A high quality Instagram follow is based on two things – your nine most recent posts, and your bio. It’s important to make sure that the folks you’re attracting are actually potential customers. Let’s optimize your profile and put it to work for you!
A good bio will pique the curiosity of your visitors. A good bio will also make some of them run for the hills.
Yep – you want to be so specific that you deter folks who wouldn’t be a good fit for you. Eeeek! (Worth it, I promise.)
Here are a few things that you need to touch on.
- Your name
- The problems and values of your audience
- Your solution
- A dash of personality
- A strong call to action
I’ve created a free worksheet that will guide you through this post. You can download, print, and reuse this throughout the year. Sound good?
You would think that your name is the most straightforward piece of the puzzle, but it turns out… it isn’t. Your name and username are the only fields that Instagram considers within a search query, so we want to be as accessible as possible.
If you want to be found using a specific location or keyword (of course you do!), simply incorporate them into your name. It sounds very unnatural, but here it is in action…
The Pain Point & Values of Your Audience
When you speak to an issue that’s causing your audience stress, we’ll relate – and that means we will start to listen. For luxury goods and services, this gets a little trickier. Instead of starting with a pain point, start by defining the values that are most important to your audience.
Here’s a quick PDF you can print & highlight from if you run stuck. (Instant Download)
Identifying the values of your audience is a game changer! This will shift your marketing from selling a solution to an external problem, to selling the solution to an internal problem. This will allow you to connect to your audience on a much deeper level.
When you’re crafting your brand message, you can swap in a value for a problem or pain point.
It’s the 21st century. We have a shorter attention span than a goldfish. Now that you’ve hit the nail on the head with my problem, I’m hooked. It’s time to present your solution.
Make sure that you are speaking to the actual product or service you’re currently promoting. Be specific!
Your Instagram bio does not have to stay the same for weeks or months at a time – swap it out periodically to maximize its effectiveness. Have fun with it!
A Dash of Personality
Okay, so you’re aware of my problem and you happen to have a solution. What’s going to make me stick around instead of turning to the other folks who offer the exact same thing?
Infuse your bio with a dash of personality – you’ll instantly become more human (and that’s going to make me want to hit follow).
“I provide strategic website design for bloggers and small businesses.”
“Want to learn why you’re not selling on your site? Light that yummy candle you’ve been saving and dig into my latest post.”
Which account are you more likely to follow?
Both bios hit a pain point and present a solution, but when you throw in a little bit of personality? BAM. So much better!
A Strong Call to Action
A call to action (CTA) is a prompt in your bio that will guide your audience into the next steps in working with you. Without it, there will be no action – it’s as simple as that.
Even if the next step feels obvious to you, it probably isn’t… and your audience isn’t excited about investing even a minute into trying to figure out what’s next. We always, always follow the path of least resistance.
Use a strong call to action & link to guide your audience into your latest offer or promotion. This is not the place to be shy or clever.
Instagram only has one place for you to enter a URL… which is brilliant. Having only one place to jump down the internet rabbit hole lends to less clutter and less decision fatigue on the platform. This plays a huge role in the appeal of Instagram!
THAT BEING SAID
There is a brilliant little website called linktr.ee, that allows you to enter as many different links as you’d like. I myself use it… but cautiously. Keep your number of links to three or less for greater results.
I was listening to Rise by Rachel Hollis yesterday and she presented the best analogy I have ever heard in defense of focus.
Imagine that you’re on a soccer field, and you have six soccer balls. You only have six kicks available to you. You could kick each ball once, and you might get somewhere. But how much farther would you get if you chose one ball and kicked it six times?
The same goes for focusing on your goals.
You don’t want to make your audience have to think. Following your link should lead us right down the path of the #1 action you’d like us to take.
If we are interested, we WILL navigate through your site… but you have to get us there first. The key is to keep your message focused.
One last thing to remember…
AVOID JARGON. I cannot stress this enough.
You are not trying to attract other folks who work in your industry. Speak to your audience in the language that they use. Keep it concise. Be a human.
Every business is truly unique and this world of ours is changing every day – so there is truly no one-size-fits-all formula. But! If you spend thirty minutes executing this checklist, your audience will have a much easier time understanding who you are and what you have to offer them. (And at the end of the day, that means more dollars in your jeans. High five!)