Explore the Power of LinkedIn Website Demographics
Five ways to get the best insights from Website Demographics
September 20, 2017
In July, we announced LinkedIn Website Demographics, our new tool that enables marketers to see what types of professionals are visiting their website. The insights can be a powerful way for you to create stronger content and campaigns for your marketing.
Website Demographics filters your website traffic by eight professional dimensions and powered by our 500M+ members, including a visitor’s Job title, Industry, Job seniority, Job function, Company, Company size, Location, and Country.
To get you started, here are five best practices:
- Set up demographics for your whole domain. With Website Demographics, you can create an audience for your top-level domain (e.g. linkedin.com vs. linkedin.com/blog) to gain insight into the professional makeup of your entire website. With this data, you can take action to ensure you’re attracting the audiences you want.
Create audiences by relevant themes. Think of interesting pages that can be grouped together as an audience. For example, a “cloud products” audience that maps to every cloud product. Or a “Help center” audience that maps to every support page on your website. By grouping audiences under themes, you can start to see similarities/differences of what professionals care about across certain pages.
Filter by date range after you run a marketing campaign. Adjust by date in Website Demographics to see who visited your pages over a time period. Imagine if you ran a marketing campaign to a page in the last 2 months. By comparing the audience by a certain date range, you can gauge whether the campaign actually worked to bring the right people to a site.
See a snapshot of prospects in your marketing funnel. Website Demographics can give you snapshots on your buyer’s journey as they move around your site. For example, if your traffic tends to follow a path: home page → product page → contact us page, you can create audiences for each page segment to see how your prospect’s professional attributes change as they move from beginning to end.
Validate audiences from different ad channels. The tool can help you confirm if your ad channels are sending the right demographics of visitors to your site. For example, using “Contains” and “source=linkedin” in your audience creation, you can highlight traffic that arrives from LinkedIn ads. Repeat this for every other ad channel (e.g. Facebook, Google, Twitter), and validate if ads you are running elsewhere are getting the prospects you actually want.