Article | November 27, 2020
Every business has a story that goes beyond products and services. No matter how great your products are, what really creates loyal, repeat customers is your ability to engage with them, relate to them, and be authentic with them.
By sharing your story as part of your marketing strategy and connecting with clients as real people, you are effectively showing them that you are interested in more than just completing the next sale. A little bit of openness goes a long way in busting open doors to future business.
Here are five tips for strong storytelling while marketing your business:
1. Share your truth. Be honest about your story when you tell it and you will create a bond with clients. Don’t overexaggerate or embellish your background and instead think about the most compelling parts of your journey and accentuate them. The key is for people to see you as not just a business owner or vendor but as someone they can relate to.
For example, if you served in the military, you can share a little bit about your background and explain why it was important for you to serve your country as well as how you transitioned into your current career.
2. Show your personality. According to Fast Company, 92% of consumers want businesses to tell stories in their ads. The more you show off your personality and the person behind the brand, the more emotionally connected your clients will feel towards your business. When a human bond like this is formed, it creates brand loyalty because of the sentimental value that is now attached.
3. Build relationships and you will build sales. Be inviting in your marketing campaigns and leave the door open for further communication and engagement. For example, send a personalized postcard via direct mail and include a QR Code for more information that drives traffic to your website. Then, make sure your website matches the intent and sentiment of your postcard so that it creates a uniform, consistent feel that strengthens your relationship with customers.
4. Be active on social media. The best thing you can do to further your story is to be active on social media every day. Pick the two or three social media channels that you feel work best for your business and stick with them. The last thing you want to do is have a social media page that hasn’t been updated in months because then the potential clients who visit those pages will question whether or not you are still in business. Also, act like yourself, don’t overpromote, and continue to reveal parts of your personality in a meaningful manner.
5. Be involved in your community and give back. Last but certainly not least, it is vital to get involved in your community and give back. People are more likely to do business with you when you share common interests, and everyone wants to see community members lift each other up. If you are passionate about certain causes, you can remain authentic and also show you are empathetic to others. Empathy is a strong, effective tool in telling your overall story because when you care about others, people will care about you. When they care about you, they are more inclined to do business with you.
Ultimately, we all have a story to share of how we got to this point in our careers. For business owners, it is crucial to add authentic storytelling elements to your marketing efforts so that you are seen as a genuine person who cares more about people than sales.
And, in doing so, the sales will follow suit.
Article | August 11, 2020
When it comes to online reviews, a high star rating isn’t enough to set your business apart from the competition. Without written reviews, a star rating (no matter how high) falls flat. The average consumer spends 13 minutes and 45 seconds reading through reviews and review responses before making a decision. The right review response from your business can make a 5-star review even more powerful and minimize the damage of a negative one. Learn how to respond to positive reviews to further establish your business’s credibility.
Article | August 12, 2020
In recent weeks, we’ve been publishing a series of posts about Connected Content and why it matters as the world becomes increasingly digital first. Connected Content means that companies tell their brand stories through strategic and engaging content, build and run intelligent websites, and reach audiences with powerful performance marketing solutions As our CEO Don Scales wrote, we believe that in a digital-first world, businesses can’t tell their brand stories with a willy-nilly collection of tactics. They need a unified approach. And technology creates the foundation for that approach. Technology is the great enabler of Connected Content.
Article | July 22, 2020
The world is changing. The result of the ongoing pandemic has wreaked havoc on global economies, resulting in millions of Americans joining others around the world, especially those within the service, media, and ad industries, being particularly affected. Today, working from home as a mainstream way of doing business initially caught many companies unprepared. At the same time, businesses, and millions of American households from coast-to-coast, as well as billions of households around the globe, are understandably keeping a watchful eye on their finances.