When it comes to marketing your business, the focus is on who your audience and customers are, and how to reach them. However, when it comes to writing your personal and professional bio the tables are turned and it’s time to talk all about you and your business.
Why do I need a bio?
A bio may seem like an insignificant part of your website or social media profile but the truth is it’s the first thing a new customer or visitor to your site will check out. Maybe they came across your name through a Google search or perhaps someone shared your link on Facebook or Twitter, either way now this prospective client is trying to figure out who you are, what you do and whether they trust you with their business. This means your bio not only needs to state the obvious (name, experience, etc.) but it also needs to showcase your creditability not to mention make you stand out from your competition.
What makes an effective bio? Here are 5 simple ways to improve your bio:
1) Know your audience: OK, so bio writing isn’t just about you, it’s still about your audience and customer. Think about what potential clients will be looking for in your business. Share your expertise and how it can help your clients. Identify problems they might have that you can help solve and/or goals you can help them achieve.
2) Remember your objective: If the purpose of your website is to drive business, your bio page should be selling your services as well. A bio is not about tooting your own horn, it’s about showing clients how your experience and expertise can help them and why they should choose you over the competition.
3) Choose the right tone and style: Your bio could very well be a client’s virtual first impression of you so make sure you let your personality and brand shine. For instance, if you’re an interior designer then you will want to make sure your bio demonstrates your creativity and gives a client a sense of what it will be like to work with you. If you are an accountant, however, you may opt for more of a professional tone and to emphasize your experience and accreditation. This really goes back to knowing your audience. (Note: Writing in third person seems to be the preferred style for most professional bios.)
4) Be specific: Avoid generalizations, jargons and clichés in favour of concrete examples. For instance, you’re not a “sales leader” but rather “you’ve increased revenues by 150%.” Or instead of saying “I’m the best” or “award-winning,” share actual links to awards you’ve won or any media coverage you’ve received. This is a much more subtle and effective way to showcase your success.
5) Write more than one version: Since bios are required for more than just your website these days, you will need more than one version to share. Your full length bio (about one page) should be easily found on your website. A more condensed (about one paragraph) version should be attached to your media kit and press releases. You should also have a very short and sweet bio (which of course will link back to your full length version and website) to share via social media networks likeTwitter, Facebook, Pinterest and LinkedIn.
The ever important rules of SEO should be applied to your bio page, too. Here are a few quick reminders:
- Be sure to link all of your online bios (website, Twitter, LinkedIn, Facebook, Pinterest, etc.) and always include a link to your website
- Make connecting with you easy, include a link to your “contact us”
- Include an up-to-date photo(s), consider having a professional headshot taken
- Revisit your bio throughout the year to update and refresh
A final word of advice: just be yourself. Talk about who you are, what you do and what you stand for. Toss in some personality for good measure. Share stories of how your business started, how you have grown and where you hope to be in the future. Be honest and personable making your clients feel comfortable sharing their business with you in return.
Have tips of your own for writing an effective bio? Share them in the comments below. Looking for more information about how you can Bling Your Bio or for professional writing assistance,contact Juice Marketing Group today. We can help!