Post by account_disabled on Mar 2, 2024 6:00:11 GMT -5
B2B companies often tend to ignore how to do corporate storytelling effectively, not recognizing the important impact it can have on business growth. Having an engaging, emotional and compelling story to tell prospects and customers can really make a difference in terms of lead generation and B2B sales. In today's article, we see how to create a storytelling strategy that attracts users' attention, engages them and pushes them to take an action. How to do corporate storytelling? The key elements Before continuing reading, take a look at this introductory video to better understand what corporate storytelling is : corporate storytellingWhen it comes to designing an effective and engaging story for your b2b company, there are a few elements to keep in mind. Let's see them below! The story told must be emotional Emotions play a predominant 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 , a professor at Harvard Business School, consumers are not as savvy as they would like to believe. His research shows that, for example, while many buyers say they compare prices between multiple brands when evaluating a purchasing decision, in reality this is not the case. Furthermore,
by studying consumers' unconscious physical reactions, Zaltman found that people are driven by unconscious impulses . The most powerful impulse is emotion, which drives purchasing behavior and overall decision making. This makes us understand how fundamental it is to understand how to do storytelling and tell a story that creates an emotional bond between the prospect and the company . how to do storytelling 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 to say: we are a b2b marketing agency - we sell marketing services to b2b companies we are insurance brokers - we provide Australia WhatsApp Number Data companies with healthcare 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 . They are therefore not effective for generating leads , sales opportunities or new customers. These are stories that don't attract attention and don't push users to take a step forward to find out 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 their growth goals we are insurance brokers – we provide benefits packages to attract the best talent, reduce turnover and create an excellent team we are a safety products company – we make sure that all factory employees go home safely 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, enough to make visitors want to know more . This is the definition of B2B storytelling done strategically, necessary for company growth.
by studying consumers' unconscious physical reactions, Zaltman found that people are driven by unconscious impulses . The most powerful impulse is emotion, which drives purchasing behavior and overall decision making. This makes us understand how fundamental it is to understand how to do storytelling and tell a story that creates an emotional bond between the prospect and the company . how to do storytelling 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 to say: we are a b2b marketing agency - we sell marketing services to b2b companies we are insurance brokers - we provide Australia WhatsApp Number Data companies with healthcare 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 . They are therefore not effective for generating leads , sales opportunities or new customers. These are stories that don't attract attention and don't push users to take a step forward to find out 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 their growth goals we are insurance brokers – we provide benefits packages to attract the best talent, reduce turnover and create an excellent team we are a safety products company – we make sure that all factory employees go home safely 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, enough to make visitors want to know more . This is the definition of B2B storytelling done strategically, necessary for company growth.