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How to Set Up a LinkedIn Showcase Page

Published on 09.07.2023 by Sofia N

Are you struggling to engage with all the different types of customers that your small business attracts on LinkedIn? Your business may offer a variety of products and services, each catering to a different audience. There may be several brands under your parent company with vastly different audiences. Whatever the case may be, catering to every social media user can be overwhelming and often ineffective. LinkedIn showcase pages can help you do that. You can deliver more targeted and relevant content to each segment of your audience, thereby building stronger relationships and growing your business. Learn how to set up a LinkedIn showcase page to be able to engage with the diverse professional audience of the platform.

What is a LinkedIn Showcase Page?

LinkedIn Showcase Pages allow businesses to highlight a specific product, service, or initiative to a specific audience. In addition to showcasing the company's unique features and benefits, it also provides opportunities to showcase the products and services. A showcase page is useful for companies with multiple products, services, or initiatives that need to be highlighted to specific audiences. You can create a Showcase Page for free and link them to your company's main page. This way, many businesses reach the audiences interested in a particular aspect of their business operation. Sharing relevant content, news, and updates about a product or service, this feature enables businesses to engage with their customers.

Take into consideration that you can only create the Showcase Page if you already have a Company Page. The name of a showcase page should clearly describe the product or service being highlighted. To make it easier for the target audience to find the page, the cover photo should be informative and engaging, the description concise, and optimized with relevant keywords.

Features of A Showcase Page

For businesses with diverse product lines or multiple buyer personas, Showcase pages are particularly useful even though they share some features with Company pages. Businesses can tailor their content and updates to each separate audience by creating different pages per product line or buyer persona. Doing this, you can prevent irrelevant content from appearing in a section of the audience's feed. When the focus is on a single product or service, they are more liked to engage with the product in a beneficial way.

A showcase page is not intended for a short-term marketing event, but rather for building long-term relationships with the audience. To maintain multiple pages, you must also invest time, effort, and resources to create unique content for each. If a company is able to devote the time and resources necessary, Showcase pages can be a great tool for adding value to their audience and creating a more personalized experience for followers.

How to Set Up a LinkedIn Showcase Page?

A showcase page can be a great way to highlight your company's products, services, or initiatives. Here's how you set it up:

  • Log in to your LinkedIn account and click on the "Work" icon on the top right corner of the homepage.
  • From the drop-down menu, select "Create a Company Page."
  • Fill in the required information, such as the company name, website URL, industry niche, and logo. You can also add a tagline and a description of what you do.
  • Once you have created your company page, go to the "Admin Tools" dropdown menu in the top right corner of the page and select "Create Showcase Page."
  • Choose a title and URL. Keep in mind that the URL should be short and memorable.
  • Customize your page by adding a cover photo, logo, and other relevant visuals. You can also write a brief description of your product, service, or initiative.
  • Create your first post on your by clicking on the "Create post" button. You can share updates, articles, videos, and other content related to your product or service.
  • Invite your connections to follow your Showcase Page by clicking on the "Invite connections" button on the top right corner of the page. You can also share the link to your Showcase Page on other social media platforms or in your email signature.

You will need time, effort, and resources to maintain a showcase page. Use LinkedIn's analytics tools to measure the performance of your posts, and update your page regularly with fresh content. 

LinkedIn Company VS Showcase Page

The company page and the showcase page are the two types of business pages offered by LinkedIn. Despite the fact that both are valuable marketing tools, their functionalities and purposes differ significantly. LinkedIn Company Pages are the main pages for businesses on the site. Companies can showcase their products and services, share company news and updates, and post job listings. Company Pages are better suited for companies looking to promote their brand as a whole and provide a comprehensive overview of their offerings. The key difference between the two is the level of specificity.  

In contrast to the company page, the showcase page focuses on a specific product, service, or initiative of the company. To provide a more tailored experience, companies with multiple products or services may benefit from creating separate showcase pages. While both are valuable marketing tools, they serve different purposes. A company page is best suited for promoting a brand as a whole, while a showcase page allows businesses to highlight specific products or services to a targeted audience.

Is a LinkedIn showcase page worth it for your business?

A Showcase page may be a valuable addition to your company's social media strategy if any of the following apply to your business: 

  • If you cater to diverse consumer groups
  • If you have multiple brands with unique content strategies
  • You want to focus on a specific campaign or topic without overwhelming your main feed

It's easy and free to create a showcase page, but do remember that it will require ongoing maintenance and updating. Creating a showcase page may not be worth the effort if you aren't prepared to post and interact with your audience.


If your business has multiple product lines or buyer personas that require tailored content, a LinkedIn showcase page can be a valuable addition to your social media strategy. When setting up a showcase page, you can target a specific audience and provide them with relevant information, which can increase engagement and ultimately drive business results. Our guide outlines the steps you need to take to set it up, the development and eventual results are on you.