Great storytelling has the power to change the way B2B brands are perceived and how customers engage with them. Just think, 50% of B2B buyers are more likely to part with their money if they feel an emotional connection to a brand.
With that in mind, here are five tips to get you writing your story:
1. Shine the spotlight on your customers
Case studies and testimonials are great for adding a story to your selling. Bringing your product or service to life with client stories shows your audience why they need you.
Great example: Lloyds Bank ‘Lockdown Learnings’
2. Search for the stories within
No case studies? No worries. Asking your wonderful employees to tell your B2B brand story will humanise your business and make it easier for customers to connect with.
3. Create some drama
Good stories have a protagonist, problem and goal. If your protagonist achieves their goal without coming across the problem (business challenge), there’s no story to tell.
4. Channel the power of visualisation
A picture’s worth a thousand words. It’s true, people are more receptive to visuals, so if you’re telling a customer story, it makes sense to use imagery of that customer.
Great example: General Electric’s Instagram
5. Ground your stories in data
Using data in your storytelling lets you take a more strategic approach to content creation and grounds your stories. It can also help pinpoint customer pain points.
There’s no right way to tell your B2B brand story. But giving it some real thought will set your business apart as the content landscape becomes ever more competitive. Ready to pen your story? You know where to find us.
Featured image by Etienne Girardet on Unsplash.