Having a LinkedIn business page is essential for establishing your brand’s presence and connecting with customers on the world’s largest professional network. But how much does it actually cost to create and maintain a LinkedIn business page? The good news is LinkedIn offers business pages at no cost – you can create one for free! However, to maximize the impact of your LinkedIn business page, most companies invest in premium features and services. In this article, we’ll break down the costs associated with getting the most out of your LinkedIn business presence.
Creating a Basic LinkedIn Business Page is Free
The basic LinkedIn business page is 100% free. Any company or organization can create a LinkedIn page to share info about their business, products/services, culture, jobs and more. With a free LinkedIn business page, you can:
- Customize your Cover Photo and Logo
- Add a Company Description
- Share Products & Services
- Post Updates
- Showcase Jobs
- Link to your Website & Social Profiles
These core features allow you to establish your brand presence and get found by LinkedIn’s 740+ million members. So if you’re just testing out LinkedIn for your business, start by creating your free company page to see how it performs before investing in premium offerings.
Paid Advertising on LinkedIn
One of the most powerful ways to maximize your LinkedIn business page is through paid advertising. LinkedIn offers robust targeting capabilities anddetailed analytics allowing you to reach your ideal audience.
Here are the main paid advertising options on LinkedIn and their associated costs:
Sponsored Content Ads
- Appear in the LinkedIn feed just like organic posts
- Ability to target by location, job title, industry, interests, etc.
- Cost per Click (CPC): Avg. $5, can be higher for competitive keywords
Sponsored InMail
- Directly reach LinkedIn members via inbox messages
- Deliver personalized messages at scale
- Cost per InMail: Avg. $10-15 per InMail sent
Text Ads
- Text-based ads on the right rail of LinkedIn pages
- Visible on desktop & mobile
- Cost per Click (CPC): Avg. $3-7 depending on targeting
In addition to these main ad formats, LinkedIn also offers dynamic ads, conversation ads, and lead gen forms to capture user information.
To advertise on LinkedIn, you need to set up a Campaign Manager account and deposit funds into your ad budget. LinkedIn will then charge your account as your ads receive clicks/impressions. Most experts recommend starting with a $25-$50 daily ad budget to effectively test LinkedIn ads for your business.
Premium Subscriptions for Business Pages
LinkedIn also offers premium subscriptions that unlock additional features for your company page. There are 4 levels of premium subscriptions:
| Premium Tier | Key Features | Monthly Cost |
|---|---|---|
| Basic | See Who Viewed Your Page, Customized LinkedIn Background | $49.99/month |
| Standard | Showcase Pages, Lead Generation Forms | $99.99/month |
| Plus | Google Ad Integration, Company Spotlights | $299.99/month |
| Sales Navigator Team | Saved Lead Search Alerts, Team Collaboration Tools | $1,269.99/month |
The core benefits of premium subscriptions are being able to see who’s engaging with your page and generating leads directly from your LinkedIn presence. Most small businesses can benefit from the Basic or Standard plans. The Sales Navigator and Plus products are best suited for larger enterprises managing multiple team members.
Professional Services for managing your Page
To maximize the impact of their LinkedIn presence, many companies turn to professional services and agencies for help. Here are typical costs for professional LinkedIn page management:
- LinkedIn Profile Optimization: $300-$500 per profile
- LinkedIn Page Management: $1,000-$2,000 per month
- Ad Management & Consulting: 10-20% of ad spend
These services can be worthwhile investments for brands that want to tap into LinkedIn’s unparalleled professional audience but don’t have the in-house expertise. An expert LinkedIn marketer can optimize profiles for search, post engaging content, run and monitor ads, and generate more leads from your LinkedIn presence.
Additional Options to Enhance Your Page
A few other paid features and add-ons that can enhance LinkedIn business pages include:
- Showcase Pages: Create dedicated pages for your products, business units or initiatives ($49.99/month)
- Follow Company Ads: Encourage visitors to follow your page ($299 one-time setup fee)
- LinkedIn Elevate: Share employee posts to your Company Page ($599/month)
These niche products provide additional opportunities to engage your audience and build your brand community. But the free LinkedIn business page, boosted by paid advertising and premium subscriptions, offers more than enough capabilities for most SMB marketing needs.
Conclusion
In summary, creating and maintaining a strong LinkedIn presence for your business can require an investment ranging from:
- $0 for a free basic page
- +$50-$300/month for premium subscriptions
- +$25-$100+/day for paid advertising
- +$1,000-$2,000+/month for professional management
To maximize results, we recommend free companies start with the Basic plan, a modest ad budget, and focus on producing engaging content. For larger companies, premium subscriptions, expanded ads and professional services deliver immense value from the LinkedIn platform.
Compared to other marketing channels, LinkedIn remains very cost effective given the ability to precisely target your customers and demonstrate ROI from lead generation. Investing in your LinkedIn presence delivers significant long-term benefits for brands in terms of discoverability, authority, and ultimately sales.
