Small businesses must sell themselves as much as the products that they provide, and a compelling story should be part of the sale strategy.
Telling your story is one step to establishing your brand, something which is vital to creating a loyal customer base. A story should communicate individual identity and describe how the service you offer is different from that of your competitors. Telling your business' is a way to build trust with consumers.
1. Different customers, different stories
You will likely have more than a single kind of person buying your products, and your consumer base will vary somewhat. Callie Gallagher, a content editor at Envano, Inc., wrote on Linkedin that you will have to advertise uniquely to each sort of customer interested in your services. This is where adaptive content comes into play. The hope is that telling your story in different ways on various platforms from the beginning will cater to the assorted interests of your company. The meat of the content should vary depending on the audience in order to reach individuals in unique and engaging ways.
2. Write an interesting 'About Us' page
Whoever you're marketing your business to, your website's "About Us" page should always be appealing, Entrepreneur explained. Describe what you provide to customers, in addition to telling the unique history behind your business. Make sure not to be boring though. The details should be compelling, through an interesting storyline and media, such as photos. The story should build a connection between the customer and your service. There are ways even to make financial services exciting. Be creative in the way that you present your "About Us" page.
3. You can't click a paper flyer
Make sure that your content fits the platform it is being viewed on, Gallagher suggested. Don't copy your business' about me page onto a brochure if it mentions clicking a link, readers will notice the odd disparity. She wrote that interactive features on the business story page should fit the device it is being read on, for example, phones should request that readers touch links, laptops should utilize the word click while in-car technologies should instruct users to voice their request. Just like content should change depending on audience, it needs to change for varying devices as well.
4. Relate the story in real time
Social media and company blogs are a great way to communicate your story as it progresses. Regardless of who your consumer base is, it is probable that many of them are engaged in social media, according to Entrepreneur. Regular updates on the social networks and your company blog will keep your audience aware of your company's activities as they happen, and subsequently contribute to the relationship between your business and consumers.
Don't appear bland to consumers when telling your story, use the advice above to make them want to learn more about your services with engaging content.