Before reading further, take a look at this introductory video to better understand what corporate storytelling is:
New call-to-actionWhen it comes to designing an effective and engaging story for the b2b company, there are some elements to keep in mind.
The story told must be emotional
Emotions play a preponderant role when it comes to buying something. Often a purchasing decision is made first by relying on the emotional part of our brain, and then rationalizing the choice.
According to Gerald Zaltman, professor at Harvard Business School, consumers are not as expert as they would like us to believe. His research shows that, for example, while many buyers say they compare multiple brands and prices when evaluating a purchase decision, this is actually not the case.
Furthermore, by studying consumers’ unconscious physical reactions, Zaltman discovered that people are guided by unconscious impulses. The most powerful impulse is emotion, which drives purchasing behavior and the decision-making process in general.
This makes us understand how fundamental it is to understand how to do storytelling and tell a story that creates an emotional bond between propect and company.
The most common mistake
When a b2b company decides to start telling a story, is to rely only on the usefulness of the product or service offered.
That is:
we are a b2b marketing agency – we sell marketing services to b2b companies
we are insurance brokers – we provide companies with health care benefits
we are a security products company – we provide security products
we are a software company for large clothing retail centers – we sell picking systems to large retailers
we are an orthodontic products company – we sell orthodontic products to orthodontists
These are five stories for five different B2B companies.
They are certainly truthful, but they do not create an emotional connection with potential customers. Therefore, they are not effective in generating leads, sales opportunities or new customers.
They are stories that do not attract attention and do not motivate users to take a step forward to learn more.
Here are the possible alternatives
we are a b2b marketing agency – we help b2b companies create a lead generation system that allows them to exceed growth goals
we are an insurance broker – we provide benefits packages to attract top talent, reduce turnover and build a great team
we are a safety products company – we make sure every factory worker gets home safe
we are a software company – push the boundaries of speed, space and intelligence to transform your warehouse and distribution operations!
we are an orthodontic products company – now orthodontists have a reason to smile
These stories are emotional, interesting, non-trivial and engaging, so much so that they make visitors want to know more.
This is the definition of strategic b2b storytelling, necessary for the growth of the company!
The story told must be unique
Once you understand the emotional aspect, you need to make sure that the story is unique and different from that of your competitors.
In fact, prospects looking for a particular product or service get information on the web. When they arrive at the b2b company site and find nothing different from the last two websites visited, they abandon the page and will probably never return.
Typically, potential customers spend 10 seconds on a site before deciding whether to leave or stay. In those few seconds, therefore, you need to tell a story that convinces them to click.
An emotional story, like the examples above, serves precisely to achieve this goal, positioning the company as unique and different from others, in other words: exceptional.
It is important to find elements of exceptionality that distinguish the company from others.
In the case of Fontimedia
We are an agency specialized in the b2b sector of which we know the complexity and needs. Thanks to our experience we are able to analyze each reality to build a personalized and sure-fire successful plan.
We apply the inbound methodology and use tools and software to help our customers achieve the best business results, beyond expectations.
You have to go beyond your status quo and find the elements of exceptionality of the company. If others can say the same thing, they will not be noteworthy statements.
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The story focuses on the prospects, not the company
This is a really fundamental aspect, often ignored by b2b companies, which tend to tell stories that are too self-referential.
The story should not have the company and its products office 365 data collection as protagonists, but the potential customers.
It is often very difficult to change perspective. It is much bzb directory more comfortable to talk about the company, the products and services offered, the staff and the enormous experience gained over the years, but these are aspects that should be secondary to the customer.
Prospects are only interested in what the company can do for them
Will they get more leads? Will they be able to retain customers? Will they have more qualified traffic to the site?
You need to talk about customers 80% of the time, about the company only 20%.
In the examples throughout the article, here’s what makes stories customer-centric, not company-centric:
Insurance brokers – it’ll be easier to attract and hire new staff, and the best ones will stick around longer, making it easier for your business to grow
Security product companies – your staff will never be using outdated tools. They’ll never run out of stock. We’ll work with you to conduct regular security checks, so you’re always compliant.
Software companies – your distribution center will run 30% more efficiently, require fewer staff, and allow you to deliver products to your customers flawlessly.
It’s all about your prospects, what they want, what they need, what they can achieve.
The story should make prospects want more
Every B2B marketing strategy is designed to achieve a specific goal. Learning how to do business storytelling helps make customers want more information about your company and what it offers.
The story told may be the first thing that potential customers see or hear about the company, so you should not expect their first action to be a request for a consultation with the salespeople. Instead, the first action will be a click on the CTA or on different pages of the site.
