Applying LinkedIn Audience Insights to Your Marketing Strategy

November 7, 2017

LinkedIn Website Demographics

So, you’ve added an Insight Tag to your company’s homepage and set up Website Demographics to gather professional data about your visitors. Now what?

It’s time to take this information and put it to good use. With these insights in hand, you can level up your marketing efforts in a number of different ways to produce superior campaign results and stronger ROI. In this post, we’ll explain some of the best ways to strategically apply your audience data and enhance engagement through highly personalized and relevant messaging.

Website Demographics at a Glance

By using the Website Demographics tool, you can uncover a wealth of details about your audience, tying to their LinkedIn profiles. These include the following traits, which are collected in aggregate to protect user privacy:

  • Job title
  • Industry
  • Job seniority
  • Job function
  • Company
  • Company size
  • Location
  • Country

LinkedIn offers rich, accurate professional data from our network, and there are plenty of ways you can use it to your advantage, as we’ll explain.

How Can I Apply These Audience Insights?

Here’s a look at how Website Demographics can support your marketing strategy:

Target New Customer Segments

Perhaps your website content is oriented toward a specific audience that you expected to comprise the majority of your visitors, but in actuality you’re getting more traffic from another industry entirely. This presents an opportunity to pivot and speak to a different set of pains and needs. Gaining further clarity about the people interacting with your content enables you to maximize resonance.

Here’s one practical example of this strategy in action:

“Let’s say you run marketing for an IT business and traditionally target technology professionals. Looking at your Website Demographics dashboard, you discover that healthcare professionals are visiting a product page more than you imagined. Equipped with this knowledge, you can adjust your marketing strategy to target this newly discovered audience.”

Align Your Site’s Layout with the Buyer’s Journey

What path are visitors taking when they arrive on your website? You can view insights on a page-by-page basis to see which career attributes align with certain areas of the site, and then adjust your content accordingly. For instance, if you’re getting more executive-level pros on your products page, tweak your messaging so it speaks to them directly. Are your most highly valued demographics moving forward from the homepage to a service inquiry page? Is your careers page attracting the desired skillsets? If not, how can you change that? What visitors are interacting with your blog posts, and what topics can you add to attract more of the visitors you want?

Analyze Trends Over Time

The Website Demographics dashboard enables you to track data over specified date ranges. How many healthcare professionals visited your site during the past week while you ran an ad campaign targeting that sector? Did your traffic from a particular company increase this month in correlation with an account-based marketing blitz?

Optimize on the Fly

Very often, the way we envision a campaign from the outset doesn’t match up with how it actually plays out. Website Demographics give you the ability to continually monitor your content’s traction and see how it is performing against your specific goals. Then, you can make changes and measure again to see how each alteration is impacting your ability to reach certain customer profiles. For the modern, data-driven marketer, it’s a crucial capability.

Ready to Get More Insightful?

At a time when professionals are increasingly ignoring content that is not relevant or useful to them, it’s more important than ever for marketers to deeply understand their audiences. Website Demographics help you do just that, in a way no other tool can.

Are you ready to understand your audience better, create tailored content and reach your ideal prospects with LinkedIn Website Demographics? Try it today.