LinkedIn Redesigns Company Pages
LinkedIn is moving one step further into business-to-business and business-to-consumer marketing with a new design for company pages and featured updates. The site made its new company page design available to select firms nearly a month ago and is now making the features available for free to more than 2 million companies that have LinkedIn profiles.
“We know that company pages are at the heart of the LinkedIn follower ecosystem. It’s through these pages that companies reach and truly connect with their target audiences,” Marc Bishop, director of global product marketing, noted announcing the site-wide roll out. “It’s our goal to provide an environment where brands have the proper tools and platform to cultivate meaningful relationships with our members.”
LinkedIn’s new featured update functionality gives brands the ability to more prominently display the updates they want to highlight above the fold in their update feed. The free feature enables firms to promote news and updates for up to 48 hours.
Philips, one of the first companies that got early access to the redesigned company page, experienced a 106 % increase in engagement after it tested targeted status updates over a six-week period. The company targeted audiences in health care, engineering, and creative design, depending on the content of each update.