While the examples on LinkedIn show megabrands like Microsoft and Adobe, this feature also applies to smaller B2B businesses with specialized business services.
San Diego, CA (PRWEB) April 10, 2014
LinkedIn recently announced that effective April 14th, LinkedIn will no longer support “Products & Services” pages on a LinkedIn Company page. Instead, businesses with company pages will have to use the new “Showcase Pages” feature.
“While yet another change to social media may seem frustrating to some marketers, this is an exciting development for B2B social media marketing,” says Jeremy Durant, business principal at Bop Design.
He continues, “While the examples on LinkedIn show megabrands like Microsoft and Adobe, this feature also applies to smaller B2B businesses with specialized business services. A Showcase page will give the marketers the opportunity to brand and target each level of service to the appropriate audience.”
Here are best practices that Durant says to focus on with the new feature:
Start first with your most popular service offerings
LinkedIn only allows ten Showcase pages per Company, so businesses should map out service offerings in the beginning with the appropriate copy to avoid unorganized pages.
Create your branded images in advance
“A big bonus to Showcase Pages is the hero images at the top of each page that visually draw an audience in,” says Durant. He doesn’t recommend using a large version of an existing logo on each of these pages. For a B2B firm that doesn’t have tangible product photos, services can be represented through stock imagery or abstract icons—just remember to align it with the existing brand guidelines.
Take advantage of SEO
For businesses with an existing SEO strategy, LinkedIn suggests utilizing SEO keywords for your Showcase Page rank within search engines. Include keywords within the Showcase Page name as well as mention (when appropriate) in the page description.
Don’t abandon your content strategy
Showcase Pages each have their own activity updates stream, allowing for you to tailor content for each page. “While this may seem like another painful step in your content upload process, it’s actually a chance to segment ideas so one service is not receiving more attention than another,” says Durant. He suggests being realistic about the time available to make updates.
Promote and sponsor service specific content
LinkedIn allows for tailored sponsored updates and ads to run simultaneously on multiple Sponsored Pages. That means B2B firms can efficiently run and test the same content offer across multiple pages with different copy and images depending on the audience. This allows marketers to easily analyze which audience is most interested in specific topics. Additionally, marketers can run different sponsored updates on each Showcase Page to allow for easy monitoring.
Bop Design is a San Diego marketing and web design agency with offices also in Orange County, CA and the New York metro area. Specializing in B2B, Bop Design creates holistic marketing plans geared toward lead generation and business development. Bop Design offers services in branding, logo design, website design and development, responsive web design, SEO, PPC, social media and content marketing. http://www.bopdesign.com