LinkedIn is a key platform for B2B companies and its Showcase Pages can be used in several ways to boost business.
Appealing to all your prospective clients with just one business page can be tricky, so Showcase Pages are necessary to target relevant content to specific audiences, gain followers, and build brand awareness.
For example, if your company offers several services, you can build a separate Showcase Page for each one, to offer more targeted content and aim at a more specific audience.
Let’s explore what a LinkedIn Showcase Page is, the benefits, how to create and promote them, how to publish expert content to them, and examples of the best Showcase Pages out there.
Let’s dive in!
What Is a LinkedIn Showcase Page?
LinkedIn Showcase Pages are niche pages attached to a company’s main page. They’re also known as subpages or extensions of a main LinkedIn company profile. They help a company to advertise specific services to buyers.
LinkedIn users can also follow individual Showcase Pages without following the business or other Showcase Pages.
This lets companies advertise to and serve those specifically targeted by the page.
With Showcase Pages, you can easily create content according to the target audience you’re hoping to sell services to.
This enables companies to examine each buyer’s persona in more depth, making the content unique and engaging. After publishing the content, LinkedIn gives businesses helpful and specific statistics for every page.
Microsoft, Cisco, Intel, and Adobe were the first to incorporate Showcase Pages into their marketing strategy. Microsoft has had an outstanding experience with Showcase Pages.
It’s important to remember that if your business uses several company pages, there’s no simple way to transfer the pages from company pages into Showcase Pages. You can see how this looks on the Amazon and Spotify-affiliated pages below:
Let’s talk about the most popular types of LinkedIn showcase pages:
👉🏻 Product-Focused Showcase Pages
If your products or services provide advantages to specific market segments, LinkedIn’s Showcase Pages help you present your offerings to a targeted group.
👉🏻 Event Showcase Pages
A Showcase Page is a great way to market to your LinkedIn members if you organise regular or annual B2B events, conferences, seminars, and training workshops.
You can also leverage your showcase to engage with those interested in the subjects you write about.
Benefits of LinkedIn Showcase Pages
- Targeted Audience Engagement
Localising content is an absolute requirement for material with audiences from various locations. It’s not just about showing your local audience that you appreciate them, it could also be the only way your clients from a particular area can be informed about your services and their advantages.
- Brand Differentiation
A Showcase Page lets you highlight your sub-brand in the most attractive way by focusing only on specific content without other distractions.
- Enhanced Analytics
LinkedIn reports include comprehensive analytics for the associated pages. This could be an advantage since you can see exactly how your users are engaged and what content they like more.
Setting Up a LinkedIn Showcase Page
Creating the Page
It’s an extremely simple procedure. It’s broken into five easy steps:
✅ Click the Work Icon
It’s located in the navigation toolbar on the right-hand side.
It will open a dropdown menu of choices. Scroll down to the bottom and click “Create a Company Page.”
✅ Select a Page Type
Select the Showcase Page.
✅ Enter the Necessary Information
Input as much information as you can under “Page identity,” including specific “Profile details” if you have them. Be sure to complete all fields with (*) as those details are mandatory.
You can see the “Page Preview” update in real time, showing you how the Showcase Page will appear on your Company Page.
✅ Verify Your Authority
This box confirms that you are authorised to create a page on behalf of your business and that you agree with LinkedIn’s conditions. It is not possible to move forward without clicking it.
✅ Create the Page
When you click the “Create Page” button, you’re done! It’s that easy.
Once you’ve created the page using these steps, you can then add more context and data to enhance its value.
Page Customisation
The LinkedIn Showcase Page should include:
- An Unambiguous Name
If the name you give to the Showcase Page needs to be clarified, it’s not worth creating a page. Be precise and clear with the name you choose for your Showcase Page.
It doesn’t need to be complex. Google is a good example with a variety of pages, including:
- Google Cloud
- Google Analytics
- Google Partners
- Google Ads
Google has the advantage of having a solid brand reputation. The smaller your business and the greater the number of pages you have, the more precise information you need.
It is a good idea to add your company’s name first, then include a short description.
- Why You Have A Page
Encourage people to visit your Showcase Page by including a tagline that tells users what they can expect to see there. You can use up to 120 characters to explain the reason for your page and the content you plan to publish there.
X does an excellent job on this with its X for Business Showcase Page.
- SEO Keywords
Another aspect that determines the effectiveness of Showcase Pages is their SEO-friendliness. Find industry-specific keywords and include these in the name and description. This way, you can ensure your page is ideally positioned for potential clients on LinkedIn and Google search queries.
- Strong Visual Impact
Select the most relevant, high-resolution picture for the LinkedIn cover image.
Consider these ideas to enhance the visibility of your profile cover image:
- Use it to convey a powerful B2B brand message
- Include your website’s URL and hyperlink on other social media sites.
- Include a solid call to action
💡 Tip:
| You can tap into the effectiveness of LinkedIn native video to promote your content. Videos are more engaging, entertaining, and memorable than written content. |
- A Community
A few of the best LinkedIn Showcase Pages are focused on connecting like-minded individuals. This could mean creating networks geared toward users of a specific service.
