Creating a Winning Instagram Bio for Your Small Business

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When was the last time you updated your Instagram bio?

[dropcap]Y[/dropcap]our Instagram bio is a reflection of your brand. It’s the first thing people see when they land on your page. Within just a few seconds, they will decide whether or not your account is for them. With Instagram recently reaching 1 billion monthly users and possibly expanding further into e-commerce through a stand-alone shopping app, having a good Instagram bio is more important than ever.

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Getting discovered on Instagram by your ideal customer will take some planning. You have to effectively convey who you are, what you do and your core values. You also must connect in a way that is both personable and engaging. The challenge? You have less than 180 characters and one clickable link to do so.

Not to worry though. Here are five ideas you can implement to revamp your Instagram bio.

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A Compelling Profile Picture

Instagram is a visually based platform. You’ll want to upload a high-quality image that is relevant to your brand. This can be a logo, a product photo or even a photo of yourself.

Think about how you want your ideal customer to feel when they see your profile picture. The type of image you decide to go with depends on the goals for your Instagram marketing strategy.

For small businesses looking to showcase their products or services and strengthen brand recognition, it’s best to use your company logo or a product photo. You often see this with widely recognized brands like Coca-Cola, Nike, and Oreo.

If you want people to associate your face with your brand, use a headshot instead. Make eye contact with the camera and don’t be afraid to show your personality. Avoid backgrounds that are busy or distracting.  

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Nubian Skin is a brand that takes pride in redefining nude undergarments for women of color. Instead of displaying an isolated product in their Instagram profile picture, the lingerie and hosiery brand incorporated a human element through models of several different shades. With angled poses and fierce looks, the models exemplify what could be for customers who wear the undergarments.

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Customers want to know who they’re doing business with or at least interacting with. It is worth noting that Instagram photos with human faces tend to get 38% more likes and 32% more comments than photos with no faces. People prefer to connect with real people. They are likely to buy from someone they like, know and trust, including brands and retailers. A headshot humanizes your brand and builds trust.

Consistency is key on social media. Whatever option you choose should align with your other social channels. This will help your audience easily identify your brand.

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A Searchable Name

From law firms to technology companies to yoga instructors, Instagram covers a span of business users. Your name and username are critical to standing out. These are searchable elements in your bio; use strategic keywords so people can find you in the search results.

One way to find keywords for your Instagram bio is to create a profile of your ideal customer, or a persona. Use keywords your ideal customer searches for based on their needs. Put yourself in their shoes and think about what they are struggling with. What are their interests? What Instagram accounts do they follow? What hashtags do those particular users use? Answering these questions will help give you a better understanding of who you’re trying to attract to your business.

You may already have your business name entered in the name and username fields on the app. Get creative by turning the name field into a tagline. The tagline appears as the bold text above your account category and full bio description. In the name field, add relevant keywords that describe what your business is about. It might be your specialty or niche. Make it count- you only have 30 characters.

If you plan to be the face of your business, your name should be visible somewhere. Whether it’s in the name field or in the 150-character bio text area, be sure to feature your name to add the personal touch.

Orlandough takes advantage of the name area to highlight their main goods: “Craft Donuts and Cakes.” This gives Instagrammers an idea of what to expect when coming to the small-batch bakery’s profile. It also doesn’t hurt that part of the bakery’s username says where they are located.

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Orlandough takes advantage of the name area to highlight their main goods: “Craft Donuts and Cakes.” This gives Instagrammers an idea of what to expect when coming to the small-batch bakery’s profile. It also doesn’t hurt that part of the bakery’s username says where they are located.

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Are we following each other on Instagram? Find us @timbrtech. Get a look at the latest projects we’re working on and our behind the scenes adventures.

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How You Help Your Ideal Customer

Clearly describe who you are and what you do in just a few words. Try thinking of what would attract your ideal customer and repel those who are not right for your business. The goal is to finetune your messaging. Show what you have to offer in a way that resonates with your ideal customer’s needs.

Feature keywords you didn’t include in the name field in the bio text area. Stating your location might be something you want to mention, especially if your business operates internationally. Be mindful of keyword stuffing. This goes for hashtags as well. Place hashtags in your bio that only pertains to your brand, especially during special campaigns.

