November 06, 2018

Storytelling 101: How narrative benefits your B2B brand

Calling all B2B marketers: It’s time to start leveraging the power of emotional connections. With an authentic message and strong brand voice, storytelling is an important tool to bolster your marketing efforts.

Here’s how your brand can benefit from storytelling:

Connect with your audience

Even the most logical of B2B buyers love a good story. As humans, we have an easy time digesting, following and remembering narratives. Brand storytelling allows companies to start a conversation with their audience, rather than talking at them. This resonates more with audiences, making them feel connected to the brand and its story, purpose and values. Suddenly, supporting the brand becomes more than just using products and services. That can lead to far greater loyalty and commitment in B2B partnerships.

Key takeaway: People – including B2B buyers – like stories. They’re more likely to choose your brand if you tell a good one.

Appeal to B2B emotions

Traditional B2B branding and marketing tends to take a more logical approach, sticking to the safety of business-like messaging. While certain emotions targeted at individual lifestyles do work better for B2C audiences, you can still pull at the heartstrings in the B2B world. Research from Google and CEB’s Marketing Leadership Council reported insights that support emotional connections in B2B marketing, including two promising statistics:

  • 50 percent of B2B buyers are more likely to buy if they experience an emotional connection with the brand.
  • B2Bs are nearly 50 percent more likely to buy a product or service that provides personal value.

The trick to is to pick up on the emotions that are most likely to sway B2B buyers. Feelings of trust, credibility, dependability, positive results and partnership tend to sit well with B2B audiences. That’s because they are responsible for making important decisions on behalf of an entire company. Therefore, their main concern is whether the decision will improve business efficiency and success. Personally, they want to make confident decisions that provide an opportunity for career advancement or feel responsible for a successful partnership.

Key takeaway: B2B decision-makers are just as emotional as consumer buyers. You just have to tap the right set of emotions.

Publish stellar content

Along with an overarching brand story, narratives are key to producing relevant content to engage your audience. With advanced channels of online communication available, brands must find ways to tell their stories across various platforms. That requires meeting the tone and characteristics of each platform, while still producing content that complements the overall brand strategy.

Key takeaway: Storytelling is important at all levels of communication.

Share a cohesive brand story

When you have to tell stories across so many channels of communication, it’s important to remain consistent. Your brand story is the cornerstone, guiding all other pieces of content thereafter. It helps establish tone and purpose for all sub-stories, and ensures your personality and emotion shine through every communication.

Key takeaway: Tell a consistent story to keep your audience on board during all interactions with your brand.

Check out our work to see how powerful storytelling worked for other B2B brands. If you’re ready to start telling your own story, contact the B2B gurus at JK Design for expert help with developing and implementing the narrative that suits your company and reaches your audience with enhanced flair.

Recent Posts