Marketing is everywhere and everything is a result of marketing. Brands are taking marketing to a whole new level, with new advertisements designed to degrade others, constantly coming up with new products to attract the whole world and whatnot.
See, there are tonnes of rules in the marketing world. And it’s hard to keep track of them; honestly, they are confusing.
While we may not be the toppers of the class, there’s one value of marketing that stuck with us – The Power of Storytelling in B2B Marketing.
Let us begin by stating a forgotten value, which is that businesses do not make decisions – people do.
And people make decisions based on stories.
For example, a Korean skincare brand called Tirtir came up with a whole new collection of darker shades of foundations hardly 2 months after getting a ‘not inclusive enough’ review.
It doesn’t matter whether you’re selling enterprise software, consulting services, or manufacturing solutions, storytelling is that secret sauce that transforms dry pitches into relatable experiences.
Let us break it down slowly,
First, let’s talk about Why Storytelling Matters in B2B Marketing.
Stories humanize brands. They evoke emotion which leads to trust building. Take PaperBoat for example. Their only marketing campaign was to evoke nostalgia through a cute little story. This story in 2023 is valued at Rs 330 crores.
And in this digital era, where attention spans are fleeting, an irresistible narrative can cut through the noise and leave a lasting impression.
If you ask Google, What Makes a Good B2B Story? It’ll give you multiple answers like the ‘5C’s, 5P’s’ or some other complicated answer.
But we’re here to break it down for you.
See, a great B2B story isn’t about what you sell, it’s about why it matters.
A few key ingredients include
- Relatable characters.
You need to focus on real people. Show their problems and successes.
For example, instead of simply stating that your software saves time, you can come up with a story that’ll convey the same in a much more interesting way.
2. Conflict and Resolution
Every good story has a problem and a solution. Paint a picture of the problems your audience faces and show how your product or service resolves them. But remember to keep it authentic, nobody loves perfect.
3. Emotion
Emotions are more influential than you’d like to think. They make up a lot of the decisions. Hold on to that excitement, relief and confidence. The CA isn’t going to cry over the accounting software, but they’ll certainly be relieved because they just avoided an expensive mistake, thanks to you.
4. Numbers
Numbers give an unseen credibility to your story. Mix an emotional appeal with actual results. “We increased revenue by 20% in six months” is powerful when part of a larger narrative.
Now that we talked about what and why, we shall move forward to how.
How to Put Storytelling into Your Digital Marketing
- Visuals
There’s no doubt about the effectiveness of visuals. Narrating a story through videos is one of the most powerful mediums for storytelling. It fits perfectly with the short attention span of the youth, and it gives you complete freedom to be creative. You could be the Shakespeare of visuals if you play it right. Use platforms like LinkedIn and YouTube to distribute them.
2. Social Media
Social media is not just limited to selfies and memes. You can share micro-stories on LinkedIn, Instagram, or Twitter. Share customer testimonials, team highlights, or even day-in-the-life reels showing how your product makes a difference.
3. Twisty Case Studies
Case studies are interesting, only if they are put correctly. Instead of dry, fact-heavy case studies, find a quirky narrative. Begin with the problem, introduce your customer as the hero, and detail their journey to success with your solution.
4. Email Marketing
Share your story through emails and how others like them have enjoyed your product or service. Use your experience to invite the reader to become the hero in their success story.
5. Blog Posts and Web Content
Your blog can be a treasure trove of stories.
Share industry insights enveloped in stories, or use real-life stories of your customers who’ve overcome challenges with your product/services.
Needless to say, storytelling makes your brand more relatable and memorable. It turns your audience into active participants in your story, which makes them feel connected and invested.
In today’s era where people are hit with ads every time they open their phone, a good story may be the best way to differentiate yourself.
The power of storytelling in B2B marketing isn’t just another fad, it’s timeless, regardless of the industry.
You need to promise that the next time you compose a marketing campaign,
you’ll forget the features and benefits and focus on the story, please.
