LinkedIn Showcase Pages are extensions of your Company Page designed to focus on specific products, services, or business units. These pages let you target niche audiences with tailored content while remaining part of your main brand. Key features include:
- Audience Segmentation: Followers can subscribe to specific Showcase Pages without following the main Company Page.
- Content Focus: Highlight particular offerings, like Adobe does with separate pages for "Creative Cloud" and "Experience Cloud."
- Analytics: Each page has its own dashboard to track engagement and growth.
Why They Matter for B2B:
- Targeted Messaging: Deliver content suited for specific buyer personas, e.g., developers vs. executives.
- Improved Visibility: Showcase Pages help products or initiatives stand out, avoiding clutter on the main page.
- Higher Engagement: Focused updates often lead to more likes, shares, and comments.
How to Set Up a Showcase Page:
- Ensure you have a LinkedIn Company Page and Super Admin access.
- Go to "Admin Tools" on your Company Page and select "Create a Showcase Page."
- Fill in details like Page Name, Website, and Tagline.
- Add visuals like a logo and hero image.
- Publish and customize the page for your audience.
Optimization Tips:
- Post consistently (20+ times per month) to reach about 60% of your audience.
- Use LinkedIn’s Matched Audiences for targeted ads.
- Track metrics like follower growth and engagement to refine your strategy.
By leveraging Showcase Pages, B2B companies can create distinct spaces for products, events, or campaigns, ensuring their messaging resonates with the right audience.
Benefits of LinkedIn Showcase Pages for B2B Businesses
Targeted Content Delivery
LinkedIn Showcase Pages allow businesses to tailor their messaging to specific buyer personas. For instance, a software company might set up one page catering to developers, filled with technical documentation and API updates, while another page could target C-suite executives, focusing on ROI and strategic business outcomes. This segmentation ensures that each audience sees content that resonates with their unique needs and interests.
By delivering such focused messaging, you can put your key offerings in the spotlight without overwhelming your audience with irrelevant updates.
Better Visibility for Key Offerings
Showcase Pages are a great way to highlight your most important products or services. Companies like Atlassian, for example, maintain separate pages for Trello, Jira, and Confluence, each with its own branding and tailored messaging [2]. This strategy ensures that these products receive the attention they deserve, rather than being buried under general corporate updates.
These pages also feature a larger hero image and a two-column layout, which makes important content stand out visually [7][8]. Plus, LinkedIn’s strong domain authority can help these pages rank higher in search engine results, expanding your reach online [8].
Higher Engagement Rates
Focused content doesn’t just improve visibility – it also drives greater engagement. When content is tailored to a specific audience, it tends to spark more comments, shares, and interactions. LinkedIn’s algorithm favors this kind of niche, relevant messaging, further boosting your reach [9].
As Sasha Laferte from HubSpot explains:
"With Showcase Pages, marketers can create hassle-free content that’s personalized to the audience they’re selling to" [7].
Microsoft, for example, saw some of its niche Showcase Pages attract over 9,000 highly engaged followers [7]. This demonstrates how targeted messaging can lead to meaningful interactions with your audience.
How to Create a LinkedIn Showcase (Product) Page | Step-by-Step Tutorial
How to Set Up a LinkedIn Showcase Page
How to Set Up a LinkedIn Showcase Page in 5 Steps
Requirements Before You Start
Before diving into creating a LinkedIn Showcase Page, there are a few things you need to have in place. First, you must already have a LinkedIn Company Page, as Showcase Pages are tied to a parent page. Additionally, you’ll need Super Admin status on the parent page – this is a must, as only Super Admins can create Showcase Pages. Keep in mind that LinkedIn allows a single Company Page to have up to 25 Showcase Pages. However, there are daily limits on how many you can create. If you hit this limit, you’ll need to wait 24 hours before trying again.
It’s also important to note that having Super Admin rights on the parent page doesn’t automatically make you an admin for the new Showcase Page. You’ll need to manually add yourself or other team members as admins to manage it effectively [1].
Once you’ve checked these boxes, you’re ready to set up your Showcase Page.
Step-by-Step Setup Process
To get started, log in to LinkedIn and go to the Super Admin view of your Company Page. Look for the "Create" button in the upper-left corner (or check under "Admin Tools", depending on your interface). From there, select "Create a Showcase Page." A form will appear, asking for basic details. Make sure the correct parent organization is listed in the Associated Organization field. Then, fill out the required information, including the Page Name, Website, Industry, and Tagline [7].
