Storytelling is often one of the most effective yet underutilized ways to take an organization, firm, or small business from ordinary to extraordinary. Typically the underutilization of this art can be due to a misunderstanding of storytelling, how to get direct results from your efforts, or several similar reasons. No matter the case, one of the puzzle pieces involved in becoming a market leader is figuring out how to make meaningful connections with the right people quicker and at scale. Modern storytelling can do just that.
General Strategies
Telling potential customers about your business used to be limited to in-person conversations, speaking events, radio time, tv commercials, and the text you could fit in a newspaper. Then the tables turned on where attention is spent. Using websites, social media, and digital platforms as tools allows you to scale and appeal to the right people much faster. However, you must execute the right strategies to use these tools effectively.
You can use both macro, and micro tactics with these tools and platforms to story tell, which could change your business. However, your customer ultimately wants to know what you can do for them in the end. Being able to story tell at a high level is how you build trust and a strong virtual relationship. This virtual relationship eventually leads to a sale or client when they are ready and aware of what you can do for them. Similar to how a friend you may have in-person may become a client or tell someone about you, which leads to a sale, instead it’s just happening on your phone or laptop, but only if you do it effectively. If not, you can end up just being another post in an algorithm.
Digital Tactics
Tactically speaking, this is where we diverge from typical sales strategies. Using a website-based blog where you can describe customer success stories may just connect right with potentially your biggest client, or maybe 5 smaller potential clients. The same goes for tools like Facebook and Instagram. Start posting customer success stories, reviews, and tips for clients, and you might just find that you have more digital leverage than you’d think. Each blog or social media post can stand as its own story for specific & sales & marketing tactics. However, one misunderstood tactic is how to utilize each post to make up a bigger collective story. This can turn prospects and other people viewing your digital presence into clients.
Example
Say you were to do the following:
- Post a graphic in regard to a common client concern that you’ve solved (case-based example).
- Make another post showcasing a review of your great communication.
- Create another post linking to a blog article on your website regarding situational tips your ideal client may be dealing with.
For prospects scrolling through your page, you have now dismantled a potential concern, shown how you have stellar client communication in your business and showcased your great intellect around your field of work, which may have also resonated deeply with a prospect’s situation, all in a couple of minutes. If you continue to make creative posts similar to the ones described above, you now have a rolling story perpetually describing how your firm or business manages to create satisfied clients seemingly around the clock. Prospects now have a higher level of trust in your ability to solve their issues with minimal complications, and this is typically before you’ve even talked to them. I also haven’t even mentioned the benefits of the impressions and engagement that these posts can create.
These strategies are just scratching the surface of what you can do to help support your business with these tools. As I mentioned earlier, however, not everyone uses these tools to their maximum effectiveness, and as a result, many businesses miss out on clients or connections that could’ve been. Sometimes this can be due to existing misconceptions of these tools. Sometimes it’s because business operators don’t have enough time to tackle these ideas. During this global pandemic, for example, it could just be due to low personnel or resources. No matter the case, if you run an organization, firm, or small business, I encourage you to look into these opportunities, whether it is on your own or with a helping hand.
As someone who’s helped legal firms, hospitality businesses, non-profits, athletes, and more with their digital presence and brand reputation, I know how to help connect the pieces of the puzzle to get you to the next level. During September, I have a discount of %50 off for package services (ex. social media, blog, and social ads as a package deal). You will also be able to keep this discount on a month-to-month basis for the future. If you think I may be able to help with your digital needs, email me at grahamstaman@gmail.com or by putting your info in the form below. No pressure either way!