Having a LinkedIn premium account unlocks a host of useful features for individuals looking to grow their professional networks and advance their careers. But what about LinkedIn pages for businesses and brands – can these also access premium features with a paid subscription? Let’s take a look at what LinkedIn premium offers for company pages and whether it’s worth the investment.
What does LinkedIn premium provide for businesses?
LinkedIn premium comes in three tiers for businesses: Basic, Professional, and Sales Navigator. Here’s an overview of the key benefits included at each tier:
LinkedIn Basic
- See who’s viewed your company page
- Access to basic analytics on your page and posts
- Send InMail messages to anyone, with up to 30 per month
- Create up to 10 Company Pages
LinkedIn Professional
- Everything in Basic, plus:
- See full profiles of members who viewed your page
- Advanced analytics via LinkedIn Page Insights
- Create up to 25 Company Pages
- Publish up to 10 articles per month
LinkedIn Sales Navigator
- Everything in Professional, plus:
- Unlimited InMail messages
- Lead recommendations and saved leads
- Profile alerts when key accounts change jobs
- Team access and collaboration tools
As you can see, the higher tiers unlock more powerful features for managing multiple pages, gaining insights, creating content, and connecting with leads.
Key benefits of LinkedIn premium for businesses
Some of the most valuable assets of LinkedIn premium for company pages include:
Enhanced analytics
LinkedIn Page Insights give you in-depth data on your page’s followers and content performance. You can analyze follower demographics, engagement metrics, and organic vs paid reach. These insights help you refine your content strategy and investment.
Identify anonymous viewers
See the names and profiles of members who have viewed your company page, even if they aren’t connected to you. This allows you to learn about your audience and pursue relevant connections.
Expanded Company Pages
With premium, you can create more Company Pages to represent brands, locations, products, and more. This provides flexibility in how you market different aspects of your business.
Lead recommendations
Sales Navigator surfaces lead recommendations matching your ideal customer profile. You can save these leads and get alerts when they make changes. This supports your sales prospecting efforts.
Enhanced communication
InMail messages let you directly contact any LinkedIn member, whether they’re connected to you or not. The Professional and Sales Navigator tiers offer an expanded allowance of these messages.
Team collaboration
With Sales Navigator team access, multiple team members can manage Company Pages, leads, and campaigns in a shared workspace.
Should your business invest in LinkedIn premium?
Here are some key factors to consider when determining if LinkedIn premium is worthwhile for your business pages:
How active will you be?
If you only plan to publish the occasional update, you may not need premium. But frequent posters who want to grow their audience and engagement should consider the extra analytics and insight that come with paid tiers.
What’s your sales strategy?
Businesses actively using LinkedIn for lead generation and pipeline growth will get the most out of Sales Navigator. The lead recommendations, saved leads, and messaging make it easier to surface and contact prospects.
How many pages will you have?
The free tier only allows one Company Page. If you want to create a diversified presence with multiple pages, you’ll need a premium package.
Is marketing ROI a priority?
Premium analytics like Page Insights provide hard data to demonstrate your LinkedIn investment’s business impact. If quantifying marketing ROI is important, premium can support those insights.
What’s your budget?
Premium isn’t necessarily cheap – packages start around $50-$100 per user monthly. Weigh the cost against expected benefits and current marketing budgets.
Here’s a comparison of the pricing for LinkedIn premium business tiers:
| Package | Monthly Price |
|---|---|
| Basic | $49.99 per user |
| Professional | $79.99 per user |
| Sales Navigator Pro | $79.99 per user |
| Sales Navigator Team | $249.99 per user |
Conclusion
LinkedIn premium provides valuable features and insights for businesses looking to get more from their Company Pages. The higher tiers offer robust analytics, content marketing capabilities, sales prospecting tools, and more. But the subscription isn’t necessarily cost-effective for all business goals and budgets.
Companies that want to actively publish content, nurture prospects, make data-driven decisions, and facilitate team collaboration can see a good return from investing in premium. The expanded pages, insights, lead tools, and communication features optimize LinkedIn for branding, engagement, and generating sales opportunities.
Ultimately, the benefits of upgrading to premium will depend on your objectives, resources, and how strategically you leverage the additional capabilities. But for many businesses, premium unlocks the full power of LinkedIn for their brand.
Some key questions to consider are:
- How frequently will you publish and engage with content?
- Is lead generation a priority for your LinkedIn presence?
- Do you want to create multiple Company Pages?
- Will your team collaborate on LinkedIn management?
- Is marketing data important for your decisions?
- Can you budget for premium subscription costs?
Answering these will help assess if premium makes sense for amplifying your business on LinkedIn.
