For most small businesses, their LinkedIn Company Page is often overlooked when creating and implementing their digital marketing plan. But it’s actually a valuable asset, adding to SEO, brand awareness, and online visibility.
Not only is a LinkedIn Company Page important, but LinkedIn Showcase Pages also contribute to a business’ overall internet marketing strategy.
What are LinkedIn Showcase Pages? And are they a good fit for your business? If so, how can you take advantage of this feature to boost your visibility, connect with your target audience, and stand out from the competition? We explain below:
What Exactly are LinkedIn Showcase Pages?
LinkedIn first launched Showcase Pages back in November 2013 to help brands stand out and drive higher engagement to certain areas of their business.
LinkedIn defines Showcase Pages as follows:
A LinkedIn Showcase Page is in addition to a LinkedIn Company Page that enables you to create a community of followers around content on a specific subject. Within a Showcase Page, you can create a very, focused, relevant content experience for a particular target audience, which drives even deeper engagement with your brand. – LinkedIn Help Q & A
How can your small business leverage Showcase Pages in your digital marketing strategy?
Well, if you’re service-focused, you should create a Showcase Page for services that target specific groups or audiences. For example:
- An HVAC company can create a Showcase Page for residential services and one for commercial services since they target two specific groups;
- A CPA firm or accountant can use Showcase Pages to differentiate their business and individual/personal accounting services;
- Software companies can create Showcase Pages to target the different users of their software.
Showcase Pages aren’t just for service-focused companies though! There are a variety of ways both service and product-focused companies can use LinkedIn Showcase Pages to drive engagement towards their brand and offerings.
5 Types of LinkedIn Showcase Pages
1. Product-Focused Showcase Pages
If you offer products that are meant for specific target markets, you can use Showcase Pages to tailor content about your products to those specific groups. For example, if you sell security systems to residential and commercial markets, you could have a Showcase Page for ‘Residential Security Systems’ and one for ‘Commercial Security Systems’.
2. Event Showcase Pages
Do you host regular events, like an annual conference or monthly training workshops? A Showcase Page is great for promoting the event and targeting content to LinkedIn members who would be most interested in attending. You could also use LinkedIn’s Advertising platform to promote the events to people who would are interested in the topics your events cover.
3. Marketplace Showcase Pages
A Marketplace, in this case is a broad term for people that share similar interests or job functions. For example:
- Showcase Page for IT Managers
- Showcase Page for Marketing Managers
With these types of Showcase Pages, you won’t be promoting a product or service but instead content that helps them solve their daily challenges or be more productive.
4. Partner Showcase Pages
Partner Showcase Pages can be used one of two ways. You could create a page for each business you partner with or a page for each business owner that you partner with. Either way, these pages can be used to share content about your relationship and how you help your customers together.
5. Initiative Showcase Pages
Does your company support a nonprofit or charity? Or maybe you do a lot of volunteer work and giving back to your local community? If so, Initiative Showcase Pages can be used to generate PR around your efforts.
How to Create LinkedIn Showcase Pages for Your Business
3 Things to Know Before Getting Started
- 1. 10 is the magic number. You can only create 10 Showcase Pages for your Company Page. If you want to create more, you’ll need to contact LinkedIn directly. Tip: Before you start creating, make a list of the most important pages so you can make sure they get created first.
- 2. Showcase Page titles must be unique. Titling your Showcase Pages can be tricky. Each Showcase Page title must be original and not already used on LinkedIn. If you enter a title that is already in use, LinkedIn will ask you to fix it. Tip: If the name you want is already in use, consider adding your company name or company acronym to the beginning of the title.
- 3. Showcase Pages are SEO-friendly. Another titling consideration is making sure they are SEO-friendly. Your LinkedIn Showcase Pages will be indexed by Google, Bing, and Yahoo, increasing the chances of your ideal target audience finding them and you.
What to Include on Your Showcase Pages
Here’s what you should include on your Showcase Pages:
Showcase Page Title
Like we discussed above, the title of your page needs to be unique and SEO-friendly. LinkedIn will also use the title to create the URL for your page. Page titles are limited to 100 characters, so if you want all your page titles to follow a certain format it’s best to make sure they will all fit the character count before creating any pages.
Showcase Page Description
Your Showcase Page description should be engaging to users, while providing a good overview of what your page is about.
Include a link back to the corresponding page on your website. For example, if your Showcase Page is on ‘Commercial Real Estate’ then you should link back to the commercial real estate page on your website.
There are two logo sizes you’ll need for your page:
- Logo – 100 x 60 pixels
- Square Logo – 50 x 60 pixels
As long as you maintain the same size proportions, LinkedIn will re-size images for you.
Adding a hero image is a good way to showcase your brand to your target audience. The image should be at least 974 x 330 pixels and can be in the following formats: PNG, JPEG< or GIF.
How to Tell if Your Showcase Pages are Working
After creating your pages, you’ll want to measure and track their perform over the next few months. Here are the metrics you can use to measure the performance of your Pages:
Follows is measures how many LinkedIn members are following your Page. You can grow these followers by making more LinkedIn members aware of your Page through organic and paid engagement tactics.
Likes are a reaction to the content posted on your Showcase Pages. When a member “Likes” your content, this engagement shows up in their connection’s activity feed, giving you additional exposure.
Comments are reactions left by LinkedIn members on the content you have shared to your Showcase Page. It’s recommended that you take the opportunity to engage with these members as they are the most engaged and would greatly appreciate a reply.
Shares count of how many members have shared the content from your Showcase Page with the members of their network. This is a great opportunity to increase the exposure of your content, attract new followers, and grow brand awareness.
LinkedIn Showcase Page Resources
Think through setting up your LinkedIn Showcase Pages. Yes, you can delete them and start over, but with some planning and careful consideration you won’t have to waste your time.
If you get stuck when creating your Showcase Pages, the LinkedIn Help knowledge base is a good resource to find answers and tips. Below are some of the more common articles:
- Showcase Pages – Overview: A good overview of Showcase pages and available features
- Creating a Showcase Page: Walks you through how to create a Showcase Page
- Showcase Pages – Frequently Asked Questions: A full list of FAQs on Showcase Pages