Linkedin has announced that on April 14th it will be ‘retiring’ its’ Products & Services tab, removing it from all Company Pages. Any of you that have set up Company Pages for your businesses (including us!) will directly be affected.
So what should you do? There are now two options for sharing information about what your company does – through Company Updates and Showcase Pages. Company Updates have always existed and hopefully you will be currently using them to update your followers on information relevant to them such as industry developments, as well as any company news such as new products or services being launched. Company Pages were always designed to be dynamic, living content sites – not just static online brochures.
Now you just need to make sure that your Company landing or home page provides enough information to signpost visitors to where they can find out more about your products and services should they wish to, and use your news feed to highlight your products and services as appropriate – including new product launches or changes, particular success stories etc. Followers can of course interact with your updates, allowing you to start to build more of a conversation and community around your page.
The other option is to use Showcase Pages, which were built exactly for the purpose of highlighting particular products or services. Linkedin itself is already using Showcase Pages for particular aspects of its’ business such as Linkedin marketing. These Showcase Pages allow you to tailor content to a specific audience and part of your business. This is all very well if you are a worldwide superbrand like Canon or Adobe, but does it apply to small business owners? If you set up a Showcase Page you need to committed to updating it, just as you do your Company Page. Do you have sufficient news and information to keep both pages running, alongside your other social media?
Some small business owners are understandably only just getting to grips with Twitter & Facebook and how the two can help grow their business, without throwing changes to Linkedin into the mix. The message for all social media remains the same: whatever you do, do it well and do it wisely. Choose the tools that best suit you, your business and the audience you are trying to communicate with. Make sure whatever you do is regular, consistent and always in line with your overall strategic objectives.
At 4 C Marketing we offer training on Linkedin, as well as writing and creating pages (and the all important updates!) for you. For help on Linkedin, other social media platforms or any other aspect of marketing your business just give us a call on 01252 843461 or drop us an email to firstname.lastname@example.org.