B2B Marketing’s Secret Weapon: LinkedIn Demographic Data
Social marketers love seeing audience growth charts that go up and to the right. But without additional context, the audience growth metric loses much of its value.
Audience growth is great, but is it the right audience? To answer that, we need more than a daily total. We need context around the people that are following and engaging with our brand.
As social marketers, we always want to know more about our audience. We search for any insight we can get our hands on to help better entertain, inform, and ultimately interact with people until (and long after) they buy from us.
In the B2B world, we’re focused on people’s professional attributes. We need to know their company’s needs as well as their own personal professional goals.
The ability to learn about a person’s professional life is what makes LinkedIn such a valuable resource for B2B marketers, and the new updates to how the network delivers data has made this easier than ever.
Harnessing LinkedIn Demographic Data
LinkedIn provides some great data on a company page’s followers, giving us insight into a number of aspects:
1. Analyze LinkedIn Followers Based on Company Size
Because a person’s LinkedIn account is connected to their current employer, we’re able to gather information about how many people work there.
This ability to understand number of employees is important when selling into a business because size can be indicative of budget. If marketing teams (and sales teams) understand the sizes of companies that their followers work with, they can demonstrate value in the most effective way possible.
2. Analyze LinkedIn Followers Based on Industry
LinkedIn also buckets the industry that followers work in, giving a snapshot (or deep dive, if necessary) of the types of business users that are interested in your product or service.
This can be an important thing to gut check. If you’re selling to software companies, but most of your followers work in higher education, your marketing or product development process might need to pivot.
3. Analyze LinkedIn Followers Based on Job Function
The next step is to figure out what your followers do for their company. Are they on the marketing team? Sales? Engineering? You need to be sure you’re talking to the right people.
LinkedIn analytics help you understand the most common departments and teams of your followers.
4. Analyze LinkedIn Followers Based on Seniority
Finally, as a B2B marketer, it’s important to understand the seniority level of the people you’re engaging. Are they directors, or are they entry-level employees? Depending on your product or service, you may be interacting with the wrong people.
LinkedIn analytics can be valuable across the board when it comes to B2B marketing. Make sure you’re drilling down past follower growth to pinpoint exactly who is interested in your brand and content. This data can make you a more effective marketer, enable your sales team, and create a common language across your company.
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As the Head of Marketing Communications at Simply Measured and generally delightful person, my job is to use data to tell stories to the internet that help the internet get better at telling stories...You're welcome internet.