Does My Business Need a LinkedIn Showcase Page?

by Isaac Oswalt on May 11, 2016

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The short answer: yes. Nearly every business – large or small – offers more than one product or service, or has multiple buyer personas. LinkedIn Showcase Pages allow your business to promote specific products or services, or cater to a specific audience, all under the umbrella of a single company page. Drive engagement with a dedicated page, share specific content with your target audience, and strengthen relationships.

Multiple Buyer Personas, Products or Services? Showcase Pages to the Rescue!

Confused? Imagine this: you run an insurance agency and create content both for your local agents and for your clients. You don’t want to bore clients with agent-related tips on networking or how to improve staff retention. And your agents won’t care much about home repair tips or retirement planning.

Catering to multiple buyer personas at once is a tricky balancing act. That’s where Showcase Pages come into play. With Showcase Pages, you can create and publish content specifically for one buyer persona, allowing for a deeper, more engaging experience. In the case of your fictitious insurance agency, setting up two LinkedIn Showcase pages – one for agents, one for clients – will allow you to speak to both audiences without overlapping messages. You could also set up additional pages dedicated to the different insurance products your agency sells, such as life insurance, homeowner’s insurance, or auto insurance.

Like your company page, you’ll still be able to share company updates and sponsored updates with LinkedIn members who follow your Showcase Page. Even better, all Showcase Pages link back to your main LinkedIn company page, keeping content and followers centralized around your business. However, unlike a company page, there are no careers, products or services tabs at the top of the page. That’s because the Showcase Page is dedicated to just one mission: engaging customers or clients around a specific product or service.

Get Started: How to Set Up a LinkedIn Showcase Page

Setting up your Showcase Page is as simple as a few clicks (really!). Here’s how to get started:

  1. Navigate to your Company Page. You’ll need to be a page administrator in order to set up the Showcase Page.
  2. Select the “Edit” menu on your Company Page and then select “Create a Showcase Page” from the bottom.
  3. Enter the page name (22 characters or less) and a description (75 to 200 characters). Note that the page name you select will be part of the URL. Currently, LinkedIn’s format for Showcase Pages is linkedin.com/company/[showcase_page_name]. Try to use product/service keywords within the showcase name.
  4. Select a large ‘hero image’ that will prominently display across the top of the page. Pick an image that epitomizes your brand values or shows your product/service in action. Note that at this time the hero image is currently not clickable.
  5. Optimize for SEO. Page discoverability is based on a number of factors, but optimizing text and posting regular, quality updates are two of the most important. Optimize text throughout the page by naturally integrating keywords into your content.

LinkedIn Showcase Pages: Deepen Buyer Engagement with Segmentation

Now that you’ve got your Showcase Pages set up, it’s time to start publishing fantastic content to deepen engagement. And this all starts with segmentation.

Adobe, for example, has segmented Showcase Pages dedicated to Adobe Creative Cloud, Adobe Marketing Cloud, and Adobe Document Cloud. Content on each of these pages differs based what the needs, wants, and interests of the target buyer persona. The Document Cloud page, for example, recently published an update on secure
e-signatures while the Adobe Marketing Cloud page published an article on mobile-app teams and experiential marketing. Both pieces of content are valuable, but the content is useful for different audiences. By using different Showcase Pages, adobe can segment its audience and deliver the right message to the right person at the right time. Your mission with Showcase Pages is to do the same.

As you get started planning your content strategy, think about which articles, blog topics or white papers fit best with each audience segment. If you’ve recently launched a product, consider dedicating a Showcase Page specifically to this new item, including how-to videos and tutorials. Make each Showcase Page the “hub” for a market segment, product or service, and only publish relevant content on that page.

Need more inspiration for your LinkedIn Showcase Page? Check out Microsoft’s pages (Office, Microsoft in Education, etc.) and Intel (Intel Internet of Things and Intel IT Center).

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Isaac Oswalt

Owner of 21 Handshake, a strategic marketing company, driven to grow relationship-driven businesses. Futurist in nature, Isaac displays a deep desire to preserve the human element in today's business. Trust being the ultimate currency, his clients appreciate that "new and stronger handshakes" is a success metric in their businesses.

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