“Content is fire, social media is gasoline,” says Jay Baer, President of Convince & Convert. With this piece of wisdom, it’s important to remember that 54% of B2B marketers say they have generated leads from social media. And as we all know, your profile is the first thing most of those leads will see of your brand. So what does this mean for you? Simply put, whether you work in B2B or B2C, social media profiles can be a large determinant of your success.
Twitter has evolved from the food-sharing, opinion-stating platform it once was. It is now a place for companies to grow their brand by finding and engaging with qualified, interested, and active leads. With over 302 million active monthly users and a rapidly growing competitive digital market, Twitter is a big beast to conquer. And it all starts with a solid profile. With that in mind, we’ve gathered some questions that your Twitter bio should address in one way or another.
Who are you?
For a personal account, your bio at the lowest level lets you display your first and last name. If you have a nickname that is more recognizable than your formal name, include that instead. You’ll notice that many people choose to put something other than their name in this section. A word of caution if you’re considering this: make sure to keep it professional and that your leads will still be able to tell exactly who you are.
Your name can be particularly important for a company profile if you have several known branches, for instance an international brand. If that’s the case, be sure to let this section distinguish which branch of your company that particular account is representing. For example, Starbucks, based in Seattle, has separate profiles for each of its international entities. You can see below how they’ve easily overcome this potential confusion for their audience.
What do you do?
Remember, your Twitter bio is your calling card, whether for an individual or company account. This is a good chance for you to include distinguishing factors to set yourself apart. Putting your title with your company’s @handle following it is an easy way to let leads know you’re the person they should be talking to. For example, if someone heard of your company and wants to connect with the CMO, it would be helpful to list your CMO title with your company name so they can find you.
For your company’s profile, the bio also gives you the chance to tell the world what your company has to offer. Example? Our company, Socedo, is a platform that helps sales and marketing professionals leverage social media to discover leads and build relationships more effectively. How do we get that message across? We say exactly that in our bio!
It may be obvious to most, but it’s worth mentioning that your bio should also evolve to represent company development, company values, or your company’s mission.
Where are you located?
In the area just under your bio, Twitter allows you to fill in more information, such as which city you’re located. Some people do not like to reveal information that personal on their social media profiles, which is okay. Just remember that the more you give, the more accessible and open to engagement you become. For businesses, location could be important to distinguish “John Doe Bakery” in Seattle, WA from “John Doe Bakery” in Washington, DC. Keep that in mind when creating your profile.
How can I contact you?
Many marketers will put a link to their LinkedIn profile, which is great when looking to have users connect with you even further. But, this section is also great to use as a way to send users to your landing page. We’ve found that including links to a landing page creates an easy and powerful funnel for leads to go through. Matt Heinz of Heinz Marketing is a great example of this.
Finally, what makes you human?
This last question is important. Because digital marketing (including social media presence) is a consumer’s biggest influence of purchasing, so you can’t afford to appear inauthentic. Add a bit of comedy or include something you’re passionate about! Ellen DeGeneres’ profile takes advantage of her funny side to get her audience engaged right away. Even Hillary Clinton jokingly admits she is a “pantsuit aficionado.” Think of something about yourself or your company that people can relate to on a personal level. Leads will be more open to engaging with someone they feel is real; someone with interests and passions just like theirs.
Just like every person is unique, every Twitter profile should be unique. There’s no exact framework for what your profile should say, but if you can answer these questions and effectively let your audience know who you are, then you’re on your way to bringing them into your funnel.