Engage with your audience by creating posts that are asking questions, offering tips, or sharing inspiring messages. Be aware of LinkedIn Analytics to find out what posts are performing best and adapt your strategies accordingly.
Content Strategy
Developing a successful content plan for Your LinkedIn Showcase Page is crucial to engaging and informing your followers. It is essential to create unique, high-quality content that is a hit with your users.
Let’s look at some essential aspects to think about when making the content strategy.
Find the content you want to create that perfectly meets your audience’s needs.
Do they prefer business news, practical tips, or the insights of thought leaders?
You should modify your content to suit their requirements and preferences. Many companies have succeeded in publishing various types of content, including articles or blog posts, infographics, videos, and podcasts.
Keep the tone and voice constant.
While you share various kinds of content, make sure it’s aligned with the overall voice of your B2B company. This ensures the same message throughout your feed.
Keep updating the content calendar to provide suitable content to your target audience. Make your posts in advance of time, and try to keep a balance of promotional content, industry news, and thought-provoking pieces.
Utilising various formats, including videos, blog posts, and photos, will help keep your content relevant and fresh.
While you’re planning your content, be sure to think about engagement. Inspire conversations with your audience by asking them questions, seeking feedback, and addressing comments.
Interacting with followers will strengthen your connections and give you valuable insights that will benefit and improve the content strategy.
You’ve worked hard to get people’s attention, but now it is time to maintain your posts. You can share eBooks, White Papers, videos, case studies, etc.
Post frequently, at least once per week. Keep your audience up to date and ensure that your content is appropriate for the intended audience.
The crux of content strategy is:
| Interactive Content | Use polls, questions and answers, and live videos to promote interaction and inspire participation from your followers. |
| Mix Content Types | Utilise various content types, such as images, videos, infographics, and articles. The variety keeps your viewers engaged. |
| Content Themes | Create essential themes that relate to the particular aspect of your B2B company that the page is promoting. This could include industry news or product updates, client stories, and informative content. |
| Content Calendar | Create your content ahead of time. This will warrant that you have a consistent publishing schedule and help ensure regularity. |
Promoting Your LinkedIn Showcase Page
The great thing about Showcase Pages is that anything you create there will be shown on a company page as well, so it’ll be accessible to your current audience too.
The downside is that your current followers won’t immediately transfer to your Showcase Page. Instead, you’ll need to build your audience for the Showcase Page.
It’s similar to your methods for promoting your first company page.
You’ll need to:
- Update your followers by introducing and linking your new Showcase Page.
- Utilise the advertising options through LinkedIn and focus on the right people, such as your existing followers.
- Promote your Showcase Pages as part of your other marketing efforts. Send them out via social media, in your newsletters via email, and feature hyperlinks on your blog or website.
6 Best Examples of LinkedIn Showcase Pages
The process of creating and promoting a successful Showcase Page becomes much easier if you follow the way industry leaders utilise this amazing function.
The following businesses are some of the top examples of LinkedIn Showcase Pages:
Adobe
Adobe’s LinkedIn presence is a mixture of showcase and affiliated pages, each geared to specific areas of the offerings. For instance, a page showcases the Creative Cloud, spotlighting tools such as
✅ Photoshop
✅ Illustrator
✅ InDesign
Additionally, Adobe features a Showcase Page for those who use online files. They’ve also created a separate page that showcases their open-source tools for empowering content creation. This page is crucial in attracting professionals seeking ways to verify content and prove its authenticity.
Adobe has developed distinct pages for each product to ensure that the product is targeted to its intended audience.
Cisco
A significant player in the SaaS sector, Cisco has useful, entertaining, and updated Showcase Pages. The well-crafted pages, such as Cisco for Startup, provide details about the company’s initiatives for clients.
IBM
IBM has several Showcase Pages, such as
👉🏻 IBM Alumni
They didn’t limit themselves to a particular audience but included other sites that might appeal to various groups.
Make sure you are clear and SEO-friendly in the Showcase Page names so users can find you quickly, even if they need to follow your primary LinkedIn company page.
An effective strategy is to use your company’s name and then add a descriptive term before. Google is a great example of this, as nearly all of its Showcase Pages begin with “Google.”
Microsoft
Microsoft products, like Office and Visual Studio have the most well-known Showcase Pages. There are another twelve additional pages to showcase its services and products.
Those pages differ in approach but they are all united under the same brand. They provide updated articles on the products and services offered and give readers valuable tips and information. Sometimes, Showcase Pages also offer information on tech or business events.
Salesforce
As the company is involved in client relationship management, it creates meaningful connections with the public through Salesforce’s Showcase Pages.
- Salesforce Partners – partner ecosystem for enterprises
- Salesforce Developers
- Dreamforce – an annual event dedicated to Dreamforce
These pages are obviously connected to Salesforce but have distinct content and target audiences.
The Bottom Line
LinkedIn is effective for marketing your B2B services and will boost your company’s growth and profile if used correctly. Remember that the better you make your LinkedIn Showcase Page, the more followers you’ll attract and the more effective your page will be.
Remember to keep your page updated with frequent posts and updates. This will help you build a solid relationship with your most relevant target audience.
Next Steps
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