LinkedIn is taking a page out of HubSpot's Inbound Marketing playbook with the recent launch of Showcase Pages. Showcase Pages allow companies, such as Microsoft, to create separate pages for business units, like Microsoft Office. Users can follow these pages enabling companies to narrow their target audiences and deliver relevant content.
In my view, Showcase Pages are akin to a company's Facebook page. Companies can use them to share content on the relevant products and advertise on them, too. Companies can also purchase Follower Ads to get more users to follow their Showcase Pages and Sponsored Updates that show the posts to users who don't currently follow the page.
I can see how this helps LinkedIn increase its ad revenues and helps companies get their messages out to more relevant and targeted audiences. Yet, I'm unclear on the value add for users, other than maybe some more detailed information they can use when researching potential employers. I view this as a step away from LinkedIn's value as a professional networking platform and into the more formal advertising market in the same way Facebook, Twitter and now Instagram have done.
For the marketers at these, this is another avenue for content delivery. For these Showcase Pages to be successful and to attract followers, marketers are going to have to provide engaging and sharable content for professionals to interact with. It will be interesting to see whether and how users engage with this content and whether LinkedIn is the right platform with which to reach them.
Mashable Article - New LinkedIn Showcase Pages Reach Just the Right Users
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| Microsoft Office Showcase Page |
I can see how this helps LinkedIn increase its ad revenues and helps companies get their messages out to more relevant and targeted audiences. Yet, I'm unclear on the value add for users, other than maybe some more detailed information they can use when researching potential employers. I view this as a step away from LinkedIn's value as a professional networking platform and into the more formal advertising market in the same way Facebook, Twitter and now Instagram have done.
For the marketers at these, this is another avenue for content delivery. For these Showcase Pages to be successful and to attract followers, marketers are going to have to provide engaging and sharable content for professionals to interact with. It will be interesting to see whether and how users engage with this content and whether LinkedIn is the right platform with which to reach them.
Mashable Article - New LinkedIn Showcase Pages Reach Just the Right Users
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