![]() Think about it: we spend loads of time creating our buyer persona – but how many times do you come up with just one?īecause even though your general audience may have the same needs from your business, they’re coming from different places. Rarely does one business cater to one single target audience. LinkedIn Showcase Pages provide you with a more targeted way to meet the needs of niche audience segments and build long-term relationships by sharing relevant news and quality content.Familiar with LinkedIn Showcase Pages? In this article, Ignite’s Social Media Strategist Morgan Dixon walks you through what they are and when you should use them. We also cross promote on our other social networks or boost content and use sponsored updates to help drive awareness and make the page more visible to our extended network. Your Showcase Pages will appear on your company page under “affiliated pages,” but it’s a good idea to show them a little love of their own if you want to get them in front of interested audiences.Īt FNBO, we consistently post targeted content on these pages and encourage employee engagement. Last, think about how you will promote your page and ensure that interested followers find it. Since images are important to brand recognition, be sure to choose one that matches the intent of your page as well as your marketing guidelines. ![]() For example, at FNBO, we simply use commercial banking with our company name to designate our Showcase Page for businesses.Īs part of your Showcase Page profile, you’ll be able to select a header image. A good bet is to use your company name for brand recognition and a short descriptor so that followers understand the nature of the page. Next, be sure to pick a descriptive name for your Showcase Pages. Building LinkedIn Showcase Pages for these segments made it possible to produce and promote content directly to these audiences. Since these two segments have unique needs, we were missing opportunities to build deeper relationships by relying only on our company LinkedIn page. It soon became clear that we had a lot of content written for the wealth management and business audiences. At FNBO, we started by looking at our customer base and where we received the most engagement. How to Get Started with Your LinkedIn Showcase Pageīefore getting started with a LinkedIn Showcase Page, it’s important to give some thought to your overall strategy.įirst, you’ll need to determine which segments of your business warrant a LinkedIn Showcase Page. ![]() This gives interested followers the opportunity to access the information we publish in those sectors exclusively, without having to look through other content that we post for the most relevant insights. At FNBO, for example, we have two separate Showcase Pages, one for our commercial banking content and a second for our wealth management content. What’s the Difference Between a LinkedIn Company Page and a LinkedIn Showcase Page?Īccording to LinkedIn, Showcase Pages are an extension of your company page, allowing you to spotlight individual brands, business units and initiatives. However, if your business is one that serves several distinct market sectors, you could be gaining more of a following and connecting with more customers or business leads by segmenting your content promotion through LinkedIn Showcase pages. In fact, business blogs get 90 percent of their traffic from social media channels and LinkedIn drives half of this traffic. Using this profile to promote company news or branded content has been shown to boost awareness and increase audience engagement. Given how much traffic flows through the platform and the importance business leaders place on LinkedIn content, having your company page featured on LinkedIn is vital to the success of your business. More importantly, LinkedIn is considered the most effective tool for lead generation, according to 80 percent of respondents to a recent survey. The platform began as a job listing site and has grown into a place where individuals and brands share experiences, build relationships and even gain a following.Īccording to LinkedIn, there are 740 million members on the platform. LinkedIn is a social network for professionals. What is the Value of LinkedIn to Your Marketing Strategy? There are some differences between Showcase Pages and a LinkedIn company page that make it a valuable promotional channel and a viable way to pick up an engaged following. LinkedIn Showcase pages allow brands to target individual market segments with relevant information and to engage with audiences more easily. Build Deeper Engagement with LinkedIn Showcase PagesĮven if your business has a well-oiled mechanism in place for producing quality content, there is one channel for promoting that content that often gets overlooked.
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