Next, upload a logo and a larger hero image to make your page visually appealing. Once you’ve double-checked everything, click "Create page" or "Publish" to make your Showcase Page live [1][7].
After launching your page, take some time to refine its design and content to better connect with your target audience.
Customizing Your Showcase Page
Customizing your Showcase Page is where you can really make it stand out. Start with your hero image – use it to visually highlight key aspects of your brand or product. For instance, Microsoft’s Showcase Pages use focused imagery to underline different product features and messaging [7].
Pay close attention to your About section. Use language that’s tailored to your audience and incorporates relevant keywords. This is especially useful if you’re targeting specific groups, like developers or executives. Thoughtful design elements can further enhance your page’s appeal and help you engage the right audience.
To boost visibility, take advantage of LinkedIn’s Matched Audiences feature. This allows you to upload customer email lists and target them with Follower Ads [5].
Lastly, assign product marketers or vertical sales partners as admins to ensure the content stays relevant and high-quality. Encourage your employees to share updates from the Showcase Page on their personal LinkedIn profiles. This can significantly increase engagement and expand your reach.
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How to Optimize Showcase Pages for B2B Engagement
Content Strategies for Showcase Pages
Consistency is the secret sauce for making your Showcase Page thrive. Posting at least 20 times a month can help you reach about 60% of your audience [2]. While quantity matters, the real game-changer is focusing on content that resonates with your niche audience.
Think about what your specific audience truly values. For instance, if your Showcase Page promotes a productivity tool, share how-to guides or helpful resources. On the other hand, a communication platform might find success by posting industry research or stories that highlight real-world applications [7]. A great example is Microsoft’s Office Showcase Page, which used the hashtag "#GetItDone" to share productivity tips. This strategy helped individual pages grow to over 9,000 followers [7].
Don’t overlook interactive content. Features like document carousels can grab attention and guide users through your updates [2]. Additionally, posts featuring polls, videos, or case studies can address your audience’s specific interests while keeping them engaged.
Using Closely for LinkedIn Automation
Managing Showcase Pages effectively requires a lot of effort, and that’s where automation tools like Closely come into play. Handling multiple pages manually can be overwhelming, especially when trying to maintain a steady flow of posts tailored to different audiences. Closely simplifies this process by providing a single dashboard to oversee all your LinkedIn campaigns.
Closely’s automation tools allow you to schedule posts, monitor engagement, and even run multichannel campaigns combining LinkedIn with email outreach. Its AI-powered personalization ensures your content stays aligned with your niche audience while saving you the hassle of starting from scratch for each post. Plus, with its unified inbox, you can easily track responses and keep conversations moving across all your Showcase Pages.
Tracking Performance and Making Improvements
Once your content strategy is in place, tracking your Showcase Pages’ performance is essential to fine-tune your efforts. Each Showcase Page comes with its own set of analytics, separate from your main Company Page [7]. This allows you to focus on how your niche audience is engaging without interference from broader metrics.
Key metrics to watch include follower growth, engagement rates (likes, comments, shares), and the performance of individual posts [10]. If you notice certain types of content gaining traction, lean into those strategies. On the flip side, if engagement dips, it’s time to reassess and experiment with new approaches. Testing different tactics on each page can reveal what works best for your audience segments.
Go beyond surface-level metrics. Pay attention to how well your page performs in search results and whether you’re genuinely connecting with your target buyer personas [10]. Use these insights to adjust your content mix, posting schedule, and overall strategy. The goal? Build a highly engaged community centered around your product, service, or initiative.
B2B Use Cases for Showcase Pages
Showcase Pages can address a variety of B2B needs, from promoting specific products to building engagement around events and spotlighting targeted initiatives.
Product-Focused Pages
If your business offers multiple product lines, Showcase Pages are a great way to connect with distinct audience segments. Take Adobe, for example – they’ve created separate pages for Photoshop and Illustrator within their Creative Cloud suite [11]. Their Adobe Creative Cloud Showcase Page alone has garnered over 15,700 followers [10], proving how tailored messaging can strike a chord with the right audience. To make the most of this strategy, use a striking hero image that reflects the product’s essence and link directly to the product’s landing page instead of a general homepage. This ensures potential customers land exactly where they need to be [7][10].
But Showcase Pages aren’t just for products – they’re also a powerful tool for event promotion.
