With 69% of professionals expecting businesses to be on LinkedIn, it’s no surprise that the career-oriented social network would stretch it’s online wings and enhance its Company Pages. The new and improved version launched on September 6, and a handful of companies–including Philips, Citibank, Dell, and Hewlett-Packard–received early access to the updated features, while the rest of us have to wait until later this year.
To help allay the anticipation, Marc Bishop, Linkedin’s Global Product Marketing Director, agreed to answer a few questions for Direct Marketing News via email.
Direct Marketing News: What is Company Pages and how has it changed?
Bishop: Company Pages serves as the central hub for marketers on LinkedIn. It’s from here that marketers cultivate direct relationships with customers and prospects and provide value to them through relevant content. Today, there are more than 2 million Company Pages on LinkedIn.
This redesign offers marketers a visually enhanced brand presence from which to more easily attract and engage followers from LinkedIn’s affluent and influential audience. Moreover, new navigational elements make it easier for followers to discover and engage with marketers’ content and messages.
DMN: What’s the follower button?
Bishop: The follower button is one way that our LinkedIn members elect to establish a direct relationship with companies. Once a member begins following a company, he or she can stay in the loop on new product launches, industry thought leadership, and even job opportunities. With the newly designed Company Pages, the follow button is prominently featured on the top right of the page so that it is easy to find.
DMN: Why now?
Bishop: The Company Pages refresh is part of a company-wide effort to simplify our pillar products and create streamlined experiences for members and marketers.
DMN: How do you think it will benefit marketers?
Bishop: Our redesign introduces a new, sleek appearance and more opportunities for companies to exhibit their distinct brand personality. This, coupled with better visibility for status updates and more prominent showcasing of their products and services, gives companies even more ways to share key content with customers and prospects.
DMN: What’s the goal of the Company Pages update?
Bishop: To ease the dialogue between members and marketers.