LinkedIn Premium Company Page Features – Are They Worth the Cost?

In June 2024, LinkedIn began rolling out LinkedIn Premium Company Pages. According to LinkedIn, a LinkedIn Premium Company Page includes additional features that help “grow your business and expand your network.”

Note that a LinkedIn Premium Company Page is a different and separate subscription from Premium LinkedIn accounts which upgrades your personal LinkedIn profile.

In October 2024, I evaluated the LinkedIn Premium Company Page upgrade for 30 days (equivalent to a full month’s subscription of the service) using our own Igniting Business company page. Our goal was to explore the new features and determine if this is a worthwhile upgrade that we would recommend to our small business clients.

While the upgrade typically costs $99.99 per month (when paid monthly), we were able to test this upgrade for free thanks to a publicly available 30-day free trial. LinkedIn did not compensate us in any way for this evaluation.

How to Upgrade Your LinkedIn Company Page to Premium

Upgrading your LinkedIn Company Page to a Premium page was very simple. To upgrade, follow these simple steps:

1. Navigate to your LinkedIn company page from a LinkedIn account that has Super Admin access.
2. Click the “Try Premium Page” option under the left-hand menu.
3. Read through the eligibility upgrades and FAQ’s.
4. Select the “Try Premium Page” and follow the onscreen instructions.
   
   1. Note that you will be required to enter a credit card and select whether you want to pay monthly or annually. Though you will not be charged for the 30-day free trial, LinkedIn will automatically charge your credit card when the trial is over if you have not cancelled before that date.
   2. The onboarding process will prompt you to enable a few of the core premium features. However, you can also enable and customize all features from your premium page at any time after upgrade.
5. Once upgraded, you must configure any additional premium features that are unlocked as desired.

LinkedIn Premium Company Page Subscription Cost

As of its rollout in 2024, the monthly subscription price for LinkedIn Premium Company pages is $99.99/month or $69.99/month if paid annually.

Analysis of LinkedIn Premium Company Page Features

LinkedIn Premium Company Pages have multiple features that are not accessible on standard company pages. We tested all the features that were available as of October 2024 with the exception of drafting a post with the help of AI.

Automatically Invite Prospects Who Have Engaged with Your Content

LinkedIn Premium Company pages have a feature that saves you time by automatically inviting prospects who have engaged with your content to follow your page. This is a feature that you can simply toggle on/off and LinkedIn does the rest.

This is by far one of our favorite features of premium since it can help grow your following with out any ongoing work from your team. Increasing your following via this feature can help boost the visibility of any follow up posts you create via your company’s LinkedIn page.

Increase Your Custom Call to Action (CTA) Button’s Visibility

With LinkedIn Premium, you can select to increase your page’s custom call-to-action button visibility. This button is configured within your page’s features, but the premium account allows you to display the custom CTA button on your page header, your page’s posts, and in search results.

Note that the “custom” call-to-action is still not truly custom. You still must choose the CTA text from a picklist of available options which are very limiting and has the same options as the free company pages.

As a feature request to LinkedIn, I would recommend allowing Premium pages add their own button name text as an added benefit which would increase the value of this feature.

Add a Client Testimonial

With premium, you can highlight one customer testimonial at the top of your page.

While we like this feature’s concept, the testimonial is limited to 250 characters which we think is far too short. It was hard to even find a client testimonial of ours at that short. Hopefully, LinkedIn will increase the testimonial’s character count limit in the future.

Additionally, the review content is truncated when users are visiting the page, which requires them to click “show all” to see the full details.

Highlight Your Company’s Awards, Certifications, and More

This is one of the most customizable premium features as it is the most open-ended in terms of what you can do with it. LinkedIn mentions using this page to highlight your company’s strengths and gives examples of recent awards, certifications, and more. You can up to four highlights and manually define the ordering. The first highlight will be displayed on your LinkedIn page header and within search results.

The feature allows you to add text, a small image, and a clickable link.

However, we used this feature as an alternate way to add truly custom calls to actions. Take a look at the example below where we highlighted more customer reviews and our free monthly newsletter.

See Who’s Visited Your LinkedIn Company Page

LinkedIn Premium Company pages add a section where you can see specifically who has visited your page, including the full name, LinkedIn title, their location, and what industry they work in. Additionally, you can click to view the visitor’s full LinkedIn Profile.

However, this is the most underwhelming feature due to inherent limitations. You can only “see one new page visitor per day.” So, at max, you can only see 30 visitors per month. This is a huge limitation which degrades the value of this feature, as you’ll likely only be seeing details on a small fraction of your overall page visitors.

LinkedIn Premium Company Page Discounts

LinkedIn also touts that you can get a one-time $500 ad credit which can certainly recoup some costs if you’re planning on running an ad campaign. Additionally, LinkedIn showcases access to discounts on QuickBooks, Microsoft 365, and more.

Is a LinkedIn Premium Company Page Subscription Ideal for Medium to Large Businesses and Enterprises?

For medium and large enterprises, the LinkedIn Premium Page Subscription cost is well worth it in our opinion, purely from the auto-invite feature and the highlights features. These two features can be used to increase your follower count with auto-invites and drive customers to designated landing pages via the company highlights.

Is a LinkedIn Premium Company Page Worth the Cost for Small Businesses?

For most small businesses, we do not think the $99.99 price tag for a LinkedIn Premium Page is currently worth the cost based on the features offered.

From our evaluation as a small business test case, we did not see a significant increase in our follower count and no increased conversions coming from LinkedIn during the trial period. We believe you must have a sizable following on LinkedIn to truly benefit from these features.

That said, I am sure there are some small businesses that are heavy on high-dollar B2B sales where this might be worth it if they have a specific use case for one or more of the premium features. However, for most small businesses, they would likely be better off spending the same $100 a month on other tools like the following:

• Track all your marketing efforts conversions (form submissions, phone calls, chats, e-commerce transactions, etc.) with a cross-channel attribution and conversion tracking tool, WhatConverts.
• Automate your social media management and posts using a centralized social listening, scheduling, and engagement tool, Zoho Social.
• Track your performance within search engines and improve your SEO with BrightLocal’s local SEO toolset.

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