Must-Have Features Of An Engaging Instagram Profile That Converts
INSTAGRAM IS A GREAT PLACE TO GET SOCIAL AND CONNECT.
If you’re a business owner then chances are you know how important having a strong social media presence is. Statistics show that Instagram users are very likely to buy from businesses as a result of what they see on the app. In Canada, for example, as many as 30% of Instagram users buy products or book services after seeing them on Instagram. That’s huge!
Instagram is definitely about getting social. But, if you are a business, you don’t want to miss out on the opportunity to connect with your target audience and to convert them into clients or customers. Creating content that is authentic to your brand and optimized for your business goals and social strategy is key. Something just as important, but often overlooked, is your Instagram profile.
Introduce Your Business With A Strong Profile
Your Instagram profile is where people go to find out about your business. Who you are, what you offer, how it’s going to help them, and (most importantly) how they can buy it are all things that should be right there in your profile.
According to Lindsay Kolowich Cox of HubSpot the perfect Instagram profile “ looks good, tells your potential followers who you are, and gives them a reason to follow and engage with you.”
Each of these things on its own may seem little, but together they add up. When it’s done right, the result is an Instagram profile that converts curious followers into happy customers!
How Do You Build An Instagram Profile That Converts?
Your profile needs to make a stellar first impression! Not only is your Instagram profile where people will go to find out the practical details of your business, but it’s also where they will decide if your business is the right fit for them. Everything from the language you use to your profile photo should give potential clients a sense of what your business is all about. You need to be strategic, but also show your brand personality!
Building a profile that does all of this takes some careful thought, a little research, and sometimes a little help from an expert. That’s why I am going to walk you through the seven most important features of your Instagram profile! By the end of this post, you will be able to jump into Instagram and give your business profile a make-over.
If You Don’t Have A Business Account, Get One!
Before you even get started working on your profile, the most important thing is to make sure you have a business account. When you sign up for a business account with Instagram you get access to some really helpful features like the Insights tab to track numbers for analytics and extra contact points like a “Contact Me” or “Book Now” button as well as the option to have your customers shop directly from the app. It is free to switch to a business account so if you haven’t done it yet, that’s your first step. Then comes the fun part!
Must-Have Features Of An Engaging IG Profile That Converts
When it comes to building an engaging profile that gives people the information they need and the incentive to follow, engage with, and invest in your business there are seven features you need to consider. They are: your handle, your name, your bio, your business’ location, the link in your profile, your profile photo, and your highlights. When you optimize these seven features you will have a kick-ass profile that converts! Ready to get started? Here we go!
Your Handle (aka. username)
This is the name that follows the @ for your Instagram account. Ideally, your handle should be your business name, or some variation of it. You should also try to make it consistent across all social media platforms. This way your business is easy to find and not promoting different handles makes marketing more streamlined, too!
TIP: When you change your handle, yo don’t lose followers or past posts. So, if you already have an account and are updating your profile, there’s nothing to loose!
Your Name
This is the name that shows up under your profile photo, before your bio. Your name is maybe one of the most important profile features because it is searchable. What this means is that when people use the search feature on Instagram looking for content or accounts related to specific keywords or search terms, they could be directed to you… if you get this right!
DO: Include keywords related to your business or industry & reference your location
DON’T: Waste this golden opportunity by only using your name!
The Bio
You only have 150 characters for your bio so you need to use them wisely! Your bio isn’t just about telling people what you do or what you sell. Write a bio that gets people excited about your business! Tell them about what makes your business, services, or products unique. Why should they choose you? Remember to be true to your brand voice. If that means using emojis and punctuation, do it!
DO: Include a “Call to Action” in your bio to invite people to join a mailing list, download a free resource, or visit your website. Keep them engaged!
DON’T: Include a #hashtag in your bio because when people click it, they are actually directed AWAY from your profile.
Your Location
Another perk of having a business account on Instagram is the ability to include your location. Having your location listed helps Instagram suggest other local people or businesses for you to follow (Hello, community building!). Likewise, your profile may be suggested to other accounts based nearby which is especially useful if you cater to a local client group.
The Link In Your Profile
You only get one link in your profile – one chance to have visitors click through to a site or landing page to make a purchase or sign up for a mailing list. Make the most of your link by using a gathering service like Linktree or Milkshake. These allow you have people click through to a landing page where they can choose from different options, each with its own link!
Your Profile Photo
If you are a solopreneur, make your profile picture a photo of yourself! People want to connect to the face behind the business and that’s you, baby! Don’t be afraid to get social and build that personal connection with your audience. If you are a bigger business, a logo is a great option.
TIP: Whatever you do, keep it consistent across social media platforms. You want your profile photo to be recognizable. People don’t like to guess!
Your Highlights
Highlights are a place for you to collect information and content, sort them, and keep them on display in your profile for easy viewing. Each highlight grouping can have its own cover image (I suggest keeping it simple – a colour or icon is best) and can be a stand-alone story or a place for your followers to view specific information such as product options, upcoming events, or FAQs about your services.
TIP: You can edit your highlight cover without posting the image to your stories. Just click on the Highlight you want to update, tap the three dots in the bottom right-hand corner and choose “Edit Highlight”.
Your Business Is Amazing & Now Your Profile Will Show It
Now that you have all of this information, you can get to work building a strong and effective Instagram profile that converts. You can always update and fine-tune your profile to match your business goals and stage of growth. Remember, as your business grows and changes, your profile should, too!
