LinkedIn has been developing its Premium offering for Company Pages over the last few months and finally this morning we get a pop up asking if we want to try it free for a month. Did you get the same? And at £77 a month, is it really worth it? Here’s what we think…
What is LinkedIn Premium Company Pages?
In June, Ora Levit, LinkedIn’s VP of Product Management, announced new premium offerings that will ‘Accelerate your Business’ on LinkedIn. LinkedIn Premium Company Page was at the centre of the launch and is a subscription that provides organisations with a deeper layer of analytics (known as Premium Insights), helping you make your page stand out and convert more LinkedIn members into clients for your business.
Here’s what you get access to:
- Custom CTA button – Just like LinkedIn Premium for individual users, upgrading to Premium for your business page unlocks the option to add a CTA button on your page, feed posts, and search results. While the CTA options are fairly limited (see the image below), this is a great feature that we’re really excited about, especially if you want to increase engagement, attract more clients and drive conversions.
Here’s what we’d suggest:
Be adventurous with your button choices! Test out 2-3 different CTAs and, with the help of premium analytics, see which one grabs the most attention and engagement. We always recommend basing decisions on data, and who doesn’t love a quick A/B test?!
We’ll be picking ‘Visit Website’. It’s simple, not too sales-y and we know it’s useful for our target audience to visit our homepage given the content we post.
We’d also consider ‘Sign Up’ to go to our newsletter subscription page. We’ll be sure to A/B test these two CTA’s and come back to you with the results!
- See whose visited your page – Social sellers rejoice…you now have the ability to see who’s visited your LinkedIn Company Page.
This is definitely one of our most favourite features. We can see who’s looking at us, and if you’re clever with social selling this can be an absolute gold mine. Watch our social selling webinar to see what to do, and what not to do to engage the visitors of your company page. **Spoiler, it’s not sending them a sales pitch!!!**
- Auto-invite feature – We love that this feature fully embraces the “strike whilst the iron is hot” mentality. Premium Company Pages has an invite-to-follow option that automatically invites those people who have engaged with your content, to follow your Page, regardless of their connection degree. As you know, the default is that LinkedIn only allows you to invite your 1st degree connections to follow your company page. This is such a great feature and takes the leg work of all that manual inviting. There’s also the ability to see how many followers came from auto-invites in your follower analytics so you can see the impact your subscription for Premium Company pages is having on your follower count.
This also slots perfectly into demand generation campaigns and can help you get more out of the traffic you drive to your LinkedIn landing page. The ads pull them in, and this feature adds an extra touchpoint to keep them engaged.
- Testimonials and Credibility Highlights – Your LinkedIn company page is often one of the first places potential clients interact with your brand. Just like your website builds trust with social proof, this feature helps you to achieve the same on LinkedIn.
You can showcase client quotes, recent awards, certifications, testimonials, and press mentions right at the top of your page and in search results to boost credibility.
- AI-powered Post Writing Assistance – For a lot of products being launched today, AI is part of the mix and the same goes here. Upgrading to Premium gives you access to an AI-powered writing assistant that can help you generate more content ideas and publish engaging content faster. However, as we know with the current state of AI, it functions best as support, not as a replacement for the human touch. From our experience, people can tell when content is AI-generated and lacks that personal touch, which defeats the purpose.
Is it Worth the Investment?
Aside from the monthly investment of £77, we’re struggling here to find many cons with LinkedIn Premium Company Pages. Our recommendation for getting the most out of your free trial is to spend some intentional time exploring all the features during the trial, and then you can decide if it’s the right fit for you.
Historically, LinkedIn features have shown a good ROI, so with more insight into follower behaviour, more features available to enable you to connect with your followers and demonstrate credibility…what’s not to love?!
Beyond the trial period, here are key considerations to help you determine if LinkedIn Premium Company Pages will be valuable for you in the long term, as with any marketing tool or platform:
- Do you have a dedicated resource to maximise the features and insights?
- Will it play a significant role in your marketing strategy, contributing to lead generation and paying for itself?
- Are the analytics and insights valuable enough to inform your broader marketing decisions?
- Does it support your brand’s visibility goals by enhancing engagement with your ideal audience?
Here’s a recap of what you get:
- Custom Call to Action Button
- See who’s visited your page
- Custom Testimonial
- Credibility Highlights
- Drafting posts with AI
- £400 free ads credits (after free trail)
- Save on small business tools – like QuickBooks, GoDaddy and Microsoft 365.
To get started with LinkedIn Premium Company Pages, you can try a one-month free trial on LinkedIn. If you need support to maximise the trial period, our experienced social media managers can guide you through the process, helping you get the most value and insights to decide if you’d like to adopt it long-term. Contact us via email or phone to see how we can support you.
