INTRODUCTION
For businesses that want to catch the attention of prospective clients and partners, consider creating a LinkedIn Showcase Page. An extension of your LinkedIn company page, a Showcase Page is a channel for deeper engagement with a highly interested segment of your target audience.
For example, a consumer electronics store could use a Showcase Page to highlight or promote a particular brand it carries, or a global consulting company could use a Showcase Page to promote its healthcare consulting unit.
Here is how to create and use a LinkedIn Showcase Page.
HOW TO CREATE A LINKEDIN SHOWCASE PAGE
To create a Showcase Page, make sure you are a super admin of the parent LinkedIn page. Access your Super admin view of the page, then click “Admin tools” and select “Create Showcase Page.” Fill in the fields and click “Create page.” For the unique URL, whatever name you use will show up as linkedin.com/showcase/name.
To edit information, access your Super admin view and click the pencil icon (Edit Page) button. Here is where you can edit the information displayed on the Home and About tab. Be sure to enter all the information fields because profiles with complete information generally receive 30% more views from users. Also, don’t forget to upload a logo (536 x 768 px) and tell your viewers what to expect in the tagline area by using up to 120 characters to describe your page’s purpose and the type of content you plan to share there. The more keywords included, the better chance it has of being seen.
Unlike a traditional company page, you won’t be able to include the Jobs, Life or People tabs on your Showcase page.
You can create up to a maximum of 25 Showcase pages, though it’s unlikely you’ll need that many sub-categories on your parent company. Regardless of your company size, make sure you think about the different target audiences and create pages based on their needs.
HOW TO USE A SHOWCASE PAGE
LinkedIn Showcase Pages provide benefits such as being able to engage with a specific audience, building a community based on professional qualifications and providing updates about your company projects and achievements.
Keep information on the page very focused and intended to the specific requirements of its followers. This will give a higher chance of active participation and engagement. In addition, as with other platforms, post regular content (at least once a week) to keep your followers engaged. One way to do that is by posting videos, which drive conversations more effectively than any other type of content. You also can create events.
Another way to generate views is by advertising your Showcase Page. Plus, you can access analytics to track performance metrics such as clicks, impressions, click-through rate and more, which can be used to tailor future campaigns.