How and why a company should use LinkedIn showcase pages

This post explains what LinkedIn showcase pages are, how Bredemarket uses LinkedIn showcase pages, and (a little more importantly) how YOUR company can use LinkedIn showcase pages.

What are LinkedIn showcase pages?

LinkedIn offers a variety of ways to share information. Two of those ways are as follows:

  • A personal LinkedIn page. This allows an individual to share their job history and other information. Here’s an example.
  • A company LinkedIn page, which contains information about a company, including “about” details, jobs, employees, and other facts. Here’s another example.

A third method is a LinkedIn showcase page. This is tied to a company page, but rather than telling EVERYTHING about the company, a showcase page allows the company to zero in on a PARTICULAR aspect of the company’s product/service offering.

How Bredemarket uses LinkedIn showcase pages

Most companies, even very small ones like Bredemarket, can segment their products and services in various ways. In Bredemarket’s case, the company offers some prepackaged services, such as a “short writing service” and a “medium writing service.”

However, it didn’t make sense for me to segment my services in this way. The people who are interested in 400 word written content are not dramatically different from the people who are interested in 2800 word written content. So instead of segmenting by service, I chose to segment by market.

I started by addressing one of my potential markets, the identity market (biometrics, secure documents, and other identity modalities). Back in November, I created a Bredemarket Identity Firm Services showcase page on LinkedIn, which eventually became a place for me to share information about the identity industry, both content generated by me and content generated by others.

Bredemarket Identity Firm Services on LinkedIn. https://www.linkedin.com/showcase/bredemarket-identity-firm-services/

Since then I’ve expanded my offerings. On LinkedIn, I presently have TWO showcase pages, one concentrated on the identity market, and one concentrated on the more general technology market.

Bredemarket Technology Firm Services on LinkedIn. https://www.linkedin.com/showcase/bredemarket-technology-firm-services/

These concentrations made the most sense to me, although I could segment even further if I chose to do so (separate showcase pages for fingers and palms, anyone?).

An aside for Facebook users

Incidentally, you can perform similar segmentation in Facebook. In Facebook terms, you can have a page associated with a particular company, and then (rather than showcase pages) you can have groups that link to the company page and delve into topics in more detail.

So Bredemarket (which is committed to disseminating information via multiple communication streams; see my goal number 3 here) has Facebook groups that are somewhat similar to the Bredemarket LinkedIn showcase pages. One difference is that I have three groups on Facebook. In addition to the identity and technology groups, I also have a general business group. At this point it didn’t make sense to create a LinkedIn showcase page for general business, but it did make sense for Bredemarket to have such a group on Facebook.

Enough about me. What about you?

Obviously Bredemarket is an unusual case, although for some of you it may make sense to segment based on markets.

Most companies, however, will choose to segment based upon products or product lines. This especially makes sense for multinational companies that offer a slew of products. However, even smaller companies with multiple product lines may benefit from showcase page segmentation. If a potential customer is only interested in your square blue widgets, but doesn’t care about your other widgets, a showcase page allows the customer to read about blue widgets without having to wade through everything else.

Some of you may have received a pitch from me suggesting how a showcase page can help you highlight one product or product line in this way.

Perhaps it’s best to show an example. I’ve previously highlighted Adobe as an example of a company with showcase pages, but for now I’d like to highlight another company with a similar issue.

Let’s look at Microsoft, which has an obvious interest in using LinkedIn to its fullest potential. Microsoft’s product and service lines have expanded over the years, and while some Microsoft entities (such as LinkedIn itself) have their own regular LinkedIn pages, Microsoft uses showcase pages for other entities, products, and services.

For example, Microsoft has a showcase page for Microsoft Dynamics 365.

But here’s a showcase page that has nothing to do with a product, service, or market: “Microsoft On the Issues.”

So there are a variety of ways that a company can slice and dice its communications, and LinkedIn showcase pages provide an ideal way to do that.

Does this interest you?

Of course, setting up a LinkedIn showcase page is only the beginning of the battle. If you set up a showcase page and don’t publish anything to it, your efforts are wasted. Potential customers look at your company’s online presence, after all.

If your company has established a showcase page, has set goals for how the showcase page will benefit the company, and now needs to generate content at a regular clip, Bredemarket can assist with the creation of the content, working with internal company subject matter experts as needed. If this service interests you, contact me. We will collaborate to ensure that your LinkedIn showcase page includes the best possible content.

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