LinkedIn is quietly testing a new Premium Company Page subscription service specifically for small and medium-sized businesses (SMBs) to enhance their online presence, attract customers, and build brand credibility.
For years, LinkedIn has faced criticism for promoting self-promotion while gathering a vast amount of user data. But in doing so, LinkedIn reduced spamming and strategically presented unique opportunities for users within the platform.
With algorithm-driven feeds and rampant misinformation plaguing other platforms, LinkedIn strives to carve out a safe space for professionals to build credible online profiles—and they did a good job.
New Tools to Attract and Engage
LinkedIn recently began showcasing information about the Premium Company Page, but it flew under the radar until a marketing consultant spotted it. Now, LinkedIn has officially confirmed the program’s existence.
“We’re constantly innovating to improve our customers’ experience and help them achieve their business goals,” said Suzi Owens, senior director of communications at LinkedIn. “Our new Premium Company Page offering is currently being tested with SMBs. This service is designed to help them attract customers, build brand credibility, and stand out from the competition.”
While pricing details haven’t been officially released, it appears eligible page admins can access pricing information. According to a marketing consultant, fees start at $99.99 per month per page, with annual subscriptions offering a discount, dropping down to $839.88.
This premium offering joins LinkedIn’s growing list of subscription services tailored to different user groups on the platform, including:
- Premium Career: For job seekers
- Premium Business: For business intelligence gathering
- Sales Navigator: Designed for sales teams
- Recruiter Tiers: For sourcing and hiring talent
- LinkedIn Learning: For professional development
Premium services are a significant revenue driver for LinkedIn. In March 2023, the company reported a 25% year-on-year increase in Premium user subscriptions, reaching $1.7 billion. Overall revenue for that year was $15 billion, with the recruiting business contributing $7 billion.
Familiar Features, Enhanced Potential
The Premium Company Page leverages familiar LinkedIn functionalities to provide enhanced value. Page admins can:
- Review Recent Visitors: This allows admins to identify potential leads and invite them to follow the company page, even if they aren’t directly connected. (Note: This functionality relies on visitors not having disabled the privacy setting).
- Create Call-to-Action Buttons: With prominent placement at the top of the page, these buttons can direct visitors to contact information or the company website.
- Showcase Testimonials: Similar to the individual profile feature, Premium Company Pages allow a prominent display of testimonials to build trust and credibility.
- Leverage AI Writing Assistance: Building on its partnership with OpenAI, LinkedIn is integrating AI writing assistance to help companies craft compelling content for their pages.
- Stand Out with Verification Badge: In line with LinkedIn’s focus on verification, premium pages will be awarded a golden badge, signifying legitimacy.
The Premium Company Page is LinkedIn’s strategic effort to provide SMBs with valuable tools to strengthen their online presence and attract customers. This program aligns with the platform’s broader goal of establishing itself as a trusted and secure space for professional networking and career development.