I don’t know what they’ve got in the water over at LinkedIn, but I want some. They just keep rolling out improvement after improvement to their social media platform. The latest – and I think one of the greatest! – is the new Showcase Page.
You may be wondering what a Showcase Page is, and if you need one for your business. In that case, you’re in luck! The answers you are seeking are here:
Showcase Pages Enhance Your Existing Company Page
The first and most important thing to understand about Showcase Pages is that they do not replace your existing company page. Instead, a Showcase Page is an additional page used to ‘spotlight’ a portion of your company. Multi-national corporations are using Showcase Pages to highlight one of the many brands they control; as a smaller company, you could use a Showcase Page to focus on a particular product line or even a location.
Creating a Showcase Page does not change your current company page. You can’t convert your company page to a Showcase Page. If you decide to create one or more Showcase Pages, they will exist in addition to your Company Page. This is something to keep in mind when you consider how much work goes into creating & maintaining your LinkedIn presence.
Do You Need A Showcase Page?
Showcase pages are ideal for organizations that want to call attention to and market separate product lines and brands. For example, the company page would be focused on the parent organization like Microsoft. The showcase page would be focused on Office 365.
When you’re considering whether or not you need a Showcase Page, the first question you should ask is what would be on that page? Do you have a distinct product line or brand that you can highlight in this way? If the answer is yes, your LinkedIn strategy should include using your main company page to focus on the organization as a whole and launching a Showcase Page to spotlight a brand or focused offering.
What Do You Get With a Showcase Page?
Showcase Pages feature an intensely visual layout. This means more, larger pictures – great news if your customers are smartphone & tablet users, where images have consistently proven to be more effective marketing vehicles than blocks of text.
When you set up a Showcase Page, you gain access to Page Insights. This is a great sneak peek at the demographics of the people who follow you. You’ll see your total page views, as well as your followers’ seniority, industry, function, region, company size, and employee broken into categories. This is particularly valuable in the B2B marketplace; you want to know if you’re interesting to decision makers.
Finally, every Spotlight Page features comprehensive analytics. This feature shows you the reach of each post, impressions and clicks. The screen also provides a quick dashboard to see the posts and a button to quickly sponsor an update. Sponsoring an update expands the reach of your messaging. Be sure to set a reasonable budget. While Spotlight Page creation is free, sponsoring an update does cost money.
Ready for a Spotlight Page?
Marketing your small business on LinkedIn works best when you have a comprehensive, consistently well-executed strategy. We help business owners at every step in the process, from setting up your first profile to Spotlight page creation & maintenance. Give us a call to find out more. It’s your time to shine!