Content marketing, particularly on social media sites, may attract the attention of your target audience with a catchy and compelling title. A great photo might also attract attention. The content must be good and it must have some value to your audience. Getting the reader to visit your website, however, requires a good resource box or “about” paragraph. It is equally important to get your bio right when you create profiles on social media sites.
Whether you are writing an extensive profile (as you would on LinkedIn or Facebook) or a brief bio (as on Twitter) or a resource box (for an article) or an “about” paragraph for a blog post, there are certain things people expect to learn from your bio. Everyone expects your name and something about you. For a personal account, you might note that you are an animal lover or a children’s rights activist or a teacher. This much seems reasonably clear to most people.
A little more information is appropriate when you are writing for or about your business. You miss (sometimes big) opportunities when you do not take the time to carefully create your bio. An incomplete bio mitigates the marketing potential of your article or blog post. The same is true of your social media profile.
What should be in your bio?
Some social media sites limit profiles to 140 characters. Many article directories and blogs limit bios to a set number of lines or words. This is why it is worthwhile to spend some time getting your bio right.
Listed in order of importance, here are the critical bits of information you should include in your bio when writing, networking, or posting online for business:
- Your name
- The name of your company (linked to your company website)
- Your role with the company (linked to the “about us” page of your website)
- What your company does (linked to your website products/services page or home page). If you have a positioning statement, you will probably want to use it or some variation on it. If not, the statement should be brief, should state what you do, and should point out key benefits you provide to customers.
- A link to your Facebook and/or LinkedIn pages
- Call to action, such as visit us online with a link
- Encouragement to share a blog or article
- Some elaboration about how you help your customers.
- Your credentials (why you are qualified to write/speak on the subject)
If you get your bio right on social media sites, you will establish your credibility, connect readers with your company, and encourage them to visit your website. Appropriate links will take the readers to the specific pages of interest to them. Internal links on your website can guide them through your site to the pages designed to move them to take the desired action of contacting you.
By Vickie Pittard, Partner
Little Black Dog Social Media and More http://www.littleblackdogsocialmedia.com