It’s Your Story. Be Proud of It.
The importance of a small business bio should not be underestimated. Everyone has a story about how they came to start their own business or venture into entrepreneurship. In fact, many people probably have an amazing story that is inspirational and yet, still, most do not invest in the one tool that can effectively share it. That tool is a business biography.
Everyone Small Business Deserves a Bio
Many small business owners overlook biographies thinking they are unnecessary marketing tools or that they simply don’t need one. Fact is, everyone has a reason for opening a business and pursuing entrepreneurship and to get there took noteworthy accomplishments. Therefore, EVERYONE deserves and should have their own professional bio.
A bio gives small business owners the opportunity to summarize their qualifications, highlight some interesting facts, describe their business and inject a little of their personality.
Where does a small business bio belong?
- In professional marketing materials and client proposals
- Submitted in applications for speaking events and media features
- On company websites and blogs
- Books, e-books, reports or professional documents and presentations
Prospective clients, journalist, and investors expect to read a story about you and your business on your company website and on your marketing materials. It’s also common for a bio to appear on social media platforms, press releases, investment proposals and professional portfolios.
Furthermore, a bio will give professionals a better chance of gaining credible PR through editorial journalists and bloggers. One of the first requests I get from media interested in writing a feature article on a client of mine is a biography. Why? Because a bio provides writers with a tool that easily allows them to reference important facts and background information on you. That saves time and they like that.
What Type of Bio Do You Need?
There are three main types of small business biographies to choose from. Depending on the market you are in and the type of organization you run, you may need one, or all three of the following biographies.
A company bio, or profile, is a quick look at a business, allowing people to get a better idea of what a company does or offers to its target market. A company bio showcases its unique strengths, track record, and testimonials. Furthermore, a great bio goes beyond the basics and illustrates the company’s culture and values.
An executive biography is written to emphasize a personal brand and showcase what is unique and special about an individual. These bios are more personable and can briefly mention additional personal information such as favorite hobbies, family, etc. Entrepreneurs find these bios incredibly helpful when preparing a business plan for potential funding with investment firms
Short staff biographies provide customers or stakeholders with information on the background and skills of your key employees. You want to make sure you keep staff biographies consistent and up to date with current information.
Staff bios may be included on:
- Company websites
- Annual reports
- Employee newsletters
- Grant applications
Be Prepared. Be Proud.
Small business owners need a bio for both themselves and their company. It’s surprising how many times you are asked for a bio throughout your career. Because the small business bio is one of the most useful and affordable marketing tools available, you might want to consider investing in one so you’re prepared.
All things considered, potential clients expect you to brag about your accomplishments in your small business bio. Henceforth, you don’t need to be afraid to do exactly that. All in all, take pride in your company’s accomplishments!
Jean Templeton is a public relations director and copywriter who works with small business owners and aspiring entrepreneurs to help grow their personal brands and businesses.
Jean is the co-founder of Consonant Marketing and believes in creating content that is organically produced and custom made. She is professionally trained in Search Engine Optimization (SEO) and specializes in Creative Writing and Public Relations.