What's the story?

“Story-telling” in marketing has often been associated with the B2C world by enabling brands to connect with their consumers. However, on the flip-side B2B marketing is referred to as “Boring 2 Boring”, in essence it couldn’t possibly have any significant and engaging stories to tell? Well that statement couldn’t be any further from the truth and if you’re struggling for storytelling ideas to take your B2B marketing strategy to the next level - read on! 

Humanise your brand and convey personality

People relate to people so, think about how you can highlight the stories behind your team to create a connection with your target audience. By simply incorporating the story behind your employees, you’re standing out from a wide range of other businesses in your industry.

Emotionally connect with your audience

Think about your target audience and how you can create a story-driven video that pulls on an emotion? How can you craft content around current events or values that matter to you and your target audience? By weaving relatable emotions into your brand messaging, you’ll create lasting impact and inspire your audience to truly care.

Motivate customers

You can do this through motivating people to work for your B2B business on platforms such as linkedin. Show personality, talk about work culture and interact with your audience with questions, polls and behind the scenes moments. They’ll get a deeper insight into your brand, be encouraged to join the conversation and overall it will make your business more approachable.  

Customer retention

Think about the types of people that work at the businesses you’re targeting. These could be sales people, graphic designers, content marketers, business founders, the list goes on! Think about them and create blog content to appeal to their specific areas. If for example your product or service poses a solution to their individual stresses they’ll be more likely to stick around if they feel seen and heard.

New customers

Think about creating rich, educational, and snappy content for specific individuals within your target audience, and then making it easy for them to share with a friend or colleague. This is a sure fire way to get lots of referrals.

Unique content

Fables and fairy-tales believe it or not are great ways of getting your story across! As many of us have read these stories as children we can instantly relate to them but if you weave your company characters into them - you being the trusty friend and your customer being the hero they become instantly engaging and relatable.

Less of the sales

Instead of shoving “buy now!” or “purchase here!” Calls to actions down your customers’ throats, focus on copy that makes them laugh, creates  curiosity, and makes them feel in control. You can look at trends on social media and relate people’s daily woes into creative, funny and engaging copy that becomes relatable to your brand

Make it personal

People want to feel unique, and they’re drawn to messages that appeal to their personality and way of thinking. The more ways you personalise your content, user experience, or messaging to showcase this, the more they’ll be tempted to try your brand.

Plus, using personalisation on your website is a surefire way to grab your audience’s attention. For example, you could offer a targeted lead magnet like a marketing template for those in that sector, or you could integrate a chatbot with pre-set answers so they’ll be directed exactly where they want to go.

Data

By using data and tying it to topics your B2B brand cares about, you can quickly form new and interesting stories, which in turn create an emotional connection with your audience. Collect data on your own marketing campaigns — social media in particular — to find stories that are already working for your brand, and scale accordingly.

If you’d like help with your B2B content get in touch.