you choose to focus on, you have to write it down and then establish what steps you need to take to accomplish what you want.

Analyze your LinkedIn profile: profile image, banner image, headline

Next, you have to assess what you already have. The first impression matters. Always.

That’s why you should make everything sync with your brand’s values, from your LinkedIn profile picture to your headline, description and Overview section.

Profile picture

A clean, professional photo will help your profile stand out from the crowd. As a brand, I recommend you to use your logo as a profile picture.

Banner photo

If you haven’t designed your own banner image yet, that time has come. Use an actionable insight about your brand, a short CTA and also include your logo.

Yes, it’s that simple. These are just the right elements so that you have a cover photo that will steal everyone’s attention when coming across your LinkedIn profile.

Since Socialinider is an analytics tool, we've created our banner to let people know that they can use our tool to discover in-depth social media insights.

Overview section

The overview section is essential when it comes to search on LinkedIn. By using just the right keywords, users will easily find your brand’s profile.

Like an Instagram bio, your brand's LinkedIn overview section should be eye-catching and informative at the same time.

It should be able to hook future clients. You need to convince users that adding you to their LinkedIn connections is a great choice.

Let people know more about your brand, what you do, what products and services you provide, the link to your website, the industry you’re part of and everything about how you foundejnjd the brand.

This is also the place where you can place a call to action, such as:

• Please visit our website...
• Questions? Please email us at...
• Follow us here for daily tips

Identify the correct type of content for your brand on LinkedIn

Judging by your audience’s preferences, after a session of “trial and error”, you will find out what their favourite type of content is for LinkedIn.

By looking at followers’ demographics and assessing the performance of your LinkedIn posts via LinkedIn analytics, you can easily find out what’s your top performing type of content, depending on your industry.

This will help you focus on a particular type of content. Based on our recent LinkedIn study, we found out that multiple images score more engagement than any other type of post.

Understand what your best-performing content pillars are

To truly refine your LinkedIn strategy, focus on the content themes—or content pillars—that consistently drive engagement. Socialinsider’s Content Pillars feature makes this process both intuitive and powerful.

What are content pillars?

In Socialinsider, Content Pillars are the foundational themes around which your brand’s social media content is structured. They come in two forms:

• Industry Content Pillars – Automatically generated via AI based on your industry, offering insight into what resonates broadly across your sector.

• Brand Content Pillars – Custom themes you define to align with your specific goals, values, or campaigns.

Why evaluate your top-performing pillars?

Understanding which pillars perform best helps you:

• Maintain consistency in messaging and maintain brand identity.
• Optimize engagement by doubling down on themes your audience loves.
• Structure your content strategy efficiently and purposefully.

How to analyze content pillars performance in Socialinsider?

Use the following steps within Socialinsider to identify and act on your best-performing pillars:

1. Add your profile to Socialinsider
2. to access the Content Pillars feature from the left-sided menu.
3. Explore AI-generated Industry Pillars alongside any Brand Pillars you’ve created.
4. View insights like:

• Number of posts per pillar
• Total engagement and average engagement rate
• Visual breakdown via bar charts for usage and performance across themes.

In the Benchmarks view, you can also compare your content pillars—both in your brand and among competitors. You’ll see which themes are most prevalent and which generate the strongest interactions.

PS: Leverage auto-tagging to save time: define keywords or hashtags, and Socialinsider will automatically tag both existing and future posts into the appropriate Brand Content Pillars.

Measure the organic value of your LinkedIn content

When you’re running a LinkedIn audit, engagement metrics alone don’t always tell the full story. You need a way to translate likes, comments, shares, and clicks into a metric that reflects the real business value of your organic strategy. That’s where Socialinsider’s Organic Value feature comes in.

What is organic value?

Organic Value helps you quantify the monetary worth of your unpaid LinkedIn activity, by estimating how much it would have cost to achieve the same results through paid campaigns. In other words, it puts a price tag on your organic performance.

Why it matters

• Prove ROI: Show stakeholders the financial impact of your LinkedIn presence without relying only on paid media metrics.
• Budget smarter: Understand where organic reach is saving you ad spend and how it complements your paid strategy.
• Benchmark performance: Compare organic value across time periods, campaigns, or even against competitors.

How to use it in Socialinsider

• Add a social profile to the Socialinsider dashboard.
• Within the Home section, go to Settings and click on the Organic Value Configuration.
• Then select the platform for which you want to calculate your organic value by clicking on the Configure Value button.
• Based on the specifics of your industry and your usual benchmarks, assign a value to each specific metric.

• Next, from the left-sided menu, click on the social profile for which you want to see your numbers.
• Then, click on the Organic Value from the left-sided menu, and you'll see the organic data value for that specific channel.

Check competitors’ performance

Looking at your LinkedIn competitors should also be part of your LinkedIn audit. However, you can only do this by using a LinkedIn audit tool to look at their posts’ metrics.

By looking at what your competitors are doing, you will find out where you’re at in terms of performance in your industry and niche.

How are you supposed to advance through your niche and make space for a successful campaign if you don’t know where you stand now?

Look at what your competitors are doing, by analyzing their posts, the way they interact with users and how engaging their posts are.

This part of your LinkedIn audit will help you improve your LinkedIn content strategy and become a fierce competitor for others from your niche.

Benefits of a LinkedIn audit

Performing a LinkedIn audit can benefit your LinkedIn campaign strategy.

Here are just a few of the advantages of LinkedIn audit, to convince you to conduct one regularly.

• You will know if your brand is on the right track, according to your plan towards your main LinkedIn strategy goal
• You will get to know your audience by looking at demographics and finding out what their needs are based on their interactions with your posts
• You will get data about post performance, learning what type of content is the most engaging one for your audience
• You get to know what your competitors are doing and what’s their overall LinkedIn performance

Find the right LinkedIn audit tool

Looking at data has never been easier with a LinkedIn analytics tool that highlights the importance of metrics and offers you actionable insights.

With Socialinsider you get to check a lot of LinkedIn metrics for your business page like:

• Engagement
• Impressions
• Follower growth
• Top posts
• Video views
• Demographics

What most people don’t know is that Socialinsider is more than an analytics tool. campaign strategy, reporting, benchmarking and competitors analysis

Let’s look at post performance in Posts. I decided to group posts in a campaign, so I tagged our “5 in 5” posts, where we offer users news about the latest updates in social media.

After a quick search, I found out that there are 42 posts out of 64 posts belonging to this content pillar in the past three months.

Here you can see individual social media metrics for every post tagged in this campaign. You can check engagement rate, impressions, likes, comments, shares and engagement evolution.

The insights you discover can help you better understand your audience and craft engaging content for them.

This part of your LinkedIn audit helps you increase brand awareness, build a loyal community around your brand and increase sales through your LinkedIn campaigns.

LinkedIn audit template to simplify the process

Since I talked and talked about how simple your LinkedIn audit could be, here is the proof.

I prepared a LinkedIn audit template for you to simplify your work.

However, depending on your brand’s LinkedIn objectives and your focus metrics, you can always make all the adjustments you consider necessary on the above-presented LinkedIn audit template when creating your LinkedIn performance report.

Final thoughts

After going through all the above steps for your LinkedIn audit, make sure you establish what improvements you need to make for your LinkedIn page.

The LinkedIn audit will let the good and the bad surface to help you adjust your content strategy and be one step ahead of your competition.

Use these insightful guide to develop a strong marketing strategy that could increase brand awareness, your community and the number of leads.