There are several different social networks on which your brand should be present, but only a handful help to shape your company’s story online. With more than 300 million members worldwide, LinkedIn is now the largest and most influential professional network around.

This an important milestone for LinkedIn, but also for the businesses that rely on the service for marketing, recruiting, and so on. As the platform grows, it creates more opportunities for brands to connect with target audiences.

LinkedIn continues to deliver personalized experiences built around members and their identities, networks, and areas of expertise. A popular way to reach specific audiences based on these qualities is through Showcase Pages. Here are a few getting-started tips.

What Are Showcase Pages?

LinkedIn has found that marketers who build out their products and services section tend to have twice as many company followers. Although the old Products & Services tab was retired on April 14th, you can still increase visibility for your products through Showcase Pages.

As an extension of your Company Page, your Showcase Page acts as a segmented marketing channel for a targeted audience. Not only does it allow you to showcase everything your company does best, but more importantly it gives members a compelling reason to follow you.

You can create up to 10 Showcase Pages through your Company Page; however, if you need additional pages you can contact LinkedIn to request them.

What Features Are Included?

Showcase Pages offer many of the same features as Company Pages, such as sponsored updates. However, there are some differences due to the fact that Showcase Pages focus on specific products, rather than the overall company. The key features of a Showcase Page include a distinct design with a larger “hero” image, and a two-column feed designed to highlight the most relevant content.

The “hero” image spans the top portion of your page, and measures a minimum of 974 x 330 pixels. You can crop your image once it’s uploaded. At this time, it’s not possible to add a click-through URL for the hero image. There are also two logo options: logo and square logo. The former measures 100×60 pixels, while the later measures 50×50 pixels. Both will be resized to fit the space.

How to Create a Showcase Page

Before you get started, identify the areas of your business that need a Showcase Page, like a specific product or service area. Once that’s decided, click the down arrow next to the blue Edit button on your Company Page and select Create a Showcase Page. Here you’ll be asked to enter a page name and assign additional admins. When you’re finished, click Create.

At this point your Showcase Page exists and can be edited, but it won’t appear in search or on your Company Page until you click Publish, which makes it public. We recommend holding off on this step until you’ve finalized all the page details. Keep in mind that the more original the content posted, the more discoverable the page will be.

Showcase Pages launched last November and have since been used by major brands like Microsoft, Hewlett-Packard, and Adobe. You can use these pages to keep followers updated with product announcements, relevant company and industry news, information about upcoming webinars, and links to blog posts.

They’re also a great option for creating a customized page around specific campaigns or events. Additionally, Showcase Pages could also be used to address frequently asked questions or product training. Regardless of how you use the page, remember that it lets you focus on specific customer personas so it’s important to keep content personal and interesting.

[Image credit: Adán Sánchez de Pedro]