What does a company do when it has niche divisions or business units to promote on a platform like LinkedIn?
What do they do when there are diverse pieces of information to give out to the public and they have just one page to talk through?
The answer to this is LinkedIn Showcase Pages.
Now what are these Showcase Pages?
Showcase pages are nothing but pages within a parent company page that have an identity of their own. Companies can expand their presence on the social network with separate pages for each department, branch or division of their organization.
Showcase pages help in keeping your diverse audience under one roof. Companies can operate with as many as 10 Showcase pages under a parent company page. I have taken CISCO as an example.
This is how CISCO’s LinkedIn Company Page looks -
This is where the Showcase Pages appear on the parent Company Page.
This is how a Showcase Page of CISCO will look –
This is where the other Showcase Pages appear on a Showcase Page.
Showcase Pages consist of a Hero Image followed by content formatted in 2 columns. The only drawback is that Showcase Pages won’t have a tab for Careers or Products & Services. A Showcase Page will help your company to interact with a much more specific sub group of your customer base who may be less interested in other products or services that you have to offer. If a person is interested in CISCO Data Center and Cloud Services only, he does not have to follow the CISCO company page and can choose only to follow CISCO Data Center and Cloud which is a Showcase Page. Following that particular Page will help them to receive updates from only that page which will benefit them. Following the company page does not mean that you are automatically following the Showcase Pages too, you can pick and choose who you want to follow.
If you’re a Company Page administrator, you can easily create your company’s own Showcase Pages. First, identify the business areas of your company that need a Showcase Page. Then go to the “Edit” dropdown menu and select “Create a Showcase Page.” Once created, you can start sharing content from your Showcase Page.
With the help of LinkedIn Analytics, that is available on the Showcase Pages, you can analyze which pages are receiving better engagement. These pages could be areas of your company that customers are more interested in. This would also mean that advertising on LinkedIn can be more targeted to your customer’s specific interest. Since this leads to a more segmented approach of reaching the audience, your conversion rate could also go higher.
Having a Showcase Page will provide a better way to curate content appropriate for a very specific portion of your audience or customer base. The information will be well segregated for your niche audience to consume.
So if your company has many business units to promote, LinkedIn Showcase Pages is the answer to it!
Have you created a Showcase Page for your organization yet? Let us know in the comments section below.