WIIFM — Tune your social media channels to this station

“What should my company share on social media?” is the second most common question I hear when giving presentations (the first being “What is a hashtag?” an article you can read at IBMadison.com here).

Here’s a simple consideration — how can you most benefit the audience that you have right now, as well as the audience you're targeting?

Let's think about the one radio station all of us are listening to right this second, and that's WIIFM — What’s In It For Me? Everyone’s biggest concern is, “Where am I spending my time that’s most going to benefit me?”

You, me, and everybody else in the world is competing to earn the attention of our ideal customers.

It’s really difficult to put ourselves in the shoes of our target audience because we’re so close to our businesses. As a result, we develop what’s called the Curse of Knowledge. We know things so well that we think to ourselves, “Isn’t this obvious to everyone?” and the answer is no, it’s not.

On social media, repetition is your friend.

Right this second, your company is providing a benefit of which you’re very well aware and your customers aren’t. Here's a great example of one of these benefits — River Valley Bank in Middleton allows anyone to use their conference room for free.

Now, is that a good business model? Should they just let anybody come in and use their conference room? If they’re competing for the attention of their targeted customers, then the answer is absolutely, yes!

It only makes sense. Once your ideal customers are at your location they’re paying attention to you and you’re top of mind for them.



Share the benefits you’re already providing repeatedly using your social media channels.

Another example of this is a gas station near my house in Waunakee called Meffert Mobil. The owner spent a lot of money putting in a very, very large vacuuming system that people can use for free.

Now, why would they give something away for which most gas stations charge? They understand the power of association. As their customer I create a correlation between their business and a clean car. After I use the vacuum, am I satisfied with just having the interior of my car clean?

Of course not. I need to clean the exterior in the conveniently located car wash right next door.

For them, it’s all about getting customers at their location, building that association, and continuing that customer relationship.

Use your social media platforms to highlight benefits that your competitors aren’t.

Let’s say you sell a product and you provide a five-year warranty with that product. That warranty is exactly the same as your competitors and is considered the industry standard.

If you’re the only one using social media to showcase that five-year guarantee and why it’s a benefit to your customers, guess who wins? You! Even though everybody else in your industry — literally, all of your competitors — say, “Well, we provide that, too. Doesn’t everyone know that?” The answer is no, they don’t.

Here’s my challenge for you and something I want you to take action on right now — find at least one thing your business is already providing that you can amplify via social media. It might be a product or service, or it might be something that’s information-based like a guide or tutorial.

Continually promote these benefits via social media to add value to the audience that you’re targeting and they’ll grow to trust you.

Please let me know in the comments the benefits that you re-discover after looking at your business objectively. I’ll reply with some ideas on how to highlight them via your social media channels.

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