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Date: 28 April 2017 | Time: 12:44

Telling your business story – 10 points to consider

Your business story portrays your unique selling points, company ethos and brand identity, therefore it is essential you communicate the right story.

It is crucial to accurately communicate your business story externally, as this will help you achieve your business objectives. Internally, communication amongst employees forms the backbone of an efficient working environment.

We’ve provided our top 10 tips below for telling your business story.

Understand your market
You should have a clear understanding of your position within the market before you begin to navigate the marketing maze. It is only when you benchmark your business against competitors, define your USP, and identify any threats or opportunities, that you can begin to develop or undertake marketing activity.

It is equally important to understand your target audience. Research your clients and prospects – don’t rely on what you think you know, storytelling involves understanding what makes your audience tick.

Build a marketing strategy
Develop a cohesive, clear and tailored marketing strategy to address why and what story you are going to communicate.

  • Feed your business objectives into your marketing strategy – what do you want to achieve and how will this benefit your audience?
  • Understand your competitors, market landscape, strengths and weaknesses and any future trends.
  • Hone your marketing tactics and create an integrated marketing plan.

This will help you to develop your story and ensure that you get a better return on your marketing investment.

Get on message – what’s your story?
Thorough market and consumer research – and a cohesive marketing strategy – will help you to identify key messages, these will inform your story and how it is told.

When defining your messaging, don’t think solely about what you do, but consider what your product/service actually means to the potential client.

Most importantly, your key messages should be used consistently and adapted to different audiences – this will help reinforce your story and build brand credibility.

Who are you talking to? 
An understanding of your target audience is key to effective storytelling. Knowing your audience means you can adapt the tone of voice and the key messages you use to tell them your story.

When determining how to communicate to your target audience, consider the following:

  • Demographics – baby boomers, millennials – what are their interests and what media do they engage with?
  • Industry sectors and professions – what interests them the most? What are the key drivers in their industries?
  • Geography – regional, national and international differences come into play here.
  • Take into account cultural sensibilities, customs and quirks of language when marketing abroad – importantly, invest in professional translation!

Select the right channels
Know the places where your target audience is most likely to see your story – whether it’s a press release, social media, blogs, brochures, mail, your website, speeches, video or a presentation – there are a range of marketing tools available to share your story, you just need to work out which stories are most appropriate for each channel.

Identify your stories 
Every business has a story to tell, you just need to look out for the following:

  • What have you recently achieved?
  • Are you expanding your team or client base?
  • Have you launched a new product or service?
  • How are you creating solutions or meeting needs in you market?

Stories will appear throughout your business – you just have to look for them.

Make headlines!
Journalists are short on time so your press release needs to make an impact within seconds. To write an engaging press release consider the following:

  • Think about the news angle – for example, you’ve appointed a new member of staff within your team, but what does it mean for your business?
  • A press release should always include the following: who, what, when, why, where and how.
  • Keep it short and avoid sales jargon – a press release should be approximately 400-500 words, paragraphs should be short and to the point and remember to back up your facts and statistics.
  • If you decide to use photography make sure it is done professionally.

Expertise and credibility
You’re an expert in your field – so why not let people know? Start by identifying a spokesperson/people in your company with specialisms. Journalists like experts and there are plenty of opportunities for comment, alternatively you can consider writing a feature on industry trends, white papers, industry advice or even technical insight.

Case studies are also important in building brand credibility. Think about the ‘challenges and solutions’ of the client at hand, this will allow you to demonstrate the expertise you provided.

Digital storytelling
Digital channels are useful for both encouraging debate and engaging in conversations. Your website and social media channels can help you reach your target audience without using traditional media – providing the perfect opportunity to tell a compelling story.

It is important to ensure that you regularly update your website with news, case studies and blog articles to keep your visitors interested. Further to this, make your online content ‘snackable’ and easy to read.

With regards to social media – ensure that your brand is correctly represented through your posts and that your messaging is consistent.

Cut through the noise
There has been an explosion in content marketing recently and consumers are being bombarded with excess information, therefore it is critical to ensure your story cuts through the noise. You can do this through: well written and tailored content; use of infographics and high-quality photography; topical articles; and by addressing the concerns of your target audience.

Do you wish to communicate your business story more effectively? Get in touch with one of our B2B marketing specialists to find out how we can help strengthen your marketing, or visit our services page.

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