LinkedIn, the popular professional networking site, has taken its suite of marketing solutions to the next level. In December 2020, it launched LinkedIn Product Pages as a new way for businesses to generate high-intent leads using marketplace-like features such as featured products, calls to action (CTAs), and social proof.
Backed by strong user trust and LinkedIn's proven track record, the LinkedIn Product Page is a must-try for brands. So why the introduction of product pages? “From a marketing perspective, LinkedIn is now emphasizing its direction to support B2B businesses [building on its history of creating networking opportunities for professionals]”
This LinkedIn lead generation tool is currently intended to help product-based companies, specifically those in the B2B software sector. For those who offer services, LinkedIn will introduce a Services Marketplace in the near future. The product page is also designed to complement the existing options for obtaining B2B leads on the platform collectively called LinkedIn Marketing Solutions.
Look at this illustration to understand the difference between the options, the LinkedIn Page, the About Page, and the Product Page, and where they fit into your customer's buying process.
Top of Funnel (TOFU) LinkedIn Page:
- Your company page, which can contain storefront and product pages
- Create brand presence on the platform
Middle of the Funnel (MOFU) Showcase Page:
- Your initiative brand/line/featured page
- Further educate prospects on featured products and solutions
Bottom of Funnel (BOFU) Product Page:
- Your specific product pages
- Connect leads to your community of experts and users and generate high-quality leads
How much do LinkedIn product pages cost?
It costs nothing to add LinkedIn product pages to your company page. But if you've been marketing on LinkedIn for a while, you should know that a profitable LinkedIn lead generation strategy requires adequate investment. Optimizing your company's product page on LinkedIn is a top priority to drive brand and product discovery. In particular, you may need to improve your copy and assets to compel visitors to convert (it is a BOFU tool after all). These actions can be included in your overall LinkedIn lead generation strategy at a reasonable cost.
How to Get Leads on LinkedIn
Start attracting qualified B2B sales leads when you add a Products tab to your business page. But before I walk you through the steps, here are three ways to leverage product pages to generate leads on LinkedIn that demonstrate just how powerful this strategy can be.
• Featured Products: Use it to promote and position your products in front of potential customers. At the same time, support your decision-making process by publishing complete and accurate information about your offers.
• Compelling and customizable calls to action: Reach your target B2B leads with call-to-action buttons to request demos or contact the sales team.
• Social proof: Establish an environment of trust by allowing current customers to leave ratings and reviews. If you are on LinkedIn for sales leads, you should be well aware that positive comments and testimonials convince lurkers to convert.
If you want to delve deeper into how to get leads on LinkedIn, many experts and LinkedIn lead generation service providers suggest focusing on this factor. A product with five reviews is 270 percent more likely to be purchased than a product with no reviews. Converting B2B sales leads is made more possible thanks to the fact that ratings and reviews on LinkedIn must come from verified buyers.
How to set up a LinkedIn product page
Are you ready to learn how to get leads on LinkedIn through product pages? Here are the steps:
1. Create a product page
To get started, go to the super admin or content manager view of your company page. Click on the Products tab and then the “Add Product” button. LinkedIn's product page builder feature allows you to list up to 35 separate offers.
2. Enter and save the product name
It's as easy as it seems. But make sure you enter the correct product name because you can't edit it yourself after hitting Save. You or your LinkedIn marketing agency will need to request permission from LinkedIn to modify it.
What's in a name? Not only does it tell your audience what to expect, but it also serves as your community's hashtag, helping to increase the number of your high-quality LinkedIn leads.
After saving your product name, you will be redirected to the product page, where you can click on any Edit (pencil) icon to start adding/editing your product details. Note: Always click Save after editing.
3. Edit your header
Please note that following the comments above about product pages, LinkedIn has pre-populated details such as product name and product category based on your website and LinkedIn company page content.
If you're starting from scratch, upload a logo and add the correct product category. The logo size must be 1:1 (a square image).
