Having more than one buyer persona is a balancing act. If they’re very different, you may feel like you’re constantly in danger of not giving one enough attention, or confusing your personas with untargeted content. Add the problem of keeping all your content grouped together on one social media page, and you’re really lost.
Some brands have found a way to fix this issue on LinkedIn, specifically, by creating something called Showcase Pages. Let’s take Gap as an example — they’ve got a page for Old Navy, Banana Republic, Gap, and Gap Inc. But those pages aren’t all connected or centralized around Gap Inc. Showcase Pages, however, fix this problem.
What are Showcase Pages?
Showcase Pages are niche pages off of a company page. They allow a company to promote specific products or market to a specific buyer persona. LinkedIn users can follow singular Showcase Pages without following the business or their other Showcase Pages. This allows businesses to promote for and cater to the audience specific to the page.
In other words, if you have a pet boutique, your dog-lover customers won’t be subjected to reading about your blog post on the new tank cleaning spray for iguanas. With Showcase Pages, marketers can create hassle-free content that’s personalized to the audience they’re selling to.
This allows companies to drill down into each of their buyer personas more deeply and keep content personal and interesting. Once that content is published, LinkedIn provides businesses with useful, dedicated analytics for each page.
Microsoft, along with Cisco, Intel, and Adobe were among the first to implement Showcase Pages into their marketing strategy. Microsoft has been particularly successful, with Showcase Pages that have upwards of 9,000 followers.
It’s important to note that if your business already has more than one Company Page, there’s no easy way to move these from Company Pages to Showcase Pages. The LinkedIn blog does say, however, that they’re exploring the opportunity to have this available in the future. It’s also important to note that Showcase Pages can only link back to one centralized Company Page.