More and more companies are adding LinkedIn to their social media marketing strategies as a way to promote their products and services. The platform has always been business focused, but people are using LinkedIn for more than their job search now. Users are adding LinkedIn to their daily routine, posting original, thought provoking content and more visuals—and they’re distributing that content with LinkedIn Pulse. Savvy businesses know they need to capture the growing audience, too.
Businesses have had the option to create company pages, which they use to promote their content, products, and services. One of the most powerful tools LinkedIn offers to company pages is the ability to target posts to a specific audience. Because not every product appeals to everyone, targeting enables businesses to feed users the content they want, without all the extras they don’t. As much as marketers love this feature, it can also become a major time suck. If you have to manually target every post and create multiple targeted posts each day, you are spending more time repeating a process than you are spending thinking of new content. LinkedIn has addressed this issue, and brought users a new feature known as LinkedIn Showcase Pages.
Think of Showcase Pages as a microsite for specific products, services, departments, initiatives, or anything else. The beauty of a Showcase Page is you can have all of your content more visually focused on the topic at hand. At first, setting up a Showcase Page will involve a little extra time, but in the long run it can result in big time savings compared to setting up each targeted post. Once your Showcase Page is created, and you have built up an appropriate audience, you can now share content directly to the Showcase Page—and this content will speak directly to your target audience. You no longer have to spend time setting up targeting for every post, because your content is now being distributed directly to your target group. These time-savers may seem small on paper but can add up quickly. And as your audience continues to grow, you will need more time to spend on generating quality content and engagement—and less time on setting up routine targeting.
Targeting is just one of the many advantages of LinkedIn’s Showcase Pages, but there are several other powerful tools and uses for your business. But remember, tools are only useful when they are used correctly.