Looking to get a better handle on the marketing opportunities on LinkedIn, and how many business decision-makers you can potentially reach with your LinkedIn ads and posts?

This week, LinkedIn has published a new, 25-page guide to LinkedIn marketing for wealth marketing firm marketers.
Which, of course, is pretty niche, but does supply some really great tips for brands in the wealth management space, while serving up a reminder of some of the possible connections to be made amongst the wider LinkedIn audience.

Beyond that, though, the guide also includes some more generally useful notes on usage of the site.
This is the first time I’ve seen these insights from LinkedIn, showing total members reached by company posts, increases in usage and paid media, total impressions, connections and more.

Engagement metrics on LinkedIn are quite tricky to come by. This is partly because LinkedIn was purchased by Microsoft back in 2016-meaning that since then there has been no need for LinkedIn to put out performance stats for its publishing platforms. Now, all we get for LinkedIn within Microsoft's quarterly updates is a few dot points with usage data; whereas we are so used to seeing the overall members' numbers, 'members' and 'users', for 'usage.'.
Such notes are interesting because LinkedIn also gave some insights on how its members value insights from business leaders.
Some possibly valuable notes, which could help in your strategic planning, and map out a process for connecting with the right audience for your brands and products.
The data provides additional perspective on the broader LinkedIn audience, and the potential value in targeting and connecting with these users through the app’s various tools.

Of course, the main focus of LinkedIn’s new guide is financial services firms and wealth planners, and if you’re marketing for these sectors, it’s definitely worth a look. But even beyond this niche, the notes here do provide some value for LinkedIn planning.