Brands from every B2B and B2C industry sector have embraced the power of storytelling — whether it be branded storytelling or “true” storytelling — in their efforts to stand out and make a human connection with their audiences. Public relations and advertising agencies, and viral digital firms everywhere, talk about the power of storytelling throughout their websites and the importance of a brand’s emotional value.
For the most part, social media is to thank for enabling brands, both B2B and B2C, to make a more transparent and genuine connection with people. In fact, Bryan Kramer, a social media strategist and CEO of PureMatter, goes as far to say that it’s no longer about B2C or B2B marketing. Instead, he says, it’s all about human-to-human. That is #H2H.
Simply by virtue of what they sell, some organizations have had an easier time than others in making a genuine connection with their target customers. Most of us are familiar with emotional story telling from big consumer brands like Coca-Cola, Apple and Kellogg’s, to name just a few. B2B companies have to work harder at it, though.
Historically, emotional storytelling hasn’t come as naturally to B2B companies like Analog Devices, Inc., a semiconductor manufacturer, or Abbott Rubber Company, a manufacturer of industrial hoses and rubber products. The emotional stories exists for these brands, but to find them they need to dig deeper and include every employee, and not just their marketing and sales organizations, in their search.
The good news is that more and more B2B companies are recognizing the power of stories and are using social media, as well as traditional channels, to share them. They are using new channels to share new angles about their organizations and are even having a little fun along the way in their quest to emotionally connect with stakeholders.
If a supply chain management company, a provider of correction fluid and a maker of networking equipment can do it, then so can yours.
What It Takes | Jim Barbagallo 