Once you have written your story then share your story with your audience.
Don’t keep your business story hidden within your company but share it in the places that your audience frequents.
Here are some ways to share your business story with your audience.
In addition, to sharing your stories in text format add video. Your video could feature your employees talking about why they work for your company and/or talking about why and how your company’s products or services benefit your audience. Or, your customers sharing their experiences with your company and how your company solved an issue, challenge or problem for them. Make it personal and make your message targeted and focused on what is important to your customers. Post your video on your website as well as other social media outlets that your audience frequents.
One of the easiest ways to tell your story is by sharing images on your site and throughout your social media outlets. Remember to think like your customer and rather than be inward focused be outward focused. If you can secure and use photos of customers using your products that is a plus. Be sure to always get permission from customers to post their pictures. In addition, use your company employees/team to highlight the people behind your brand’s success.
Use Case studies
Case studies are very effective. Case studies are a good way to demonstrate in a concrete fashion what problems, issues or challenges your company and product solve.
Steps to writing a case study include..
Clearly communicate the issue, challenge or problem.
Identify the solution or approach taken.
Outline the results.
Invite your customers/community to share their stories
Ask your customers how they use your product/service/advice and get tips? Their story is an important part of your story. Use your website and/or Facebook to capture their thoughts and encourage engagement and discussion.
Add testimonials or quotes from customers that reiterate your story and the value and benefits you bring to them. Customer quotes are strongest but you can also get quotes from your executive team and business partners that help tell your story.
Communicate your story on the home page of your site.
Use this prime real estate to tell people something that encourages them to learn more about you. Your home page is a great place to capture the attention of your target audience and enhance the stickiness of your site.
Write a company blog or newsletter.
Use your blog or newsletter to focus on the needs of the customer and think creatively how to tell your story effectively.
As Marketers and Content Strategists, we need to developed focused company stories that communicate the benefits to our audience of what we selling.
With so many products and noise in the marketplace, it really is your story that differentiates you from your competition.