Recently updated on August 27th, 2024 at 04:43 pm
LinkedIn is a professional networking platform for businesses, professionals, and job seekers. As the leading B2B social network, LinkedIn offers unique opportunities for businesses to engage their networks in new and improved ways.
One of those ways is through product pages. In this article, we’ll delve into what LinkedIn product pages are and how they’re useful for your business’s LinkedIn presence.
What is a LinkedIn Product Page?
A LinkedIn Product Page is a dedicated space on LinkedIn where businesses can showcase their products and services to a professional audience. Like a company page, a product page allows businesses to provide detailed information about their offerings, including product descriptions, images, videos, key features, and customer reviews. This enables your businesses to effectively promote their products to LinkedIn’s vast network of professionals.
Product pages also provide insights and analytics to help your business track the performance of its product marketing and understand how users are engaging with your offerings on LinkedIn.
How do Product Pages work?
To get started on your LinkedIn product page, here’s what you need to know:
Creation
You can create a product page directly from your LinkedIn company page. Here, you can provide all the information relevant to your business’s offerings as mentioned above. A few things to keep in mind include:
- A brief overview of the product/service is required (less than 500 characters).
- LinkedIn recommends a mix of image and video collateral.
- Some products/services, especially software, can be listed as a skill on individual personal LinkedIn pages.
- You can adjust the CTA of your product page according to the landing page of the product/service you are linking to.
- You can list up to 10 job functions that the product/service is intended for.
- You can list current customers who use your product/service.
Engagement
Once your product page is live, LinkedIn users can discover it through their network, search results, or recommendations. They can view product details, watch videos, read reviews, and engage with the content by liking, commenting, or sharing.
Users can also follow your page to stay updated on new product releases, updates, and promotions.
Analytics
LinkedIn allows businesses to track the performance of their products and understand how users are engaging with their offerings. This includes metrics such as views, clicks, interactions, and follower growth, which businesses can use to optimise their product marketing strategies.
Lead Generation
Product pages can also serve as lead-generation tools, allowing businesses to capture leads directly on the platform. Data has shown that LinkedIn is nearly 300% more effective at generating leads than other social networks (Facebook, Twitter). They can include call-to-action buttons such as “Contact Us” or “Request a Demo” to encourage users to take action and inquire about the product; nurturing prospects down the funnel toward conversion.
Promotion
Businesses can promote their product pages through LinkedIn advertising campaigns, sponsored content, or organic posts. By targeting specific audiences and leveraging LinkedIn’s ad targeting options, businesses can increase the visibility of their products and reach relevant professionals.
According to LinkedIn, product pages are best used for bottom-of-the-funnel marketing. These pages serve as a valuable resource for prospects who are already aware of the brand and are actively considering making a purchase, allowing businesses to provide the information and validation needed to drive conversions.
Examples of LinkedIn Product Pages
LinkedIn Recruiter
LinkedIn Recruiter is a specialised platform provided by LinkedIn for talent acquisition professionals and recruiters. This product page highlights the usefulness and effectiveness of LinkedIn Recruiter’s platform; and how its advanced search capabilities help refine the talent search process.
PayPal
PayPal is a widely used online payment platform that allows individuals and businesses to send and receive money electronically. This product page showcases how PayPal makes online transactions easy and accessible.
Overall, LinkedIn Product Pages are valuable tools for your business to showcase its products/services and drive awareness, engagement, and leads among a professional audience.
If you’re looking to establish or enhance your LinkedIn presence, our team of experts is ready to help you. Get in touch with us today.
