LinkedIn is currently exploring a new subscription model aimed at businesses, complementing its existing LinkedIn Premium services with the introduction of LinkedIn Premium Company Pages. This new service aims to provide companies with exclusive tools to enhance their visibility and engagement on the platform.
The proposed features of LinkedIn Premium Company Pages are designed to offer distinct advantages for subscribers. These include:
- Customizable Call-to-Action (CTA) Button: Companies can tailor the CTA button on their page, choosing its name and linking it to a desired URL.
- Visitor Insights: Similar to Premium individual accounts, Premium Company Pages will have access to a list of visitors, offering more specific insights compared to the general demographic data provided to standard pages.
- Featured Testimonial: Subscribers can highlight a client testimonial or quote prominently on their page, complete with an optional image.
- AI-Powered Writing Assistance: LinkedIn will offer a tool to help draft updates for Company Pages, potentially reducing the need for manual content creation.
- Automated Invitations: Engaged users who interact with a company’s content can be automatically invited to follow the page, simplifying audience building efforts.
- Premium Badge: A LinkedIn Premium icon or similar mark will be displayed on the subscriber’s page to denote their premium status.
LinkedIn is currently piloting this service with select small to medium-sized business (SMB) users at an introductory price of $99 per month. This price point might be considered high by many SMBs, especially given the perceived value of the offered features. While the service provides some enhancements like visitor tracking and increased visibility, some features such as AI-generated content and automated invitations may not be compelling enough or may even be viewed as intrusive.
Another potential advantage under consideration is prioritized search placement, although this has not been officially confirmed by LinkedIn. If implemented, it could offer significant value depending on a company’s specific audience and lead generation strategy. However, it’s important to note that this could be more beneficial for a small subset of businesses that rely heavily on LinkedIn for lead generation.
The recent turmoil at X (formerly Twitter) has driven many brands to seek alternatives, benefiting LinkedIn, which has seen a surge in usage and engagement. In response, LinkedIn is enhancing its platform with new features like a dedicated video feed, aiming to attract more businesses.
As LinkedIn continues to test Premium Company Pages, there may be additional features introduced that could make the service more appealing to a broader range of businesses. However, at this stage, it appears that LinkedIn needs to offer something more compelling to truly hook a larger number of companies into subscribing.
