When a potential customer comes across your profile, regardless of which social channel, one of the first impressions they will get is what is written on your profile. Now, this is a lot of pressure for a blurb of words, usually no more than 200 characters. Let’s alleviate a bit of that pressure by digging into what you can do to write the best bio for your business.
Your bio will likely change depending on the channel. No cutting corners and hitting copy paste. Firstly, each channel allows different character counts. Second, the demographics and audience of each channel are drastically different. Instagram is a visual platform, oversaturated with millennials looking for inspiration and to buy, while LinkedIn is a network of working professionals with interest in the what’s what of their industry. The same bio just won’t cut it. Channel by channel, let’s see what it takes to create a great bio.
It seems like everyone on Twitter is a dog loving, coffee guzzling, social media expert. If you’ve read 10 Twitter bios, you’ve read them all. Bo-RING! You’re MORE than this, your business is MORE than this. You’ve worked hard to get here, so don’t downgrade yourself. You’ve got 160 characters (with spaces), so make every single one count. As a small business owner, your main use for Twitter is probably to acquire followers and get those followers to click through to your website. Create a bio that will pull potential customers in.
Keywords: Use keywords specific to your industry. Twitter is a great place to engage with like-minded individuals within your niche. Channel your target audience and try to imagine what they would be searching for. Use those keywords in your bio. Don’t forget to mention your company name. This will give you more visibility when someone searches for you.
Optimize For Search: Include @tags and relevant hashtags that people may search for. If you’ve hashtagged it in your bio, it’ll show up when people are searching it.
3. Link To Your Site: Luckily, your website doesn’t count in your 160 characters. Make sure to include your site, because it creates trust and credibility.
Use Your 160 Characters: Write, rewrite, and rewrite. It’ll take a few drafts to master a perfectly crafted bio that is both personable, professional, and informative.
Say Exactly What You Do And Who You Are: Be specific and clear. What solutions to do you provide to your customers? Ex. Do you sell placemats for children’s high chairs? “We make mats that minimize your toddler’s mess so you can spend less time cleaning up and more time bonding”.
Avoid Buzzwords and Jargon: You only have 160 characters, so don’t waste them on jargon that your target audience won’t understand. Be unique. You’re better than the status quo.
Shameless Self-Promotion: Have you been awarded something substantial in your field or been featured on a “Best Of” list. Include it!
A strong bio will boost brand perception and discoverability. So how do you do this in 150 characters or less?
Name: You are given 33 characters for your name. Often, when people are searching they will look for you by name or company. Make sure your business name is actually your name. This is done in your profile settings.
Account Type: Since you can’t include links in your captions or comments, your profile is the place to drive clicks. Double up the utility by making your account into a business account. This will give you the option to include call-to-action buttons. You can do this in your settings by linking your Facebook page, then selecting a business account.
Bio: Use the 150 character space to say what your business is and does and get them to do something (CTA). Try out a few options and ask for feedback. Using your mission statement, expressing your company’s core values, or providing the benefits of using your services/product are a few ideas to get started.
Details: Many businesses will include a description, full address, phone number, plus a call-to-action. If this is relevant to your business, then it would be good practice. Only online? Nix all the extra info and stick to a simple description including email, number, address, perhaps include your company’s unique hashtag and your CTA.
A Strong Call-to-Action: When someone visits your account, your ultimate goal is for them to click the link in your bio. If your goal is traffic, link to your homepage. Linking to a custom landing page such as a “Shop Our Insta Feed” will drive sales. Link to most current blog if you’ve promoted it within your feed, or directly to your products page so customers don’t have to navigate your site to purchase.
Facebook is the spot where most will be coming to acquire more information. Thanks to the many sections of the About tab, you are able to include all the information anyone may be trying to access. Fill in all the essentials from the start date, website, email, address, etc. If your company has an official mission statement, lock that in. Take your time and fill out all the necessary information you believe is relevant to your customer. When writing your bio, you’ll have already stated the hard facts elsewhere, so you can focus on brand identity, and core values.
Short Bio: Here you are limited to 155 characters. Include a brief description of your business, the solutions you provide to your customers, and what sets you apart from your competition.
Use The Space You Are Given: On a business page, you have the ability to fill in all the informative categories and include features like Short Description, Website, Services, Ratings & Reviews, Email, Phone, Address, Map, Business Hours, and Check-ins. The About page also gives you the option to fill out sections such as your Mission Statement, Company Information, and Story. Pick the ones that most align with your brand and fill them out. There is also an opportunity to outline your company’s timeline with Milestones. Insert important dates like when you were founded, important events, any awards, or launches.
Share Your Value Proposition: Tell your customers what you do and how your business will benefit them.
LinkedIn, the most professional of the social sites, where people go to validate you as a respectable business. On your Company page, you’ll be able to provide a detailed summary of exactly what it is your business does, provides, and stands for. Fortunately, with its ever so generous 2000-character limit, you can really dive into what makes your business unique, what it is you really do, the solutions you can provide to your customer, and why they should choose you over the competition. You are also able to fill in any details such as website URL, company size, founding date, etc.
Fill in All the Company Details: The Company Details section gives you the space to provide your website, the location of your headquarters, the number of employees, your founding date, the type of company you are, and what your specialties are.
About Us: The About Us section has a 2000-character limit. Be concise, yet descriptive. Explain exactly what your business is, the services/products you provide, and what makes you stand out from the competition.
List your accolades: Include any awards, credentials, or magazines you have been featured on.
Optimize for Keywords: By this point, search engine optimization should be drilled into your skull. Google previews 156 characters of your LinkedIn About Us description in Google search. Make sure these first 156 characters of copy are rich in keywords that describe your business, your key products and services, and your industry of focus.
Your bio is your first touch point with your customer. Take your time to carefully craft a well thought out and strategic bio for each social platform. Utilize the space you are given while keeping the platform’s audience in mind. Always be clear on what your business is and never be too shy to self-promote.