A major part of effective web marketing is understanding who you are reaching and why. If you want to learn more about the professional traits of your website visitors, you need to use LinkedIn Website Demographics in the right way.
The Benefits of LinkedIn Website Demographics
One of the main things that marketers want is a way to understand exactly who is visiting their site. Just knowing numbers is not enough and you cannot take them at face value.
However, you can usually only collect more detailed data on the demographics of those who convert, which will likely be a minority of your site traffic. This is why you want to get a tool that allows you to get more specific insight into the bulk of your site traffic.
LinkedIn is generally more accurate at identifying users than account-based marketing (ABM). This is because it relies on its own user data.
The LinkedIn Insight Tag
You can accomplish this using the LinkedIn insight tag. This is a snippet of JavaScript code that you can add to your website. It is used by LinkedIn advertisers to track conversions.
It also gives you access to Website Demographics, which is a free reporting tool that gives you information about site visitors. You can get insight on your whole website or just specific pages as well.
Where To Find The Insight Tag
When you want to install the code, which you can find in your LinkedIn Campaign Manager under Account Assets under Insight Tag, you have several installation options:
If you are web savvy and manage your own website, you can install the tag yourself. If you work with a developer, you can also send them the tag. You also have the option to use a tag manager, which allows you to add the insight tag without changing your website’s code.
Viewing Your Data
Keep in mind that LinkedIn does not share personal information in compliance with privacy policies. Therefore, there are limits to what information you can gather. However, these are some of the things that you can learn about your visitors via web demographics:
- Jobs
- Titles
- Industry details
- Company names
- Company sizes
- Location
The data that you can receive will match well with the targeting options that are available in LinkedIn’s campaign manager. This makes it very easy to use this data to inform your LinkedIn Campaigns.
Keep These Things In Mind Before Analyzing Your Data
- The given data is based on web visits. That means it includes visits that are paid, from PR, social posts, and a variety of sources.
- This data relies on data from the LinkedIn accounts of visitors. If visitors do not have LinkedIn accounts, you will not be able to get any information on them.
- It doesn’t take into consideration any actions taken on the site. It only lets you know about the visits.
Avoid This Mistake
Before you review data you gather via LinkedIn Website Demographics, you want to have a grasp of what your sources of site traffic are. This way you can get a clearer picture of what the data you have gathered actually means.
You do not want to fall into the trap of running a LinkedIn campaign which targets a certain group, seeing that that group is most of your visitors, and then narrowing in only to focus on them.
While this will show you that your ad campaign is successful, it will not show you a holistic view of your entire audience.
You want to make sure that your results are unbiased, so you continue to build campaigns for actual prospects, rather than being stuck in a loop of constantly targeting the same audience.
SEE ALSO: How to Use LinkedIn Lead Gen Form Ads
Leveraging LinkedIn Website Demographics to Improve Your Marketing
So, now that you have insights into your website visitors and understand the strengths and limitations of this tool, you are ready to apply the information you have gathered to your marketing strategy. Here are some smart ways you can make use of what you have learned.
1. Tailor Blog Content
Now that you have a more in-depth view of your audience, use it to inform your content. Based on their needs and preferences, make content that will make them feel like you created it just for them. At present, the web is flooded with all kinds of written, visual, and audio content. In order to stand out, you need to craft content that truly connects.
SEE ALSO: 5 Ways to Make Your Blog Visually Appealing
2. Uncover Customer Segment Traits
Remember, the LinkedIn Insight tag is limited in that it can’t view data based on site actions or give you any data on those without LinkedIn profiles. However, you can make audiences for thank-you pages.
All you have to do is create a new website audience and enter your thank-you page URL. This will provide you with information on all of the people who visit those pages after converting.
If your site sells multiple products, it is best to have a thank-you page for each individual product. That way, you can better keep track of all of your specific conversions. You will know more about who is buying what and who is not buying anything.
3. Identify Common Customer Traits
Compare the data you get from thank-you pages with the corresponding product pages. Then, look for commonalities in the information of those visitors who successfully convert. When you find these correlations, they reveal the groups you want to improve on and find more traffic sources for.
Also, pay attention to demographics that do not match up. You might want to consider narrowing traffic from them.
Final Thoughts On LinkedIn Website Demographics
If you are looking for a way to get additional insights about your customers and prospects, LinkedIn Website Demographics can be a valuable tool because it:
- Gives you information on conversions
- Provides insight into non-conversions
- Is easy to implement
- Has no direct financial cost
However, like every tool, it has its limitations which are important to understand. And, like every other tool, you must fully understand how to use LinkedIn Website Demographics to truly get their full benefits. You will have to spend time interpreting the data, understanding it, and finding the best ways to harness the insights you gain for your marketing strategy.
Next, if you want to learn more about LinkedIn Marketing and Social Media Strategy, check out our blog post How To Get Noticed On LinkedIn.
Which other digital marketing tools do you find especially useful? Let us know below…
