How’s your company’s business profile page looking? What about your professional profile page?
“Good,” hopefully. Maybe even “great.” But like your company’s products or the professional difference you bring to the table, they can always be better.
You know this. Your customers know this. Your shareholders definitely know this.
So why not do something about it? Use these four platform-agnostic tips to improve your business profile pages and make your digital presence work for you, not at cross-purposes.
1. Don’t Get Cute With Your Accounts
As HubSpot notes in this exhaustive list of Facebook do’s and don’ts for business, it’s tempting to create dummy social media accounts to protect your business profile page from meddling employees. (This isn’t unique to Facebook, but that platform probably sees the most dummy account activity for this particular purpose.)
The problem: Dummy accounts almost always violate platform TOSs, effectively putting your company on probation. It’s just not worth the risk. Rather than create a dummy account to which multiple employees have access, endow a few trusted employees with business page management and editing privileges. They’ll feel more comfortable — and your business page will look better — once they’ve earned your trust.
2. Keep Your Summary Short & Sweet
Brevity is beautiful. It’s also efficient, and the decision-makers you want reading your business profile are likely all about efficiency. If you can’t tell them what they need to know in as few words as possible, maybe you’re not worth their time.
“CEO experience in media, software and technology services fields, from start-up to established to restructuring phases. Both private and public companies, North America and internationally. Investment interest in emerging markets real estate.”
— and then a succinct list of Tuzman’s specialties.
That’s everything you need to know about the guy’s skills in less than 100 words. His short summary keeps his most important CV entry — the managing partner position he’s held for the past 15 years — above the fold, no scrolling required.
3. Don’t Be Dry
Brevity is beautiful, yes. It’s also the soul of wit, so they say. But that doesn’t mean it’s the only component of wit. In fact, even brief business profile pages should be intentionally witty. Many great pages stand out from good ones precisely because they allow their owners’ personalities to shine through. You and your company might be hyper-competent profit machines, but if you can’t convince your audience that you know how to laugh a little, you’ll fail to connect with the millions of prospects for whom personality is just as important as profit.
4. No Detail Is Too Small
Even if you’re not a high-precision manufacturer, you know that accuracy is critically important. Companies that can’t back up their claims eventually lose their credibility — and, as everyone who’s been in business for any length of time knows, trust is far easier to lose than regain.
This is a tough pill to swallow for big-picture business leaders, but that doesn’t mean it’s any less true: If you want to create a powerful, effective business profile page, you either need to switch on the detail-oriented side of your brain, or hire someone for whom attention to detail is second nature. And, since facts change often, you need to invest time and resources in keeping your profile page accurate — down to the millimeter.
What’s your go-to strategy for creating a great business profile page?