Based on current improvements on LinkedIn, firms start to invest an increasing share of their social media budgets here. It turns out that LinkedIn is, in addition to recruiting and networking, also ideal for securing Web traffic. Many companies already have their Company page, but the presentation of their portfolio is now changing: LinkedIn introduces Showcase Pages, ie pages serving as a shop window for various brands or product lines of a company.
LinkedIn now completely abolishes Products and Services tab, Showcase Pages thus remains the only way of product presentation. The advantage is the ability to target individual "showcases" to different target groups, and by publishing relevant content the opportunity build a relationship with them. Users have the possibility to follow Showcase Pages in the same way as they are now following company pages.
The new form of presentation is now only used by few brands such as Adobe, Prudential, Microsoft and Hewlett Packard. Just the last mentioned company is an example of how to effectively use the Showcase Pages: HP is known primarily as a manufacturer of printers and IT. That is also what its Company Page presents on LinkedIn. However, HP also sells IT consulting services and has its own HP Cloud software focused on a very narrow target group. Just for them, Hewlett Packard created Cloud Showcase Page, which allows, for example, a free trial of the software. Something that would totally not fit on the Company Page.
A Showcase Page contains a larger front image in the template and layout of the text is in two columns. It does not contain lists of jobs or employee lists.
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