If your business has a variety audience, it’s time for you to offer your followers LinkedIn Showcase Pages.
Complexity is a part of human nature. I am obsessed with spreadsheets, but I also cry at soap commercials.
LinkedIn is the same for businesses and brands: there are layers and complexities. One parent company may have several brands that serve vastly different audiences. One product may have different fans.
It can be overwhelming to try to be everything to everyone on social media. How can you ensure that your posts are relevant and interesting if you have both skater boys and girls following you?
A Showcase Page on LinkedIn is a great way to help.
You cansegment your audience to provide more curated content, and build authentic interaction. Learn how to showcase and how to show off.
Bonus Get a step-by-step guide for combining organic and paid social strategies into a winning LinkedIn strategy.
What is a LinkedIn Showcase Page and how do you use it?
LinkedIn Showcase pages are sub-pages of your company’s LinkedIn Page that are dedicated to specific brands, audiences, campaigns or departments.
Conde Nast, for instance, has a LinkedIn page. They also created Showcase Pages to showcase their international spin-offs. People who want information only from Conde Nast India and Conde Nast UK may now follow the Showcase pages on LinkedIn.
After creating a Showcase Page in LinkedIn, it will be listed on your main Page, right-hand side, under “Affiliated Pages”.
LinkedIn recommends that you create no more than 10 Showcase Pages. Hyper-segment often can lead to you spreading yourself too thin.
Showcase Page vs. company Page
What is the difference between a LinkedIn Showcase Page or a LinkedIn Company Page. A Showcase page on LinkedIn allows you to be more specific in your content. Showcase Pages are a great way to be more specific with your content.
A Showcase Page is not necessary for every company. LinkedIn Showcase Pages may not be right for you if you have a single cohesive audience to which you are broadcasting.
They can be extremely helpful for those who need to drill down to specific content.
Let’s take Meta as an example.
People who are interested in Facebook Gaming may not be interested in posts about Messenger.
Meta can ensure that followers only receive relevant content by creating Showcase Pages for each product.
A Showcase Page offers the same posting options as your main LinkedIn Page and the same analytics tools.
Showcase Pages doesn’t allow you to associate employees. This means that your usual employee engagement features may not be available.
How to create a LinkedIn Showcase page
Here’s how you can create a LinkedIn Showcase Page if it sounds like it would work well with your social media strategy.
1. Click on “Admin Tools” in your Admin View. Select Create Showcase Page.
2. Fill out the details of the form. You’ll need to enter the name of your product/sub-brand, a URL, and an industry. Finally, you can add a logo. A short tagline can be shared as well.
3. When you are ready, tap the Create button
4. You will be taken to the admin view of your Showcase page. You can edit this page as you would with a regular LinkedIn account.
To access your Showcase Page in the future, click on your profile photo on the top bar. Next, look under the “Manage” section of the dropdown menu. Click on the page you wish edit. (Visitors to the page will find it under “Affiliated pages” on your main LinkedIn page.
To deactivate a Showcase Page, go to your showcase page in Super Admin mode. Tap the Admin Tools Menu at the top oft. Select the drop-down menu to deactivate.
5 examples of the best LinkedIn Showcase Pages
It’s one thing to create a Showcase Page, but creating a goodShowcase Page can be another. Let’s take a look at how the heavy-hitters do this right.
Microsoft caters for unique communities
It is logical that Microsoft would join Showcase Pages. There are so many products and users in the company that it is almost impossible to address all of their interests via its Company Page.
Some smarty-pants from the social team created a variety Showcase Pages that target key user groups. Here, you’ll see one for Veterans and another for Developers.
These two groups will likely be interested to different content. Now they can follow only the hot goss and find a community with like-minded users.
Adobe balances niche updates and big-picture news
Adobe is another tech company that has many users. There are many people who work in tech: developers, marketers, designers, teens, and even teens creating graphics for their Tumblr.
Adobe’s product-focused Showcase pages help to divide and conquer. The Creative Cloud Page is a news page that focuses only on the suite of graphic design tools.
All Showcase Pages share big-picture content from their main Company Page when appropriate.
Adobe Max is relevant to all user groups. This means that it gets a post on every Showcase Page and the main feed.
This is a great example of mixing general interest insights with specialty content.
Wirecutter is its own voice but still has the NYT cred
Wirecutter is a digital product reviews publication. It is run by the New York Times but it has a distinct editorial voice and mission (which I presume is something like “Help Stacey choose a refrigerator to buy, because she is overwhelmed by this renovation. She can’t make another decision for herself.”).
A Showcase Page gives a brand a unique presence on LinkedIn. They can post job listings or business news that would otherwise go unnoticed on the NYT’s busy Company Page.
Wirecutter still enjoys the prestige of being associated to its parent company.
Google clearly names its Showcase Pages
Make sure your Showcase Page names are clear and SEO-friendly. People should be able to find them even if they don’t follow your main Company Page.
It is a good idea to simply use your company name, and then add a descriptive keyword. Google is a master at this: Google’s Showcase Pages almost all begin with the name “Google”.
Shopify Plus uses a bright, high-resolution hero image
Your Showcase page is a chance to make your brand stand out. Make sure you add a header picture (and make sure that your profile pic looks good, too).
Shopify’s Showcase Page for its Shopify Plus customers uses the cover image to put a dark-and-presumably-VIP twist on the classic Shopify logo.
It makes sense to use a branded image here, but if you need some help with graphic design, we have 15 tools that will help you create beautiful imagery for LinkedIn and other social media feeds.
Bend Studio isn’t afraid to use as a content source
Sony PlayStation owns Bend Studio, an Oregon-based videogame company. The Showcase Page is filled with content, including job postings, behind-the scenes photos, employee spotlights, and more.
The lesson? The lesson?
These pages are about highlighting a specific aspect of your brand. Be sure to post frequently.
Posts that ask questions, offer tips, or simply share inspiring messages can foster conversation. Keep an eye on your LinkedIn Analytics to determine which posts are performing well and adjust your strategy accordingly.
LinkedIn found that pages that post every week have a 2x increase in engagement with
content. Caption copy should not exceed 150 words
Is a LinkedIn Showcase Page worthwhile for your business?
A Showcase Page on LinkedIn would be a great idea for your company if you answered yes to any of these questions:
- Are there a variety of consumer groups that use your products and services?
- Are there brands in your company that have a lot of news or have distinct content strategies?
- Are you interested in a particular topic or campaign but don’t want to overwhelm your main feed?
It’s easy to create a Showcase Page and it usually takes only a few minutes. It does require some effort to maintain and update. It takes effort to maintain and update the site.
This is all you need to know about creating your LinkedIn Showcase Page. Go forth and multiply!
(PSSST: While you’re working in LinkedIn admin mode don’t forget about optimizing, optimizing, optimizing!
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