LinkedIn Premium Company Pages: A detailed look at the 6 new features

Dear fellow LinkedIn professional,

last week our favorite B2B platform surprised us with an new offer: Premium Company Pages establish new touchpoints and promise a boost in follower growth and social selling results.

My post made some waves last week and even got me a backlink from TechCrunch. (Yay!) In the meantime, LinkedIn has published some in-depth information about the new features.

• As always I added my favorite posts at the end of this issue. (They pack incredible value.)
• Check out our 19th B2B Like-a-Boss workshop. It's online, in German and I'm giving away a free ticket. Simply comment & share this post.

What are LinkedIn Premium Company Pages?

It's a new subscription model available to small and medium enterprises. The rollout is in progress; over the next few weeks, more pages will gain access. For $99 per month (or a reduced yearly payment), LinkedIn equips your company page with several additional features:

1. A Custom Call-to-Action button
2. A list of page visitors
3. Auto-Invite engaged members
4. A custom testimonial
5. AI-powered writing assistance
6. A premium logo

How do I activate my Premium Company Page?

As soon as your page is eligible, a new link will magically appear on your superadmins' LinkedIn homepage, featuring one of the following wordings:

• Try Premium for $0.
• Retry Premium for $0.
• Reactivate Premium.
• Upgrade to Premium.

Click on the text and follow the steps. Entering your payment details is mandatory when you start the free trial. The subscription is independent of other premium products and can be canceled at any time.

The Custom Call-to-Action Button

Until now, free pages had the option to either set up a custom button or use the page inbox. With premium on the doorstep, the setup will change: On free pages, the Custom button is moved to the "more" menu. Admins of free pages get statistics on the number of clicks.

Since the "more" menu is an excellent hiding place, I suppose these numbers won't skyrocket.

The new premium CTA-button, on the other hand, gets a lot of additional exposure. Just like the button on premium personal profiles, it appears on the page header as well as on posts and search results. This feature is optional and comes with insights for clicks across LinkedIn.

Who's Visited My Page

This feature is similar to the "list of profile visitors" on personal profiles: Admins get the full inside scoop on who's snooping around on their page. The usual crowd is a mixed one: leads, clients, employees, candidates, and competitors.

The usefulness of this list depends on the available filters. If we are easily able to identify our ICPs (ideal client personas) or ideal candidates, this is a powerful additional touchpoint.

But it comes with a limitation: As always, LinkedIn lets users choose whether they want to leave their virtual business card or visit pages in stealth mode – not on a per-page level, but for all pages.

On my personal visitor list, less than 5% set their visibility to Ninja-mode. Considering the pop-up that proactively asks users whether they want to appear in the list with their full name, the percentage might be slightly higher with pages.

Auto-Inviter

What if visitors who engage with one of your page posts would automatically be invited to follow your page? A marketer's dream has just become reality!

The "old" manual invite function yields low conversion rates. Plus, you're limited to inviting your existing 1st level connections. The new auto-inviter tirelessly follows up with an invite shortly after the interaction.

Admins can deactivate this feature - who would want to do that though? Sent invitations are visible via the new submenu "Show sent auto-invites." LinkedIn help doesn't state a possibility to opt out of these auto-invites - I suppose so.

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Custom Testimonial

The new custom testimonial is no place for detailed sermons. Its length is limited to 80 characters only, and it's accompanied by a rather small image. (32x32 on mobile, 40x40 on desktop)

LinkedIn states that you need to obtain permission from the member or client you're quoting. I haven't seen the live feature, as none of the 50+ pages I'm super-admining got access to premium yet, so I don't know if this permission is granted via DM/email or via a dedicated on-platform process.

Testimonials are a proven way to underline your expertise. You do not need premium to showcase your client's appraisal: Just use one of the three spots in your page's features section.

AI-Writing Assistant & Premium Logo

We've met, tried, and laughed about the AI writing assistant. The tool has been available on personal premium profiles for quite a while. "No great" would be putting it mildly. Not much to say about the orange ("golden") icon either. It simply shows up on your page and in search results.

The BIG question: Do we need to pay?

Giving a general answer is impossible. The usefulness of the paid features heavily depends on the status quo of your page:

• How many page visitors do you currently have?
• Is building followers one of your business goals?
• How much engagement does your content currently get?

Lead generation in B2B takes time. In the one-month trial period, we will be able to assess the features. But tangible results take time.

Creating warm leads on LinkedIn takes effort and requires high ad budgets. Assess your cost of lead generation via other channels and compare it to "Premium page". Taking the average lead acquisition cost into consideration, let's just say:

If you generate one to two additional warm leads per month via these features, a subscription definitely pays off.

Highlight Reel: Top Picks from my Network

• How does virality work on LinkedIn? Many claim to possess the ultimate key to feed domination. Master curator Josue Valles valles compiled 72 examples. I find those a lot more inspiring than any ol' blueprint.
• A lot of these posts made excellent use of "performance drivers": The major influence factors for your reach. Richard van der Blom compiled amazing insights from Just Connecting's latest algorithm report.
• In the era of meticulously navigating the nail's head ... STOP! Thou shallst recognize it by its weird and repetitive use of certain words: ChatGPT copy. Ruben Hassid gifted us an awesome stop list. Just copy it form his post and use in your own prompts / CustomGPTs.
• Improve the quality of your feed by unfollowing people (they won't be notified) OR topics. Time to send these time-thieves into exile.

See you again in issue #24! Looking forward to your feedback. I highly appreciate it if you share this newsletter! ????