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Check out how Andela does this in their Instagram bio. Who they are is summed up in one sentence. The startup leverages their branded hashtags #ThisIsAndela and #HumansOfAndela to build an inspirational community and drive engagement with their followers.

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Your Unique Factor

The Don’t be afraid to showcase your brand personality in your bio. Share one (or two) unique things about your business. What makes you memorable?

Perhaps you’re a marketing agency that enjoys brewing craft beer. Or you’re a foodie initiative passionate about bringing people from all walks of life together. Briefly highlight what separates your business from the other two million on Instagram while avoiding cliches.

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Limbitless Solutions’, the Central Florida-based non-profit creates affordable prosthetics for children. To effectively resonate with their audience, Limbitless emphasizes emotional words. By using “art-infused bionics” rather than 3D printed prosthetics, Instagrammers can expect to see a blend of art and technology in Limbitless’ feed.

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Your Call-to-Action + Website Link

Instagram allows one clickable link in your bio, which is usually below a call-to-action (CTA). This is your chance to direct your followers to a website, a valuable opt-in, a webinar, a services page and more – all revenue opportunities for your business. Provide a link with a CTA so that people are compelled to click. Some examples include subscribe, download now, get 50 percent off and schedule a free consultation.

Track your link traffic with Google Analytics (UTM Tags) or bit.ly. You can also use Linktree or Linkin.bio to create multiple custom links in your Instagram bio under a single source and monitor link activity, including which links are most popular and receiving clicks.

Ashley of Wander and Lust Jewelry uses Linktree to house links of her content, such as her store’s latest jewelry collection and an opt-in for store discounts. An inviting CTA “Get 15% OFF” is located above the Linktree link. Her message is consistent throughout.

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If you plan to use these third-party services to drive traffic, remember to keep the path from your bio to your content simple. Or else you may lose out on a prospect. To reduce decision paralysis and guide the Instagrammer towards the next step in their journey, display two to four buttons with solid CTA copy. Create a positive experience that allows people to evaluate their options and figure out whether or not your business is a good fit.

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You Can Do It!

Now it’s your turn. With these steps, you’re ready to dive into the Instagram’s profile settings and craft a winning bio. Whether it’s in the copy of your bio or your profile picture, take a personable approach to show who you are. Remember to give your ideal customer a reason to follow you and eventually buy from your small business.

Make changes as you see fit. Feel free to experiment. Drop your Instagram handle in the comments and let us know how it works for you.

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Top Brand Campaigns of The 2018 World Cup

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[dropcap]F[/dropcap]útbol teams from all over the world have battled for the chance to go head to head and be forever known as national treasures. While all this has been going on though, some of the biggest brands across the globe have been battling all summer for your attention. View our top Brand Campaigns of the 2018 World Cup video or skip it for the full list below.

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“The Collaboration Hub For Work”
Source: Slack

The Premise is pretty simple; slack implies that the entire World Cup was organized on their platform. Now if an event as complex as the World Cup uses Slack to stay organized then you should too, right? Well, that was the company’s premise during this 2018 World Cup. Slack touts more than 8 million daily active users. There are more than 3 million paid users, and its 70,000 paid teams include 65 percent of Fortune 100 companies. Now, Slack is focused on attracting more enterprise customers amid competition from Facebook’s Workplace and older workplace communication software options.

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“Create The Answer”
Source: Adidas

Adidas is already the sponsors of Match Balls, team cleats and kits all of which change on the Adidas website homepage as games are played. Adidas has recruited their star-studded cast of sporting figures and musicians to speak directly to the futbol community; while online asking people to post their own content using and engaging with the hashtag #HereToCreate. The entire brand is tied into the world cup as a lifestyle event. There’s also a clever personalization element to the campaign: in addition to the main promotion viewers in six different prime Adidas cities (New York, London, Shanghai, Tokyo, Paris and Los Angeles) will consume custom content tailored to their regions. Each different version will feature “creators” that are shaping sport culture in their city.

