It’s perhaps the most neglected aspect of social media optimization.
When we create a social media profile we often do so quickly, without thinking. This is a mistake.
This is the one part of your social media profile that is always there. It doesn’t update like your status.
When a great status update catches someone’s attention, they will head over to your profile to learn more. So, what do they find when they visit your profile?
If you want to boost conversion from your social media profiles, consider this three-step method:
Step 1) Create A Great Profile Image
What makes a great profile image?
First, it depends on whether your profile is meant to represent a person or a brand. When it comes to representing a person, the photo should be as professional and clean as possible. Imagine, for example, you were presented with the following.
Take a look through these photos and ask yourself – who would you want to work with?
If you were looking to hire a consultant out of this group to trust with your business, who would get that trust? Would it be the person with the great headshot, the person in the suit, the person who has a cartoon avatar, the person with the blurry photo, or the person disguised in sunglasses?
If, on the other hand, your profile represents a brand, you will want to make that logo stand out and recognizable. Of all of the ones shown above, which brands jump out at you quickly? Which ones are so generic and representational that they don’t stand out as a brand or person at all? Which one would you trust with your business?
Once you have chosen the personal or brand image that represents you the most, be sure to use that same headshot or logo across all of your social profiles, especially on your Google+ profile or page. You’ll see how that matters when you get to the search section.
2) Write a convincing “elevator-speech” bio
When it comes to some social profiles, you may only have a small amount of characters available to make a strong first impression. Twitter of course comes to mind as you have 160 characters for your profile bio, and that bio is shared in a variety of ways. For example, imagine if someone is looking down this list of Crazy Egg writers.
If you want to make a good first impression as these people do in their bio, you have to make sure you include two distinctly important things: what you do, and who you do it for. This way, someone who may not be familiar with you or your business will be able to quickly see what you are all about and whether you will be able to help them.
Another profile with a short space to make a strong impression is LinkedIn. When someone searches for people, what they will get in results (based on connection type and a user’s privacy settings) is a name, the headline, location, recommendations, and current / past job positions.
In this case, your headline is all you have to really show people what you do, so you have to make it quick and catchy. On Google+, network search results include the beginning portion of your profile’s Introduction, so you have to be sure that the most important information is within the first 50 characters!
All of these examples just go to show that you have to make your point quickly if you want people to connect with you and already have the mindset of what you have to offer and how it could help them.
3) Get connected on Google+
With the Google+ integration into search, you never know when the previously mentioned social media profile photo will grab someone’s attention straight out of search results.
I normally rank on page three for freelance writer depending on where you are located, what browser you are using, and whether you are logged into Google. But this search result snapshot was taken by someone I am connected with on Google+.
But, and this is a critical point, because of my connection with this person on Google +, this searcher will see me in the top five results along with my photo simply because I shared my own website on my Google+ profile.
So while most believe that it isn’t about the number of connections but the right connections, sometimes it really is about the number of connections. In the case of Google+ and search, the more people that are connected with you, the more likely you will rank higher and more recognizably in their search results. And this would definitely lead to more clicks to your websites and ultimately more conversions!
What are your thoughts on social media profile elements that could ultimately lead to conversions? Be sure to share your ideas in the comments!