LinkedIn has announced a new 'Products' tab for Company Pages, which will provide a dedicated space for businesses to showcase their product offerings, and highlight key features, via their LinkedIn presence.
According to LinkedIn, "With Product Pages you can spotlight product endorsements and testimonials by your users, gather ratings and reviews from current users, and generate leads with a custom call-to-action button, such as a demo request or contact sales form. In the new “Products” Tab, you can add new products you want to feature and include rich media like videos or product screenshots, descriptions and more."
Whether you’re a product marketer tasked with promoting a product, or a social media manager responsible for creating communities that help drive conversion, the new Product Pages can help connect your product with LinkedIn’s audience of more than 722M professionals. You can also specify the job roles that best fit your product’s purpose and increase relevance. For example, if your product is used to create advertising campaigns, you can select “Digital marketing specialist”, “demand generation manager”, and “social media strategist.”
As you can see in the above image, the new 'Products' tab will live within your LinkedIn Company Page, and will feature a listing of products offered by your organization. The tab will open to either an alphabetical listing of your products (if you have several to list) or to your single, main product page.
LinkedIn is aiming to create a trusted overview for product offerings, distinct from services or business divisions (which would instead be featured on a Showcase page), which links all of the displayed reviews and endorsements back to actual LinkedIn users and/or brand pages, providing more assurance of their legitimacy.
Once you have your Product tab, and a listing of your available products, you can then add product logos, descriptions, visual assets, and a display of existing customers for each.
You can also add a target audience for your product – "Add up to 10 job functions or indicate your product is intended for everyone. Be comprehensive when adding your target users, as this impacts how your product shows up in LinkedIn search results."