This Spring, I attended a webinar on A/B testing hosted by LinkedIn. Impressed by LinkedIn’s commitment to campaign testing and analytics, I encouraged my organization to redevelop a strategy for their LinkedIn page and marketing. Since its inception in 2002, the professional network has leveraged user data to expand its customer base and platform. With millions of employers and job seekers using the platform to connect daily, LinkedIn uses its database to make smart, and strategic business decisions.
Today, LinkedIn announced the launch of LinkedIn Website Demographics, a new feature that enables brands to tap into data from the professional network to see who has been visiting their websites. Similar to Facebook pixel, brands must have the LinkedIn Insight Tag (a lightweight JavaScript tag embedded in the website) on their sites to use the feature. Once signed in, your website will be listed as “verified” allowing you the ability to tailor your audience using a variety of demographics, such as Job Title and Location. You can use this information to target the ads you create based on the segmented audience you wish to engage with. The Campaign Manager also allows brands to analyze the impact of their campaigns, as well as to see if new pools of prospects have discovered their websites.
LinkedIn Website Demographics, is one of many projects the professional network is the process of testing. LinkedIn is developing a new feature that connect users with potential mentors and mentees. Although, the free service is only available to select users now, LinkedIn promises to rollout the feature to all users by the end of the summer. LinkedIn hopes to make it easier for users exchange helpful career advice.
LinkedIn is using data to improve its user experience and usability for both business and personal users. I like how LinkedIn uses the same strategies and testing methods they promote to manage internal projects. Strategic testing and consistent process improvements will help to keep LinkedIn as the top social network for professionals and job seekers.
References:
LinkedIn testing-free-mentor-service
The Ultimate List of LinkedIn Statistics
New LinkedIn tool tells businesses about who’s visiting their websites
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