LinkedIn Updates Premium Company Pages With New Elements
LinkedIn says that Premium Company Pages is one of its fastest-growing products.
ShanonG
A year on from launching its Premium Company Pages subscription offering, LinkedIn has today provided some new insights into take-up of its business subscription option, along with the latest elements that it’s added to the product to enhance its paid tools.
As noted, LinkedIn initially launched Premium Company Pages in limited testing last April, before an expanded roll out in June.
LinkedIn’s Premium Company Pages include custom CTA buttons, the capacity to auto-invite people who engage with your company Page or content, improved insights into Page visitors, testimonial display, access to AI writing assistant tools for posts and more.
And LinkedIn’s also added some new tricks to its Premium Company options, including the ability to invite followers of Pages similar to yours to also check out your profile in the app.
That then alerts these users to your company profile as well. Which, presumably, would have variable interest rates, though LinkedIn says that its research has shown that this can boost your company page 6.7x.
This is just one of the ways that LinkedIn’s business subscription is helping to drive growth in the app, with LinkedIn also reporting that:
Premium Company Pages are one its fastest-growing products, with nearly 80% subscriber growth quarter-over-quarter. Premium Company Pages get over 10x more Page custom button clicks on average. Dynamic cover images, which now display a carousel of five headline images, are helping brands make a stronger first impression.LinkedIn’s also developing improved display options, like a way to showcase business awards and certifications right at the top of the Page, which will also see them displayed within search results.
In fairness, however, some of these growth stats are a little questionable.
80% quarter-on-quarter growth isn’t as significant when you consider that the product has only been available to all pages for two quarters, while regular Company Pages don’t display their custom CTA buttons on the page itself, it’s only visible in the three dots menu. Which probably makes that 10x increase, if anything, low, and with this in mind, it does lessen the impact of these performance numbers a little.
But LinkedIn is adding more features over time, and there are some interesting options to consider for brands that are looking to maximize their LinkedIn presence.
The question, then, is: “Is it worth it?”
LinkedIn’s Premium Company Page subscriptions begin at $99 per month, though you’ll pay less on an annual plan.
That’s a significant outlay, especially in the current business climate, and I’m not sure that a heap of businesses will glean significant advantage from these add-on elements.
But again, LinkedIn’s developing and improving the option, and it could become a more viable, valuable product over time. And for businesses looking to generate leads from LinkedIn right now, it might well be worth the additional investment.
