LinkedIn is primarily known as a professional networking and recruitment site, but it also has features that allow businesses to showcase and sell products and services. With over 722 million members worldwide, LinkedIn offers a huge potential audience for businesses looking to promote and sell their offerings.
While LinkedIn does not have dedicated ecommerce capabilities like a full-fledged online store, you can create product pages to highlight what you are selling, generate leads and drive traffic to your main website. Product pages are a great way to increase brand awareness and visibility for your business on LinkedIn.
What is a LinkedIn product page?
A LinkedIn product page is a showcase page that allows you to promote and provide information about a specific product or service your business offers. It is a standalone page that lives on your LinkedIn company page and is separate from your main company page.
Product pages contain relevant information about the product such as:
– Product name and description
– Images
– Videos
– Documents
– Customizable lead capture forms
– Call-to-action buttons
The goal of product pages is to educate prospective customers about your offerings and encourage them to take further action like contacting your sales team, visiting your website, signing up for a demo etc.
Well-optimized product pages can boost brand awareness, generate quality leads, and drive conversions for your business.
Benefits of creating a LinkedIn product page
Here are some of the key benefits of having dedicated product pages on LinkedIn:
– Increased visibility – Product pages help you showcase specific products/services to LinkedIn’s large user base. They appear in search, on your company page, and in the LinkedIn feed increasing discoverability.
– Lead generation – Product pages contain lead capture forms allowing visitors to express interest and connect with your sales team. This provides a stream of qualified leads.
– Brand building – Product pages strengthen brand authority by showcasing your portfolio of offerings in one place on a trusted platform like LinkedIn.
– Multimedia content – Product pages allow you to incorporate images, videos, presentations etc. to educate prospects and build credibility.
– Promoted product ads – You can create LinkedIn ads that target your product pages specifically. This amplifies reach and interest.
– Metrics and insights – LinkedIn provides page view analytics so you can see visitor demographics and engagement metrics to optimize content.
– Direct website traffic – Call-to-action buttons on product pages allow you to directly send visitors to your website for purchases or more details.
How to create a LinkedIn product page
Here are the steps to create a dedicated product page on LinkedIn:
1. Have an active LinkedIn company page – You need an authorized company page before you can create product pages. Ensure your business has a properly optimized LinkedIn presence first.
2. Click on “Products” tab – On your Company Page admin, navigate to the Products tab and click the + icon to add a new product.
3. Select product page format – Choose between a more detailed “Product” page or simpler “Highlight” page depending on your needs.
4. Enter name and description – Add your product name, image, and long-form descriptive details covering features, pricing, uses etc.
5. Customize lead capture form – Design the lead gen form visitors will fill to express interest or request a demo/contact.
6. Add multimedia – Incorporate relevant videos, PDF brochures, presentations etc. to engage visitors.
7. Insert call-to-action buttons – Add buttons prompting visitors to “Contact Sales”, “Visit website” etc. that link off the page.
8. Publish and promote – Publish your new product page and then actively promote it across LinkedIn through updates, ads etc.
9. Track analytics – Use LinkedIn’s built-in analytics to see page views, lead form conversions, and visitor demographics. Tweak content accordingly.
Best practices for creating compelling LinkedIn product pages
Here are some best practices to ensure your LinkedIn product pages are impactful and effective:
– Optimize for SEO with relevant target keywords in titles, descriptions, and text to improve discoverability.
– Highlight your differentiators and competitive advantages so visitors understand your value proposition.
– Focus on educating visitors and addressing buyer concerns/questions to build trust.
– Ensure strong calls-to-action so visitors convert into leads and sales.
– Update with fresh content regularly to keep visitors engaged. Consider promotions, demos, new use cases etc.
– Include client logos and testimonials to build credibility.
– Use clean, professional designs that align with your brand image.
– Make lead forms short and simple for maximum conversions. Only include necessary fields.
– Promote your page widely through Sponsored Content ads, employee sharing, social cross-posting etc.
– Analyze visitor demographics and activity metrics to refine your content and outreach.
Examples of effective LinkedIn product pages
Here are some real examples of stellar product pages on LinkedIn that incorporate best practices:
| Company | Product Page Name | Key Features |
|---|---|---|
| Hootsuite | Social Media Management | – Lead gen form prominently placed |
| Salesforce | Sales Cloud | – Strong sales messaging |
| HP | HP Spectre Laptops | – Engaging video and imagery |
| Amazon Web Services | AWS IoT Core | – Clean informative layout |
These examples highlight key information in an easy-to-consume format, leverage multimedia, and use compelling calls-to-action driving conversions.
Common mistakes to avoid when creating LinkedIn product pages
While LinkedIn product pages provide a major opportunity, there are some common mistakes brands make that hurt performance:
– Weak value proposition – Not clearly highlighting your key differentiators and why buyers should choose you.
– Too much “brochureware” – Simply listing features without connecting to buyer needs. Lack of engaging content.
– Low quality multimedia – Using outdated, irrelevant, or unprofessional images, videos, presentations.
– No optimization – Failing to optimize content for SEO with relevant target keywords so you won’t get discovered.
– Infrequent updates – Stale outdated product pages because you don’t add new content regularly.
– Ignoring analytics – Not checking the built-in page analytics so you miss optimization opportunities.
– Passive promotion – Creating great product pages but then not actively promoting them across LinkedIn to drive visitors.
Avoiding these missteps will lead to more high-converting product pages that maximize LinkedIn’s lead generation and brand-building potential.
Conclusion
Creating dedicated product pages on LinkedIn provides an excellent opportunity to increase brand visibility, generate more B2B leads, and drive traffic to your website.
Well-optimized pages that educate buyers, highlight your differentiators, and leverage LinkedIn’s built-in analytics can deliver fantastic results. Avoid common mistakes like weak messaging, lack of promotion etc. and your product pages will become valuable assets driving growth.
With 722 million members, LinkedIn is too big to ignore as part of your digital marketing strategy. Invest the time into developing stellar product pages and you will see the high-quality leads and brand-building benefits.
