Marketers know what they are doing is storytelling.
For product/ service based B2C, most of the time the story is “Look at how much better your life would be with X product/ service”.
I see both B2C and B2B marketing as connecting people. Connecting people to products, connecting people to services and connecting people to people.
And people connect through stories.
The story of your product, or your service, or your company is unique. Finding a way of telling that story through your marketing will not only differentiate you from your competition, but will engage your customers on a more personal and emotional level. Getting them to care about you, your company and what you provide should be the goal.
The intent is to cultivate a customer base that comes back to you regularly and is likely to recommend you to others. This word of mouth recommendation is incredibly valuable.
Traditional storytelling marketing focuses on the product or service. A typical approach would be “look at how much happier this person is with X product” or “how easy it is if you this service”.
Modern storytelling ties into my thoughts on the emphasis of building brand awareness and nurturing customers through personalised content and targeted campaigns. Here we are building a more personal relationship with our customer. Showing the customer a “day in the life” or how our project manager uses our product regularly can connect on a personal level that is not typically obtainable.
You are still telling a story. Just making it a personal one. Doing this in a way that doesn’t feel “corporate” or “scripted” will help that connection.
If you are reaching your ideal customer profile (ICP) through your marketing, then the personal touch will strengthen their loyalty. If you are reaching a wider audience, you will draw potential customers with a more personal approach.
Email: christopher@smallrobotdigital.com
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