Next, choose a CTA name from these six options:
• download now
• Start Searching
• Request demo
• Try it now
• Contact Us
• More information
Enter the link to the CTA landing page. Make sure the landing page is correct and matches the CTA name you choose; for example, Request Demo should lead to a landing page that displays or allows registrations for a product demo.
Because LinkedIn's product page building features are designed to capture leads, you should also add your Privacy Policy link to ensure secure data collection.
4. Show your product
Now it's time to fill out the bulk of your LinkedIn product showcase page. Enter your product description and website URL. To have the best LinkedIn product page, you should write a description that is 1-2 paragraphs long and fits the 500 character limit. Tell your target audience what the product does and how it can help them. Any LinkedIn marketing company worth its salt would tell you to optimize this section to get high-quality LinkedIn leads.
A LinkedIn company product page won't be complete without visual assets. For LinkedIn lead generation, the platform suggests a maximum of five images and videos (combined). Use TOFU videos as product demos and MOFU videos as customer testimonials on each of the product pages LinkedIn approves.
Another LinkedIn product showcase page tactic that affects B2B sales leads is to name the organizations that endorse your products, with their permission, of course. Use their names and logos only with their prior consent. When you're clear, list at least seven and, if possible, diversify industries and company sizes.
5. Submit your LinkedIn company product page for review
You can create multiple product pages by following the steps above. Once this is done, you can submit them to LinkedIn for review, which can take up to two weeks. You can then wait another 1-2 days before seeing the list once approved.
6. Publish your LinkedIn product showcase page
You'll know your product pages are active if they appear when the Products tab is viewed.
LinkedIn Product Page Best Practices
Generating leads on LinkedIn is within your reach if you use LinkedIn marketing solutions the right way. As many brands on LinkedIn create product page after product page, observing the following best practices can give you an advantage:
• Fill in your product details: Fill in the fields completely. Your product description, related URLs, CTA, and other required information are highlighted in the editing panel to ensure you don't miss anything.
The benefit to your LinkedIn lead generation strategy? Potentially a 30 percent increase in your weekly views.
• Pay attention to the images: for Typically, the social media marketing or LinkedIn marketing agency hired by a company would handle image sourcing and video production. Having someone manage your social media pages removes the burden of having to deal with all the critical details, such as: images must be 1128px x 376px, with a file size of eight megabytes (MB) or less; and ideally, videos should be around three minutes long and the file size should be five gigabytes (GB).
• Create a product community: Communicate well with customers you would like to feature on your product page. Start with those who have already agreed to be part of your case study.
• Get at least five reviews : We've established that social proof amplifies LinkedIn's lead generation capabilities.
• Work with experts: Trust the nitty-gritty of your social media, brand management, and product marketing to a reliable and competent LinkedIn marketing company. It is the best!
The Three Best LinkedIn Product Pages for Getting Leads
The best LinkedIn product page examples to emulate if you want to get better at generating leads on LinkedIn. Let's take a look:
Atlassian
We don't know if this software company is using the services of a LinkedIn marketing company, but it surely nailed product page best practices.
Stingray
See how this fintech company leverages every section of the product page. Their tactics include optimizing these areas for better product discovery and visibility. Optimization is a LinkedIn lead generation service that requires a long-term strategy and a 100% committed team.
LinkedIn
Of course, the social network for professionals practices what it preaches. In this case, you're maximizing the power of online reviews to produce B2B leads for one of your products, LinkedIn Campaign Manager.
The Next Step Toward Lead Generation Success With LinkedIn
If you turn to LinkedIn for sales leads, you can also take advantage of LinkedIn marketing solutions. For example, LinkedIn product pages cost nothing, but can have a potentially exponential impact on B2B companies and their products.
It's true that adding another LinkedIn lead generation service to your strategy can be time-consuming. Additionally, those who unintentionally make mistakes during the process may also be causing more harm than good. But these are precisely the reasons why need a marketing agency of LinkedIn for sustainable social media marketing efforts on the platform.
