Doing Market Research With LinkedIn, Is your business using LinkedIn? Wondering whether your LinkedIn following is truly interested in your products and services? In this article, you’ll learn how to do market research on LinkedIn, including reviewing native analytics for important clues.
Why Should Marketers Use LinkedIn for Market Research?
When you doing market research with LinkedIn, using a range of sources can help you gather more comprehensive data. For business-to-business (B2B) marketers, LinkedIn can help access information like:
- Your audience’s location, industry, and professional details
- How well your LinkedIn audience matches your ideal customer profile
- New audience segments to consider pursuing
- How your company’s and your competitors’ LinkedIn presences compare
- How LinkedIn members talk about your brand, products, and services
Doing Market Research With LinkedIn
Let’s look at built-in tools you can use to doing market research with LinkedIn
1. Review LinkedIn Company Page Audience Insights
Your marketing team should have a clear idea of the types of prospects your organization wants to attract to its LinkedIn pages. In most cases, you can reference your organization’s buyer persona to guide your team’s content strategy.
But intentions and reality don’t always align. So who actually follows and engages with your company page? LinkedIn offers extensive analytics to help you understand if you’re attracting ideal customers and identify audience segments that could be worth pursuing.
To access this data, go to your company page and click the Analytics drop-down. Then select Visitors or Followers. Here’s what
2. Evaluate LinkedIn Content Analytics
As helpful as company page analytics can be, they tell only part of the story. By checking your content analytics, you can better understand the types of posts that resonate with your audience and the kinds of people (i.e., potential customers) who engage with them.
3: Check LinkedIn Mentions
Understanding how LinkedIn users respond to your company page and the content you publish is invaluable for market research. But it’s also helpful to see how customers and prospects talk about your business.
To find your company page mentions, go to the Activity tab and select Mentions. Then review the content to assess sentiment, identify common topics, and pinpoint popular questions. You can use this data to inform your content strategy, improve customer service, and even guide product development.
4. Compare LinkedIn Competitor Analytics
Reviewing analytics for your own company page, audience, and posts is critical for market research. But it’s also important to factor in competitor activities and performance across LinkedIn.
With competitive research, you can get a better idea of how well your business addresses customer needs and publishes helpful content. Using this data, you can also assess whether you’re growing at the same rate as your competitors or if you should increase your efforts.
To access LinkedIn’s built-in competitor analytics, go to your company page and open the Analytics tab. From the drop-down menu, select Competitors and adjust the time range as necessary. If you haven’t started tracking any other company pages yet, click the Edit Competitors button and search for another business. You can add up to nine company pages to your competitor analytics dashboard.
Use the follower metrics to compare total company page size and audience growth. Review the organic content metrics to compare total engagement and total number of posts.
5. Host Polls and Ask Questions in LinkedIn Posts
In many cases, the engagement on your LinkedIn content can tell you a lot about what your audience thinks. For example, you may be able to gauge interest in a new product or service based on the comments or clicks on a related post.
But if you don’t ask your audience specific questions, the data you collect may not be very insightful. Fortunately, you can pose questions with LinkedIn’s Poll tool, which lets your audience choose from up to four responses and makes your data much easier to process.
LinkedIn polls can be helpful for:
- Measuring demand for a new product, service, or update
- Assessing your audience’s familiarity with a product, service, or solution
- Understanding use cases and types of users in your audience
- Learning what customers like or dislike about your brand
6. Participate in LinkedIn Groups
Even though you can’t join LinkedIn groups as your company page, they can still be useful for researching via your personal profile. If you run LinkedIn groups that are relevant to your business or industry, you can create polls using the workflow above.
If you aren’t an admin, you can still ask questions and gauge opinions using standard post tools. For example, you might ask group members about their preferred solutions for common problems or their go-to brand in the space. You can also ask more open-ended questions about group members’ most persistent problems or solutions they wish they had.
7. Analyze LinkedIn Hashtags
Hashtags aren’t as developed on LinkedIn as they are on other platforms like Instagram and Twitter. But they can still be useful for market research, especially if you use hashtags that get a lot of traction.
If your business has a branded hashtag, start there. Search for the hashtag or click through to it from your company page. Then scroll through and review the content. To make this process as easy as possible, sort by Recent and review the content regularly such as every week or month.
Doing Market Research With LinkedIn because you won’t find all of your target customers on LinkedIn, the insights you can collect from this social network are naturally limited in scope. Yet they’re still useful for B2B marketers, especially if you’re seeking a source for validating existing plans, guiding content development, or inspiring new ideas.