Struggling with social media posting? The quoted stat above doesn’t help. We know organic reach is declining as more and more businesses utilize the power of social media marketing With all those factors, it can seem as if your social media is failing or not hitting the mark.
You’re not alone. Many small businesses find themselves lost in the vast ocean of social media, struggling to make their posts and videos stand out. The secret to turning this around might just lie in a simple, yet powerful question: ‘What’s In It For Me (WIIFM)?’ Embracing this audience-first mindset could be the game-changer you need, revolutionizing how you connect with your followers on these platforms.
The WIIFM Principle
At its core, the WIIFM approach is about shifting focus from the business to the audience. It’s a strategy that delves into understanding and addressing your audience’s needs, interests, and desires. Essentially, it’s about crafting content that resonates with the viewers by answering their subconscious query: “What’s in it for me?”
Why WIIFM Works
Audience-Centric: It makes your content relevant and appealing to your audience.
Engagement Booster: Content that resonates with viewers naturally encourages interaction.
Brand Loyalty: By consistently providing value, you build trust and loyalty with your audience.
The Small Business Struggle
For small businesses, the challenge is twofold: limited resources and fierce competition. With countless content vying for attention, standing out is crucial. The WIIFM approach offers a beacon of hope, guiding small businesses to create content that truly connects with their audience.
Implementing WIIFM in Social Media Strategy
Understand Your Audience: Start by identifying your target audience. Understand their interests, challenges, and what they value in content.
Craft Your Message: Align your message with your audience’s needs. Each post should offer something valuable – be it information, entertainment, or inspiration.
Showcase Benefits, Not Features: Instead of highlighting what your product or service does, focus on how it benefits the user.
Feedback Loop: Engage with your audience. Use their feedback to refine your approach.
The WIIFM Checklist for Small Businesses
To ensure that your social media posts are audience-centric, here’s a mini-checklist:
- Value Proposition: Does your post clearly state the value it offers to the audience?
- Relatability: Can your audience easily relate to the content?
- Call to Action: Are you guiding your audience on what to do next?
- Feedback Incorporation: Does your content reflect the feedback and interests of your audience?
Beyond the Checklist: Mastering WIIFM in Social Media
Let’s dive deep into audience understanding a bit. To truly excel at the WIIFM approach, small businesses must go beyond the superficial knowledge of their audience. This involves:
Conducting Surveys and Polls: Directly engage with your audience to understand their preferences.
Analyzing Social Media Trends: Stay updated with the latest trends that resonate with your audience.
Competitor Analysis: Observe how competitors engage their audience and learn from their successes and mistakes.
Content Creation: Art and Science
Creating content that adheres to the WIIFM principle is both an art and a science. It requires creativity to present your message engagingly and analytics to ensure it aligns with your audience’s interests.
Storytelling: Narrate stories where the audience can see themselves. It’s not just about your product but about the experience it creates.
Visual Appeal: Leverage high-quality images and videos, as visual content tends to have higher engagement.
Data-Driven Adjustments: Use insights from social media analytics to refine your content strategy continually.
Engagement: The Key to Success
Engagement is a two-way street. It’s not just about pushing content out; it’s about interaction.
Prompt Responses: Engage with comments and messages promptly. This interaction shows that you value your audience’s input.
Community Building: Encourage discussions and create a community around your brand. This fosters a deeper connection with your audience.
User-Generated Content: Encourage your audience to share their experiences with your brand. This not only provides you with content but also builds authenticity.
Consistency and Patience
The WIIFM approach requires consistency and patience. The digital landscape is always evolving, and so should your strategy. Consistency in your message and engagement will build a loyal following over time.
Regular Posting: Maintain a consistent posting schedule to keep your audience engaged.
Adaptability: Be ready to adapt your strategy based on audience feedback and changing trends.
Long-Term Perspective: Building a solid social media presence is a marathon, not a sprint. Stay committed to your strategy.
Building a Lasting Connection
The WIIFM approach is more than just a checklist; it’s a mindset. By focusing on what your audience gains from your content, you increase your social media traction and build a lasting connection with your audience. For small businesses, this approach is about short-term gains and fostering long-term relationships and loyalty. Remember, in the realm of social media, your audience’s perception is your reality. Make it count.
We’d love to discuss your social media management – let’s see what we can do for you! Schedule a time to chat here: eJenn Solutions free consultation