Do you have multiple buyer personas for your small business? Well, if that is the case, you would need different content strategies to engage with each of them. There can be a section of audience interested in one or few products offered by your company. Thus, they would be keen on engaging with content related to such products.
What if you do not have different strategies to approach multiple buyers? Chances are you’re either ignoring or misleading your prospects by throwing content they don’t want to engage with.
Meet Local Bricks – A Real Estate Company
Say Local Bricks is a real estate company based in Mumbai. It deals in sale, purchase and leasing of both residential and commercial properties. Accordingly, company has two buyer personas – commercial and residential property buyers.
Local Bricks is into real estate business from past four years. Also, it has been actively using LinkedIn for generating leads for its business. Be it sharing company values, upcoming events, or marketing related content for its buyer personas. The real estate company depends on its LinkedIn company page for all the communication.
Now, Local Bricks has a section of audience not interested to go in-depth about residential/commercial projects. Hence, sending them such content via company page is irrelevant. But, there is a chunk of audience who wishes to seek detailed information about the commercial/residential projects.
So what is the best way to fix this problem to help audience get updates they are excited to receive? It’s LinkedIn Showcase Pages. LinkedIn launched Showcase pages in 2013 to help companies reach audience in a much targeted way. Let’s understand what are LinkedIn Showcase Pages? Also, how you can use them for your small business.
What are LinkedIn Showcase Pages?
Showcase pages are add-ons to your company page. They help you feature your company’s individual products, initiatives and reach out to specific buyer personas. With showcase pages, you can build focused, in-depth content for multiple buyer personas. Furthermore, you can create a personalized experience for the audience you are selling to. Hence, LinkedIn audience keen on your company’s specific offerings can follow respective Showcase pages. This they can do without having to follow your LinkedIn company page.
For instance, in the example above, Local Bricks can add two showcase pages , in addition to the company page. One for the commercial and other for residential property audience.
Showcase pages give you the flexibility to reach out to your audience in a much targeted way. You can share in – depth updates and posts that they are interested to read or talk about.
Features of LinkedIn Showcase Pages
Showcase pages offer features that are in common with LinkedIn Company Pages. However, there are certain features that are particular only to LinkedIn Company Pages.
When Should You Use LinkedIn Showcase Pages?
LinkedIn Showcase pages offer great features. These help you reach your audience in a much focused way. But as a business you need to understand if you can really benefit from them.
Say you are a company that is into multiple product lines. In order to reach your target market, you would need different content for each of your product lines. This is where showcase pages can really shine.
Or say you are into a business that deals with multiple customer personas. These could include Women clothing and accessories, Men apparel etc. In this case too, distributing content for different buyer personas from the company page itself could annoy a section of audience. They would just get tired of receiving irrelevant content in their feed and may just decide to unfollow you.
But what if you are a company that has a niche setup, selling a particular product or service? In that case, your content, updates, events and marketing campaigns all would revolve around that single product or service. Hence, having multiple pages would not really help in any way.
Further, showcase pages should not be used for a short term marketing event. In fact, LinkedIn itself says that showcase pages must me used for building a long – term relationship with your audience. And not for promoting a one – time event.
Also, maintaining multiple pages means devising separate content for each of them. This calls for good amount of time effort and resources.
Putting it together, LinkedIn Showcase Pages are really helpful if you:
- Are into multiple product lines or services
- Have more than one buyer personas
- Can commit time effort and resources for a longer termAdd value via every single showcase page
How To Create LinkedIn Showcase Pages?
Before you get down to creating Showcase Pages, here are certain things you must know.
Things To Remember
Company Page Is Mandatory
You cannot create a Showcase page without having a Company Page, also called a Parent Page.Therefore, to create Showcase pages, you first need to create a Company Page, just in case you don’t have one. And to create a LinkedIn Company Page, must have a personal LinkedIn profile at place. Need a perfect LinkedIn profile to get more views? Read our detailed guide on Top LinkedIn Profile Tips to get a profile that gets you increased views.
Only Page Administrator Can Create and Manage Showcase Pages
You need to be a LinkedIn Page administrator of your Company or Parent Page. Only then will you be able to create Showcase Pages.
Maximum 10 Showcase Pages Allowed
Up to 10 showcase pages can be created from a single Company LinkedIn Page.
A Showcase Page Can Only Be Linked to a Single Company Page
A Showcase page can only be associated to one Parent Page. Also, as of now a LinkedIn Page cannot be migrated to a Showcase Page.
Though Showcase Page Is An Extension To Company Page, They Are Different
Showcase pages are extended company pages. But these have their own followers, activity notifications and performance analytics separate from Company Pages. You can’t migrate the followers of your Company Page to any of the Showcase Pages.
Naming Showcase Pages
This is one of the critical parts of creating Showcase Pages. You have to very careful while deciding names for multiple Showcase pages. Here are the things you must consider:
a) Think of Unique Names
Say you think of a name for one of your Showcase Pages. Now, if this name is already taken by the existing LinkedIn member companies, LinkedIn will notify you for the same. In that case, you will have to think of a name that does not exist already. You can use various combinations to come up with a unique Showcase Page name. For example, you can use your company name in the beginning or at the end of the Showcase page name that you have thought of. Much like Microsoft. It makes use of its Parent Company name across its Showcase Pages like Microsoft Dynamics 365, Microsoft Office etc.
b) Names Must Be Search Engine Optimized
Ensure that you include relevant keywords in the names of your Showcase Pages. This helps your Showcase pages to get indexed in the search engine results.
Steps To Create Showcase Pages
There are two ways of creating LinkedIn Showcase Pages.
