Showcase Pages versus New Company Pages on LinkedIn: Which is Right for You?

Hello there senior-level human,

As LinkedIn continues to evolve, so does the toolkit available for startups and businesses looking to build their brand and engage with their audience. Two key features that often cause confusion are should I just create a New Company Page or should I maybe look into LinkedIn’s Showcase Pages from my existing Company Page?

Understanding the differences between these options can help you optimize your LinkedIn presence which is vital for achieving your marketing goals! So, let's dive in and in case you don't feel like reading it all, don't worry - feel free to save this article and send it off to your Marketing Team to show that you're thinking about them! They'll really love you for it - I promise. :)

What Are LinkedIn Showcase Pages?

LinkedIn Showcase Pages were designed as an extension of a company’s main page, allowing businesses to promote specific products, services, or initiatives. They are ideal for companies with multiple distinct offerings or those targeting different customer segments.

When to Use Showcase Pages:

• Promoting Niche Products or Services: If your startup offers a range of products or services, each catering to different audiences, a Showcase Page allows you to create a dedicated space for each.
• Targeting Specific Customer Segments: Showcase Pages enable you to tailor content and messaging to particular groups, ensuring that your audience sees only the most relevant information.
• Branding and Engagement: Showcase Pages help build a focused brand narrative around a particular product or initiative, making it easier to engage a targeted audience.

Benefits of Showcase Pages:

• Focused Content: Showcase Pages allow for content specifically related to a particular product or service, making your messaging more relevant and targeted.
• Improved SEO: Each Showcase Page can rank independently in LinkedIn searches, boosting visibility for individual products or services.
• Audience Segmentation: Allows for better audience targeting and segmentation.

Introducing the New LinkedIn Company Pages

LinkedIn’s New Company Pages come with enhanced features designed to make it easier for businesses to build their brand and engage with both current and potential customers, as well as employees.

Key Features of New Company Pages:

• Content Suggestions: The ability to discover and share content that is already resonating with your audience.
• Employee Advocacy: Tools to help employees share company content, thereby expanding reach and engagement.
• Customizable Templates: Enhanced design features that allow companies to better showcase their brand identity.

When to Use New Company Pages:

• Building a Strong Brand Presence: Ideal for startups looking to establish a comprehensive brand presence on LinkedIn, encompassing everything from company news to employee culture.
• Employer Branding: The New Company Pages offer features that help promote your startup as an attractive workplace, which is crucial for talent acquisition.
• Broad Audience Engagement: If your goal is to engage a wide audience with varied content, from industry insights to company updates, the New Company Pages provide a robust platform.

Benefits of New Company Pages:

• All-in-One Brand Management: Manage all aspects of your company’s brand, including culture, products, and thought leadership, from one central page.
• Enhanced Analytics: Improved analytics and insights help you understand what content is performing well and how your audience is interacting with your brand.
• Employee Involvement: Encourage employees to share content, expanding your reach organically.

Showcase Pages vs. New Company Pages: A Comparison

Which One Should You Choose?

The choice between Showcase Pages and New Company Pages ultimately depends on your startup’s specific needs and goals:

• Use Showcase Pages if you have multiple distinct products or services that require targeted messaging and engagement with niche audiences.
• Opt for the New Company Pages if your primary goal is to build a cohesive brand presence, engage a broad audience, and leverage employee advocacy to amplify your content.

In some cases, a combination of both may be the best approach. For example, you might use a New Company Page for overall brand management while creating Showcase Pages for specific products or services that require targeted attention.

Case Studies: Real-World Examples

1. Semrush : Semrush (who is celebrating their Sweet 16th this year so huge congrats there 🥳🥳🥳) have their main company page with near 500k followers. Under "Products" you can see their Showcase Page to promote different products such as their Semrush App Center. Each page is tailored to the specific audience interested in that product, allowing for focused content and engagement.

However, they also have created new company pages such as Semrush France and Semrush en Español to showcase their company in new markets with posts in different languages as required. This embodies the "Think Global, Act Local" strategy.

2. HubSpot : HubSpot uses its Company Page to share a variety of content, from company updates to thought leadership articles, while maintaining a unified brand voice across all interactions.

Final Thoughts

Choosing between LinkedIn’s Showcase Pages and New Company Pages doesn’t have to be an either-or decision. By understanding the strengths of each, you can craft a LinkedIn strategy that aligns with your startup’s unique goals. Whether it’s targeted engagement through Showcase Pages or building a comprehensive brand narrative with a New Company Page, LinkedIn offers powerful tools to help your business grow.

Kindest regards,

Lenard

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