![]() ![]() Showcase Pages are beneficial if you have a significant and continuing offering that has its own unique following. (LinkedIn Sponsored Updates or display ads may be a better fit for you if your marketing campaign will be short term.) Showcase Pages are intended to develop long term relationships with specific audiences therefore, they do not make sense for short term marketing campaigns. Because of this capability, you can share specific content with more targeted audiences who are interested in a particular niche within your company. They can also follow a Showcase Page without having to follow the Company Page. Interested LinkedIn members can follow your Showcase Page just as they would follow any Company Page. The unit that you spotlight should be a unique service or brand that has its own messages and audiences. Showcase Pages are extensions of your Company Page, and they should be created to highlight a particular brand, business unit or initiative within your company. LinkedIn Showcase Pages are designed to drive engagement with a dedicated page to highlight specific brands, services, etc. Wouldn’t it be nice if you could still somehow have a showcase to highlight how awesome your business is at certain things? Some type of digital format in addition to your website? Well, now you can – on LinkedIn. Remember: Just because you *can* segment and micro-target your audiences, doesn’t always mean you should–it all comes back to your specific goals.If you went to an awesome high school like I did (shoutout to Wheeling Central!), then you probably had a trophy case full of trophies and awards.Īll I do is win, win, win, no matter whatĮnter adulthood and the professional world. But, I tend to think for most smaller to midsized brands, Showcase Pages just don’t make sense–for the content demands alone.Īnd looking at larger brands, I’m not convinced that’s a home run either. Microsoft, Adobe and Prudential, for starters. ![]() So sure, there are a number of larger companies using these things. OK, so this isn’t the biggest reason not to use Showcase Pages, but since they don’t currently include a unique URL, you can’t promote them as seamlesssly as you do with company pages (which do include a unique URL). More than enough, right? No unique URL (yet) If targeting content to more distinct audiences if one of our goals, why not just use the handy targeting feature LinkedIn already provides with your company page? That tool allows you to target by geography, job function, seniority and few other criteria. So, if “follower” growth is important to you, that could be impacted here, too. Finally, by adding a Showcase Page, you potentially could siphon off fans that would normally follow your main company page. But, if that’s the main focus for many brands with LinkedIn, how does it really make all that much sense to add another page to the mix that takes the focus off your main LinkedIn company page? What’s more, many of the brands using Showcase Pages now (Microsoft, Adobe, etc.) are using Showcase Pages to cast the spotlight on their products–feels more like product marketing than it does recruitment marketing. Many brands use LinkedIn as a recruiting tool–no big shocker there. I’m not sure that’s really doable for most brands. And, it essentially means brands would be doubling their content workload on LinkedIn. So, for brands that are already struggling to produce quality content on a regular basis, this means you have to add one more unique outlet to the mix. Like I said above, the new Showcase Pages don’t work the same way the former Products & Services tabs did-these pages are much more focused on adding dynamic content daily/weekly. Here’s why: Doubling your content workload Seems like a good fit for brands, right?Īfter researching these a bit recently, I’m ready to say that I’m not sure Showcase Pages are a good fit for most brands. the old one-column feed the P&S pages had.īrands can have up to 10 Showcase Pages, but they do not have unique URLs just yet. They include a larger “hero” image (874X330 pixels) and a two-column feed vs. Showcase Pages also have a different layout than the old P&S pages. Whereas Products & Services tabs were more static and promotional in nature, Showcase Pages are heavily dependent on dynamic content (read: posting multiple times a week). In essence, they replace the old Products & Services tab–but they really aren’t the same. Showcase Pages are niche pages that can be built right off your main company page. The idea? To give brand marketers another tool in their arsenal to micro-target niche audiences on LinkedIn. ![]() In case you missed it, LinkedIn unveiled a new product for marketers earlier this year–Showcase Pages. ![]()
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