Yes, a company page on LinkedIn has the ability to send messages to other members on the platform. This can be a useful feature for businesses to directly communicate with potential customers, clients, or partners. Here is an overview of how messaging works for LinkedIn company pages and the requirements, limitations, and best practices to keep in mind.
LinkedIn Company Page Messaging Overview
The LinkedIn messaging function allows company pages to directly send private messages to LinkedIn members. This can be used to respond to comments or questions on posts, follow up on connections, share information, or have more in-depth conversations.
To start a conversation, a company page can click on a member’s profile image or name across LinkedIn and select “Message” from the dropdown menu. The message will appear in the member’s LinkedIn messaging inbox along with messages from individual profiles.
Members have the option to accept messages from company pages or turn them off completely in their account settings. If they accept messages, they can reply directly to the company page and have an ongoing conversation.
The messaging feature is available on LinkedIn’s free company pages. Paid Job Seeker, Recruiter, and Sales Navigator packages also include advanced messaging and targeting capabilities.
LinkedIn Company Page Messaging Requirements
There are a few requirements to keep in mind when sending messages from a LinkedIn company page:
- The member must be a 1st-degree connection with the company page.
- They must have the “Accept messages from company pages” setting turned on.
- Company pages can only message members who have interacted with the page, such as commenting, liking, sharing, etc.
Trying to message members outside of these parameters will result in an error message stating that messaging is not available.
LinkedIn Company Page Messaging Limitations
In addition to the requirements, there are some limitations to be aware of with LinkedIn company page messaging:
- Company pages cannot initiate messaging conversations with members who are not already connected.
- The number of messages a company page can send per month is limited.
- Messaging is not available on the LinkedIn mobile app for company pages.
- Advanced features like read receipts, typing indicators, and expressive messaging are not available.
These limitations are in place to prevent spam and improper use of company page messaging. While basic messaging is available, companies may need individual subscriptions to access more robust features.
LinkedIn Company Page Messaging Best Practices
To use company page messaging effectively, here are some tips to follow:
- Only message members who are likely targets for your products or services based on their profile and engagement with your page.
- Keep messages brief but personalized based on the member’s interests and professional background.
- Focus on providing value, information and building connections rather than promoting sales.
- Set up a process to monitor, respond to, and track messages over time.
- Adjust your messaging strategy based on response rates and member feedback.
Abiding by LinkedIn’s policies and messaging members thoughtfully and selectively is important for long-term success. Automated spam messaging will not be well received.
Use Cases for LinkedIn Company Page Messaging
Here are some examples of effective ways to leverage LinkedIn company page messaging:
- Follow up after meeting someone at an event or receiving their business card
- Thank members for engaging with your posts or content
- Respond to comments, questions or feedback on your page
- Share industry news, events or other updates relevant to the member
- Send targeted information after reviewing a member’s profile and interests
- Establish thought leadership by sharing insights and expertise
- Make personalized outreach and build stronger relationships
Messaging Etiquette for LinkedIn Company Pages
To create positive messaging experiences, company pages should:
- Introduce themselves in the first message
- Address the member by name
- Be clear upfront about the purpose of the message
- Keep language professional but friendly
- Send messages that are customized and relevant
- Offer to continue the dialogue or make helpful suggestions
- Avoid using messaging solely to pitch products or services
Members are more likely to perceive a message positively if it provides value for them rather than just promotional content. Focusing on building connections and relationships will lead to better outcomes.
Measuring LinkedIn Company Page Messaging Performance
To determine the effectiveness of messaging from a company page, useful metrics to track include:
- Click-through rate on messages
- Response rate to messages
- Percentage of messages marked as spam
- Conversions from messaging (signups, sales, etc.)
- Member feedback and sentiment
Monitoring these metrics over time, as well as A/B testing different messaging approaches, can help optimize strategy.
Tools to Manage LinkedIn Company Page Messaging
Sending messages manually from a company page works for one-off conversations but can become difficult to scale. Some tools to help manage messaging include:
- LinkedIn Sales Navigator – Provides templates, tracking, and lead management features for messaging.
- Dux-Soup – LinkedIn lead generation tool with automated messaging capabilities.
- Gryphon – All-in-one platform for company LinkedIn pages including messaging tools.
- Sendible – Social media management platform with inbox features to handle LinkedIn messaging.
The right tool can streamline managing high volumes of messages while staying compliant with LinkedIn’s terms of use.
Frequently Asked Questions
Can I message anyone on LinkedIn from my company page?
No, company pages can only message 1st-degree connections who have opted in to receive messages from pages and interacted with your page in some way first.
Is there a limit to how many people I can message from my company page?
Yes, although LinkedIn does not publicly share what the limit is. They do this to protect members from spam and make sure messaging is used appropriately.
Do messages from my company page go into the regular LinkedIn inbox?
Yes, messages from company pages appear in the same LinkedIn messaging section alongside regular conversations.
Can I message members using LinkedIn’s mobile app?
Unfortunately no, company page messaging is only available on LinkedIn’s desktop experience at this time.
Do I need a premium LinkedIn account to send messages?
Messaging is included in LinkedIn’s free company pages. However, premium packages like Sales Navigator allow for more advanced messaging features.
Conclusion
Being able to directly message LinkedIn members is a valuable capability for company pages. It allows businesses to establish closer connections, share helpful information, and drive more leads and sales on the platform. Companies should be thoughtful in their messaging approach and provide real value to have success and avoid spamming members.
By following LinkedIn’s guidelines, tracking performance, and iterating on messaging strategy over time, brands can optimize how they use LinkedIn company page messaging as part of their overall social media approach.