LinkedIn Launches Product Pages
On December 15, 2020, LinkedIn launched a new “Product” feature for Company Pages. This provides a dedicated space for businesses to showcase product offerings via their LinkedIn pages.
“We’re excited to launch the LinkedIn Product Page feature, a dedicated tab found within your LinkedIn page,” reads an excerpt from the launch notes.
If this is the first you’ve heard of LinkedIn launching Product Pages, the following is a brief overview of the new feature.
What’s a LinkedIn “Product” Page?
A Product Page is a dedicated tab found within your LinkedIn Company Page. This new feature should help spark conversations around your products and build brand affinity with your customers and followers.
The LinkedIn team believes Product Pages can help businesses build enthusiastic communities around crucial products to raise awareness. Product Pages can also help enterprises generate more qualified leads and ultimately spur business growth.
What’s the Purpose of “Product Pages?”
Currently, at least 70% of consumers select products based on online research. This means that the reputation and visibility of your products can make a huge difference.
Product Pages offer an effective way to highlight your products, so products are easier to discover and compare with competing brands. Additionally, this acts as space where your customers can come together as a community. They are able to share experiences, ask questions, and gain general knowledge about the products they are curious about.
Product Pages are explicitly created to address these two needs. The pages;
- Give you a platform to display the products you’d like to feature. You can include rich media such as videos, screenshots, and descriptions to highlight these products further.
- Provide a unique space to highlight endorsements and testimonials from your users to build trust. You can also leverage the opportunity to generate reviews and ratings for social proof and convert leads with customized forms and CTAs.
Who Needs Product Pages?
The Product Pages target employers on the LinkedIn platform. Specifically, it targets employers looking to build a proper following around a particular product to get attention from the company’s followers.
The company can fill up the product’s details and categorize it effectively with pictures and videos to help it stand out. Once published, the details will be found on the employer’s Company Pages, where both the owner and any users can interact with it.
LinkedIn is urging product marketers who promote various products and social media managers responsible for creating communities that drive conversions to utilize the new Product Pages to connect with the platform’s 722 million professionals.
You can make your Product pages more relevant by targeting up to ten job functions that fit the product’s purpose. “Be comprehensive when adding your target users, as this impacts how your products show up in search results,” LinkedIn advises.
Verdict
The all-new Product Page feature from LinkedIn is a great and timely addition. It allows companies to create a trusted overview of product offerings, distinct from services and business divisions (featured on the Showcase Page) with actual links to users who endorse or review the listed products or brand pages. This instantly boosts product visibility and is likely to drive conversions.
The only downside is that LinkedIn ultimately decides on the products you can have on the list and can refuse to display certain products. Overall though, it could be a valuable addition to your business page.
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