As LinkedIn continues to grow in popularity as a proven social media marketing platform for B2B companies, the LinkedIn company page offering continues to evolve as well with new features for marketers to fully leverage this tool. For example, in the last six months, the LinkedIn follow button was introduced as well as the ability for company pages to post status updates to then appear in their followers’ feeds.
But one of the most underutilized features that companies continue to ignore or overlook, which isn’t new by any means, is the ability to build individual Products & Services Pages and also implement the Product and Service Spotlight feature.
Here are some step-by-step instructions to implement both individual Product & Services Pages and the Product and Service Spotlight, which is the first step to begin converting page visitors into leads and new customers.
How To Add Products & Services Pages
1. From your LinkedIn company overview page, click on the Product & Services tab in the top navigation
2. Click on the Admin tools button on the far right, and then select Add a product or service
3. You’ll then be provided with the necessary steps to create and customize your product or service page. Some important things to note during this step include:
- Ensure your product or service title and description is keyword-rich
- Take the step to create a 100×80 pixel image to represent your product or service, which you can create in PowerPoint or Keynote if you don’t have access to a designer or design programs
- People love bullet points, so use these to highlight the features of your product or service and also work in your target keywords
- This is a given, but be sure to include the page URL for the product or service your highlighting to allow page visitors to get additional information on your website
- If you have a video that showcases your particular product or service take the step to integrate into your page
- Most importantly, add a call-to-action promotion with a direct link (see step 9 while creating your page) to a landing page that allows you to convert page visitors into leads
How To Add the Product and Service Spotlight
1. From your LinkedIn company overview page, click on the Product & Services tab in the top navigation
2. Similar to adding a product or services page, click on the Admin tools button on the far right but then select Edit to access the rotating product and service spotlight
3. From here you can write a keyword-rich overview that explains what your company offers for products or services, and you have the ability to upload up to 3 custom call-to-action (CTA) images that can be linked directly to a targeted landing page and form to convert page visitors into leads. Some important things to note during this step include:
- LinkedIn gives you plenty of real estate with these images (640×220 pixels) so make the most of them by incorporating appealing imagery and action-oriented copy
- The visitor of your page does have to manually rotate your 3 CTA images, so be mindful of which one you want to showcase as the default
Hopefully these steps inspire you to take your LinkedIn company page to the next level, in order to begin leveraging this tool as a way to feed your sales funnel. The tools are at your fingertips so put them to work!