Now imagine someone sees your advertisement.
They are interested.
They click on your profile.
But there aren’t any proper description, website, location, clear contact information, and little information about what the business really does.
What happens next?
In many cases, the customer just walks away.
The advertisement may have done its job by bringing someone to your page. However, the business profile was not ready for them.
That’s why it is advisable to fill out your profile before serious promotion.
Your social media page might be your first impression on many prospective customers.
They may not know:
Who you are, what you bring, who you work for, whether you are genuine, or how to reach you.
Your profile should have answers to those basic questions ready at short notice.
A good business profile should enable a person to know:
How they can get in touch with you
Daily activities can take place in a variety of settings, for example:
Whether or not the page appears to be engaged and reliable.
When these details are not found, then you are asking the customer to do unnecessary work.
Businesses often begin promotion too early.
They set up a social media account, put up a logo, post a few posts, and begin the ads right away.
However, prior to spending money on promotion, ask:
If 100 people visit this profile today, will they understand enough about the business to take the next step?
If not, the problem is not necessarily the advertisement.
The destination itself may need improvement.
Your marketing should not only generate attention.
It should also make it easy to move through:
Discovery, understanding, trust and enquiry.
Your profile is an important part of your journey.
A visitor should not have to scroll through ten posts to understand what your company does.
Your profile description or bio should communicate the basics clearly.
Avoid descriptions that sound impressive but explain nothing.
For example:
“Making Excellence Through Innovation”
may sound polished, but it doesn’t reveal to the customer if you’re a construction company, consultant, restaurant, software business or healthcare provider.
A good profile description should communicate your business in simple terms.
Tell people what you provide and who you serve.
Clarity should come before clever wording.
If someone is interested in your business, they should know what to do next.
Depending on the business, this may include:
Phone number, WhatsApp, email, website, enquiry form, address, or booking link.
Do not hide important contact details deep inside posts or expect customers to search for them.
If you’re using your digital presence to attract enquiries, it should be easy to get in touch with you.
Every unnecessary step gives the visitor another opportunity to leave.
Social media can be a great way for customers to find your business, but your website typically provides more space to understand it properly.
If you have a website, add the proper website link to your profile.
A potential customer may want to explore:
your services, portfolio, company background, testimonials, products, pricing information, projects, FAQs, or contact options.
By directing interested social media users to a well-organized website, you can guide them to further research without relying solely on your social media posts.
Always check that the link works before promoting your page.
Your profile should look like it belongs to your business.
Keep your:
business name, logo, username, profile image, colours, and communication style
consistent with the rest of your brand.
If your Instagram has one name, Facebook has another, and your website has yet another, your customers might not know if the accounts are linked.
Consistency makes recognition easier.
Your business should be recognizable to your customers wherever they see it.
For businesses that provide a specific service area, city or region, location is important.
If someone finds your page but cannot understand whether you serve their location, they may not enquire.
A clinic, restaurant, construction company, consultant, retailer, or local service provider should make its relevant location or service area clear.
If your business is online or has multiple locations, explain that as well.
Customers should not have to message you simply to ask:
“Do you provide this service in my area?”
if the answer is already provided on the profile.
Another common problem is a profile that looks visually attractive but gives little information about the business.
Don’t assume that everyone knows what your services are.
Make sure visitors can easily discover:
Your social media profile should gradually help a new visitor move from:
“Who are they?”
to:
“This is exactly what I was looking for.”
Before actively promoting a new page, publish enough useful content for visitors to understand the business.
You don’t have to have hundreds of posts.
However, a page that has just a logo and one promotional poster provides little context for a customer.
A better starting profile might contain information on:
your business, services, team, work, customer issues, finished projects, helpful tips, frequently asked questions, or how customers can get started.
Consider what you want a first-time visitor to your business to know.
Use those questions as the basis for your first content.
Business owners tend to see their profiles differently, as they know all about the business.
Imagine that you have never heard of the business before and look at your page.
Ask yourself:
What does this company do?
Can I understand its main services quickly?
Can I see where it operates?
Does it look active?
Can I contact someone easily?
Can I visit its website?
Do I have enough information to trust it?
If important answers are missing, fix them before increasing promotion.
Advertising can help you get more visitors to your page.
But advertising cannot fix a profile that is confusing, incomplete, or difficult to contact.
Before asking people to:
follow your account, visit your page, click an ad or explore your business, ensure there is something useful for them.
A complete profile makes a better first impression and provides interested visitors with a better roadmap to becoming customers.
Digital promotion is more effective when the destination is prepared.
Before you get too deep into reach, fill out your:
business information, description, services, contact options, website, location, branding, and essential content.
You do not need to make everything perfect before starting.
But customers should at least be able to understand:
who you are, what you do, and how to reach you.
Build the profile first.
Then bring people to it.
A Webrandtech Education Series for Smarter Digital Growth.