LinkedIn Premium Company Pages: Is it Worth the Upgrade?

Have you been eyeballing that "Upgrade" button on your company's LinkedIn page, wondering if it's the secret sauce to your business's LinkedIn success?

Did you not know that this new feature existed but are now intrigued and want to learn more?

Let’s chat about what this fancy schmancy new LinkedIn Premium Company Pages is all about and whether it's worth shelling out your hard-earned cash.

What’s in the Box?

First off, LinkedIn Premium for company pages isn’t just a shiny badge, it’s supposed to be like a turbo boost for your brand. It promises deeper insights into who’s checking out your page, AI tools to level up your content, and exclusive page features to boost your sales and visibility for $99/month.

This week, I started working on an update for my course, Growing your Business with LinkedIn Pages, and I got a chance to sit with the Premium tools and explore and here are my thoughts, broken down by each feature/tool, but before I do that, this is what the Premium homepage looks like:

1. Custom call to action button:

This tool promises to "Attract and convert more clients across LinkedIn" by displaying a call to action like ‘visit website‘, on your Page header, your Page’s posts, and in search.

Here's what it looks like in action:

My thoughts on this are that I wish that they had an option to create your own text, but I also am guessing that there are reasons that they haven't added that as an option. I'm hoping for more options in the future like "buy now", "book a call", etc.

However, I do like the way it's displayed on your homepage.

2. Who’s visited your Page

With this, you can see up to seven eligible members who visited your Page each week and what day they visited.

This is actually really cool and is gold for your sales people. You can see one visitor each day which is great, but why only one? I hope that they fully unlock this so that you can see all your visitors like you can on your profile profile with LinkedIn Premium Business.

3. Custom testimonial

I've been waiting to share this because it's my favourite LinkedIn Premium Company Pages feature.

With this you can "Build a credible presence and earn trust from prospects by showcasing a client testimonial."

Here's what it looks like in practice:

You can take a testimonial from your website or use a recommendation on your LinkedIn profile and add up to 250 characters. I highly recommend using the person's name to add credibility. You can also add a photo of them, here I just used Julien's LinkedIn profile photo because even though they don't specify the dimensions, the photo needs to be round.

Here's what it looks like after you hit save:

4. Credibility highlights

With this, you can "Highlight recent awards, certifications, and more, to display on your Page and across LinkedIn". Basically it's a great place to showcase your work.

You can add up to 4 credibility highlights and can change. delete, or reorder them anytime. For my "featured" credibility highlight, I choose to add my newsletter link.

Here's what it looks like when you edit a highlight. You choose the highlight text, up to 80 characters so it's short, and then 40 characters for the secondary text. You then can add the URL and a thumbnail image for it.

And this is what it ends up looking like to visitors! I actually LOVE this feature!

5. AI-powered post writing assistance

With this tool, you can draft a post with the help of AI.

According to LinkedIn, you can "Optimize your content with AI-powered post writing assistance to save time and engage more clients."

I'll be honest, this feature isn't working or available to me, it just looks like this:

I'll come back and edit this when/if I get access to the AI tool.

6. Auto-invite content engagers

Heck YES, now we're talking! This tool promises to "Grow your Page followers faster with auto-invites. Save time by automatically inviting prospects who have engaged with your content to follow your Page."

It's basically just a setting you have to toggle to on:

I wish that this tool auto invited your LinkedIn connections because to date, that whole process has been manual (and tedious), but this is a great start. The only thing is that you need to be creating compelling content to have people engage with it, which can be tough for businesses on LinkedIn. I'm also curious to know more about what qualifies as engaging, is it a like, a poll answer, a comment, etc?

I'll come back if I get an answer about that from a LinkedIn rep.

Honourable mention features:

LinkedIn Ads credit

• Expand your reach with a free Ads credit: When you become a paid subscriber after your free trial, you get an Ad credit to reach more of your target audience(ok, kinda cool!).
• Exclusive partner benefits: When you become a paid subscriber after your free trial, you get savings on QuickBooks, GoDaddy, Microsoft 365, and more (also handy!).

Overall thoughts:

I think LinkedIn Premium Company Pages is here to stay, and I think it's definitely worth a free one month trial.

I have some questions about some of the features, and I do wonder if having a Premium account will help me grow this page (I'll report back with numbers). However, I think if LinkedIn is your focus for your marketing, it could definitely be worth the price tag, especially since I foresee them adding more benefits.

My only gripe is that education is missing. With LinkedIn Premium Business, you have access to LinkedIn Learning, and I think that's helpful because you can't really grow without the skills to do so, so I'd love to see way more learning resources for small and medium sized business owners so that they don't just get the tools, they know how to use them!

If you've dug into this new upgrade option, what are your thoughts? I'd love to hear em!

And until next time...

Love and coffee,

Michaela