Last year, LinkedIn announced the launch of Showcase Pages. Showcase Pages compliment LinkedIn Company Pages by allowing businesses to create individual pages for their top products and services.
If you chose to ignore them before, you can’t anymore – LinkedIn removed the products and services tab from Company Pages in April. This means that if you want to highlight your best products and services to LinkedIn users, you will need to dive into Showcase Pages. In this post, we’re going to look at the benefits of using LinkedIn Showcase Pages and some great examples to model after!
Benefits of Showcase Pages
So what are the differences and benefits of the new Showcase Pages versus the former products and services tab on Company Pages?
• You get to really show off your product or service in-depth on a Showcase Page with a large custom banner, description, and direct link to your product.
• The Showcase Page design does not include a sidebar, which means that other company’s ads will not show up next to your products and services.
• You can post updates specific to a product or service on its Showcase Page.
• People can follow the products and services they love directly, so you know exactly what people want when you are posting updates.
• The Showcase Pages you have created for your other products and services will show up on each of your Showcase Pages, along with a link to your main Company Page.
• Your Showcase Pages are also listed in the sidebar next to your Company Page.
The downside of Showcase Pages compared to their predecessor is the loss of recommendations. If you had recommendations for items on your products and services tab, you can still retrieve them by contacting LinkedIn support through May 20th. Otherwise, they are gone forever. For businesses that focused on building up hundreds of recommendations for their products as a source of testimonials, this was a very frustrating change and just another example why you cannot trust such valuable content to networks you have no control of.
Examples of Great Showcase Pages
Want to know what Showcase Pages have to offer? Here are some great examples.
On Microsoft’s Showcase Page for Microsoft Office, you can see the power of a great banner ad, along with a company who loves to keep their product’s LinkedIn followers up to date. Their strategy must be paying off as their product alone has 13,000+ followers.
Adobe Creative Cloud
Adobe’s Showcase Page for Creative Cloud uses a dramatic image for a creative audience. It demonstrates the fact that your image should match your product, not the assumed stuffy professional atmosphere that people expect from LinkedIn.
LinkedIn Marketing Solutions
LinkedIn’s Showcase Page for LinkedIn Marketing Solutions is a great place to go if you want to see how Showcase Pages should work from their own creators. As you can see, text is welcomed on your Showcase Page’s cover photo.
Think with Google
Google’s Showcase Page for Think with Google (something most of us do anyway) just goes to show that everyone needs Showcase Pages, even the almighty Google. Interestingly, it’s the most popular Showcase Page so far.
My Company Page Is My Product
One interesting conundrum some businesses face is their company page does represent their product. If that’s the case, do you actually need a Showcase Page? Chances are, the answer is yes. Showcase Pages have their own industry label, and they show up separately in search results.
Eventually, they may have their own search option, so if your potential customers search within Showcase Pages only for a particular product, and your product doesn’t have a Showcase Page, you could miss out on some valuable exposure.
How to Create a Showcase Page
To create a Showcase Page, go to your LinkedIn Company Page, click on the Edit menu dropdown, and select Create a Showcase Page.
From here, the process is similar to how you set up your Company Page. You will add a 974x330px banner image, a description of your product or service, and a link to your product or service landing page.
Beneath this area, you can choose to add additional admins to your Showcase Page, a logo, and related LinkedIn groups to your product or service. Once you’re finished, you scroll up and click the Publish button. Your Showcase Page will be live and ready for updates and new followers!
Do you have a LinkedIn Showcase Page? Have you seen any business from it? If so, please share in the comments!