B2B Voices

Thoughts on B2B marketing and PR in the new age…

LinkedIn Showcase Pages Put More Focus on Customers

I’m a long-time believer in using LinkedIn Groups to create communities for B2B brands. In fact, I’ve been using the group pages for more than six years to post content, connect our people with customers and focus on building conversations. During that time, I’ve noticed that not all groups are created equal; some have very good, active dialogues, while others just linger in a one-way discussion.

LinkedIn adds Showcase pages.
LinkedIn adds Showcase pages .

I’ve always believed that LinkedIn is a great platform for targeted, private discussion groups. Making groups private helps to target topics around specific issues, keep out competition and vendors, and allows you to treat these forums like your own focus group.

But LinkedIn’s new Showcase pages now complement the groups, helps to clear up the clutter on company pages, but could ultimately end up competing with – and possibly ending – most company group pages. That’s not necessarily a bad thing as we try to navigate our way through and manage the growing amount of content on LinkedIn.

I’m excited about this latest offering from LinkedIn since it can help narrow the conversations and topics, which ultimately is what a good B2B sales or marketing person needs to do. Here are my four reasons why I like the new Showcase pages:

  1. The administration feature allows multiple stakeholders to own and manage these groups. B2B companies can now provide multiple owners to pages, which makes sense as social media grows in importance. In addition, well-organized B2B companies will leverage product, marketing and communications teams to oversee showcase pages. This continues to showcase the need for B2B companies to better organize and manage content across functional disciplines.
  2. The sponsored post option is a major bonus at targeting customers by region, title, company and industry. LinkedIn continues to win the B2B marketing game as it focuses on connecting buyers to sellers and sellers to buyers better than any other social platform.
  3. As Mashable points out, Showcase pages allow companies to narrow content onto a specific product or offering and target end users. More targeted content should lead to more insights into what people want from your brand and marketing content, and should allow you to better track what you are trying to measure. And the simple “Follow” or “Unfollow” button makes it easy to start/stop seeing the feed. It’s a small feature, but is definitely more easy than joining or un-joining a LinkedIn group, and face it, any way to make the user experience easier is a plus.
  4. While several posts have pointed out here and here that this is a great way for brands to build content, I actually take the view that this is betters news for customers. Which is the point, isn’t it? This move from LinkedIn actually makes it easier for customers to follow the content they actually want from B2B brands. So, yes, it does help companies, but over time the real focus moves toward connecting with customers. And that’s exactly the point LinkedIn was trying to make.

So far I really like what I see in terms of the ease of use, the consistent look with Company Pages, and the focus on having an easy end-user and brand experience. Like any new social iteration, it will take time to figure out how to leverage the pages and make them of use to your customers. Should you do them across every product line? Or just your services? Do you even need them? And how will you build awareness and community around them? These are all questions you should be thinking about in the coming weeks as B2B companies roll out Showcase page.

Now I’m just hoping LinkedIn would bring back its event/calendar feature — I guess I can’t have everything — but there are alternatives.

We continue to get inundated with new technologies and platforms  As a reminder, my golden rule is do a few things and do them well. You will be better served as an organization and a professional by doing so.

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