LinkedIn may not be the largest social networking site, but it does hold the illustrious title of the most reputable one. With over 722 million members and growing, this professional networking powerhouse should feature heavily in your business’s social media strategy, whether your company is primarily focused on B2B (business-to-business) or B2C (business-to-consumer) marketing.
It’s not difficult to set up a LinkedIn account, but creating a LinkedIn bio that will really set you apart from your competitors, like this example, takes a little more time. That’s why we’ve put together a list of 7 basic details that any high-performing LinkedIn bio must have to succeed.
1. Up to Date Details
Nothing will turn off a prospective buyer or collaborator more quickly than out-of-date contact details. A broken link to your website or incorrect contact phone number doesn’t only make it impossible for stakeholders to reach you, it also paints a picture of poor customer service and a flimsily maintained business. Self-audit your details monthly to ensure that nothing needs to be changed or updated.
2. A Catchy Headline
A headline is the first thing that someone will notice upon landing on your LinkedIn bio. While your headline will look a little different depending on whether you’re a person or a company page, the most important part is to think like a salesperson. Your headline needs to showcase your USP (unique selling point) in a creative and concise way. Take a look at this list of headline examples for inspiration. The max character limit for a headline is 220, but brevity is key.
3. An Understanding of Your Audience
A common theme that needs to flow through your LinkedIn bio is an understanding of your audience. Whether it’s in your choice of profile picture or the way you tell your company’s story, you need to frame your LinkedIn page to suit your clientele. Using analytics tools and marketing research you’ve already done to develop your brand, you can establish a clear age range and socioeconomic demographic for your customers.
If you find that you typically appeal to female professionals in their 20s, your copy will likely be sophisticated with a hint of wit. If you were instead designing your page with teenage schoolboys in mind, a more colloquial and fun tone might be more appropriate. Tapping into your market’s communication preferences is key to establishing trust and credibility.
4. A Professional Profile Picture
Your profile picture is another aspect of your LinkedIn bio that can instantly shape consumer impressions about your brand. Research has shown that the most effective profile pictures take up 60 percent of the frame and have plain backgrounds to avoid distracting the eye. Photographs of yourself or staff members are preferable to corporate logos, with research determining that smiling individuals are viewed as more influential and competent than stoic candidates.
5. A Captivating Brand Story
With hundreds of like-minded businesses in the marketplace, your LinkedIn bio needs to work hard to set you apart from your competitors. One way to do this is to put together a captivating brand story. Don’t simply write long-winded facts about when the company was created – paint a picture of the special moment that made you want to start the business. Share your achievements, highs and corporate values with your clients. A quirky or humorous anecdote is a great way to stay memorable in a prospective customer’s mind but remember to keep it tight and concise to hold interest.
6. A Custom URL
A custom URL is a small touch that can make a big difference in solidifying your brand reach. Not only does it show that you’ve taken the time and effort to customise your page, it will also make your link more visually appealing and easier for stakeholders to remember. Keep in mind that your custom URL can have between 5-30 characters, but you cannot use spaces, symbols or other special characters.
7. A Call-to-Action
A call-to-action is a fantastic way to bring everything on your LinkedIn bio together and should usually be placed at the very end of your company story/about us section. A call-to-action is something that provokes the reader to take a certain path. For instance, ‘sign up now for our mailing list to receive exclusive offers’, or ‘click here to speak with one of our experienced consultants today’. It should be brief, instructional and contain words that hint at a sense of immediacy, such as ‘today’ or ‘now’.
By following the simple steps above, you can quickly and easily create a LinkedIn bio that will support your brand identity and increase your online credibility.