How To Create A Successful Social Media Profile

Guide to social media profile

Are you looking to create a successful social media profile that attracts your ideal customer?

If so, please check the recommendations in our experts roundup.

What are your top tips for having a magnetic social media profile that attracts your ideal customer?


It starts with your first impression. And in social media, that’s your picture. Just as you need to smile and make eye contact when you meet someone in person, your profile picture should smile and make eye contact through the screen.

Take a look at this example. These are three profile pictures that I tested. Notice how much less “likable” the first one is…

source: 9 Tips for Profile Pictures, Orbit Media

What’s the difference? I’m not smiling and I’m not making eye contact. So if you want any hope of attracting your ideal customer, first make sure that your picture is doing everything it can to make you attractive. Look them in the eye with a warm, friendly smile.


No matter what social media platform you use, the first thing that you should be mindful of is the empty spaces provided. It’s in your best interest to be as thorough as you can be while completing your social media profiles. All the pertinent information should be readily available to anyone who comes across your account – leave as little to the imagination as you can. After all, you want your audience to have a general understanding of your operations at a glance if and when they come across your social media accounts.

Now, most businesses tend to incorporate multiple social media platforms to enhance their digital marketing efforts. Take note that each platform offers a respective function and content delivery. Your average social media user tunes in to their account for specific purposes. For example, Instagram bridges the gap between the desire to consume visual content and the content producer. No one goes on Instagram to read pages of text – no matter how informative it may be. LinkedIn tends to connect professionals and professional knowledge with others in the industry. The point I am trying to make is that you shouldn’t try to adapt the platform to your needs, but instead, adapt to what the platform is intended for.

What about the content itself – the one that will inevitably find itself on your profile? Prior to content creation, ask yourself this – “is this content intended to appeal to the masses?” If you answered “yes”, you may wish to revert back and make some changes. When going through the social media content creation process, precision is the name of the game. You want to push out content – whether it’s text, video, picture – that resonates with your particular audience. Cut right through the social media “fat” and cultivate your posts that allure the eyes of your ideal consumer.


It really comes down to one thing, knowing what you’re the best at and making that perfectly clear on your social media profiles.

Every company and individual has deep expertise in some area and are legitimately the best in the world at it.

If you want to attract customers who need the solutions you have, make your expertise clear and don’t beat around the bush, go straight to the point and explain what you do and why you do it the best.


Josh Haynam
Jamie Pitman, Head of Content, BrightLocal

As with almost any question about digital marketing, it depends on the industry. What works for a beauty salon certainly isn’t going to work for a law practice, so the first thing you need to do is learn where your audience is most active online.

These days I’d bet my bottom dollar the answer is almost always Instagram. Truth be told, Facebook doesn’t seem to be having as much impact for local businesses as it once did (unless you’re willing to shell out on advertising), whereas Instagram has seen the most growth in recent years and doesn’t show any sign of stopping.

Instagram is also used much more as a tool for discovery than, say, Twitter or Facebook. In fact, for restaurants, it recently surpassed TripAdvisor as the go-to way to get a taste of the dining experience available. (I guess the first bite really is with the eye!)

A typical search for a business on Instagram will lead to not just photos, but comments (which sometimes feel more honest than reviews) and happy faces. Plus the fact that someone’s been willing to share a photo of their experience on Instagram is in itself a tacit endorsement.

So for small businesses that are keen to get the most out of Instagram, here are my Top Tips:
Make sure you have your place of business set up as a taggable location in Instagram
Make your Instagram handle prominently (and attractively!) displayed in your place of business, and add suggested hashtags to use.
Be sure to follow, and get notifications for, hashtags that include your business name or local area
Like and comment on the best photos of your business (but don’t use them in your own marketing without the express permission of the original poster)

Experiment with different approaches to Instagram advertising, but proofread your copy before you put anything live, otherwise, your comments will become filled with embarrassing corrections from people who really should have better things to do.

As soon as Instagram releases a new feature (have you used IGTV yet?), get involved right away while users are intrigued by it! Chances are your competitors will be sitting on the fence, and waiting for the fabled ‘right opportunity’.
Encourage staff to use the company Instagram account to share amazing moments – diverse voices bring the account to life and avoid repetition.

Consider posting Instagram-exclusive, time-limited promotional codes to encourage people to follow you for discounts.

Ultimately, try not to think too hard about what you post on Instagram – people respond to honesty and humor on this platform. (When was the last time you saw someone using an Instagram filter?)

BUT don’t publish memes unless you know exactly what you’re doing, for this way lies potentially severe embarrassment


Tom Mcloughlin

“The first thing you should do with your social media profiles is identify your goals. This might be different across different platforms, where you might use Facebook to reach your target customer/client and Instagram to show off the culture of your company and make it a bit more personal.

This would require different approaches, and unless you work that out in the first place, you’ll never create a successful strategy to reach those goals.

Once you’ve set your goals for each platform you need to identify your audience and really build out your picture of them.

Whether you want very specific clients to find you (and building a huge following isn’t important) or you want to reach as far and wide as possible, you’ll do it much better if you have particular personas in mind when you’re publishing.

Create your audience personas, then make sure everything you feature targets those people directly. That will lead to those people loving your content, sharing it more and then other like-minded people seeing it more as a result.

There are lots of smaller changes you can make to incrementally improve your activity, but I’d say taking a step back and identifying your goals and your audience will bring you the best return over time.”

Now over to you…

What are your top tips for creating a successful social media profile?

Please share with us below…

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