Increase your brand exposure with Product Pages on LinkedIn
LinkedIn product pages are a great place to highlight a very specific objective of your brand sector. The 90% of professionals rank LinkedIn as their platform of choice by highlighting professional and relevant content.
A product page on LinkedIn appears under the section of pages affiliated with a business or company profile. If you don't know them, I show you some examples:
- IKEA has a product page for your Italian audience.
- EY presents its page Women in the workplace.
- Portfolio promotes its Penguin book section to entrepreneurs.
- Linkedin has a page to highlight social projects.
These pages give LinkedIn members a new way to communicate with your brand, even if they don't follow your company account.
If your company wants to shine in an initiative, promote something special or reach a specific audience, a product page is an excellent solution.
How to set up a Linkedin Product page.
To correctly create a product page, you must first be an administrator of the LinkedIn business account, so I present the steps to configure it:
- On the LinkedIn home page, click the Products icon.
- Click Create a company page.
3. Click Products Page.
4. Enter the required information.
5. Click the requested box to confirm that you have the right to act on behalf of the organization creating the product page.
6. Click Create Page.
Keep in mind that you can only create up to 10 product pages through your main company account.
Here are a series of Tips so that you can get the most out of your product pages.
- Choose a differential name
Give your page a name that is as specific as possible. If the name of your page is unclear or ambiguous, it will lack relevance among your audience.
It should not be complicated. For example Google has several pages including Google Cloud, Google Analytics, Google Partners and Google Ads.
Either way, Google has the advantage of having strong brand recognition, so the smaller your business, the more specific your title should be.
A good formula is to include the name of your company prior to the title, then add a short description that explains what it is about.
2. Tell your audience what your page is about.
Just as a good name can convince Linkedin members to visit your page, so will a review telling them what to expect. In a space of 120 characters you will be able to describe the purpose that your page has and the type of content you plan to share.
Twitter for Business does an excellent job on their Product Pages so I recommend you check them out for reference.
3. Complete all the information
This tip may sound obvious to you, although there are several Product Pages that overlook basic details. This may not be a big problem at first, however Linkedin reports that those pages that complete all the fields have up to 30% more weekly views than those that do not.
4. Pick a striking background image.
A large number of brands ignore this tip and use the image that Linkedin offers by default, which unfortunately is wasting a great communication resource.
A brand that makes a very consistent management with its products is Adobe Creative Cloud. It presents a bright, enhanced image with Adobe's own effects.
5. Create content regularly
Just because your Product Pages are not the primary window of your brand, it does not mean that you should not have a content strategy in your communications.
The objective of these pages is to communicate content related to your brand, so you do just that. In the same way, do it regularly.
Linkedin communicates that those pages that publish weekly multiply by 2 the interactions in their posts. Remember to keep the copy of your communications in a range no greater than 150 words.
Occasionally it may be appropriate to share content that you have posted on your homepage, but only do so if it really makes sense. In an ideal scenario, your audience follows you on all your pages so it is important not to be spam with repetitive content.
In order for you to see the interactions in your communications, it is pertinent that you use Linkedin Analytics.
6. Attract interactions with video.
As in other social platforms, on Linkedin, videos have greater interactions than other types of content. When it comes to getting users to start conversations, they can have 5 times more impact than any other.
Another advantage is using Linkedin's own video uploading application. Here the videos are uploaded or created directly on the platform without the need to upload them on YouTube or Vimeo. These videos tend to perform better than those not created on the platform.
If making video is not a viable option for your brand budget, Linkedin advises companies to include an image with each post. Images receive an average of 2x more interactions than text-only posts.
However, try to avoid using bank images as they abound on Linkedin, try to create something original.
7. Create a community
The best Linkedin Product Pages are those that connect like-minded people to each other. That may mean creating a network for users of a specific product, empowering members of a group, or reaching people who speak the same language.
You can foster conversations with posts that ask a question, you can provide tips or simply create inspirational messages. Periodically review the Linkedin Analytics tool to see which of your posts performed the best and adjust your strategy accordingly.
Remember that the more places on the web are talking about your brand, the greater the chances of exposure you have for your customers to find you.
