I’d like to make a bet.
I bet you follow a few, if not many, LinkedIn pages. I bet you’re actually interested in what those companies have to say (that’s why you followed them, right?). I bet you were pretty engaged at the beginning of your LinkedIn relationship. And I bet you’ve barely read anything they’ve put out since.
Ok, that was four bets. The point is – a lot of us don’t register what LinkedIn sends to us. Because there is just so darn MUCH of it. With all of the updates from pages and groups we follow, the sheer amount of content (much of which may not be relevant to us) on LinkedIn causes us to either miss or tune out the stuff we really want. Which is bad news bears for us marketers.
Cue LinkedIn’s Showcase Pages
Showcase Pages allow companies to deliver segmented content to their followers that aligns with what they’re interested in. They’re not separate company pages or groups – they’re sub-pages that people can opt in to follow. Companies are allowed to have up to ten different Showcase Pages, great for those with various different products, markets or buyer personas.
What this means for your followers is that, instead of seeing everything your company posts, they only see niche content that’s targeted directly to them. So for instance, if Bic were to have a Showcase Page dedicated to the Bic For Her line, I could opt in to receive only updates that are relevant to me and my delicate lady hands. Or, if I’m being serious, Airbnb (who I actually do follow) could create separate Showcase Pages for hosts and renters. Since I use Airbnb only as a renter, any hosting information is totally irrelevant to me. A renters-only Showcase Page would be a win-win for both of us, giving me the information I want and reducing any excess “noise” that would lead to me disengaging with the company.
Bonus: This simultaneously segments your followers based on their different needs and interests, and we all know the more information you have about your audience, the better.
Note that this is different from LinkedIn’s Targeted Updates feature, which, while useful, only filters targeted content to someone’s newsfeed (they’ll still see every update when visiting the page itself).
Showcase Pages may not be something every company needs. If you generally have one product or target audience and not much need to dissect your content or messaging, then don’t fix what ain’t broke – keep your LinkedIn followers in one place. For others, it’s an awesome opportunity to to engage different members of their LinkedIn audience with hyper-specific content they’re more likely to consume, share, and engage with.
What do you think about LinkedIn’s Showcase Pages? Are they something you’ll use at your company? As a follower, will they make any difference to you? Tell us in the comments.