The first myth to dispel when talking about corporate storytelling is that it does not only concern b2c companies. Having a great story to communicate is therefore not only about companies that address people. In fact, this change of perspective starts from the assumption that even in b2b companies, purchasing decisions are made by people. So it is to them that we must speak.
The idea of people to people helps us in the creation of an engaging, emotional and emotional communication strategy. Which reaches the hearts of people – even in the business to business sector.
The branding strategy must address people
Be created with the idea of creating a bond with prospects who, from the screen of their devices. Interact with company content. Having a story to tell is the first step to generate positive feelings in people who have to make purchasing decisions. In fact, anyone is more likely to be attracted first emotionally and then rationally, which is why it is essential to work on feelings.
Let’s delve into corporate storytelling, with some useful advice for putting it into practice and getting results.
Communication must be targeted
To work, a big story must first of all refer to a specific target. A story told to excite a large audience of people will hardly make a dent in people’s hearts. To be functional to the objective, it must be limited to a specific target. So as to involve and entertain it with an emotional communication strategy.
While this step can be more easily applicable for b2c companies. For b2b companies the story is different: buyer personas can be different and reaching the feelings of all of them can be very complex. For this reason. it is recommended to develop a storyline thinking about the common aspects that buyer personas share. And then decline them according to the more specific and personal messages.
Starting the right corporate storytelling mechanisms to win people over requires time and trials, necessary to find the communication key that best attracts the public’s attention: once identified. A virtuous circle of growth. Loyalty and business opportunities will be generated.
Messages are emotional and engaging
In this article we have already mentioned the strong point of corporate storytelling: messages are not standard, but are based on positive sensations. The generation of feelings and emotional transport. But what does this mean exactly? Choosing to convey branding messages through the discipline of storytelling means working on emotions until you attract. At first, and then involve the public.
With storytelling
The objective of the strategy does not change, but the way in which the target is reached. Let’s suppose that a company sells security systems. A standard and anonymous message could underline the experience gained in the sector and the number of customers acquired over the years of activity. Emotional communication focuses on the company’s commitment to ensuring that people feel safe. Healthy and safe and how the company works every day for the safety of each individual.
And again, a company that offers financial services. To be more attractive to prospects, could strengthen its commitment to protecting and respecting personal gains obtained with many sacrifices.
These communication strategies enter people’s hearts and are, in fact, very effective in generating business opportunities.
Now that we have seen what the pillars of the storytelling discipline are, let’s move on to its usefulness in the b2b field and, in particular, to the use that different departments can make of it.
Storytelling and marketing
Marketing is one of the business segments most interested in putting this strategy into practice. The first aspect to explore concerns the distribution of storytelling messages in corporate communication. The advice is not to use this approach only for writing content on the company website, but also for all other activities, with particular attention to its declination.
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As we said
It can be very complex to create a big story and then brazil phone number powder use it to personalize targeted messages, but it can be done and the results can be quite promising.
Going back to the example of the company adb directory that offers financial services, if the main storyline that targets business owners is focused on protecting their precious savings, a subplot, this time targeting managers, could focus on the skills that have allowed the dream of protecting family earnings to come true.
Storytelling and customer service
The same approach used by sales can be attributed to customer service. The status of customer does not prescind from the definition of a loyalty strategy. Which continuously improves the relationship with him. It is essential to continue to win the hearts of people – or companies – even if they have already been acquired. Customers, in fact, are natural brand ambassadors of partners with whom they collaborate and allow to reach new and challenging business opportunities.
So, it is good to never stop doing corporate storytelling. Customer service, therefore, should review the operational strategy of customer service. Basing its approach on an engaging interaction full of positive sensations.
This helps to build customer loyalty, ensuring that the interest gained some time ago continues to strengthen, consolidating the professional relationship in the years to come.
In today’s article we talked about corporate storytelling
A discipline initially belonging to the b2c field. Which soon consolidated also in the business to business. In every context. It is in fact people who make strategic decisions, which is why we need to work on the emotions and positive feelings that messages generate, with the aim of achieving more and more objectives and opportunities.
If you want to know more and explore the potential value of this discipline for your b2b strategy, contact us: we offer you a free, no-obligation consulting session.
