Ranging from £14.99-£49.99 per month, LinkedIn offers four different account types to suit individual users’ needs. The Basic account type is what all LinkedIn users are registered with, and offers limited functions. However, there are Business, Business Plus, and Executive accounts which offer more options to engage and search users, depending on how much you pay.

One of the most valuable aspects of LinkedIn Premium for businesses is the InMail feature, which allows Premium members to send messages directly to users they are not already connected with.

InMails increase the chances of succeeding with connecting with another LinkedIn user because they have a much higher open rate to that of emails, as well as a strong lead conversion rate of 7%.

Although LinkedIn Basic users can purchase InMails, Premium members receive a number of free InMails each month- the amount of which is dependent on which plan they are on. InMails can be accumulated from month to month, although they do expire after 90 days. Members can also purchase ten more InMails than their account type allows. Finally, InMail includes a 7-day response rate- if the person you contacted does not respond within seven days; LinkedIn will credit you with another InMail to send.

Another aspect of LinkedIn Premium is the ability to issue an advanced search, allowing users to narrow their target, and with over 300 million users, it’s useful in allowing you to decipher the following:

· Company size

· Seniority level

· Interested in (industry experts, potential employees, contractors etc)

· Allows you to save your searches- it will also send weekly/monthly notices of any new member profiles that become a part of your network

Finally, LinkedIn Premium allows you to see who’s viewed your profile, and it’s unrestricted for those who have upgraded.

LinkedIn provides you with a list of terms and keywords that people have used to search when viewing your profile.

It also highlights the top industries of people who have viewed your profile, so if one of the industries listed at the top is not one you are currently marketing to; it could indicate a potential untapped market that you could consider prospecting. It also allows users to observe views by industry, and views by geography.

Overall, LinkedIn Premium clearly offers many benefits to an upgraded customer; however, it does require a considerable amount of time and effort for it to become beneficial. If done right, LinkedIn Premium can open the door to a whole host of opportunity, and offer you the best view of the world’s most premier professional work network.