Rolled out in late 2013, LinkedIn Showcase Pages allow organizations to share targeted content with a more focused audience. Brands highlight specific niche verticals or business units by creating a Showcase Page, which are accessible via the main LinkedIn Company Page. (There can be up to 10 Showcase Pages per Company Page.)
Showcase Pages have followers, the same as Company Pages, meaning that companies can cater to users who have shown interest in a specific topic. But the similarities end there!
How Showcase Pages Work
Showcase Pages aren’t the same as Company Pages – and the different features make them a valuable tool for digital marketers. Here are some of the key differences:
- Bigger Pictures: A large banner image across the Showcase Page top, and larger images as part of ongoing status updates, improve options for visual storytelling
- Peer Pressure: Similar to Facebook Pages, Showcase Pages display thumbnail images of other page followers you have as LinkedIn connections
- Lead Gen Strengths: The prominent description and direct link to the website make Showcase Pages an excellent fit for lead generation campaigns
- Ad Options: Organizations can purchase Follower Ads, aimed at increasing the Showcase Page’s follower total, as well as Sponsored Updates that will put the page’s posts and content in front of others who aren’t following the page
- Separate Search Listings: Showcase Pages have their own “industry” label in LinkedIn, and are displayed separately in search results
- No Sidebar: Removal of the sidebar opens up the page, as well as ensuring other brands or advertising won’t appear next to your products or services
Showcase Page Strategy
The removal of the Products & Services tab from Company Pages in April 2014 gave many brands the push to create Showcase Pages for their most popular products. But the smartest brands out there have taken that idea a step further, creating pages around specific audiences instead of limiting themselves to popular products and services.
Standout efforts include:
Think with Google
This is possibly the best example of thought leadership online today.
Think with Google does not focus on a specific product or even a product suite, but pulls together insights and analysis from across Google’s entire product spectrum and highlights them in one place. It targets digital marketers perfectly and provides invaluable, intelligent content to follow with one click.
Adobe Creative Cloud
Paired to Adobe’s CC software package, the Creative Cloud Showcase Page combines tutorials, discussions and features on specific artists and creatives who are building their portfolios with Adobe’s software. By varying the content and asking thought-provoking questions, Adobe ensures followers have a reason to revisit the page often.
Adobe’s approach is a great example of catering to an audience’s needs, rather than creating a page dedicated to a single piece of software.
Intel IT Center
Intel’s IT Center Showcase Page reaps another benefit – cross-promotion. Their active Intel IT Center group offers real-time updates on IT best practices. But as a private group, recent changes to LinkedIn Groups make it difficult to grow group numbers, as would-be participants can’t see a group’s content until they request membership and join. This Showcase Page cross-promotes relevant content and serves as a “sales” funnel for the group.The smartest brands created LinkedIn Showcase Pages around specific audiences, not products Click To Tweet
Showcase Page Best Practices
Ready to kick off your Showcase Pages? Launch wisely with a few crucial details.
- Think first, build second: While a knee-jerk response might be to create Showcase Pages for each of your major products or services, targeting by specific audiences (as seen above) might fit your niche better and give you greater leeway in what content “fits” the page
- Name it: Showcase Page names must be unique across all of LinkedIn, so do some research about what else is out there before you begin
- Invest in images: Get creative with big colorful graphics and plan your content to make the most of the newspaper-style two-column page structure
- Aggregate the best: Balance your own thought leadership content with aggregated third-party content that’s relevant to your target market
- Less is more: Each Showcase Page starts without followers, and requires individual updates and community management, so only create as many pages as you can fill with content and manage
We’d love to see what you create. Please post links to Showcase Pages you’ve built or ones you follow in the comments below.