With LinkedIn, you can create a specific product page for each of the services, which can be managed autonomously with its own community of followers and the possibility to generate independent updates. In fact, it is an option that LinkedIn launched in 2013, and which now intends to enhance to ensure a better result.
1- What are the advantages of the Product Pages?
The most relevant one is the ability to better segment communications according to target audience: only followers of that product page, interested in that particular service, will receive the updates that are published. For example, professionals interested in Google may now decide to follow Google’s business page to stay on top of the company’s overall activity, or follow the “Think with Google” product page, which specializes in trending and digital media and marketing studies. Or both. The administrator will have access to separate statistics for each page, and will be able to check its performance separately.
2-How are LinkedIn’s Company Pages different from the new Product Pages?
The company pages include general information about the company: description, specialties, website, number of employees, address of the headquarters, sector of activity, year of creation… Only description, website, industry, and direct link to the LinkedIn company page to which you belong are indicated on the product page. Second, in layout: Enterprise page updates are published to a single column, while on product pages, they go to two columns. Both page types can include a large header/cover image and generate followers. But before, the cover images of the products and services tab could link directly to the brand’s external website; now it’s no longer possible.
3- And what are the drawbacks?
The need to generate and manage different communities: more specialized and with greater potential, but requiring prior work of analysis and a work of continuous maintenance and active presence. Excessive segmentation can be used effectively. For example: Some companies than 800,000 followers on their LinkedIn corporate page.
4-What kind of companies can it be most effective for?
In general, for companies that need to communicate with target audiences clearly differentiated according to lines of business, either because they operate with different brands under the same parent company, or because they develop very differentiated service lines. Also, for large multinationals that manage different brands in different markets or countries. It doesn’t make much sense for SMEs, nor for short-term marketing actions.
5-How many product pages can be created?
LinkedIn only allows ten product pages per company page. Product pages are associated with the company page and are displayed in the side column of the corporate page. Conversely: Each product page is linked to the company page in the description.
6-How are product pages created and managed?
Simply go to the “Edit” menu on the company page and click on “Create a product page”. The technical characteristics of this new page are: description of between 75 and 200 characters, presentation image of minimum 974 x 330 pixels, and logo of 100 x 60 pixels or 50 x 50. The admin of the company page that created the product page is listed as your administrator, but you can add new admins, as long as they are close contacts.
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