More and more, manufacturers are realizing the measurable effect of storytelling for their brand. Successful B2B marketing strategies no longer rely solely on data, technical processes and logic. What they are realizing is the power of storytelling to win over buyers at an emotional and psychological level.
Storytelling may seem more difficult to pull off in the B2B world, but it’s no less effective. After all, 50% of B2B buyers are more likely to make a purchase if they connect emotionally to a brand (source).
When you think about the size of the organizations you are selling to, consider the scale of your customers’ responsibilities. For B2B purchases, the buying decision affects the entire business, so more effort goes into the decision-making process. Thus if you are a B2B seller, you need to tap in to the emotions that are of value to your customer. Will this decision save them money? Improve their business’ efficiency? Move more product? Build on brand loyalty?
You can communicate your product more effectively through brand storytelling. The act of reading or listening to a brand story creates an experience, which can affect how buyers think – especially when it comes to making a decision. It can bypass the need for the hard sell.
B2B marketers are making a shift to appeal to emotions through subtle storytelling rather than assaulting their targets with self-promotional tactics. All kinds of manufacturers are now investing in creating core stories about their brands. They are quite literally attracting prospects through the value of a strong brand story.
Here is a snapshot of the significant benefits that storytelling could have for your brand(s):
Here are some key considerations for building your brand story:
Brand storytelling does so much more than tell a story. It creates waves of conversation and builds movement for your brand and product. Once you have shared a compelling brand story, your audience will remember who you are, develop empathy for you, and ultimately care about you and your brand.
What is your brand really saying?
Contact the experts at NK and start benefitting from effective brand storytelling.