Say goodbye to LinkedIn product and service pages.
And a vocal group of LinkedIn users are not happy. Take a visit to the LinkedIn Help Center, and you’ll see pages upon pages of posts from unhappy users who say they are “extremely upset,” and “absolutely furious,” and that this is an “insane decision.”
“Insane Decision” or An Opportunity?
While I understand the disappointment of losing pages that companies put significant time and thought into creating, there is a benefit to this change. Take a look at your own company pages and the products and services tabs – when was the last time you updated that content?
For many, it’s likely it was posted and forgotten. Even so, think about the company pages that you visit – how often do you look beyond the front page at the products and services tabs? I know I don’t explore the other tabs very often; I will most often go to a company website for that information.
A Chance to Refresh Content
Instead of complaining, look at this change as an opportunity to refresh your content and ensure that it aligns with the messaging and customers that you’re targeting today.
Now that LinkedIn has eliminated the products and services tabs, there are two options for connecting with your audiences outside of the company page itself – showcase pages and company or sponsored updates.
According to LinkedIn, “Showcase Pages are extensions of your Company Page, designed for spotlighting a brand, business unit, or initiative.” Use these pages to get your audiences excited about your product or service and help lead them to more information on your company website.
With company or sponsored updates, you can share fresh content while interacting with the audiences most relevant to your current business model. Through these updates, you can generate discussion with your audiences and begin to develop more meaningful relationships through LinkedIn.
As Winston Churchill said, “To improve is to change; to be perfect is to change often.” Use this change from LinkedIn to ensure that your company is giving your audience member the best, freshest content.
If you would like a copy of our “working notes” that we use to advise clients on making the transition, please email me at firstname.lastname@example.org.