Human-to-human connections are the heart and soul of your business and your Brand. At the end of the day, you’re dealing with people — you are solving problems, alleviating pain points, and providing delightful customer experiences.
Revenue is something that happens as a by-product of a sound business model and a positive customer experience.
Storytelling is a powerful technique for building relationships. It’s an age-old concept that brings people together and keeps them engaged. It doesn’t matter where in the world you’re based, good stories give big voices to small ventures. That’s why it’s mission-critical that you take the time to fully develop your approach to storytelling.
Good writing and content strategy makes your services, and the marketing of your services, much better. When we do our jobs well, our potential clients should know that - and understand who we are, why we do what we do, and why they should choose us over our competitors. Your voice and your story will do just that.
Storytelling and marketing go hand-in-hand. Just think about it. The only thing you need to do is capture your audience’s attention and storytelling is a powerful and actionable marketing technique.that does that for you.
Contrary to popular belief, Brand storytelling is not about you or your company, per se. It’s about your customers and the value that they get when engaging with you and learning about you and the services you offer. So, while the story is all about you, the intent is is to connect with your audience and make them feel comfortable with you. The most powerful Brand stories are the ones that prioritize customers as the stars. Think of your company as a supporting character. Storytelling is something that we do naturally. More often than not, we don’t even realize that we’re doing it.
Brand storytelling is more than what you write on your webpage to your customers. It’s more than your existing online presence and your "About" pages. It’s how you communicate to your audience and potential customers. It's what makes you stand out from the crowd of "sameness" in your industry.
Have you ever truly researched your competitors? If so, you will see that most of them do not stand out from the rest of their peers. The majority of them do not have an in-depth story to share, so why should a potential client be interested in them?
This may sound counter-intuitive, but it’s the key to successful marketing is to stop thinking like a marketer. Stop trying to sell your services, and instead, focus on developing human interest. Answer the question of why people should care about what you have to say. That means being persuasive and appealing to emotion. Brand stories are not marketing materials. They are not ads, and they are not sales pitches. Brand stories should be told with the brand persona and the writer’s personality at center stage. Boring stories won’t attract and retain readers, but stories brimming with personality can. Share more than what you sell. Share your strengths, weaknesses, and how you arrived at where you are today.
Authenticity is crucial to storytelling.. If you’re overly formal or on guard, you’ll lose trust with your audience. And that’s because consumers can sense disingenuous messaging from miles away. From awkward stock photos with fake customers to false promises, empty messaging can only hurt your Brand.
A Press Release is essentially, your authentic story. It tells your story and is published on thousands of websites, which can be the first thing on the internet that people see. It makes up for any errors that might have been made in your previous marketing endeavors.
Honesty and transparency are extremely important in Brand storytelling. Yes, you’re crafting ‘stories,’ but they need to be rooted in the reality of your Brand, services, and industry. You need to step out of your comfort zone to actively seek out the audience you want to reach, such as the Military - since you attained your Military Relocation Professional (MRP) Certification. Don't you want the Military community to know that? What have you done to get yourself in front of them?
It’s time to put an end to the war between sales and marketing. Both business functions are on the same team and are exponentially more powerful when aligned and working together. If your marketing team is doing its job, it shouldn’t even need a budget. This is a controversial perspective, but you know what? It needs to be said.
- Marketing adds visibility to your website.
- Web traffic doesn’t just happen. You need to invest time and energy in connecting with the right audiences and leading them back to your website.
- Traffic acquisition requires dedicated time and resources. You need to invest in your strategy and put muscle behind your plan.
- Marketing is a revenue-generating operation. If you’re not seeing quantifiable returns from your investment, you’re probably doing something wrong. Once your marketing strategy gains momentum, you should feel comfortable raising/lifting your budget to grow your customer acquisition.
- Don’t jump to conclusions that paid traffic is somehow inferior to organic traffic. When well-executed, paid channel advertising campaigns can be quite robust.
- Focus on developing a high quality product and robust marketing materials. When your stuff is awesome, there will be an echo effect in the form of free marketing through social media and return visits over the long-term.
- Consumers can sense BS from miles away. Give them the respect that they deserve. Start with your target customer and work backwards to define your marketing strategy.