John | May 26, 2016 | Manufacturer Marketing
So you’ve realized that LinkedIn is a great platform to market your B2B, but you’re unsure how to go about it. Or maybe you’re already optimizing your Company Page, but you’re looking for more ways to generate leads from LinkedIn. Well, here’s a great way to do both! Introducing LinkedIn’s Showcase Pages:
Though they’ve been around for awhile, shockingly few B2Bs are truly utilizing Showcase Pages in a way that can help them generate leads. Believe it or not, they’re fairly simple, and by putting a little bit of extra effort into your LinkedIn account, you could see massive results in your lead generation, just by effectively adding a couple of Showcase Pages. But let’s not get ahead of ourselves here, first of all, what are Showcase Pages all about?
Well, LinkedIn originally released Showcase Pages to replace their old “products and services” pages. The concept was to create a better, more appealing way for companies to “showcase” their products and services. A Showcase Page essentially creates a targeted feed that users can follow to get your content regularly. This page links directly to your company page, and provides you with a platform to express one aspect of your business in depth. Showcase pages are different from the previous product and service pages in a few ways:
While Showcase Pages were originally designed specifically for products, it turns out they’re also super useful for targeting B2B buyer personas. Showcase Pages are a wonderful tool for lead generation because they allow you to directly target specific buyer personas. Each Showcase Page has its own feed, and individuals follow it separately from your other pages.
Let’s say your top buyer personas are animal dentists and home builders. They have almost nothing in common. While both the animal dentists and the home builders need, or can benefit from your product, content that’s relevant to one won’t always be relevant to the other. That’s where Showcase Pages become useful.
As a B2B, you can make a Showcase Page for each persona, and market directly to that persona. No longer will your animal dentists have to wade through content meant for home builders to get to content applicable to them. With Showcase Pages your clients and potential leads can get rid of the noise and follow only the content that is relevant to them.
While LinkedIn does give you 10 Showcase pages for free, we caution you not to overdo it. Creating too many pages, or breaking down your services too far will create a lot of extra work for you, and it’s likely that your Showcase Pages will become too thin, making them useless to your followers.
Ultimately, there is a lot of information that you can cross-promote, so long as you have a manageable amount of Showcase Pages. Some content will be relevant to multiple pages, so don’t feel like you have to publish content exclusively to one Showcase Page. You want to make sure that, even though you’re targeting your content toward a certain buyer persona, they still know about your entire range of offerings. Overlap is encouraged, as long as it’s tasteful and remains relevant to the persona you’re targeting.
As a final point on Showcase Pages, it’s important to remember that they won’t work for you unless you’re creating quality content to promote on those platforms. While the Showcase Page does create a straightforward, targeted arena for the client you want, they won’t visit your page or follow if they aren’t compelled by your content. So, like many facets of digital marketing, it all comes down to your content. If you’re running multiple Showcase Pages, you should make sure you have great, unique content that’s specifically relevant to the buyer personas you’re targeting on each page.
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