(i) Via Your LinkedIn Home Page
In order to create Showcase Pages from your LinkedIn Home Page:
- Go to your LinkedIn Home Page. Click on the ‘Work’ icon on the top right for the drop-down. Choose ‘Create Company Page’.
- Choose ‘Showcase Page’ from the slew of options available.
- Fill the required information in the boxes. The information relates to your company name, Showcase Page name you want to keep, Public URL, Website URL, Industry and profile details such as Logo and Tagline. As you can see, the first box asks you to fil your Company Page Name. Hence if you do not have one, you need to first create a company page.
- Check the the box that asks you to authenticate if you have the right to create this page on behalf of the company. The page preview on your right shows you how the information would be displayed on your page as you fill the details.
Finally click ‘Create Page’
(ii) Via Your LinkedIn Parent or Company Page
To create Showcase Pages from your Company Page, ensure that you are the administrator of your Company Page. Only LinkedIn Page administrators can create Showcase pages and manage them.
If you are the LinkedIn Company Page Administrator, simply
- Go to the Company Page and open the admin view.
- Click the ‘Admin Tools’ drop down towards the top right. Choose ‘Create Showcase Page’
- Fill the box with the Showcase Page name you have thought of. As you do that, the LinkedIn Public URL will populate automatically with your Showcase Page Name. Click ‘Create Page’
What Information Goes On Your Showcase Pages
As with your company page, it’s important to complete the information on each of your showcase pages as well. Linked Pages with complete information are likely to get more weekly views. Therefore, it’s important that you fill all the required details in each of your company showcase pages as well.
A LinkedIn Showcase Page requires you to complete the following details:
1. Name of the Showcase Page
To distinguish each of the showcase pages, make sure that you come up with a unique name for every showcase page. As mentioned above, you can use your company name as the prefix, followed by a keyword pertaining to the underlying product or service. LinkedIn allows 100 characters for naming each of your Showcases Pages.
The Tagline for each of your showcases pages is placed right below the Logo Image and Showcase Page Name. LinkedIn allows 120 Characters to write a Tagline for each of your showcase pages.
So make sure that you make use of keywords that define the specific product or service of your brand you want to promote through the Showcase Page in question. LinkedIn members use keywords to search for companies, people and pages. Therefore, it’s important to use keywords in tagline in order to rank higher in the LinkedIn search.
3. Custom Button
There is another feature that you can make use of while creating Showcase Pages for your brand. That’s called ‘Custom Button’. The custom button feature helps you in placing an action button on your Showcase Page. This action button is placed right next to the follow button on the left hand side.
The relevance of this action button lies in the type of action that you want your end user to take. There are a host of actions that you can ask your target audience to take. This includes Contact Us, Learn More, Register, Sign Up and Visit Website. Each of the action depends upon the end goal you want your audience to achieve.
For instance, if your end goal is to make the target audience sign up for regular updates, then you can make use of Sign Up button. Similarly, if you simply want your target audience to know more about the products or services that you sell, then you can put ‘Visit Website’ button.
4. About Us
After the Custom Button, there is ‘About Us’ section in the Showcase Page that you need to complete. This section covers details like Company Overview, Location, Hashtags, Featured Groups and Language.
The company overview section allows for 2000 characters to describe about your company and its offerings. Ensure that you make use of relevant keywords to rank higher in the LinkedIn search. Apart from the company overview, there are other details that you need to make a mention of. These include website URL, phone number, industry, company size, year founded and specialities. As for the specialities section, you can mention a maximum of 20.
Next comes the Location section under About Us. Mention your country, street address, apartment or suite, city, state/province/region, zip/postal code and location name.
Then there is a section by the name of Hashtags where you can add up to 3 hashtags that associate with your page. Your page will be able to like, comment and reshare posts on these hashtags feeds.
Lastly, there is a featured groups section. Under this section, you can add up to 10 groups that you want to showcase on your page.
5. Logo Image
LinkedIn provides few tips for uploading Logo image. The image size should be about 300px x 300px. And the file size limit should be about 8 MB. Therefore, make sure that you follow the image specifications.
6. Cover Image
The cover photo works in tandem with the profile photo of a LinkedIn Page. There are few guidelines that LinkedIn lays forth for the Cover Image. Firstly, the background photo should not visually compete with your profile photo. Secondly, if you wish to use a solid color for the background image, the same should conform to the design theme and style of the logo image.
Thirdly, keep your background image simple. Do not overlay it with text or a complex graphic. Finally, the background image should be sized for 1584 px x 396 px in file formats JPG, PNG, or GIF.
How to Make Your LinkedIn Showcase Pages Search Engine Optimized
You certainly want search engines to index your LinkedIn Showcase Pages. In order to make that happen, you must see that your Showcase Pages are search engine optimized.
1. Use Industry Specific Keywords
Undertake a research on your industry specific keywords and phrases and include them in your page name and company description. You can use Google Keywords Planner free tool to find relevant keywords for your industry. Keywords make it easier for your prospective customers to find you when they are searching for your industry product or service. Also, it helps your LinkedIn Showcase pages to get indexed with search engines.
2. Create Value Via Relevant Content
This is the key to everything. Audience would certainly follow you and like to hear more from you if they get something valuable in return. Share content that solves their problems, answers their queries or educates them of a prospective need. Your content could be in the form of eBooks, Whitepapers, helpful how to articles, case studies, industry specific articles etc.
3. Complete Your Profile
Ensure that your Profile is descriptive and engaging. Companies with complete profile information get 30% more weekly views.
4. Post Regularly
Top performing brands on LinkedIn publish 112 status updates on an average. For a starter, it is good to post once everyday, which makes for 20 – 30 organic posts per month. Further, based on the company page analytics, best performing posts can be selected, which can then be sponsored.