Who would have thought storytelling to emerge as a new form of marketing and a more effective one at that too? So much that companies are shifting focus from paid advertising to promote their business to plain-old storytelling.
The reason again is nothing too surprising considering that we humans have a natural affinity for sharing stories. After all, that is how information has been passed on through generations. It is only instinctive for us to share with others what we know, and that is how bonds are created within us.
No wonder storytelling is also emerging as the favored means of marketing for small businesses, and for the same reasons too, that of cultivating closer ties with your customers.
However, you got to make sure you do it right for your efforts to bear fruit. Here are a few tips to follow which can lead to the most effective small business storytelling.
1. Keep focused on your goals.
This perhaps should be the cornerstone of your entire storytelling endeavor. Start with developing a clear understanding of what is it that you wish to achieve, or what you are out to let the world know. And once you have answers to these, be ruthless in your approach. Going about with a purpose will lend character to your business, and will impart a distinct identity to it, something that is vital for your customers to be drawn to your business.
2. Your business story should have substance.
Make sure you are delivering something with each of your stories so that your customers end up having something after they have gone through it. In other words, there should be a clear message delivered to your customers which can be anything about your product or about building brand awareness. Let there be actionable points that will force your customers to connect with your business.
3. Be honest.
Be honest in your approach. Storytelling is a means of reaching out to your customers, and the more honest you are, the easier it is going to be for your customers to relate to your business. So, if you are the owner of a food joint and are really passionate about a particular menu item, tell the story behind it. Diners too will have a reason to fall in love with the same. This will help build trust with your customers.
4. Be consistent.
Work according to a plan, and make sure you stick to it at all times. For instance, you should make sure you are following the same set of colors, logos, theme, basic style of writing, and such for each of your communication. Your customers too will settle into a groove so that there is going to be a sort of clarity as to what you are able to provide and what their expectations from you are.
5. Reach out to your customers.
Your customers are the ones that make your business come alive. Making them involved in storytelling, like encouraging them to share their stories as well about your business can make things all the more interesting. It will be sort of striking an emotional bond with them, something that can be the steppingstone of a long-lasting relationship.
In the end, what can be said is that storytelling can be seen as an ever-evolving process that runs parallel to the business itself. As the business grows, there are lots that are happening, and new experiences are gained. Sharing those with the world outside will be like cultivating a relationship with them which in turn will serve as an impetus for your business to grow.