Does your company have a LinkedIn Company Page? If so, you are about to see a major change. In case you weren’t informed, as of April 14, 2014, LinkedIn removes the existing “Products and Services” tab on your page. This change comes with a great deal of confusion for business owners. You may ask yourself, why is LinkedIn removing this popular feature? One reason behind this move is LinkedIn’s recent acquisition of Pulse. Pulse is an app that allows users to view news and stories on a web and mobile platform. LinkedIn bought out Pulse in order to better expand its need for providing news and content for its users.
Considering this tab is critical for potential and existing customers to learn more about your company, here are some ways to replace this feature:
Utilizing LinkedIn Company Pages Status Updates
Once we say goodbye to the Products & Services tab, one easy way to adapt to this change is to take advantage of company updates. Does your company have a blog? If so, you can use your blog to better inform your audience of news and updates by referring your LinkedIn followers to your blog through your LinkedIn Company Page status updates. Secondly, your blog is a fantastic way to share content and drive traffic to your website.
LinkedIn Showcase Pages
In November of 2013, LinkedIn added Showcase Pages as a go-to for content on company pages. LinkedIn Showcase Pages allow companies to better distribute specific content through status updates for each Showcase Page. Think of a Showcase Page as a niche page that is directly linked to your company profile. If your company has a specific product or service, you can create a LinkedIn Showcase Page to promote them to your audience as you did before with Product & Services pages.
Setting Up Your LinkedIn Showcase Pages
If you haven’t already, setting up Showcase Pages are fairly simple. Follow these steps below:
1. Click on the “Edit” button in the top right corner of your company page. Then choose “Create a Showcase Page”:
2. Choose a name for the Showcase Page. Keep in mind that the name you pick must be different from the main page. This is because you will create a custom URL which must be different than your main company page.
3. Click “Publish”.
4. Currently, LinkedIn gives you 200 characters to describe the Showcase Page so make sure to also include your target SEO keywords in the description. Add the URL and select an industry as seen below.
5. Now you can take advantage of posting status update to your audience (make sure to promote each Showcase Page so that people will start to follow them). This is where having a solid social media content strategy comes in handy.
LinkedIn Optimization, Branding and Search Engine Optimization
Boulder SEO Marketing founder Chris Raulf recently teamed up with Lori Ruff and Mike O’Neil (aka the LinkedIn Rockstars) of Integrated Alliances and presented a 60-minute webinar on how to take advantage of LinkedIn as an optimization, branding and SEO tool. The recording of this session is now available for playback right here.
When it comes to social media, there is one thing you can count on, and that’s change. Learn about the latest and greatest in one of our upcoming SEO and social media marketing webinars and workshops.