All About LinkedIn Showcase Pages

Does your brand have multiple target audiences, a variety of products, or a few unique aspects you'd like to feature? Keep reading, because if that sounds like you, you have stumbled on a lifesaver in LinkedIn showcase pages!

What are LinkedIn Showcase Pages?

Showcase pages allow companies to "showcase" a sub-department, niche, or unique aspect of their brand in its very own page on LinkedIn. They are very similar to Facebook pages or regular LinkedIn pages, as they have their own detailed bios, contact information, and content feeds. They can also be followed individually.

The main feature that differentiates showcase pages from regular LinkedIn pages is that they are always connected directly to the main company's page. The admin of the main company page has access to all of the showcase pages underneath the company page (they are called the "Super Admin"). They can designate different "page admins" to help manage content on each individual showcase page.

They are different from other LinkedIn pages in a number of ways. They are not a company page in that they can not be associated with an employee profile, and that they do not have a "Careers," "Products," or "Services" tab at the top. They are also formatted in a 2-column layout, with two columns of posts appearing at once on their content pages. They also link directly back to the main company page. All showcase pages are centralized around the main company page.

How to Make a LinkedIn Showcase Page

1. To start out you must have a LinkedIn company page (you can't use a personal profile to make a showcase page)

2. Go to your company page, click "Admin Tools" in the upper right-hand corner

3. Under admin tools select "Create Showcase Page"

4. Fill out all relevant information, and click "Create"

5. Congratulations, you've done it!

6. Want to convert a company page to a showcase page? Learn more from LinkedIn here.

Why Bother?

Showcase pages are ideal when you want to target content to particular sub-sections of your main audience. Let's consider a university, for example. They may want to create a showcase page specifically for alumni, students, parents, staff, etc. The idea is to keep audiences engaged by allowing them to see content catered uniquely to them, rather than general content trying to engage wider audiences. Another example to consider is software companies like Microsoft or Adobe. They may create showcase pages for individual products of theirs, like Microsoft Office or Adobe Photoshop, to target users of that particular software. Think about what sub-audiences your brand had, and use that to help decide what showcase pages you should create.

LinkedIn Showcase Page Best Practices

• Pick a very clear name, which starts with your company name (ex. "Microsoft ____" or "Parent Company SubProduct")

• Use the tagline to tell people what you page is for

• Fill in all the information spots available when setting up the page

• Use a strong hero image for your header that features your brand and targets the sub-audience of your showcase page

• Unite all your showcase pages with your overall brand image

• Showcase pages are SEO friendly- use lots of keywords

• Use standard community-building practices

• Regularly post page-specific content (weekly is ideal)

• Use videos or images in all posts (they perform better than text-only posts)

• LinkedIn recommends creating no more than 10 showcase pages for your company

Want more information about LinkedIn showcase pages, or have questions specific to your brand? Feel free to reach out to me for a consultation!