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As a small business owner, you are constantly looking for ways to get your product in front of consumers. And, because the world is leaning heavily toward online marketing, it is important to establish yourself on social media. Luckily, Facebook, Twitter, and other social media platforms are making it easier than ever to promote your brand online.

One tool that I would like to focus on is the new Showcase Pages on LinkedIn. Once you get a feel for what this tool can do for your brand, and how to use it, you will be that much more prepared to establish yourself as a prominent business on the web.

What are LinkedIn Showcase Pages?

Many companies are complex, offering a variety of products and services. It becomes even more difficult when these products and services require multiple marketing campaigns to reach different target audiences. Building your brand via social media can, therefore, be a juggling act, and LinkedIn’s new Showcase Pages attempts to simplify the task. The tool allows companies with a variety of products and services—and, therefore, multiple brand messages—to easily target the right audiences.

How Do They Work?

Showcase Pages are extensions of the company’s main page on LinkedIn. This allows for branding tie-ins and easy navigation. Adobe is one company that has started using Showcase Pages for its products. For example, the Creative Cloud is a completely different product than the Marketing Cloud, as each cater to a separate audience (See image below). By creating a Showcase Page for each of these products, Adobe is able to specify a different set of consumers for each. Adobe’s main company page still serves as the central messaging hub for LinkedIn users, but users also have the ability to navigate to Showcase Pages for each of Adobe’s products. Each Showcase Page is the perfect place to deliver engaging messages to distinct target audiences with different needs and characteristics.

Adobe Marketing Cloud Showcase Page

Why Showcase Pages?

There are three main reasons why you should use Showcase Pages for your company:

  1. Drive engagement with a dedicated page.  Showcase Pages allows you to increase engagement with each of your products or services. Designating a separate page for your products gives the LinkedIn user the option to learn more about that particular product. Users who choose to learn more about a product are likely to be more engaged than just any user on LinkedIn.
  2. Share specific content with a targeted audience.  Showcase Pages provides a way for you, as a company, to break up your content for specific LinkedIn users. By creating a Showcase Page for each of your products or services, you are able to characterize your marketing efforts to match the needs and characteristics of your different target audiences.
  3. Create relationships that matter.  Showcase Pages are aimed at building relationships with LinkedIn members. Because each page is a separate entity, you are able to cater to the needs of your different target markets by posting content and information that is relevant to them.

Getting Started

To get started with Showcase Pages, follow these simple steps:

  1. Identify areas of your business that need a Showcase Page.
  2. Click the “Edit” menu on your Company Page. Then select “Create a Showcase Page.”
  3. Start sharing content.

How to create a Showcase Page

Because Showcase Pages is such a new feature on LinkedIn, I have yet to try it out myself. However, it seems only logical that this tool will do wonders for your business. Try it out for your company profile on LinkedIn, and let us know what you think!


Photo credit:

Jamie Bates
Online Marketing Director