One of the questions I get asked again and again from small business owners is:

“Should I upgrade from the free version of LinkedIn?”

LinkedIn is becoming more “pay to play”.  You may have spotted boosted posts in your feed.

So does that mean you need to pay to get results?

My answer?  It depends on your LinkedIn usage and your expertise.

Let’s break it down properly.

First: The 360° BREW Reality Check

Under LinkedIn’s new 360° BREW algorithm, visibility no longer depends on:

• Random posting
• Hashtag hacks
• Vanity engagement
• Frequency alone

It reads your profile and content together to decide who should see you.

Which means: 

if your profile isn’t optimised and customer centric, paying for Premium or Sales Navigator won’t fix it.

Free vs Premium: The Honest Conversation

Apparently, Premium users show up in 6x more searches.

But if you haven’t invested time in:

• Profile optimisation
• Keyword research
• Clear positioning
• Customer-centric messaging
• A strategic outreach process

Upgrading is unlikely to magically improve results.

If a profile is poorly optimised and lacks clarity, boosting it financially will yield next to no return.

You can’t polish a turd. 😉

The 360° system prioritises clarity, relevance and trust not just paid access.

Premium Business: The Pros (And the Reality)

1. LinkedIn Learning

There’s free training everywhere — LinkedIn, YouTube, Google. 

If you won’t use LinkedIn learning, it’s not a benefit.

2. 15 InMails Per Month

LinkedIn says InMails have higher open rates.

Personally? I’m on the fence.  

Many people find them spammy.  Quite often, they’re deleted.

Far better to lean into your network for introductions. 

3. See 90 Days of Profile Viewers

Free account = 5 recent viewers versus Premium = 90 days.

If you’re not doing strategic follow-up, it’s just information – not opportunity.

4. Out of Office Feature

This is actually one of my favourite Premium features.

It’s perfect for when I’m holidays or busy in client delivery.

5. Unlimited Profile Viewing

If you’re not doing extensive searches yet, do you really need it?

If you hit the commercial search limit on free, there are workarounds:

Use Google:

Type www.linkedin.com/ and add your search terms to the string.  Old school, but effective.

6. More Connection Requests

Free accounts can send around 100 per week.  Premium allows more.

Do you have capacity to manage 400+ new connections per month?

What About Sales Navigator?

Sales Navigator offers:

• 20+ advanced filters
• Boolean search capability
• Ideal client tracking
• Alerts when new prospects join LinkedIn
• Activity insights
• Saved lists

You can filter by:

• Years of experience
• Shared LinkedIn groups
• Content keywords
• Company growth
• Role, title, industry
• And much more

If you’re clear on your ideal client profile and ready to build targeted prospect lists, Sales Navigator can significantly increase conversion opportunities.

But it doesn’t apply to all business owners so best to consult an expert before you invest.

So… are Premium or Sales Navigator worth It?

It boils down to:

• How frequently you log in
• Your goals
• Your strategy
• Your current level of optimisation

If you haven’t nailed:

• Clear positioning
• Customer-centric content
• Strategic outreach
• A repeatable process

There is no point upgrading.

Tools amplify strategy.   They don’t replace it.

With the new LinkedIn algorithm changes:

• Your profile carries more weight
• Your clarity matters more
• Your conversations matter more
• Saves and thoughtful comments matter more
• Real relationships matter more

Visibility depends on you, not your subscription tier.

1. Clarity first.
2. Positioning second.
3. Conversations third.
4. Tools fourth.

That’s how you generate consistent, qualified leads whether you’re on free, Premium or Sales Navigator.

BIO

Hi, I’m Jen — The LinkedIn Lead Jen 😉

I’m an award-winning LinkedIn strategist, mentor and Super Connector, helping experienced experts become known for what they know.

Since 2017, I’ve supported 700+ women to make their expertise more visible on LinkedIn.

I help you make what you know easier to find, understand and remember, build relationships with the right people, and create more opportunities.

No awkward outreach. No performative marketing. No becoming a LinkedIn content creator.

Because you’ve already done the hard bit – you’ve spent years becoming brilliant at what you do.

Now it’s time for the right people to know it.

Jen x

👉 Ready to make your expertise more visible?   See how I can help