How to Add a Showcase Page on LinkedIn

Ready to give a specific product, brand, or initiative its own spotlight on LinkedIn? A Showcase Page is the perfect tool for the job. This guide will walk you through exactly what a Showcase Page is, why you might need one, and how to create and manage it effectively, step by step.

What Exactly Is a LinkedIn Showcase Page?

Think of your main LinkedIn Company Page as your company's headquarters. It represents your entire organization. A Showcase Page, on the other hand, is like a specialized department or a dedicated storefront within that headquarters. It's an extension of your main page, designed to highlight a specific business unit, an ongoing initiative, or a popular product line that has its own distinct audience.

A Showcase Page lives as a sub-page under your primary Company Page. While it's linked, it operates with its own followers, content feed, and branding. This allows you to segment your audience and engage a specific part of your community with tailored updates without cluttering your main company feed.

For example, Microsoft's main LinkedIn page covers everything from corporate news to company culture. But they also have Showcase Pages for distinct brands like Microsoft Surface and GitHub. People who follow the Surface page want updates about new devices and creative uses, not necessarily Microsoft's quarterly earnings reports. This separation allows Microsoft to deliver the right message to the right people.

Company Page vs. Showcase Page: What's the Difference?

The distinction is simple but meaningful:

• Company Page: The parent page for your entire organization. It's where you build your overall brand presence and share company-wide news. Every company on LinkedIn needs one of these.
• Showcase Page: A child page linked to your Company Page. It's optional and used to feature a specific part of your business, allowing for targeted content and community building. You cannot have a Showcase Page without first having a Company Page.

Why Bother Creating a LinkedIn Showcase Page?

Creating and managing another social media page might feel like extra work, but the benefits are significant when used correctly. Here's why it's worth considering for your brand.

1. Super-Targeted Audience Segmentation

Your company likely serves different types of customers. A software firm might have one product for startups and another for enterprise clients. A consumer brand might have a product line for eco-conscious shoppers. A Showcase Page allows you to speak directly to one of these groups. The people who choose to follow your Showcase Page are actively telling you, "I am interested in this specific topic." This makes your content development more focused and your engagement much more valuable.

2. Dedicated Space for Key Brands or Products

If you have a star product or a well-known sub-brand, it deserves its own space. A Showcase Page gives it a dedicated home on LinkedIn to build its own identity and community. This is much more effective than trying to squeeze product-specific content between general company news on your main feed.

3. Enhanced SEO and Discoverability

Every Showcase Page is another indexed asset connected to your brand on both LinkedIn and Google. By optimizing your Showcase Page's name and "About" section with relevant keywords, you increase the chances of your brand appearing in search results for that specific niche. Someone looking for "enterprise CRM solutions" is more likely to find your dedicated Showcase Page on that topic than a general Company Page covering a dozen different products.

4. Clear and Focused Messaging

A Showcase Page eliminates message dilution. Your main page might talk about your company culture, hiring, and broad industry trends. Your Showcase Page can stay laser-focused on user tips, feature updates, and case studies for a single product. This provides a clean, predictable experience for followers who only want information on that one thing.

How to Add a Showcase Page on LinkedIn: A Step-by-Step Guide

Alright, you're convinced. Let's get to the practical steps of creating your page. It's a straightforward process, but you need the right permissions to get started.

Prerequisite: You must be a Super Admin of the main Company Page you want to create the Showcase Page under.

Step 1: Navigate to Your Company Page Admin View

Log into your personal LinkedIn profile that has admin access to your Company Page. Go to your Company Page. Make sure you are in the admin view, where you can see the editing tools, not the public member view.

Step 2: Open the "Admin tools" Menu

In the top right corner of your Company Page's admin view, you'll see an "Admin tools" dropdown menu. Click on it to reveal a list of actions.

Step 3: Select "Create a Showcase Page"

Within the "Admin tools" dropdown menu, find and click on the option that says, "Create a Showcase Page." This will take you to the page creation dialog box.