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“We’re With You”
Source: McDonald’s

Best campaign and longest head start on others. The United States Commercials are based around ‘the everyman’ who is at Mcdonalds learning about and enjoying the FIFA World Cup games. Online reach was simple through their already existent partnership with Coke; the two formulated a #ShoutShare social share campaign. McDonald’s has served as an Official Restaurant of the FIFA World Cup since 1994. By the companies own words “As a Sponsor, we bring the world’s passion for football (soccer) to life for millions of fans” McDonald has it all for this world cup including special creative promotions, contests and in-store activations in more than 100 countries around the world. The centerpiece of their FIFA World Cup sponsorship is the McDonald’s Player Escort Program. Through this initiative, more than 1,400 children ages 10 and under have the once-in-a-lifetime opportunity to live their dreams of walking onto the field hand-in-hand with their football heroes at the start of each World Cup match.

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“Jump on The Wagen”
Source: Volkswagen

The ads are well timed and they play perfectly without the US team being in the World cup. The premise, which evokes feelings of being a “citizen of the world”, ask Americans who are you pulling for because it’s time to jump on the Wagen. The multi-media campaign done in collaboration with creative agency Deutsch, features fans from different teams making the pitch to Americans to root for their teams during the tournament. Additionally, Volkswagen worked to release a Spanish language campaign “Súbete a la Pasion” on Telemundo featuring fans from several Hispanic nationalities inviting others to celebrate their shared passion for fútbol.

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“That’s Some Kind of Power”
Source: Powerade

Great job of connecting and transitioning their current campaign directly into the World Cup. Powerade is in a wonderful space overall they already benefit from McDonald’s sponsorship as well as from parent company Coke’s partnership with FIFA. Powerade was able to resonate with the casual futbol fan by simply adding a World Cup element to their already existent marketing spots.

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See the power of Wish as well as more World Cup hits and misses here with our full list of top Brand Campaigns of the 2018 World Cup.

Don’t forget to @timbrtech on social so we can hear your thoughts on your favorite World Cup 2018 campaigns.

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Set A Clear Vision With A Social Media Audit

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[dropcap]A[/dropcap] social media audit is the process of reviewing what’s working, what’s failing and what can be improved upon across your social media channels. Before you start developing more content to share on social, you need to figure out what your audience actually likes. A fantastic way to do that is to look at the metrics for past social media posts to see which were most successful.

Metrics are data or statistics used to measure the effectiveness of your social media posts. Make sure you are monitoring your post performance by the metric that is most important to you. This may include shares, comments, and mentions or worded another way clicks, responses, and total reach.

Take for example a small business that is already planning monthly posts on two or more social channels. A vital metric often overlooked and can be easily identified through an audit is the time of day a post receives the most engagement. The amount of video plays is another metric that could be used to sell to advertisers and generate revenue for your business.

You can find most of these metrics for free directly from the social media networks: Facebook Insights, Twitter Analytics, Pinterest Analytics, and Instagram Insights. There are so many tools out there to help track your social media metrics. See what works best for your business goals. Google Analytics is always the first to come out of our toolbelt at Timbr Technologies.

How healthy are your brands marketing efforts?

How to get started:

  1. Pick your metric
  2. See which post got the best rate of return on that metric (develop an “algorithm” to plug in different post types & get answers)
  3. Once you see which post work best, develop calendar around those post type
  4. ***Develop a variable algorithm to use for the experimental post in the future, one that shows you post which work well with a different metrics or shows post that gets returns of interest, etc*** — This may be where you want to call the team at Timbr Technologies.

For those who prefer an extra hand at staying on top of their social channels, Timbr Technologies provides a suite of tools and resources that can streamline your social media marketing.

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You can also use this time too:

  • Look at the overall tone and voice of your content marketing. Who are you?
  • Better convey in your content. Figure out if your messaging is aligned across all platforms.
  • Examine the average (or minimum/maximum) engagement of content developed.
  • Check your Branding Guidelines. How do you refer to the company, product lines, individuals, etc.?
  • Posting parameters for in which to experiment with future posting.

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It can all sound like a lot, but a social media audit is a worthwhile investment. By doing a social media audit, you can get a clear vision on which social networks are bringing you the most value. Social media audits ensure you’re not wasting time, energy, and money on activities that don’t further your business goals.

Let’s start small with this first step: find a few posts that performed well. For instance, consider top videos, images, links or website referrals. Try to effectively repackage them for a repurposed post in the coming months.

A DIY social media audit, not your thing? Get in touch with our team at Timbr Technologies to learn more about our social media management services.

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