LinkedIn is a great source to generate leads, drive website traffic, and build brand awareness. In fact, Hubspot found that LinkedIn is 277% more effective at generating leads than Facebook and Twitter (Hubspot). Whether you’re new to LinkedIn or taking a deeper dive to increase your platform expertise, this article is for you. We’re going to discuss the what, why, and how of Showcase Pages here. Let’s get started.
What’s a Showcase Page?
To understand what a Showcase Page is, it may help to start with the LinkedIn Page for a business - you may already have one. On the LinkedIn Page, a business can share updates, post links, respond to posts and comments as the business, and employees can affiliate themselves with the business by referencing its LinkedIn Page from their individual LinkedIn profiles. From the LinkedIn Page, the business can even engage with employee posts, celebrate employee milestones, and generally engage with their employee community.
A Showcase Page acts as a display page for all the different brands and lines of business that exist under the parent company. After creating a Showcase Page, it will be listed under the “Affiliated Pages”, a section of your business’ LinkedIn Page. From this Showcase Page, you can create brand- or line-of-business-specific posts and view analytics just like you would at a business level with your LinkedIn Page, however there’s an important difference. Unlike with the parent company’s LinkedIn Page, you’re unable to associate employees with the Showcase Page; you won’t have any employee engagement features which may make it challenging to gain followers for the Showcase Pages. Attracting traffic from your business’ LinkedIn Page and engaging Showcase Page visitors with updates and content specifically about that brand, product, or line of business is key.
What’s the goal of a Showcase Page?
Showcase Pages give visitors interested in your business’ LinkedIn Page an opportunity to learn more about, and engage more directly with the brands and lines of business associated with your company. These pages are typically best for the middle of the funnel marketing, meaning they’ll have content right sized for individuals who recognize your main brand but are still learning about your product or services and are likely not ready to do business. The Showcase Page can be used to educate these potential customers. When you create this page, you’ll want to make sure you have some strong solutions and capabilities content ready to engage those readers.
Example of a LinkedIn Page: Adobe Photoshop
Here on Adobe's LinkedIn Page, in the Affiliated pages section, you see lines of business for which they share specific updates. You can click the logo to visit that Showcase Page.
Example of a Showcase Page: Adobe Creative Cloud
Here is Adobe’s Showcase Page for Adobe Creative Cloud. You’ll notice there are significantly less followers on this page than Adobe's LinkedIn Page, a natural byproduct of the Showcase Page being nestled within the parent company’s presence.
What do I need to do to set up a Showcase Page?
(Skip to Step 4 if you already have a LinkedIn account, company LinkedIn Page, and admin access)
Before you create a Showcase Page, you’ll need to have a LinkedIn account. If you don’t have a LinkedIn account already you’ll want to create one here.
You will also need to have a company LinkedIn Page. If you don’t have one, you can learn the steps to create one here.
In order to create a Showcase Page, you will need to be an admin of your company page. If you created the company LinkedIn Page, you will already have admin access. If the company LinkedIn Page already exists, then you will need to be granted admin access by the owner on your team.
If you’ve made it to this step, it means you’ve got your LinkedIn account, a company LinkedIn Page, and admin access to create your Showcase Page.
Go to your company page and click the Admin Tools drop down menu.
On the dropdown menu, select Create Showcase Page.
Type in your Showcase Page name and your LinkedIn public URL. Click Create Page.
Upload your logo and add a tagline.
Add buttons to your page header. This button serves as a call to action to invoke users to take an action when on your page. LinkedIn automatically suggests that you include a follow button for your parent LinkedIn Page. There are other custom buttons that you can choose from like Contact us, Register, Sign up, Visit website, and Learn more.
Fill in the overview section which includes questions such as:
Company description (2,000 character limit)
Next, add your location. You can include multiple locations if applicable.
Select three hashtags that you want to add to your Showcase Page. These hashtags will appear on the right side of the page.
Lastly, upload your cover image. The recommended size is 1536 x 768 pixels.
Once the Showcase Page is created, you will be able to see it on the right hand side of your business’ LinkedIn Page just like in the Adobe example above. Now that you’ve put in the work to create it, it’s important to maintain it. Post page-specific content regularly, check your analytics, and keep the page information up to date.
With this new Showcase Page, you’re well on your way to providing an educational and engaging way for customers or potential customers to discover more about the brands and lines of business associated with your company. Do you have any questions that we haven’t answered about a Showcase Page? Ask us - we’d be more than happy to help.
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The following pages were resources for writing this blog:
LinkedIn Showcase Page:
7 Secrets to Creating Impressive LinkedIn Showcase Pages:
A Beginner’s Guide to LinkedIn Showcase Pages: