What Are LinkedIn Showcase Pages and How Can They Work For Your B2B?

What Are LinkedIn Showcase Pages and How Can They Work For Your B2B?

What Are LinkedIn Showcase Pages and How Can They Work For Your B2B?

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:

  • A larger hero image – With a hero image larger than even the one on your company page, you’re free to make a statement. Choose something that’s relevant to that specific Showcase Page, and relates to your company as well.
  • They feature a two column layout – This is a great way to publish content, and it has the added benefit of making your content more easily digestible for the reader.
  • You can buy sponsored updates on Showcase Pages, unlike Group Pages
  • Different from your Company Page, there are no tabs at the top of Showcase Pages to distract viewers or cause them to bounce off your page.
  • Additionally, all Showcase Pages link directly back to your company page, which drives traffic, and gives followers the opportunity to check out all of the other great services you offer.

What makes Showcase Pages ideal for your B2B?

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.

Now that you know why you should use them, how should you use LinkedIn Showcase Pages?

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.

You can check out some of our Showcase Pages here:

B2B Manufacturing Showcase Page

Attorney & Law Firm Showcase Page

Residential Home Builder & Developer Showcase Page

Dentist & Orthodontist Showcase Page

Please be sure and follow any that you might find useful.

You can also follow Evenbound here:

And you can connect with me on LinkedIn here:

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6 Ways Linkedin Can Work For Your B2B Marketing Strategy

Linkedin is the ultimate social media platform in terms of generating leads for B2B companies. Though Linkedin started just as a way for people to get their resumés out there, it’s evolved into something much larger, and has become a must-have tool for any B2B marketing strategy. Marketing on Linkedin is kind of like shooting fish in a barrel. Everyone in the network is a professional, so once you figure out how to market directly to your target customers, you’ll be generating leads in no time. Here are our top 6 tips to get Linkedin to work for your B2B company:

  1. Join Discussion Groups
    A great way to get your company’s name out there and develop authority is to join discussion groups. Do other professionals have questions that you can answer? Can your company provide knowledge and insight to a certain group? Since you can only join about 50 groups on Linkedin, make sure you choose groups that are highly active, directly related to your company, and medium-sized. A group that’s too small won’t generate many leads, and in a group that’s too large, your comments and posts are likely to get lost in the shuffle. You can search groups on Linkedin and check them out before you join, so use this tool to make sure every group you join is highly relevant to your B2B company. Also remember that this is not the place to directly solicit your B2B company. Rather, you’re gaining trust and authority by posting relevant and insightful comments that address the questions of the group.
  2. Share Content
    You know all of that optimized content you’ve been working on for your blog and social posts? Well, Linkedin is an excellent platform to publish that informational, interesting content. You’ll be publishing to other industry professionals who know exactly what you’re talking about and are likely to fit your target audience. Linkedin is a great place to share your B2B company’s targeted content, both on corporate and personal pages.
  3. Connect with decision makers
    Linkedin was originally created so that business professionals could connect with other business professionals, so use that to your advantage. You can easily determine who company decision makers are by looking at their job titles and description. Once you figure out who’s calling the shots you can connect with them and set up a meeting to explain the connection. Before you approach them, however, it’s a good idea to familiarize yourself with their profile and page so you can provide a pitch that is personal and relevant. Showing that you’ve done your research, and are legitimately interested in their business’s needs and pain points is the best way to make a good impression.
  4. Make your company page work for you
    Your company’s page is the first thing that people look at when they hear about you, or are considering your product. Often before contacting you, potential clients will check your social media pages, and the best way to ensure they do contact you is to make sure your Linkedin page is compelling. Your page should include your logo and a visually interesting picture that captures your business well. You should also have a concise, clear description of what your B2B company is, and what it can do for your clients. Think of your company’s page as a way to generate leads. If you can get them to click through to your site from your Linkedin page, you’re doing it right. For more information about optimizing your company page, check out our free visual guide on creating the perfect B2B Linkedin page!
  5. Use the Advanced Search
    A really handy tool that Linkedin provides to help enhance your marketing strategy is their advanced search. You can use it to find professionals that are good potential leads by selecting filters relevant to your B2B company. You can filter your search by industry, location, current company, and past company, to ensure that you’re finding people who are viable leads. Another great aspect of the Linkedin Advanced Search is that you’re able to save searches, even if you don’t have a Premium account. Once you’ve saved your search, Linkedin will periodically send you emails with people who fit your search qualifications.
  6. Consider upgrading to a premium account
    Finally, it could be worth the investment to upgrade to a Linkedin Premium account. A premium account means Linkedin will send you more-targeted recommendations, will let you view unlimited profiles, and will also let you see, in more detail, who’s visited your page in the past 90 days. You’ll also be able to send InMail, a handy email marketing tool, if used correctly. Linkedin offers a 30 day free trial, so you can test to see if Linkedin Premium is something that’s truly beneficial to your company. After the trial period, plans start at $59.99 a month.

We can’t emphasize enough how integral Linkedin is to any B2B marketing strategy. It’s proven to be the top lead-generating social network for B2B companies, and it only continues to expand. If you have any questions about optimizing your business’ Linkedin account to generate more leads, or want help developing your B2B company’s digital marketing strategy, let’s talk.