LinkedIn is a great source to generate leads, drive website traffic, and build brand awareness. In fact, Hubspot found that LinkedIn is 277% more effective at generating leads than Facebook and Twitter (Hubspot). Whether you’re new to LinkedIn or taking a deeper dive to increase your platform expertise, this article is for you. In our previous article, we discussed the what, why, and how of Showcase Pages - this time, we’re taking a look at Product Pages. Let’s get started.
What’s a Product Page?
To understand what a Product Page is, it may help to start with the LinkedIn Page for a business - you may already have one. On the LinkedIn Page, a business can share updates, post links, respond to posts and comments as the business, and employees can affiliate themselves with the business by referencing its LinkedIn Page from their individual LinkedIn profiles. From the LinkedIn Page, the business can even engage with employee posts, celebrate employee milestones, and generally engage with their employee community.
The Product Page is a newer feature on LinkedIn that allows a business to create and share product information right on LinkedIn, where visitors are already comfortable connecting with brands and used to getting updates and information they trust. Think of the Product Page as an extension of your business’ LinkedIn Page, one that is dedicated to a subset of information relevant specifically to that particular product. These pages are a place to post your product reviews, spotlights of current customers, media coverage, and other resources that help the product stand out and position your company as a trustworthy business. Once created, the Product Page will appear as a tab on the main menu of your company’s LinkedIn Page where you also see “Jobs”, “About”, and “Home” - it’s front and center for the people visiting.
What’s the goal of a Product Page?
The ultimate goal of a Product Page is to build a trusted community of experts and advocates for a specific product. It’s also made to gather qualified leads that can be driven through customized call-to-action buttons - like demo requests or contact form fills - to connect more meaningfully with the product pipeline itself. The Product Page is best for your bottom of the funnel (BOFU) prospects which include folks who are familiar with your brand, who know your specific products, and may be ready to take the plunge with a click toward conversion. You’ll want to make sure your sales team is ready to speak with leads that come through from this page.
What do I need to do to set up a Product Page?
(Skip to Step 4 if you have a LinkedIn account, company LinkedIn Page, and admin access)
Before you create a Product Page, you’ll need to have a LinkedIn account. If you don’t have a LinkedIn account already you’ll want to create one here.
You will also need to have a company LinkedIn Page. If you don’t have one, you can learn the steps to create one here.
In order to create a Product Page, you will need to be an admin of your company page. If you created the company LinkedIn Page, you will already have admin access. If the company LinkedIn Page already exists, then you will need to be granted admin access by the owner on your team.
If you’ve made it to this step, it means you’ve got your LinkedIn account, a company LinkedIn Page, and admin access to create your Product Page.
Go to your company LinkedIn Page and click edit page.
Go to the Overview section and click the Company Type drop down menu.
Select Internet to activate the Product Page and Save changes.
You should now see a Products tab appear in the admin view and you can click add products to do just that.
Be prepared with the following information to fill out for your Product Page:
Custom call to action (CTA)
A URL for the call to action link
A general description of that product’s likely users
Visual assets (videos and images)
A list of any current customers you’d like to highlight
Once the Product Page is created, you will see the new “products” tab on your business’ LinkedIn Page. If you’ve added multiple Product Pages, visitors will be directed to a Products summary page which includes a list of all your Product Pages.
Now that you’ve put in the work to create it, it’s important to maintain it. Encourage customers to leave product ratings and reviews and keep the page information up to date. If you’re wondering who to ask for reviews, reach out to your Product Marketing, Sales Team, Customer Success or Social Team to initiate customer contact. Employees can also be great resources for reviews if they are knowledgeable about the product.
Do you have any questions that we haven’t answered about a Product Page? Ask us - we’d be more than happy to help. To learn more marketing tips and tricks, sign up for our monthly newsletter.
The following pages were resources for writing this blog:
LinkedIn Product Pages:
Getting Started Guide: