How and Why to Launch LinkedIn Showcase Pages

At first glance LinkedIn Showcase pages appear to be the same as the company pages we all have come to recognize. What’s the difference?

Showcase pages give your audience a chance to interact directly with a particular aspect of a brand. “LinkedIn’s new Showcase Page has arrived to help businesses sharpen their aim”, says David Thacker, LinkedIn’s Vice President. By getting very specific, the customer is now able to get updates on the precise areas of a company they are most interested in.

We’re already seeing similar behavior on Twitter. Many companies use multiple accounts or profiles to feature specific properties of a brand and showcase certain products or areas of expertise. With Showcase pages, LinkedIn has made this a formal part of its information architecture.

Who Should Create a Showcase Page?

Not every brand needs a Company Showcase page. Sometimes less is more. Multiple Showcase pages are great for companies who have multiple messages, products, or audiences and want to get different messages to different people.

What’s Unique?

  • Two-column status update design: Puts more emphasis on the content that you share. The updates are still delivered directly to the feed of your followers. Targeted followers are your brand advocates and they drive traffic and referrals, so be sure to arm them with everything they need to enhance your community.
  • Detailed analytics: Under the “Edit” dropdown menu, view tools that offer some great visual graphics on your page’s readership. Analyze, optimize and re-engage.
  • Highlighted from your company page: From your main company page, allow viewers to see all the dimensions of your business. Let a consumer see the entire scope of your organization from one place and accentuate the nuances of various product lines.
  • Top banner image is 50% larger: The header image is now significantly bigger. Be sure to choose an image that is consistent and complementary with visual branding you use elsewhere.

How To Create The Showcase Page?

When creating your new showcase page,

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be sure to focus on an exact product or capability of your business. Go to the “Edit” dropdown menu on your current company page and select “Create a Showcase Page.” Once inside, start with the main header image which needs to be 974 x 330 pixels or larger and either PNG, JPEG, or GIF with a max size of 2 MB. This can take a little effort to perfect, but it’s worth the time to get it right, since this will be the face of your newly created page. Fill in your basic information, like website URL, showcase page description and showcase page name. Click “Publish” and you’re up and running.

To see a really simple step-by-step tutorial, check out Viveka von Rosen’s very nice video.

What’s Next?

LinkedIn Showcase pages are currently free and they are indexed organically. LinkedIn limits companies to ten Showcase pages, but you can exceed that maximum by persuading LinkedIn that you have the resources to manage them. Just like the standard company pages, businesses are able to purchase a Sponsored Advertisement or Update.

Showcase pages help brands better understand who is interested in what aspects of their company and offerings. That’s a good thing.

Are you using Showcase Pages? Tell us what you’ve found…

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