Step 4: Fill Out the Page Details

This is where you'll define your new page. LinkedIn will ask for a few key pieces of information:

• Showcase page name: This is the name of your product, brand, or initiative. Be clear and specific. For SEO, use terms your audience would search for. For example, "Adobe Creative Cloud" is better than just "Creative Suite."
• LinkedIn public URL: This will be automatically suggested based on your page name, but you can customize it. It will look like linkedin.com/showcase/your-custom-name. Keep it clean and memorable.
• Website: Link to the specific landing page for this product or brand on your website, not just your general homepage.
• Industry: This will likely be inherited from your parent page.
• Logo: Upload a square logo (300 x 300 pixels recommended). This should be the logo for the specific product or brand, not your main company logo.
• Tagline: Write a short, powerful sentence that describes what this page is for. You have 120 characters to communicate the page's value proposition.

Step 5: Click the "Create Page" Button

After you've filled in all the fields and double-checked for typos, tick the verification box stating you have the right to create the page, and click the blue "Create Page" button at the bottom. Voila! Your Showcase Page is now live (though still empty).

From here, you can start building it out just like you would a standard Company Page: add a cover image (1128 x 191 pixels), write a compelling "About" section, and start posting content.

Best Practices for a Thriving Showcase Page

Creating the page is easy. Making it an effective marketing tool requires a thoughtful strategy. Simply repeating content from your main page won't work. Here's how to make your Showcase Page a success.

1. Develop a Unique Content Strategy

This is the most important rule. A Showcase Page needs its own content tailored to its niche audience. Don't just repost what goes on your main Company Page. Instead, create content that wouldn't make sense anywhere else.

Content ideas for a product-focused Showcase Page:

• In-depth tutorials and how-to guides.
• Customer success stories and case studies.
• Behind-the-scenes looks at a product team.
• Announcements about exclusive updates or upcoming features.
• User-generated content from your product's community.

2. Promote Your Showcase Page Heavily

A new page starts with zero followers. You need to tell people it exists.

• Main Page Promotion: Announce your new Showcase Page on your main Company Page and link to it. You can also feature affiliated pages directly on your main page's profile.
• Website and Blog: Add a LinkedIn icon linking to your new Showcase Page everywhere you mention that specific product or brand on a website.
• Team Advocacy: Encourage employees who work on that product to follow the page and list it directly under the experience section of their personal LinkedIn profiles.
• Cross-Channel Promotion: Mention and link to your Showcase Page in relevant email newsletters and on your other social channels.

3. Optimize for Search (Again)

The "About" section of your Showcase Page is your prime SEO real estate. You have up to 2,000 characters to state who you are, what you offer, and who you help. Load this section with keywords your target audience is searching for. Write in a natural, compelling way, but be intentional about including search-friendly terms that describe the problems you solve.

4. Foster a Niche Community

The audience for a Showcase Page is, by definition, highly segmented and engaged. They've opted-in because they care deeply about a particular area of your business. Treat them like VIPs. Ask questions, run polls, and respond quickly to comments. A Showcase Page isn't just a broadcast channel - it's an opportunity to build a powerful community of loyal advocates for that specific brand.

5. Know What to Avoid

Not every idea deserves a Showcase Page. Here are a few common mistakes to sidestep:

• Don't create a page for a short-term marketing campaign. A Showcase Page is a long-term commitment. Use a hashtag campaign for temporary initiatives.
• Don't create a page you can't support. An abandoned page with no new content looks worse than having no page at all. Be realistic about your bandwidth to create unique content for it.
• Don't create too many pages. Spreading yourself too thin across dozens of niche pages will dilute your efforts. Only build them for significant, long-standing parts of your business with a clear audience.

Final Thoughts

A LinkedIn Showcase Page is an excellent tool for speaking directly to different segments of your audience. By creating a dedicated home for your key products, brands, or initiatives, you can deliver more relevant content, build a stronger community, and improve your brand's discoverability in a focused and effective way.

Of course, managing your main Company Page plus one or more Showcase Pages means more content to plan and schedule. At Postbase, we designed our platform with this complexity in mind. Our visual calendar gives you a single, clear view of all your content streams across multiple accounts and platforms. You can schedule content for your Company Page and all your Showcase Pages from one place, ensuring your strategy stays organized and your pages stay active without the constant stress of tab-switching.