LinkedIn company pages have long served as a valuable brand outpost to share leadership, team members, services and basic background information with prospective employees, clients and customers. It’s been a fairly passive social channel, mostly focused on networking, but recent changes to LinkedIn are moving the platform toward a newsfeed publishing model like that of Facebook. And we think its potential is huge.
The trusty tabs we’ve all been using for years (such as services and products) with basic marketing information have retired and are being replaced with a new feature called Showcases Pages. Showcase Pages are extensions of your Company Page, designed for spotlighting a brand, business unit, or initiative. The example below is the Microsoft Office Showcase Page under the Microsoft brand.
What do Showcase Pages mean for your business?
Showcase Pages, and the prioritization of content publishing, opens a whole new world of opportunity to tell your story, engage new audiences and mature your marketing approach on today’s most influential B2B platform. This sounds the siren call: If you don’t have a content strategy in place for the LinkedIn channel, it’s probably time to do something about that.
Important Showcase Page Features:
- A distinct design with a hero image and two-column feed for posts
- Works on desktop, mobile and tablet devices
- Has a dedicated URL so you can direct campaigns and traffic to the showcase page
- Analytics! Calculated separately from the Company Page, each Showcase Page has detailed analytics
- Hero Image (974 x 330 pixels)
- Feature a LinkedIn Group, such as a user group or fan group related to your Showcase
- Allows users to subscribe to the Showcase Page
- Up to 10 Showcase pages per 1 Company Page
Consider adding these ideas into your LinkedIn strategy:
- Targeted posts to reach specific audiences using criteria like company size, industry, job function, seniority, geography, or by including/excluding company employees.
- Multiple Showcase Pages, such as case studies, portfolios, product lines or business units
- Sponsored posts (paid advertising) to promote your message to targeted LinkedIn users
- Sponsored InMail (paid email) to deliver your custom message to targeted LinkedIn users
- Incorporating Showcase Pages into your long-term customer relationship campaigns
- Crafting a content strategy for the channel. How will you talk to potential recruits? Clients? Customers? How prepared are you to get more personal on this previously semi-passive social channel?
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