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Anyone who has done any digital marketing for business with me knows that I am a massive fan of LinkedIn company pages.
I’ve been a member of LinkedIn since 2007. Admittedly in the early days, it was very much an online resume, and the only times people seemed to update their profile was when they were looking for a new job, or had just gotten a new job…
In the past few years, it has really emerged as a genuine professional networking platform for individuals, and marketing platform for businesses.
If you’re not already, you can follow Scout’s LinkedIn company page here.
5 quick reasons I love LinkedIn for business marketing
- LinkedIn profiles and pages tend to rank well in search engines (provided they include relevant keywords).
- People are regularly using LinkedIn, including your clients, potential clients, suppliers, and key advocates and influencers.
- Like other forms of social media, LinkedIn company pages allow you to share updates with your network, and link them back to your website (as they’re much more likely to visit LinkedIn more regularly than your website. Sorry, but it’s true).
- LinkedIn targeting is amazing. All the data we provide through our profiles makes for the ability to promote posts, ads, jobs etc at relevant people.
- For some businesses, LinkedIn is a much more relevant social media channel than Facebook and Twitter.
But it’s not enough anymore to have a static LinkedIn company page that just says who you are AND expect people to follow it. Why would they?
You need to combine it with regular company updates, and more information about your products and services…
And LinkedIn is now removing Products and Services from company pages!
But never fear, this is not just taking them away from us, but instead encouraging us to use their new Showcase Pages, which allow greater promotion of specific areas of your organisation.
What are Showcase Pages?
“Showcase Pages are extensions of your Company Page, designed for spotlighting a brand, business unit, or initiative. Create a page for aspects of your business with their own messages and audience segments to share with.”
They do seem better suited to larger companies, where different segments of their business may have different audiences, and people can choose to follow the Company page, a specific Showcase page or both.
Admittedly I’m not sure how I’m going to use Showcase Pages yet… though it will be a good exercise in examining my clients and target audiences, and considering how I could focus information for them.
This could be by Service type, e.g. some of my clients require mainly or only my SEO services, so I could have a Showcase page for SEO where I share specific information related to that.
Or it could be by Industry type, e.g. I have a few clients in the Not For Profit and Construction industries, so perhaps they could have their own Showcase pages, where I share general digital marketing advice that relates specifically to that industry.
*adds to to-do list*
They are related to your overall company page, so as you can see from the graphic on the right, taken from Adobe’s LinkedIn company page (who are already using Showcase pages) they are accessible from the page, as well as search.
Also remember, you can have a maximum of 10 Showcase pages (for the company).
What you need to do to prepare for the end of LinkedIn company page Product and Service pages
Product and Service pages will be automatically removed from your company page on 14 April 2014 (tick tock).
They will not be automatically turned into Showcase Pages, so if you want to keep their content for your records, you need to copy and paste it into a document and save it.
If your current Products and Services have Recommendations, you can copy them yourself, or request a copy of them from LinkedIn (link below) as at 4 March 2014.
Think about how your organisation could best use Showcase pages.
If they are relevant to your digital marketing, create the content and assets and create your Showcase pages!
Remember to keep in touch with your LinkedIn audience, through regular updates on your company page, and Showcase pages if you use them.
As usual, if you have any questions, do let me know in the comments, and feel free to share a link to your Showcase pages as well. I’d love to see them!
Useful links about changes to LinkedIn company pages