June 2021 - 14

TOOLS TO GROW YOUR BUSINESS
Your Instagram Bio - Don't Leave it Behind
By Gail Pabst, marketing communications coordinator, National Garden Bureau
bio
Most of the time, the Instagram
afterthought - just
is
an
something to complete so we can
get started with posting
social media real estate that should
be
given
appropriate
time
and
attention. It is where you create the
first impression of your brand, impart important information
about your business and help turn visitors into followers that turn
into customers - all from 150 characters and one external link!
Start with the Name Field
The name field does not have to be your username. Customize
it with 30 characters of searchable keywords - search in
Instagram to see what comes up for the words you want. A
search will give you great ideas on what to put in your name
field. Think of the name field as Instagram SEO - a way to rank
higher in the search. The best part is that you can change the
name field twice in 14 days so maybe change it for the seasons
or events.
Then the Website Field
In the Instagram profile, you are only allowed one URL link; a
website URL that goes directly to a home page is usually the one
used. That is fine, but not ideal. You may want to direct people
to additional pages like events, or online ordering, or newsletter
signup. That is where third-party apps come in handy. Many are
free or available for a nominal fee, like Linktree, ContactInBio,
Campsite and Swipop. These apps are good if you want to add a
multi-purpose bio link.
For those of you who are using an Instagram scheduler like
Tailwind, Later or Social Sprout (to name a few), these apps will
have their own bio link URL available for your use. These tools
also can connect each Instagram photo with its own direct URL
links. This gives the follower easy and accessible direct connects
to each photo that you add - great for if you are connecting to
a product page or order form.
Another solution is to create your own landing page on your
website, which would have all the links you want to include. Add
that URL to your Instagram bio.
Your Bio Copy
This should highlight essential information about your
business. Think of it as a short business pitch. Include your
street address if you are a brick-and-mortar store wanting
customers to visit. This is searchable and when someone clicks
on the address, they have the option to open the address in a
maps app or copy it.
Have a few hashtags, because they, too, are searchable.
* Use emojis, a fun and shorter way to get your ideas across or
aid in readability.
14 | LAWN & GARDEN RETAILER | JUNE 2021
pretty
pictures. Once we put it up, we
promptly forget about it.
But your bio is extremely valuable
* Use keywords in your description for searchability.
* Incorporate a line break if needed to make the bio easier
to read.
* Use bullets for clear comprehension.
Are you ready now to update your Instagram bio?

June 2021

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