What Is A LinkedIn Showcase Page?
A LinkedIn Showcase Page is an extension of your Company Page and works in much the same way. Showcase Pages are designed to highlight one particular area of your business, whether that’s your top product, a particular service, or a sub-brand. LinkedIn users can follow your Showcase Pages in the same way they follow your Company Page.
Still don’t have a LinkedIn Company Page? Read our blog on why you should!
If your company offers a range of different products or services, and your target market is diverse, Showcase Pages can be an effective way of segmenting your audience and delivering tailored content created specifically for a certain customer group.
For example, Google has three Showcase Pages sitting underneath their main Company Page:
These Showcase Pages help to segment Google’s audience by product. People only interested in Google Adwords, for example, can choose to follow that Showcase Page to receive only Adwords-related updates.
L’Oréal uses Showcase Pages to highlight its various brands:
Each of these brands has a distinct identity and target market. By creating Showcase Pages for each of them, L’Oréal are ensuring they each have a presence and an audience on this social network.
If you create a Showcase Page, it will display here on your Company Page:
8 Benefits Of LinkedIn Showcase Pages
1. Showcase Pages are a good way to focus on your product or service in detail with a large custom banner, called the ‘hero’ image, and a description.
2. Like your Company Page, Showcase pages include a section for company information and links to your website, other Showcase Pages and your Company Page. Adobe has good examples of well optimised Showcase Pages:
3. Showcase Pages are displayed in LinkedIn search results. As such, they can be an effective way of driving traffic to your Company Page and increasing brand awareness.
4. Showcase Pages do not include a sidebar, so other companies’ details will not show up next to your products and services as they do on Company Pages. This box appears on the sidebar of the Marks and Spencer Company Page, which could drive traffic to these competitor pages:
5. You can post updates specific to a product or service on its Showcase Page.
6. Users can directly follow the products and services that interest them, so when you’re creating updates, you’ll have a much clearer idea of the sort of things people like to see.
7. You can include details of related LinkedIn groups on your Showcase Page.
8. As with Company Pages, Showcase Pages include an Analytics section, so you can see which of your posts are receiving the most engagement and adjust your strategy accordingly.
What to Post on a Showcase Page
A LinkedIn Company Page can host up to ten Showcase Pages. However, Showcase Pages will only work well if they are updated regularly with fresh and engaging content. Creating two or three Showcase Pages and managing them well is a better idea than having ten with very little content on them.
The type of content you might post on a Showcase Page could include:
- Product announcements
- Relevant company and industry news
- Information on upcoming events
- Links to blog posts
A combination of interesting and relevant content, striking visuals, and regular updates should result in increased engagement with your Showcase Page, helping to boost your overall number of followers.
Adobe’s Marketing Cloud Showcase Page is updated regularly and receives high levels of engagement:
When Not To Have a Showcase Page
Showcase Pages aren’t right for all businesses. Before deciding whether your business needs a Showcase Page, consider the following:
1. Your Showcase Page will have no followers to begin with. This can be particularly problematic for small business owners, who already have limited time and resources.
2. Showcase Pages will increase your content workload. You are already posting to your Company Page regularly, but your Showcase Pages will require their own unique content to be worth following. This is the down-side of being able to segment your customers: now you have more channels that require their own messaging.
3. By creating a Showcase Page, you could dilute the following of your main Company Page.
4. If targeting content to distinct customer groups is one of your goals, you could use the targeting feature LinkedIn already provides with your Company Page. This allows you to target your updates by geography, job function, seniority and few other criteria:
Showcase Pages are beneficial if your company provides products or services that each have distinct target audiences. If this is not the case, you probably don’t need a Showcase Page.
Consider the content requirements too – do you have the resources to update extra pages regularly? If so, take the opportunity to demonstrate your skills and expertise by posting interesting, engaging and targeted content on your Showcase Pages.