A Long Time Ago in a Galaxy Far, Far Away…Nurturing Prospects by Telling a Story
Everyone loves a good story.
If that were not the case, film and publishing industries around the globe wouldn’t exist, and our children would stop asking for a bedtime story every night when we tuck them in.
A good story has the power to inspire, motivate and involve its reader. Stories create connections and also help a person to relate to and retain the information shared.
Data, statistics and equations can sometimes go in one ear and out the other, but a good story is capable of implanting in the mind and staying there for a long time. This is why storytelling is so popular in consumer advertising and marketing campaigns to build brand awareness and customer loyalty.
Storytelling can be replicated in a business-to-business (B2B) scenario, but it needs to be approached in a slightly different way. Longer sales cycles can make storytelling challenging. Grabbing prospects’ interest and keeping them entertained for months is no easy feat.
So to make B2B storytelling effective, you must keep a couple of things in mind: if the story is not relatable to them or broken down into smaller pieces, they will not consume it.
Here are some tips that can help you in your B2B storytelling:
Tell the Story Part by Part – In B2B selling, sales cycles tend to be much longer than those of consumer markets. Breaking your story into pieces or sections can help develop the plot and lead your prospects along, ensuring they are hooked to your story and build interest to hear what comes next.
Make It Interactive – Breaking your story up into interactive sections (which includes live software, videos, marketing materials, and surveys) not only makes your content highly flexible and scalable, but also gives the listener the ability to jump to the sections they are most interested in. Telling the story through a Sky Blue experience built just for them also fosters engagement with the way you present the story.
Be Listener-Centric – Involve prospects by building stories around them. Create content that talk about situations your prospects are most likely to be in. Build up the story through multiple experiences and allow prospects to ask you questions through the use of the Action Items – Contact Us, Feedback, or Request a Demo. Send the next experience and let the answers found in the initial experience move your conversations forward. This engages them and improves your level of interaction with them.
Build Credibility – There is no better way to build credibility with a prospect than through a story told by a trusted third party. Build video testimonials from your most satisfied customers and create other marketing collateral, like case studies, based off the story told by your customer references and deploy them in a Sky Blue experience.
Tell the Story…Not the Details – B2B marketing collateral is full of data, facts, figures and other heavy duty technical details. However, the executives who make the final purchasing decision are really only interested in knowing how your solution will improve their business, not about the minute details of your solution.
Track Engagement – Sky Blue has built-in tracking capabilities which let you know when a prospect has viewed your experience, what content was viewed and for how long. This gives you direct feedback on the effectiveness of the experience you sent prospects to continually improve your marketing and content creation strategies and create messaging that resonates the best with your target market.
Sky Blue can help marketing teams with their storytelling strategies and help put their messaging to use in an effective and innovative way. Connect with your prospects and make them believe in your capabilities and company offerings. Get started today by signing up for a free trial!