LinkedIn showcase page

What is a LinkedIn showcase page?

A LinkedIn showcase page is a specialized extension of your main LinkedIn company page that allows businesses to highlight specific brands, products, services, or initiatives while maintaining connection to the parent brand. 

These dedicated pages enable companies to create tailored content for distinct audience segments, making them powerful tools for targeted B2B marketing and audience engagement.

If your business serves multiple markets or offers diverse product lines, showcase pages can significantly enhance your LinkedIn marketing strategy by delivering more relevant content to specific follower segments.

How showcase pages differ from company pages

While both page types exist within LinkedIn's business ecosystem, they serve different purposes:

Company pages

Your company page represents your overall brand identity and serves as the central hub for your LinkedIn presence. It provides general information about your business, shares company-wide updates, and connects with a broad audience.

Showcase pages

Showcase pages function as specialized offshoots that focus on specific aspects of your business. Each showcase page:

• Has its own distinct URL
• Maintains separate follower lists
• Features specialized content for targeted audiences
• Appears under the "Affiliated Pages" section of your main company page
• Excludes career opportunities or job postings (unlike company pages)
• Can be managed by different team members through social media collaboration

This structure enables businesses to implement more targeted social media strategies while maintaining brand cohesion.

When to consider creating showcase pages

Showcase pages are particularly valuable for companies that need to address multiple distinct audiences. Consider creating showcase pages when:

• You have multiple product lines: Different products often appeal to different buyer personas, requiring specialized messaging and content.
• You serve diverse market segments: Various industries may use your solutions differently, warranting tailored content approaches.
• You're launching major initiatives: Dedicated pages can support significant campaigns, events, or new product launches.
• Your business has distinct sub-brands: When sub-brands require their own identity while maintaining connection to the parent company.

The key question to ask yourself is: "Would my audience benefit from more specialized content streams?" If the answer is yes, showcase pages might be the right solution.

Benefits of using LinkedIn showcase pages

When properly implemented, showcase pages offer numerous advantages for your LinkedIn strategy:

Better audience segmentation

By creating dedicated content streams for different audience segments, you can deliver highly relevant information tailored to specific interests, roles, or needs. This granular approach supports more effective audience targeting and engagement.

Enhanced content relevance

Showcase pages allow you to develop specialized content calendars for each audience segment. This means followers receive only the content most relevant to their specific interests, leading to higher engagement rates and better relationship building.

Improved analytics insights

Separate showcase pages provide clearer analytics on how different audience segments interact with your content. These insights can inform more effective content strategies and help optimize your approach for each segment.

Streamlined follower experience

Users can follow only the showcase pages relevant to their interests rather than receiving all updates from your main company page. This creates a better user experience and reduces content fatigue.

Specialized branding opportunities

While maintaining connection to your main brand, showcase pages can feature distinct visual elements and messaging that resonate with specific audience segments, supporting more nuanced brand positioning.

Best practices for LinkedIn showcase pages

To maximize the effectiveness of your showcase pages, follow these strategic guidelines:

Create purposeful page divisions

Establish showcase pages only when you have distinct audience segments with different content needs. Avoid creating pages for temporary campaigns or minor product variations that don't warrant ongoing, specialized content streams.

Maintain consistent publishing schedules

Each showcase page requires its own content calendar and regular updates. Before creating multiple pages, ensure you have the resources to maintain consistent, high-quality content publication for each.

Develop page-specific content strategies

Create tailored content strategies that address the specific interests, challenges, and needs of each page's audience. Your content should clearly demonstrate why following this specialized page provides unique value.

Cross-promote between pages

Strategically promote your showcase pages across your LinkedIn ecosystem. Occasional cross-promotion helps interested followers discover relevant pages they might not otherwise find.

Optimize for searchability

Include relevant keywords in your page titles and descriptions to ensure they appear in LinkedIn searches. This supports organic discovery by users interested in your specific offerings.

Use consistent branding elements

While each showcase page can have its own distinct identity, maintain consistent brand elements that visually connect it to your main company page. This brand cohesion strengthens recognition across your LinkedIn presence.

Showcase page examples from leading brands

Several major companies have effectively implemented showcase pages to segment their content and audiences:

Microsoft

Microsoft maintains separate showcase pages for major products like Office, Azure, and Dynamics 365. Each page delivers specialized content relevant to users of those specific solutions, from product updates to usage tips.

Adobe

Adobe's showcase pages separate audiences for Creative Cloud, Marketing Cloud, and Document Cloud, allowing them to address very different user needs and interests with tailored content approaches.

Cisco

Cisco utilizes showcase pages to target different industry segments and product lines, delivering specialized technical content to the appropriate professional audiences.

Setting up and managing showcase pages

Creating and maintaining effective showcase pages involves several key steps:

Creation process

1. Navigate to your company page
2. Access Admin tools
3. Select "Create a showcase page"
4. Complete the page setup with relevant name, logo, and description
5. Publish your page

Optimization strategies

• Use descriptive, keyword-rich names that clearly communicate the page's focus
• Create compelling banner images that reflect the specific brand, product, or initiative
• Write detailed "About" sections that explain who should follow this page and why
• Include relevant hashtags to improve discoverability

Content management

Effective social media management for multiple showcase pages requires planning and coordination. Using social media scheduling tools like ContentStudio can help maintain consistent publication across all your LinkedIn pages.

Performance tracking

Regularly analyze each page's performance metrics like impressions to understand what content resonates with each audience segment. Use these insights to refine your content approach and optimize engagement.

Is a showcase page right for your business?

Before creating showcase pages, ask yourself these critical questions:

• Do you have truly distinct audience segments with different content needs?
• Can you commit to maintaining regular, high-quality content for multiple pages?
• Does your company structure or product lineup warrant specialized content streams?
• Do you have the resources to manage and analyze multiple LinkedIn pages?

For many businesses, especially those with diverse product offerings or target markets, the benefits of showcase pages outweigh the additional management requirements. 

When properly implemented, these specialized pages create more relevant experiences for your followers and support more effective LinkedIn marketing strategies.