LinkedIn has created a way to have deeper and more direct messaging to visitors of a company page by adding Showcase Pages.
The LinkedIn blog tells us
Millions of companies use their LinkedIn Company Pages to share content and opportunities. For our members, the best way to stay up to date with those updates is to follow the companies they’re interested in. However, some companies have a variety of brands and products. How can you tell Cisco you are particularly interested in their Enterprise Network Solutions, Security Products, or in their Internet of Things initiative?
Showcase Pages are dedicated pages that allow companies to highlight different aspects of their business and build relationships with the right community. Whether it’s a brand, a business unit, or an initiative, following a Showcase Page will provide you the updates you are most interested in.
So what, right? Well, actually this is something of importance to the ‘social’ aspect of LinkedIn. The more information you can offer a visitor to your company page the less likely they are to go to other sources for information. Of course, if they don’t go to your website because they can get all they need from the LinkedIn profile then this might be a problem but not really.
Of course you would like visitors to get to your website but as was noted yesterday, the website experience is something that marketers are more concerned about much more than their visitors are.
So how do you do it?
If you’re a Company Page administrator, you can easily create your company’s own Showcase Page. First, identify the business areas of your company that need a Showcase Page. Then go to the “Edit” dropdown menu and select “Create a Showcase Page.” Once created, you can start sharing content from your page. You will also be able to monitor the performance of your Showcase Page through our analytic tools.
This will be rolling out over the next few days so keep an eye open.