We know storytelling mainly from B2C marketing, but it is also becoming more and more important in industrial marketing. Through stories, we not only learn faster, but also in the long term. So the idea is to convey facts and information via involving stories that pick up your customers and leads in an emotional and exciting way.
But how does storytelling actually work and how can you use it to convince potential customers?
1. What is Storytelling and which function has it in the B2B?
In storytelling, products and services are not simply described: they are made tangible in the form of a story and facts become "easier to digest". So far, so good. However, storytelling is often perceived too strongly from a B2C point of view, where small stories are told with colourful TV spots or YouTube videos, which often does not work like that in the B2B sector. In addition, usually only aspects of a product or service are depicted without establishing a connection to the core of the company.
So how do you achieve the greatest impact with storytelling in B2B?
From our experience, we define storytelling as more than just a way to spice up your texts or make an emotional video. Instead, give your company a story: What makes you number 1 in your market? What do you stand for?
Of course, such a story cannot be found overnight, so take enough time for it. It is important that you offer your customers elementary added value through the story; but also that your employees can identify with it. This is how you create an authentic and convincing brand core that you can recharge again and again - with any format.
2. How set you use Storytelling in B2B implement?
Your story supports your entire communication and ideally already manifests itself in the company claim or slogan. From there, the story is fanned out to all media and channels. Reference reports are particularly suitable. They are often read because they are an important source of information for many decision-makers in B2B companies. If you package the decisive content in an appealing story, you can stand out from your competitors - and you have the hero of your story right away: the satisfied customer. As a rule, what you learned about stories in German class applies to the implementation:
- Challenge
There needs to be a challenge that makes your story relevant and, in the best case, a situation that many of your potential customers can identify with. - Protagonist
If possible, let your employees or your customers speak, this will make your story particularly authentic. - Presentation
The more appealing the presentation, the better. Different media (images, videos, text, etc.) can be used to present your stories in a creative and varied way.
The more demanding the products and services are, the more demanding it is to develop a good story, e.g. for a reference report. So take enough time to find a topic and prepare your stories. It is important that you ask yourself the right questions and answer them as accurately as possible.
- Who do you want to address?
Define the target groups you want to address. - What do they need?
What are the needs of these target groups? - What do you want to tell them?
What solutions and added values can you offer them? - Who can be the hero/heroine of the story?
Rather a customer or an employee? - What is the best way to package the story?
Define the tone and medium through which you want to tell the story. The medium depends on both your target group and the content. - How does the story pay off to your brand essence?
Make sure you don't lose sight of the big picture: Every story should tell what your company stands for.
3. Conclusion: Storytelling Tell your story at at every touchpoint
Link your company, including your products and services, to a story that makes your brand as a whole an emotional experience. This story works best if it is told at every touchpoint between customers and the company. This works via texts and concepts (film, events, etc.) that you present in the style of storytelling, but also via a design (trade fair stand, business card, website, etc.) that visualises your story in an appealing way.
Marie Great
The strategy and creative teams at Blaupause are passionate about creating relevant and creative content for our B2B blog. Do you have a topic related to B2B marketing, innovation management, employer branding, etc. that you'd like to learn more about? Bring it on!