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You Have Great Stories Waiting to Be Told

Posted on: February 4th, 2014 by: Andy Narrai

Start here for B2B storytelling that’s as effective as the ads you saw during the Super Bowl.

OK, so Sunday’s game itself may not have provided a compelling storyline. But many of the commercials did. From silly to sentimental to more straightforward, the spots with engaging narratives stood out.

What’s that mean for your B2B brand? If you want to make a real connection and a lasting impression with your customers, storytelling is the key. It can help you move beyond and above the typical features-and-benefits marketing, and move your business ahead of the pack.

Centrisys leads with a story about its legacy of innovation.

B2B storytelling might seem like a daunting task, but it doesn’t have to be. After all, you’re not shooting for a real knee-slapper or a tearjerker. You’re just looking to share stories that your customers can relate to, so you can build trust and credibility over time.

In that context, your company has lots of engaging stories to tell – if you know where to find them. Here are five places to look:

  • Company history. What are some major milestones your company has achieved? Sure, dates of events may help, but how do these events show your evolution? Take Centrisys, for example. Their Ideas ahead campaign theme highlights major milestones and tells a story about the company’s evolution.
  • Case studies. Case studies may be the best known and most effective B2B storytelling technique. How have your customers been affected by your products or services? Park Bank’s customer testimonials add credibility to their brand promise, while appealing to the emotions of other business owners.
  • Customer profiles. Take a moment to think about your ideal customer. How can you appeal to them, show respect, show admiration? Ram Trucks’ “God Made a Farmer” video is a beautiful example.
  • Employee or leadership bios. Use the unique stories and backgrounds of your employees to show how your organization comes together to deliver value. Showcasing your employees through photography on your website, as Donnelly Custom Manufacturing and others do, is a simple and effective way to do this.
  • Unique ways of doing business. Is there something special about your approach, philosophy or process? Tell that story! Chipotle’s Scarecrow video is a compelling way to convey the company’s commitment to sustainable food production practices.

So tell us, what are the best examples of B2B storytelling that you’ve seen? And can you top them?

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