Introducing LinkedIn Website Demographics: Understand the Professional Audiences Visiting Your Website

Gain insights about your website audience with professional data from LinkedIn

July 26, 2017

LinkedIn Website Demographics

For B2B marketers, knowing your ideal audience is critical to driving ROI. But a key challenge is understanding whether you’ve created the right content for the right people so you aren’t wasting your marketing budget.

Imagine if you no longer had to guess if your marketing reached the right audiences. Instead, you could see who visited your website, and then create more effective content and campaigns.

Today, we are excited to announce LinkedIn Website Demographics, a free reporting tool that lets you see what types of professionals are coming to your website, giving you a powerful way to tune your marketing to those visitors, and develop better targeting and content for your campaigns.

Website Demographics uses data from LinkedIn’s 500+ million members to provide insight into your company’s website visitors in a way that respects member privacy. Featuring an easy-to-read interface in LinkedIn Campaign Manager, Website Demographics lets you filter your website audience by 8 individual professional dimensions, including:

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

Website Demographics also allows you to filter by date range to understand whether that recent marketing campaign boosted traffic from your desired audience segments. What’s more, you can now see if you have attracted new pools of prospects to your website. With these insights, you can craft new marketing content designed to better resonate with that audience.

For example, 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.

"Website Demographics is giving us some really useful insights about the different segments of our international websites. It’s helping us clearly understand if we’re reaching the right audience with our web marketing strategies and also providing clarity about our web audiences throughout the entire customer lifecycle.” - Bhanu Chawla, Head of Digital Strategy, Cornerstone OnDemand

LinkedIn Website Demographics is a major leap forward in helping you make more informed marketing decisions to grow your business. With the ability to gather insights before, during or after campaigns, you can improve your strategy and make smarter marketing decisions.

Website Demographics will be rolling out in the coming weeks. Learn more