Regardless of the marketing channel, segmentation is critical to properly addressing the unique needs and interests of the different demographics that make up your audience.
When your organization is properly and actively segmenting its audience, you’re more likely to drive worthwhile results from your marketing efforts. When people receive messaging relevant to their interests, they are far more likely to respond or engage with the content because it adds value to their experience on a channel.
To become a segmentation hustler, it’s important to start with one marketing channel at a time to better understand who your audience is comprised of on each platform—whether it’s Facebook, email marketing or LinkedIn.
When it comes to your organization’s LinkedIn presence, you’re likely already using your company page to share content, interact with others and recruit relevant users for openings at your company.
To best suit the needs of businesses, LinkedIn recently launched showcase pages to help companies better segment their audiences by highlighting the different groups or individual brands that make up their following.
Setting up a Showcase Page to Better Segment
A showcase page is a unique destination on LinkedIn focused on a specific audience. Showcase pages have a two-column layout to highlight more content shared, instead of allowing for any functionality for careers, products or services.
To start a showcase page, visit your company page as an admin, and from the “Edit” pull-down menu at the top right, select “Create a Showcase Page.”
From here, upload a unique hero image and description to help brand your showcase pages uniquely from the main company page of your business.
Currently your business can create up to 10 showcase pages for your organization and receive unique analytics for each business unit that is broken up into its own showcase page.
The page is connected to your main company page with a link at the top of the page and can utilize sponsored updates to get more traction from your content posted with each specific audience.
For example, Hewlett-Packard has found success using showcase pages to break up their individual brands and audiences to help send more relevant messaging to each demographic.
Their LinkedIn content marketing efforts can now be more effectively targeted to the right people by separating the brand’s large following into different groups.
This way, if your business has different websites or subdomains that cater to your various products and their audiences, then you’ll now be able to associate these individual LinkedIn showcase pages with those web properties as well.
Develop a Unique Content Calendar for Each Showcase Page
After creating a showcase page for one or many of your audiences or brands on LinkedIn, develop a concise editorial calendar that addresses the frequency of posting, the types of content you’ll be sharing from blog posts to experimental content, the topics your page will cover and the type of interactions you’re looking to drive from this destination on LinkedIn.
Often the biggest problem an organization has updating a blog or social account is having enough quality content ideas to share on these platforms, which is why planning and using tools to generate content ideas is effective at helping fuel these channels consistently.
A calendar will allow your team to better organize the publishing flow from your showcase page from the very beginning, which is important since you’re starting with a following of zero.
Your showcase page needs to be a destination for content on the subjects that matter to that particular audience, especially when LinkedIn users visit the page for the first time.
Occasionally share content from your showcase page on to your main company page and other marketing channels to alert your following to this new destination for your business on LinkedIn.
This will help your audience grow more quickly with the help of your existing customer base.
For example, Prudential Financial has a showcase page called Bring Your Challenges that consistently shares content about developing financial security and what tactics to follow to retain financial stability.
Follow Prudential’s approach to publishing content by consistently sharing valuable resources that help solve problems or address an issue for your audience as it relates back to their particular interests.
Sponsor Updates from your LinkedIn Showcase Pages
Begin planning how often your company will sponsor updates on your showcase pages as a part of your overall LinkedIn ad budget to help grow your audience.
Experiment with sponsored updates to see what level of targeting and what types of content deliver the best results with your audience.
Only sponsor updates from your best content that’s already resonating well with your audience either on your showcase page, your main company page or elsewhere.
It’s important to always let the data your audience is providing direct future campaigns and spending on LinkedIn advertising like sponsored updates.
Segmentation is Important, but Showcase Pages Aren’t For Everyone
Before deciding to start a showcase page for the audiences that make up your customer base, ask yourself a few honest questions to determine if it’s the right move for your organization.
- Does your business have enough talent and resources to effectively manage your showcase page?
- Are your audiences in large enough numbers to need their own destination on LinkedIn?
- Are these audiences vocal and active enough to demand their own showcase page on LinkedIn?
- Is the idea of segmenting your company’s LinkedIn presence supported across the company?
It’s important for your team to be evaluate these questions from the beginning and not to just utilize a feature for the sake of using the feature. Your audience must be thoroughly developed on LinkedIn in order for it to be worth your company’s time to segment and manage showcase pages in addition to your main company page.
What strategies is your organization using to segment your messaging on LinkedIn? How is your organization using showcase pages to enhance your audience’s experience on the professional network?