The #1 question I get asked about LinkedIn on a daily basis is this: “Do I need a Premium subscription?”
The short answer is “Yes!”
The longer answer is the topic of this post.
LinkedIn recently announced that, along with several new features and a revamped desktop design, the platform has enhanced its Premium (or paid) member subscriptions as well.
“As of last week, we’ve also unveiled an enriched Who’s Viewed My Profile experience, which surfaces data on the particular companies whose employees are viewing your profile,” LinkedIn noted. “This proprietary information can be valuable to any professional, from the small business owner gathering relevant information on key competitors and market trends, to the investment professional trying to uncover the next ‘hot’ company.”
Given that my focus is helping others discover how to use LinkedIn to land new business, let’s take a look at why you’ll want to invest in a Business Premium or Sales Navigator-level subscription.
(Related: How to win new business on LinkedIn)
Most people don’t realize it, but LinkedIn is one of the world’s largest search engines. Every single piece of content published and shared on the site gets indexed, sorted and categorized based on keywords, hashtags and more.
In reality, LinkedIn has become like a B2B or professional version of Google. LinkedIn’s “Search” bar lets you find anything from blog posts, long-form articles, online training courses and (of course) professionals based on the keywords or topics you’re interested in.
And, with nearly 500 million professionals in 200 countries, and with 2 new members joining the network each second, that’s a lot of data (and potential customers) at your fingertips.
When you pay for a Premium LinkedIn Subscription, you get access to advanced search filters as well as additional data on your prospects. That means you can instantly sift through half a billion profiles to find the exact people who are the ideal clients or customers you want to sell to.
Even better, the treasure trove of data LinkedIn shares on each member allows you to personalize your engagement, making it easy to implement a 1-on-1, personalized marketing approach.
(Related: How to market yourself on LinkedIn.)
Another advantage of having a paid LinkedIn profile is the critical data you can utilize on who is engaged/interested in your profile and/or the content you’re sharing on the platform.
LinkedIn’s Premium memberships allow you to see everyone who has viewed your profile, thus you have the ability to discover, in real-time, who your “warm” leads are, and then (again, in real-time) engage with them by inviting them to connect or messaging them.
And, because LinkedIn’s advanced filters let you see where a person lives, works, went to school, and so on, you can quickly and easily personalize your interaction with a quick icebreaker or two as well.
In addition, if someone is engaging with content you’ve created and shared on LinkedIn, you can use that content as context for your conversation.
Here’s an example of how easy it can be. Take the script below and use it to connect with someone who has recently viewed your profile:
“Hi (Name) – I noticed you recently had a look at my profile here on LinkedIn. Would love to get connected and hear how you came across my info here on the network. Cheers! – (Your Name)”
The reason this is such a good script to use is that you’ll get some valuable insight into how people are finding out about you on LinkedIn, along with why they are looking at your profile.
By asking a question in your invite to connect, you’re sparking a conversation and opening the door to a personalized, 1-on-1 relationship.
The name of the game with lead generation on LinkedIn is having context for your conversations, along with a 1-on-1, personalized approach. Finally, you must bring value to the other person first before you ask for anything in return.
That’s why LinkedIn Premium is so valuable – it gives you the extra insight and deeper data on who is interested in you and your content.
So, to answer the question I started this post with, yes, you should purchase a premium LinkedIn account, and then use that data to drive in new, targeted sales leads as a result!