Social media advertising is soaring in use because of its ability to target very specific people. With Facebook, you can target people based on the products and companies they like, groups they join, brands they follow, along with the traditional demographics of age, location, etc. Google AdWords allows you to target people as they search for solutions like yours.
Check out this article on How to Choose the Best Social Scheduling Platform.
Social Ads Don’t Always Hit the Target
With this kind of targeting, digital advertising should be a cinch, right? Well, not always. You might get lots of click on your ads, but unless they convert and give you their contact information, you don’t really know who they are.
If you’re a B2B company using Facebook, Google, and other online advertising to generate leads, you’ll want to know about a powerful feature LinkedIn introduced in late 2017. It’s called Website Demographics. It can give you the LinkedIn profile information of any visitor to your website that uses LinkedIn.
LinkedIn Website Demographics
LinkedIn Website Demographics is a free reporting tool that provides businesses with demographic information about the LinkedIn members visiting their website without requiring them to fill out a form on your website. The reason it’s most valuable for B2B businesses is because it only reports on the demographics of LinkedIn users, and most LinkedIn users are businesses people. Read on or check out this video that walks you through the tool.
Here’s the information you can get using LinkedIn Website Demographics (and no, you don’t have to advertise on LinkedIn to use this feature):
- Job title
- Company industry
- Job seniority
- Job function
- Company size
Wouldn’t you like to know this information about who is clicking on your ads? This has the potential to give you extremely valuable information about who is responding to your ads and if you’re reaching the right target audiences.
Easy Set Up
All you have to do to set up LinkedIn Website Demographics is grab a snippet of code and place it on your website. It’s a lot like Google Analytics. LinkedIn calls it the Insight Tag. This is the mechanism that will gather demographic information of anyone with a LinkedIn profile that visits your site. For a step-by-step guide to finding and installing the Insight Tag, see our article, How to Use LinkedIn to Learn Demographics of Your Web Visitors.
Additional Features for LinkedIn Advertisers
By adding the LinkedIn Insight Tag to your website, you can match any website visitor to a LinkedIn profile. This allows you to do two things. First, you can retarget any website visitors with LinkedIn ads for further engagement. You can also use demographic information to refine your retargeting based on the most valuable demographic information for your business.
Improving Digital Ad Value
In digital advertising, clicks to don’t tell the whole story unless you know who is clicking. LinkedIn Website Demographics has the potential to give B2B businesses the ability to make their advertising much more targeted and cost-effective. You can adjust your budget to the ads that are reaching the right audience. You can also make better use of your retargeting budget by using the demographic data the tool provides.