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Deciphering LinkedIn Showcase Pages

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Deciphering LinkedIn Showcase Pages

LinkedIn Company Pages are powerful platforms for B2Bs and B2Cs to market what they offer. And with the introduction of Showcase Pages earlier this year, brands can now tailor their communications on the network much more effectively. In this post we look at what Showcase Pages are, what they include and how to use them.

showcase pages

But first…What is a LinkedIn Company Page?

A LinkedIn Company Page works similar to a business page or profile on Facebook, Twitter and Google+. It’s a social media platform to post content, attract followers, build relationships and connect with your target audience. On a LinkedIn Company Page, you can also include information about your company, your products and your services besides links to your website and contact details.

So What is a LinkedIn Showcase Page?

Before LinkedIn introduced Showcase Pages in April of this year (2014), Company Pages included the option to add Products and Services tabs. These tabs would show up in the sidebar of the Company Page and when clicked, would display more information about each specific offering.

Showcase pages have now taken on this role. Yet, they work differently, almost like Company Pages:

  • You can post updates to Showcase Pages

Targeted Linkedin Audience

This week, LinkedIn has introduced Showcase Pages, a feature which will enhance the content marketing opportunities on the channel and enable brands to reach more targeted audiences.

These pages differ from a company page in that they include a large banner image and a small section of information at the top but are primarily made up of two columns displaying updates (a layout that has taken a rather large leaf out of the Google+ book, if you ask us). Each Showcase page will represent a different product or service offered by a company. For example, Microsoft have created a Showcase page for their product, Microsoft Office – see it here.

canstockphoto8439522Users can follow these pages to get updates that are more specific to products and services that they care about – If you’re not interested in Microsoft but you love their Office software then the Showcase page is for you. In turn, brands can create and share content that is much more relevant to a specific product and targeted to that product’s audience, helping to improve engagement levels.

Yet, the introduction of these pages is not without an added benefit for LinkedIn. Showcase page posts can be sponsored to …