I have to admit, I was initially bummed when LinkedIn announced they will be retiring the Products and Services tab from Company Pages. Our company page has almost become a mini product website. We’ll still be able to edit the information that lives on the page (until April 14th) but we can’t add anything new to the section. Then I realized there’s another outlet for sharing this content on LinkedIn: Showcase Pages
Use Showcase Pages
LinkedIn is working hard to promote Showcase Pages for products and this is a big step in that direction.
Showcase Pages make it easier for customers to interact directly with a particular aspect of a brand. People can actually follow your Showcase Pages which will help increase the reach of your updates. By getting more targeted, your customers can get information on the precise aspects of your company which most interest them.
Launching Your Showcase Page – A Few Tips
Showcase Pages provide the perfect platform to create lasting relationships between customers and specific facets of your business.
Not every brand needs a Showcase Page. When creating a Showcase Page, be sure to focus on an exact product or capability of your business.
Sometimes less is more. Multiple Showcase Pages work for companies who have multiple messages, products, or audiences and want to get different messages to different people. But LinkedIn limits companies to ten Showcase Pages. You can exceed that maximum by persuading LinkedIn that you have the resources to manage them.
Interacting with Showcase Pages couldn’t be easier — they’re all about content. Once created, you can begin sharing immediately and engagement is easily monitored with the great analytics tool LinkedIn provides.
While the Products and Services tab had a good run and will be missed by at least one marketer, Showcase Pages will ultimately help brands better understand who is interested in what aspects of their company and offerings. That’s a good thing.