LinkedIn Website Demographics: How to Create Audiences to Track

October 23, 2017

LinkedIn Website Demographics

Marketers can use LinkedIn to define, segment, and reach audiences at a granular level that isn’t possible with any other platform. One of your most powerful tools for doing so is Website Demographics, a new reporting tool we unveiled recently.

By using Website Demographics, you’ll uncover important details about your site’s visitors, and then use those insights to fine-tune your targeting and content that is far more likely to resonate and drive engagement with the right people.

And best of all, setting it up is incredibly easy. All you need to do is follow a few simple steps and then let it run. We’ll walk you through those steps here, but first, we’ll explain why they’re worth doing.

Benefits of Creating Audiences with Website Demographics

If your inbound marketing machine is running smoothly, then you should have a steady stream of professionals visiting your company’s web pages. Where measurement is concerned, website analytics have their limits. It’s helpful to understand how people are interacting with your content, but that doesn’t take that extra step of telling you who these people are.

Since the majority of active professionals have a presence on LinkedIn, you have the means to learn much more about these visitors than traditional site analytics can offer. Website Demographics unlock this ability.

What job titles, functions, and seniority levels are gravitating toward your pages? Which industries do your visitors work in? How about the company sizes and locations of these individuals? And you can even discover visitors’ company name, which is particularly useful for marketers using account-based marketing. Through Website Demographics, you’ll get visualizations of all these pertinent insights. Then, you can use that data to guide your content strategy, advertising initiatives, and overall marketing direction.

How to Create Audiences to Track with Website Demographics

Step One: Add the Insight Tag Javascript code to your website. This will enable you to gather data from LinkedIn members visiting your site, opening the door for conversion tracking, retargeting, and analytics. Have security limitations? You also can install a non-JavaScript Insight Tag pixel on your site too with all the same features.  Click here for step-by-step instructions on this process.

Step Two: In Campaign Manager, select the audiences you want to track. Under the “Matched Audiences” tab under Account Assets, click the “Create an audience” button. Then you can choose a name for your audience segments and select specific URLs you want to track. Here are five best practices to set up website audiences.

Step Three: Let the tool go to work. It can take up to 48 hours after setup for data to flow in (it needs at least 300 LinkedIn members visiting those pages), but at that point you’ll be able to view deep demographic information within Campaign Manager regarding the LinkedIn members visiting your page.

Once you’ve got LinkedIn Website Demographics up and running, you’ll be able to leverage its insights to create sharper targeting in your ad campaigns plus stronger messaging that exceeds performance benchmarks. We’ll explain the best ways to do so in an upcoming post, so make sure to stay tuned.

Ready to get started? Set up Website Demographics today.

Want to start targeting audiences from Website Demographics? Create your own LinkedIn ad and familiarize yourself with the platform’s unparalleled targeting capabilities.