Free Assessment: How does your inbound marketing measure up?

Get Started
Close

Free Assessment:

How does your inbound marketing measure up?
Take this free, 5-minute assessment and learn what you can start doing today to boost traffic, leads, and sales.
Get Started
inbound-marketing-strategy-playbook-cover

Free Assessment:

LinkedIn adds new 'Products' highlight tab on company pages

By Melissa Smith

LinkedIn adds new 'Products' highlight tab on company pages

Recently, LinkedIn announced Product Pages, which is a dedicated tab on your company page.

“Today, 70% of buyers select products based on research they do online,  which means your products’ reputation and visibility can make or break your business. In a world where everyone is competing for attention, you need effective ways to highlight your products so you can equip your customers and prospects with the insights they need to make more informed buying decisions.

Helping create a space where your customers can come together as a community and share experiences or questions about your products, is an important first step to make that happen.”

LinkedIn-Products-LinkedIn

The goal behind the creation of LinkedIn Product Pages is to help nurture conversations and build brand affinity with your customers and followers. Taking a few steps back let’s review what are LinkedIn Product Pages.

🎓 Free IMPACT+ course: How to get started with LinkedIn B2B advertising

What are Product Pages?

A Product Page is a hub for brands to promote their products.

With Product Pages you can highlight testimonials (reviews) by your users, product media, and show featured customers of your product. You can also specify the roles that best fit your product's purpose and help increase relevance.

Atlassian-Products-Jira-Software

It is important to note that Product Pages cannot be used for services:

“LinkedIn Product Pages are reserved for tangible product offerings to the market. Products typically have a manufacturer, a trademarked brand name, and a name used consistently on product pages and the web in reference to that product, along with other attributes such as description and logo.

LinkedIn Product Pages define services as intangible (e.g., an activity, event, or the performance of work done by humans) that typically takes place over a specified timeframe. Like products, some services may have brands and logos, but unlike products, they all involve a unique interaction with a service provider.”

LinkedIn mentioned they will be launching a services marketplace in the near future where companies can promote their services.

So, you may be asking yourself…

What is the difference between Showcase Pages, LinkedIn Pages, and Product Pages?

Here is the difference between each.

LinkedIn Page

  • Goal: Establish brand presence with LinkedIn’s professional community.
  • Best For: Top-of-the-funnel marketing such as building brand awareness, highlighting talent and culture, and showcasing thought leadership.

Showcase Pages

  • Goal: Showcase brands / lines of business under one parent company.
  • Best For: Middle-of-the-funnel marketing such as educating prospects by spotlighting portfolio of solutions and capabilities.

Product Pages

  • Goal: Build a trusted community of experts and advocates around a specific product.
  • Best For: Bottom-of-the-funnel marketing such as connecting prospects to experts, generating leads, and cultivating the voice of the customer.

How to create a Product Page?

Currently you cannot create additional product pages, so stay tuned for an update from LinkedIn when this is possible.

"Wait, then how do I already have product pages if I can't create them?"

LinkedIn has done the heavy lifting and curated your product page(s) based on existing data from your company website and the LinkedIn platform. You are able to update the pages they have created for you by going through the LinkedIn page admin.

For marketers, this is just another avenue to help promote your products and get it connected to LinkedIn’s audience of more than 722 million professionals.

Free Assessment:

How does your inbound marketing measure up?
Take this free, 5-minute assessment and learn what you can start doing today to boost traffic, leads, and sales.

Topics:

Social Media Marketing
News
Linkedin Marketing
Published on February 25, 2021

Recent Articles

Should Your Demand Gen Strategy Change in a Slumping Economy?
April 12, 2023 • 5 min read
How To Build an Effective Instagram Video Marketing Strategy
April 30, 2022 • 12 min read
How Facebook's news feed algorithm works and prioritizes content
July 14, 2021 • 4 min read
Data: Facebook is No. 1 in revenue value for publishers, Twitter is a bust
July 7, 2021 • 4 min read
Best times to post on social media in 2021 (new data)
May 19, 2021 • 4 min read
Twitter fails to buy Clubhouse, whose creators can now make money... so what?
April 8, 2021 • 6 min read
Marketers, Facebook Analytics will be no more on June 30, 2021
April 2, 2021 • 2 min read
7 Best Social Media Management Tools (+ Video)
March 26, 2021 • 12 min read
12 ways you're totally blowing your business social media strategy
March 24, 2021 • 11 min read
Twitter teases Super Follows, Communities; undo send tweet still a rumor
March 11, 2021 • 4 min read
LinkedIn adds new 'Products' highlight tab on company pages
February 25, 2021 • 2 min read
54 jaw-dropping social media statistics for businesses [New for 2021]
February 23, 2021 • 8 min read
Facebook video best practices: what you need to know to grow your video presence
February 16, 2021 • 9 min read
27 best digital marketing news sites
January 26, 2021 • 7 min read
Should you care about Clubhouse, the new audio-based social media app?
January 19, 2021 • 3 min read
How to maximize lead generation via Facebook posts and ads
January 18, 2021 • 4 min read
Working with IMPACT on paid media: What to expect
January 13, 2021 • 4 min read
Instagram advertisers can create branded content ads on creators’ accounts
January 6, 2021 • 2 min read
The top 10 social media trends for brand survival in 2021 [Infographic]
January 2, 2021 • 4 min read
6 holiday campaign examples that are total showstoppers
December 25, 2020 • 5 min read
Pinterest continues diversity and inclusion efforts with new features and leadership
December 16, 2020 • 3 min read
TikTok still available in the US despite not reaching a sell-off deal
December 11, 2020 • 2 min read
New Pinterest weighted ads have better CX customization
December 8, 2020 • 3 min read
Social media image sizes guide for 2020, 2021, and beyond (+ examples)
November 11, 2020 • 13 min read
New report: 2021 social media marketing predictions
November 10, 2020 • 4 min read