LinkedIn announced showcase pages as an expansion of company pages. B2B companies can now create “dedicated pages for their more prominent brands, businesses and initiatives.” These new pages can be individually followed and feature their own stream of status updates, or content. Adobe, Cisco, HP and Microsoft launched the showcase pages first and we will look at some examples of what they have done.
Prior to the launch of the showcase pages, if you wanted to highlight your products, you added all of your products or services to the Product tab and each one looked like this. It had a brief product overview, some additional elements on the right hand side like contact information and a video, but the main function of this page was to gather recommendations for the product. Note that Adobe has 45 product pages like this.
Now Adobe, and you, can create a dynamic page with a 974 pixel wide by 330 pixel high hero image at the top, and people can follow this page to receive your updates. Adobe has focused on their highest level products for their showcase pages: Marketing Cloud and Creative Cloud. That means they are now managing a content feed for two products, not 45.
How does one find these showcase pages? Look in the right hand side of a company page, and there will be branch diagram like this if the company has created the showcase pages.
But notice that you only see three showcase pages in the sidebar. When you click “See more,” you see a window like this. You only see four pages and you have to scroll to see more. The number of followers beyond the first three pages drops off significantly, so make sure you have a plan and a need for more than three or four pages before you create them. LinkedIn will let you create up to 10.
Cisco has taken a different approach to their showcase pages, and rather than create them around products, they created them around topic areas that include many different products. This way they can encourage people to follow the topic and they can share updates with them about the topic.
Here are some things to notice about these showcase pages. There is a standard size logo in lower left with the page name in white type. When the header section is expanded you can see other showcase pages that are connected to the company. And there is a prominent “Follow” button in the lower right of the hero image with a number of followers. And Cisco, with only five showcase pages, has already broken branding consistency with their hero image design. Some have collages, and others have a single image. One even has a tagline on the image. And this one below has a band at the top that says Internet of Things.
The HP image has a URL as part of it. These images are not able to link to destination, although images at the top of the traditional product page can. This image is in the same style as others on the HP Cloud website destination, but this specific image doesn’t appear. And the free trial landing page doesn’t have an image at all. It would be nice if there were some visual reference to this showcase page, although this gentleman does appear on their Twitter background. This makes me think he is part of a larger campaign.
And finally, Microsoft has created two showcase pages, one for Office and one for Dynamics, shown here. This image appears on both Twitter and Facebook, so this page is branded consistently with Dynamics’ other social channels. This is a product focused showcase page, and the updates are all about the product, rather than a larger idea. Since it is going to take some work to get people to follow these showcase pages, there is some logic behind sharing content that is much further along in the buying cycle, rather than trying to attract brand new prospects.
And two final points to note:
- Showcase page updates can be targeted and sponsored so they will appear in the newsfeed of non-followers
- Showcase page updates can be managed with social media management tools that connect to company pages
Do these showcase pages seem to be all about big brands and not relevant to smaller B2B companies, or do these give you ideas about how to segment your LinkedIn company updates? Let us know in the comments below.