What Are LinkedIn Demographics and How Do I Use Them?
Hey guys! I hope you enjoyed your Thanksgiving break. I know I did. Ate a lot of turkey and mashed potatoes, napped, watched football—go Bears!—but now we are back with episode 13 of #WeBuildWednesdays! This week’s episode is “What are LinkedIn Website Demographics?” and, as a bonus, I’m going to show you how to install the Insight Tag that allows you to access it, as well.
What Are LinkedIn Website Demographics?
So, to get started, take a look at my screen here. This is going to give you a visual as to how it breaks down. This tool is similar to Google Analytics, but it’s even more similar to the Facebook Audience Insights pixel.
Basically, what this is going to do is allow you to see LinkedIn type data for your website visitors, and that’s where it differs from the other two platforms that I just mentioned. You can see “Industry,” you can see “Job Title,” you can see “Seniority,” “Company Names,” you can do conversion tracking within LinkedIn, demographics. All those kinds of things that you can’t really see within Google Analytics, this is going to provide for you. So it’s valuable in the sense that you can tell, for example, when director-level people are really attracted to certain portions of your content but they’re not as attracted to other areas of your content. What can you do to beef up your content on those other channels so that it matches the directors that you’re trying to target? It’ll allow you to figure those kinds of things out, so it’s very valuable in that sense.
LinkedIn has rolled this out completely for free, which is awesome. The catch is that they make you create an ad account to use it, but that’s just a little hoop you have to jump through, nothing crazy. You don’t have to actually run any ads or anything like that. What you do have to do, though, is install the LinkedIn Insight Tag.
How to Set Up a LinkedIn Insight Tag
So, without further ado, in order to set this up, you’re going to go to LinkedIn. I’ve already had a tab open here to save some time. This is my personal LinkedIn page. What I’ve done is I clicked on “Work” up here at the top and right above my head here, you can click on “Advertise,” which will open up a new tab that brings you here. So, once you get here, you just click this nice CTA “Create Ad” and that will bring you to a LinkedIn Campaign Manager. Once you get here, you go into your account—I just created a sample one called Youtech—and you’re going to click on Website Demographics. This is where your data will normally populate once you have it, but since I just created this new account, what it’s going to do is show you the pixel, which is the code, and it’s going to give you a little bit of information on how to install that into your website.
And that’s about it! This is the LinkedIn Insight Tag, which gives you information on LinkedIn Website Demographics. So, if you’re a Youtech customer and you’re interested in doing this, just reach out to your project manager. We’ll get it set up for you, no problem, and we will talk to you a little bit more about how it works. If you’re not someone who currently works with us, this is kind of a step-by-step on how to do it yourself.
So thank you very much! This is #WeBuildWednesdays episode 13 and this is “What are LinkedIn Website Demographics and How Do You Use Them?”