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Marketing Malone

Is your bio the reason people don't follow you?

Published 29 days ago • 2 min read

Hey Reader,

Last week was one of those heads down weeks, working on the business instead of in it. I rewrote my welcome email series, built out a set of Canva templates and rebranded a couple of my offers.

One of the smaller jobs on that list was my own social media bios. Which brings me to today’s topic. If you've noticed your profile visits aren't turning into follows, this one's for you.

When someone lands on your profile, they're deciding two things in seconds. Do I like this person and would I follow them? Your bio needs to answer that as much as it needs to explain what you do.

A few things every bio needs before you touch the wording:

  • Searchable text in your name field. It works like a page title for your profile, so add your keywords. "Sarah, wedding florist Edinburgh" is more effective than "Sarah Jones"
  • A line on who you help & what changes for them if they follow you
  • Location, if it's relevant to how someone books you. So many local businesses miss this one.
  • A call-to-action and link, with a reason to click it. Why should they?

Skip the fancy decorative fonts too. They're not read properly by screen readers and Instagram's search can't index them, so they're doing your SEO no favours.

Once those are sorted, the bio body itself needs a structure. Here are three that work well, pick whichever fits how you talk about your work.

The transformation formula
​Result plus method, your unique approach, proof, then next step

Strength training that fits 50hr work week
No gym memberships or 5am sessions
Avg client sees results within 6 weeks
Grab your free 4 week plan below

The credibility formula
​Who you help and how, what to expect from following you, a credibility line, then a CTA

I help event planners run flawless days without living in their inbox
Systems & templates for smoother events
Managed 150+ events
Free timeline template

The belonging formula
​Name who this is for, what you help them do, a personal or values-led detail, then a CTA

For collectors who want a piece with a story, not a trend
Fine jewellery for milestone moments
Made by hand in London studio
Shop the new collection

Once your bio does the main job, you can add some personality, making it sound more fun, clever or spicy if it fits your brand. Keep the whole thing under 150 characters, cut anything that isn't earning its place.

This week's action: a few weeks back I asked you to run a 5 second test on your website. It's worth doing the same now for your Instagram. Ask yourself, if a stranger clicked on my profile, would they know what you do, who it's for and what to do next? Reply and share a before and after of your bio with me.

Talk soon,
Elaine XO

Elaine Malone

Marketing Malone (formerly XOmisse)

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​Elaine, 600 1st Ave, Ste 330 PMB 92768, Seattle, WA 98104-2246

Marketing Malone

by Elaine Malone

For business owners doing it solo, wearing the marketing hat too. Get practical website and SEO tips that get you found, followed and booked.

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