In the world of social media, every second counts. The header of your brand profile is the first impression the company makes on the user. In a few seconds, it should interest them and make them want to know more about the company.
Let’s figure out how to create the most effective profile header for your brand.
What should an ideal profile header include?
Here are five key elements that will make your profile header attractive and convince people to follow you.
Clear description . From the first seconds, the user should understand what your company does and what you can offer. The profile name, short address, logo, cover and description – everything should work in tandem to create a complete and memorable impression that will arouse interest and encourage the user to explore your offer.
Avoid a lot of text and complex terms, no one will reread the information to figure it out – users will simply leave. Avoid vague and unfounded phrases. For example, “our company has been working on the market for a long time.” Add more specifics and write how it will be useful to a potential client: “our company has been working on the digital services market for 10 years, and during this time has accumulated more than 5,000 cases in various niches.”
Keywords . Include keywords in the description and name of the community that will help users find your profile through search. For example, if you are a travel blogger, use the words “travel”, “blogger”, “guide”, etc. A list of keywords can be collected in Yandex Wordstat and Google Trends.
Also use secondary keywords that revolve around the main one. For example, if your main keyword is “manicure”, your secondary keywords could be “nails”, “french manicure”, etc. Secondary keywords help attract people who are not searching for the main keyword, but may still be interested in your service or product.
Unique Selling Proposition (USP) . A USP is a business card that sets your company apart from your competitors. It is a short and concise description of what makes your product or service special and why people should choose you. There are several proven templates for creating a USP:
- Product + benefit: Our deodorant provides 48 hours of protection.
- Product + benefit: our dishwashing liquid will clean twice as many dishes for the same money.
- Product + customer fear or pain: our candies melt in your mouth, not in your hands.
These USPs are striking examples from well-known Western companies that have long since conquered their niche in the market, clearly formulating their advantages and distinguishing themselves from their competitors.
Call to action (CTA) . CTA or Call to action is an important element of the profile header. CTA motivates the user to do something immediately: subscribe, like, leave a comment or click a link. Ask the user to do what you need, and this will increase the chances that the action will be performed. Don’t forget to add emoji to make the call to action more attractive.
Contacts and links . Add contacts to your profile description so that your potential clients and customers can easily contact you without having to spend time searching for additional information. Links in the profile header allow you to direct users to your website, blog, portfolio, or other resources that are important to you. This helps promote your projects and increase their reach. Displaying contact information demonstrates that you are open to communication and willing to interact.
Here is a good example of a Telegram channel profile header
+ The logo, name and description immediately make it clear what the company does. The text is structured and logically clear, the advantages are indicated.
+ The title and description use keywords – flower delivery, bouquet delivery, free delivery.
+ The text presents the USP.
+ Added call to action.
+ The description contains contacts and necessary links.
And this description can be called unsuccessful and here’s why:
– It is not clear from the name what the company does. The text is not structured, the advantages are not obvious.
– Keyword(s) are not added to the title, which will make it difficult to find the channel.
– The text does not present the USP.
– There is no call to action.
– There are no contacts or necessary links in the description – it is not clear where and how to choose and order a bouquet.
After going to a profile with such a description, the user will most likely leave the channel without making an order. After all, he did not receive answers to the main questions: what the company does, what is the advantage of interacting with the company, how to make an order and where to find more information. An effective profile “header” covers all these questions and motivates the user to move further along the sales funnel.
