In Part 1 of How to Optimize Your Social Media Marketing Profiles, we walked you through setting up the look and feel of your profiles. Now it’s time to cover the final 7 steps to take in setting up a professional-calibre profile on each of the social media platforms you choose to promote your business on.
#7 Write Your Bio and Fill in Every Profile Field
Almost every social media platform has a field for your bio and this is what visitors will at least skim when they visit your profile for the first time. Write your bio very carefully but also try not to over-write it. Think of it as a mini elevator pitch: you want it to capture the attention of your audience; not read like an executive summary in a business journal.
Facebook and LinkedIn allow you more space for expanding on your bio. Twitter forces you to keep in concise. And Instagram confines you to just a few carefully chosen words. Start with your Facebook and LinkedIn bio, which can be the same, and then work on creating consistent, albeit condensed versions of your bio for Twitter and Instagram. Make sure your bio communicates your brand’s USP (unique selling points/what makes your brand special and sets it apart from your competitors) from your ideal customers’ perspective.
You’ll also want to fill out as many profile fields as possible:
Some platforms have two fields, some have many. Either way, be sure the details you include are relevant, accurate, up-to-date and showcase your business in the best light possible. If your business is bricks and mortar or offers services between specific business days and hours, include that information on your business’s Facebook Page profile, for example. And make sure you periodically revisit your profiles to ensure the details are kept current.
Oh, and don’t forget!
Ensure the business information you include in your social media marketing profiles is consistent with the business information showcased on your Google Business Listing.
#8 SEO Everything
Now that you’ve written the copy for your social media marketing profiles bios, or are at least thinking about writing it, let’s talk SEO. Search engine optimization is how people find you through popular search engines like Google, unpopular ones like Bing, and in-site search for every platform. Naturally, if they are looking for you, your brand, or your organization, you want search engine users and local searchers to be led to your website or social media profiles so it’s time to break out the SEO pencil and get to keyword integrating the content you include in each of your social media marketing bios.
Choose one or two main keywords (ideally, the same keywords you use in your website content) to infuse in your bio where relevant. It’s more important that your content reads well—the keywords you infuse your content should blend well with the rest of your content and not be out of place or overused. Depending on the length of your bio content, using the same keywords once or twice will suffice.
#9 Un–tag Yourself from Bad Photos and Posts
Unless you adjust your page settings, everything you are tagged in has a chance of appearing on your Facebook Page, for example. But you may not like or approve of everything your brand or business has been tagged in. The key to not getting tag-bombed and judged by what others have tagged your account with is to either un-tag yourself after it’s happened, or better yet, take a proactive approach by adjusting your Facebook Page Settings to control who can and cannot tag your page in posts and determine what visitors can posts to your Facebook Page. Familiarize yourself with each of your platform’s settings and adjust accordingly.
#10 Connect Your Profiles from All Active Platforms
Wherever you get a chance to, make sure to connect your social media marketing profiles. There are a lot of spoof, scam, and satire profiles out there and if your brand becomes popular enough, you might just see a few clones of your own profile as well. The best way to make it clear that you are one unified brand, organization or well-represented person is to link all of your social media marketing profiles. Doing so creates a clear network between them that can be verified by users who want to make sure they’re dealing with the real you. Plus, it’s great for networking and building a unified online following.
#11 Make Sure Your Links Work
There are few things in digital marketing that are more embarrassing than posting a broken link. You spend hours, days, and weeks crafting engaging content, beautiful pictures, and fun videos and in that awesome moment when a user clicks your CTA link… nothing! Or worse, a 404 page because there’s a typo in your url. Despite your diligence, links can sometimes break when the page they lead to no longer exists or has been moved by the content’s owner. Either way, DO NOT let this happen to you. Check and double-check all your links.
Bonus link tip:
Use your browser’s incognito mode to make sure your content and article links aren’t leading to pages that require a login to access. Your audience does not want to create a new account to read your blog content.
#12 Pin Something Awesome
The ability to pin a post to the top of profile is one of the best features thought up thus far, and yes, we know there are a lot of neat features. The pinned post serves as a virtual billboard or bulletin. Use it to showcase upcoming events, promotions, product releases, recent customer testimonials or time-sensitive announcements. Just make sure to change it up or unpin those announcements when they’re no longer relevant.
#13 Like, Share, Favourite, and Retweet
Finally, now that your social media marketing profiles are complete, optimized and ready to showcase, it’s time to get out there and network.
You’ve got to give to get:
The more of others’ posts you interact with positively, the more diverse your feed will become and the larger your network will grow. Social media marketing is a long-game that requires ongoing participation and consistency. That’s not to say you can’t have a little fun and experiment while you’re at it. Just make sure your tactics are well thought out, relevant and designed to appeal to your ideal target customers. The easiest way to do this—and to ensure you’re making the most of your time on each platform—is to work from a solid social media marketing strategy that’s based on your business’s growth objectives while being cohesive with your other online and offline marketing activities.
If you don’t already have a strategy, aren’t sure where to start and what to include, or if you feel your social media marketing efforts could be better, contact our experts at McAllister Marketing for a no-obligation consultation and quote.