LinkedIn US User Profile: Accurately Reaching B2B Procurement Decentralized Decision Makers

Recently, LinkedIn released market and population insights in the United States, which introduced typical users and their portraits on LinkedIn in the United States, and shared the industry and job distribution of LinkedIn users in the United States.

01\Overview of the basic data of the US market

The United States is the most developed country in the world and the most popular market for Chinese technology companies and cross-border sellers. Whether it is B2B or B2C going overseas, there are abundant opportunities.

LinkedIn first introduced some basic but core data on the US market, including demographic and economic development, business environment, and import and export trade.

02\A typical LinkedIn member portrait in the United States

At the level of American audience analysis, LinkedIn mainly provides data in three aspects in the report.

1. Geographical distribution of audiences: U.S. users on LinkedIn are generally geographically dispersed. That is to say, the proportion of users in the leading cities of the US economic development is not large. On the other hand, it can be seen that the LinkedIn platform is very popular in the United States, and most users are scattered all over the country.

Among all cities, New York has gathered 3.8% of LinkedIn users, which is already a city with a high concentration of LinkedIn. In response to this phenomenon, LinkedIn also put forward suggestions, hoping that brands will broaden the scope of audience targeting when advertising, and achieve better results in the "all the United States".

2. Occupational distribution of the audience: LinkedIn can help brands accurately locate the position and rank of the audience. For B2B companies that need to influence purchasing decision makers, the occupational distribution of the audience is very important information.

Therefore linkedin also provides the US market, the main job industry of all users. From this, we can see that industries such as government, education, and medical care that are more suitable for B2B companies to exert their influence occupy most of the positions, while the number of practitioners in software, media and entertainment industries is continuing to increase on LinkedIn.

3. The rank distribution of the audience: In this part, LinkedIn discloses the ranks of users in the US market, and provides the proportion of entry-level, junior, manager, director, vice president, C-level, partner and founder users .

From the above figure, we can see that in the US market, entry-level and junior practitioners account for the majority of LinkedIn users, but at the same time, the company’s founders also account for a lot. In the US market, there are a large number of high-quality user groups in B2B scenarios.

At the same time, LinkedIn has put forward the concept of "purchasing committee", which is the general term for all the people who can influence the purchasing decision of the enterprise. Marketing on LinkedIn to influence purchasing decisions should include employees at all levels, except entry-level staff, and reach senior decision makers at director level and above as much as possible.

In addition to user insights, LinkedIn also provides the platform's most popular topics and keywords for U.S. users. And these contents are the key to mobilizing the American audience to participate and enhance the content resonance.

In addition to this U.S. user data, LinkedIn also shared data on audiences in regional markets such as Singapore. We will continue to pay attention to the timely sharing of other market user data updated by LinkedIn, and discuss with you the users, scale, marketing environment and other topics of different overseas markets.