Event-Specific Pages
Salesforce sets a strong example here with its Showcase Page for the annual Dreamforce conference [11][12]. This page keeps attendees engaged well beyond the event itself by offering session recordings, updates from speakers, and news about future plans. By turning a one-time event into a year-round community, Salesforce fosters stronger, ongoing relationships with its audience. Event-specific pages work especially well for recurring events like conferences or webinar series. They can feature behind-the-scenes content, speaker announcements, and industry insights to keep the audience connected and invested.
And it doesn’t stop there – Showcase Pages are also great for promoting business campaigns and initiatives.
Campaign and Initiative Pages
Showcase Pages shine when it comes to spotlighting key business initiatives. Companies like Cisco, EY, Spotify, and Google have effectively used these pages to highlight everything from startup programs to community-focused campaigns [2][8][11]. LinkedIn itself maintains a "Social Impact" page, which has drawn over 37,200 followers by focusing exclusively on community-driven projects [10]. This approach allows businesses to align their messaging with strategic goals and engage audiences who share those priorities.
Conclusion
Key Takeaways
Showcase Pages offer B2B companies a powerful way to share targeted content and foster engaged communities. These pages provide dedicated spaces for specific products, services, or initiatives, allowing businesses to connect with audiences on topics they care about most.
One of the standout advantages is the ability to tailor your messaging with precision. Use targeted keywords, track performance through dedicated analytics, and link directly to product landing pages instead of generic homepages. With the option to create up to 25 Showcase Pages under a single Company Page [1][6], you can highlight multiple facets of your business while keeping everything unified under your brand.
Leverage these strategies to fine-tune your approach and build stronger connections with your audience.
Next Steps for B2B Businesses
Start by identifying the key segments of your business that deserve their own Showcase Pages. Make sure the content on each page aligns with your overall brand message to maintain consistency. Prioritize ongoing initiatives – like prominent product lines, recurring events, or major business units – over temporary campaigns [4][3]. Also, ensure your main Company Page is optimized before branching out into Showcase Pages [3].
Once the pages are live, staying consistent is essential. Posting around 20 times per month can help you reach up to 60% of your audience [2]. To keep up with this schedule and make the most of your LinkedIn strategy, tools like Closely can help automate outreach and simplify your workflow. This way, you can focus on crafting engaging content while keeping your Showcase Pages active and relevant.
FAQs
What are LinkedIn Showcase Pages, and how can they benefit B2B marketing?
LinkedIn Showcase Pages are like dedicated hubs within your company’s LinkedIn presence. They’re built to highlight specific products, services, or initiatives, giving B2B marketers a way to connect with niche audiences through tailored content.
These pages make it easier to segment your followers, ensuring that the right people see the most relevant updates. This focused approach boosts engagement, strengthens relationships with specialized audiences, and opens up opportunities for precise ad targeting. Showcase Pages are also perfect for promoting content like webinars or case studies, helping businesses track performance more effectively while increasing brand visibility and driving conversions in key areas.
How do I create and optimize a LinkedIn Showcase Page for my B2B business?
To set up a LinkedIn Showcase Page, start by navigating to the admin view of your Company Page (you’ll need super-admin access). Once there, click Create and choose Create a Showcase Page. Link it to your main Company Page, then fill in the necessary details – like the page name, tagline, description, logo, and cover image. When everything is ready, click Create page to complete the process.
To make your Showcase Page stand out, pick a clear, keyword-focused name and craft a short, benefit-centered description. Use a high-quality logo and upload a cover image that matches LinkedIn’s recommended dimensions. Include relevant hashtags to boost discoverability and invite your network to follow the page. Keep your audience interested by sharing tailored content regularly, such as company updates, case studies, or product features.
How can businesses measure the success of their LinkedIn Showcase Pages?
Businesses can easily monitor how their LinkedIn Showcase Pages are performing through LinkedIn’s built-in analytics. The platform’s dashboard offers a clear view of important metrics like follower growth, post impressions, clicks, likes, comments, and shares. These insights help you gauge how well your content is connecting with your audience.
For paid campaigns, LinkedIn’s Campaign Manager provides additional tools to track metrics such as website visits, lead conversions, and other key actions linked to your Showcase Page. Using features like conversion tracking tags or URL parameters, you can dig deeper into how effective your campaigns are.
By blending data from organic performance and paid campaigns, businesses can better understand audience engagement, fine-tune their content strategies, and get the most out of their Showcase Pages.