Want to enhance your company’s digital footprint? Well-crafted company bios are a great starting point to gaining online traffic. By completing profiles on professional networks like LinkedIn and Crunchbase, marketers raise visibility and support SEO efforts. Although some professionals stick to a copy-and-paste process, successful businesses take advantage of each platform’s intended audience by customizing bio messaging.
Given Crunchbase’s specific format, it appeals to a B2B market that’s interested in industry news, funding rounds, acquisitions, and partnerships. To ensure that your Crunchbase profile is ready for business, check for these five elements that are essential to a company bio.
Use the right logo. As the first representation of your brand, your logo should be high-resolution, legible, and consistent with existing profiles. It may come as a no-brainer, but here’s the catch — test for mobile. Sometimes, company logos are better represented without a tagline, or simply as a logomark (the identifying brand image without the business name). For example, Adobe Systems’ Crunchbase logomark is clear without containing the specific words “Adobe Systems” in the profile picture. And don’t worry; your tagline will find its perfect place, which brings us to our next point.
- Mission & Vision
State your purpose. This is the perfect place for a tagline — a quick snapshot of your brand identity. As an alternative, you can use your company’s mission and vision, which are basically the what and why for your business. You should explain the product or service that your business is offering, while also introducing the aspirational goals of the entire organization. However you want to craft it, this should be the primary message that readers receive from your company bio.
Stand out to your audience. Your company profile should clearly state the specific audience that your business benefits. Geographies and demographics served present a better understanding of how your company differentiates itself from competitors in the market. An additional way to distinguish yourself is by including any specialty services or acknowledgments. Recent awards, campaigns, and performance metrics are great add-ons that provide context to your recent business. Asiaciti Trust’s profile does a great job at going in-depth on their specialty services and industry accolades.
Describe yourself. Don’t forget to fill out objective fields like Headquarters, Founded Date, Number of Employees, Funding Status, and Company Type. These labels give prospective customers a better understanding of your history and size. This is an easy opportunity to share potential insight into your business structure. Take for example: pre-IPO startups may be more organizationally flexible than multinational corporations; a 100-year old factory may have an established infrastructure for consistent supply chain logistics; or nonprofits may operate in different fiscal cycles.
- Contact & Links
Get connected. The final, but equally instrumental element, is adding contact URLs to your company’s homepage and social channels. Not only does this provide immediate exposure to your other marketing materials, but this helps strengthen backlinking for search engine results. Increasing the number of channels maximizes your business’ chances for prospective partners to connect. For example, Hackbright Academy’s profile includes its website, Facebook, LinkedIn, Twitter, email, and phone number.
While it may seem tedious and pointless to continuously create new profiles in an ever-changing digital landscape, it’s absolutely necessary. Connecting and updating company bios ensures that you’re ready for the next business opportunity, no matter the source.