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So the day has now arrived. Today, 14th of April, LinkedIn will remove its Products and Services feature from our Company Pages.
For those of you who have invested hours into building up your products or services profiles and recommendations, LinkedIn’s decision to discard this feature will be a bitter pill to swallow.
So what happens after today?
Basically, the products and services tab on your LinkedIn Company Page will disappear.
If you’re a regular user of your Company Page, you will have no doubt seen LinkedIn’s notification of this looming change.
In their notification, here’s how LinkedIn explain why they are discarding this feature:
“At LinkedIn, we aim to provide a simple and efficient experience for our members. To do this, we’re continuously evaluating how our current products and features are used, and seeking new ways to focus our resources on building the best products. This sometimes results in the retirement of certain features. So on April 14th, the Products & Services tab will be removed from all LinkedIn Company Pages.”
You now have two options:
- To share information about your products or services using the Company Updates feature on your Company Page, or
- To create new Showcase Pages for your products or services.
What are Showcase Pages?
Showcase Pages are a relatively new feature on LinkedIn. In a nutshell, they are an extension of your Company Page. They are aimed at highlighting a brand or particular product or service that your company offers. Here’s how LinkedIn describes Showcase Pages:
“Showcase Pages allow you to extend your Company Page presence by creating a dedicated child page for those aspects of your business. Interested members can then follow your Showcase Page as they follow any Company Page. Showcase Pages are designed for building long-term relationships with members who want to follow specific aspects of your business, and not for short-term marketing campaigns.”
The main features of a Showcase Page are:
- A cover photo or image
- A page title
- A brief description of the brand, product or service you are showcasing
- Content for updates
A key difference between Showcase Pages and the Product and Services feature is that people can now follow a product or service that they have a particular interest in – a bit like how we follow Company Pages.
What action should you take?
Showcase pages do come with a bit of a ‘health warning’. It all sounds great in principle but the key to success with these Showcase Pages is to have a plan – a plan for content. These Showcase Pages are heavily reliant on regular page updates in order to create engagement. Here’s what I recommend you do next:
If you haven’t done so already, save your recommendations. You can do this by copying and saving them into a Word document or you have until the 30th May to request a copy of your LinkedIn Product or Services recommendations from Customer Support.
Plan Your Content
Create a plan setting out what products and services you want to showcase, content to populate your Showcase Page and how you will keep it updated.
Create Showcase Pages
Appoint an Administrator for your Showcase Pages and then create your Showcase Pages using LinkedIn’s guide. You can create up to a maximum of 10 Showcase Pages on your Company Page but you can request more if required.
Whilst I fully support LinkedIn Company Pages as a useful online marketing tool for business-to-business marketing, it just goes to show that you cannot rely on these social media platforms to showcase your products and services. Social media platforms are forever updating and modifying their features. That is why it’s important to have your own company website – a place where you have complete control over what you want to promote and how you go about doing it.
Can I help?
If you need help planning, creating or maintaining Showcase Pages on your Company Page, feel free to contact me on 0777 454 5266.