A brand is not a person but creating a profile online for them is very similar. In both instances you are trying to encapsulate a lot of information and engage people’s attention immediately and make them want to follow you and link up with your brand.
Creating a profile is really a full-on advertising sales job. It should be designed to immediately tell people what you do and why they should care. All profiles are restricted in space, so you have to use it creatively and fully.
Therefore write it like a copywriter, make sure your logos and avatars are designed to be seen and read easily, optimise it fully and give the right information where people can access it.
- Introduce your brand with a bang. This is the hook at the start and should get people interested and wanting to know more. Think how to add credibility – we were the first UK social media marketing agency, at a time when most people thought social media was just for teenagers, so our founding date is always at the start of our bios.
Think: What’s your claim to fame?
- Say how you will help them by identifying who you help, the pain points and giving the solution. Ok, it can be tough to do in a tiny space, but it’s worth the effort!
Think: How can you help?
- Optimise the text and use hashtags where applicable.
Think: How will people find me?
- Add a link to a good landing page – it’s always tempting to just put your home page, but that’s usually not a good place from which to drive conversions. In fact most bounces will happen off the home page so try and choose something more engaging.
Think: Is the landing page immediately engaging?
- Use a great header picture that is clear and immediately grabs attention – make sure it has a description and link to a relevant page wherever possible. A giveaway is a good tie up to a header image. Think: Is this attention grabbing?
- Use a legible and easily ‘read’ avatar. You will almost certainly have to get your designer to create one specially, so if you are getting a rebrand, don’t forget your social avatar!
Think: Is the logo (avatar) easy to ‘read’ and understand?
- Pin your best sales information to the top of the page where you can (Twitter, Facebook) and feature it in Highlights on Instagram. Think: What are we trying to sell?
- Refresh things frequently – social media rewards comprehensive, transparent and consistently updated profiles. Plus people get bored, so make sure they regularly have something different to look at or read on your profile. Think: Have we set reminders to refresh the brand?