James W.D. Stewart

James W.D. Stewart

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B2B marketers often omit story-telling.  Stories are considered to have a stronger impact on the end-users, rather than companies.

However, aren't those also people representing different brands that you target?  At the end of the day, whether you run a B2B and/or B2C campaign, you're selling to people — and, people like stories.

Business owners want to see data that provides them with a clear statement, of the reasons of why, they should deal with a particular company.  They want to see posts with useful information.  However, they're also people who don't always need a narrative to understand that a specific piece of content's valuable.

/blog/2017/04/28/boost-sales-with-video-content-and-story-telling-in-business-to-business-marketing/

https://forces.army/blog/2017/04/28/boost-sales-with-video-content-and-story-telling-in-business-to-business-marketing/

Boost Sales with Video Content and Story-Telling in Business-to-Business Marketing

Count Words — Reading Time
by James Stewart
Published: 
Updated:  N/A
Location:  Tim Hortons, 465 Barrydowne Rd., Sudbury, Ontario, P3A 3T4, Canada
 

 

B2B marketers often omit story-telling.  Stories are considered to have a stronger impact on the end-users, rather than companies.

However, aren't those also people representing different brands that you target?  At the end of the day, whether you run a B2B and/or B2C campaign, you're selling to people — and, people like stories.

Business owners want to see data that provides them with a clear statement, of the reasons of why, they should deal with a particular company.  They want to see posts with useful information.  However, they're also people who don't always need a narrative to understand that a specific piece of content's valuable.

This, is where stories come into play.  A good story can capture a user's attention, hold them on the page, and evoke a desire to learn where the story goes.  That's why, different brands from all over the world, have started using video content and story-telling in both their B2B and B2C marketing campaigns — humanizing their projects, making their data relate to the readers, and revealing in what ways their offerings can transform other businesses.

So, is video content or story-telling that useful for your business?  Let's try to find an answer to this question while considering several cases for using story-telling within B2B marketing.

 

Learn from the Trend-Setters

To check how stories work in online marketing, customer service software company Groove once ran a case study on how the same text delivered to their clients, through a narrative and a story, influenced the way that people reacted to it.  What they did first, was a publication of an article "How We Got 1,000+ Subscribers from a Single Blog Post in 24 Hours".

Next, they e-mailed two versions of this text to their subscribers.  In the first version, the text was wrapped-up into a story, where users were taken to the primary objective.  As per the second version, the text was written straight to the point.

As a result, the first version showed a greater public engagement into the post.  300% more readers moved from the beginning, right through, to the end of the text — spending, an average of 5 minutes, longer to read the copy as compared to the straight-forward version.

The Web saw many companies communicating their services to their audience(s) through stories.  Here, are a few of the most remarkable ones…

 

Norton

The world leader in digital security, released a 20-minute documentary video, about a small and picturesque Romanian town Râmnicu Vâlcea — better known, as the hacker capital of the world.
 

The video features stories of scammers who'd hacked accounts of the members of the presidential family, Facebook, Google, NASA, the US Army, etc.  While telling stories of real people, who were imprisoned for hacking companies and organizations of all sizes, Norton transports the audience into the world of cyber crimes — communicating how fragile the Web space is and how important it is to take care of your virtual security.

 

Salesforce

Another world-known company, making use of videos, to deliver stories to their consumers.  Instead of adding a regular section with user testimonials to the homepage of their Web site, they devote a separate page for every client who shares feedback about their services.  Most importantly, people tell their success stories via videos, which are known as better attention-grabbers and stronger influencers.

Just have a look at the Aston Martin story of using Salesforce to add a personal touch to their business.
 

 

Boeing

Replaced press releases with news stories on their Features pages.  With the help of stories, the company tells the history of their establishment, the way they operate right now, as well as their plans for future.  For example, within the Space Features block, there's a story under the title of "The Flight Before the Launch".

The written story, about the preparation before the launch of WGS-9 and its shipment from the Los Angeles to Florida, is accompanied by a brief explanatory video — making it easier for non-tech-savvy users to understand what the whole story's about, and, where it goes.
 

 

Why Video Content and Story-Telling is So Effective

As noted earlier, people love being entertained by visual content.  That's why, more and more often, marketers use video ads to promote their offerings and to get the audience more engaged.  In their press kit, the giant video streaming platform — YouTube — states that they receive over 1,000,000,000 users watching video content of various kinds on a daily basis.  What's more, YouTube videos are being reached by the 18–49 target age-range — which, most of the online marketers are on the hunt for.

Taking into account, the extraordinary popularity of YouTube videos amongst millions of users, both world-known brands and mom-and-pop companies have started investing into YouTube advertisements — as well as launching their own YouTube channels, featuring tutorials, bringing value to their customers, reviews, entertaining stuff, and/or merely highlights of memorable company events.  TemplateMonster also doesn't lag behind the trends and updates their YouTube channel with valuable pieces of video content, every now-and-again.

Put plainly, the reasons why videos are indispensable for the success of your online marketing campaign, are as below:

  • A video breaks-down corporate walls, referring to consumers as friends.
  • A video leaves less room for misinterpretation.
  • A video shows a product in action — revealing, in what ways, it can benefit their lives.
  • People enjoy video content more than print.
  • Videos let customers feel like they're participating in an active relationship with the brands that they enjoy.
  • Videos visualize the marketing intent.

 

Final Thoughts

Even if you run a small company, and you don't have the budget for an Oscar-winning movie, record short video clips — revealing your company story.  Introduce people to your employees and/or loyal fans.  Get inspired by the way that trend-setters use visual stories in their marketing campaigns — considering, in what ways, you can do the same.

 
Categories:  Business, Marketing, SEO, Social Media, Technology  
Tags:  Art, How to

 
Syndicated to:

 
References:

  1. Groove
    by Innominate Referenced: 
  2. How We Got 1,000+ Subscribers from a Single Blog Post in 24 Hours
    by Alex Turnbull Published: 
    Referenced: 
  3. Statistics
    by YouTube Referenced: 
  4. Template Monster
    by Template Monster Referenced: 
  5. The Flight Before the Launch
    by Boeing Published: 
    Referenced: 
  6. The Power of Storytelling: How We Got 300% More People To Read Our Content
    by Alex Turnbull Published: 
    Referenced: 
  7. Themes for Business and Corporate Websites
    by Template Monster Referenced: 

 

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Creative Commons Licence :: BY-NC-SA James W.D. Stewart by James Stewart is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.  Based on a work at https://github.com/jwds1978/jwds1978.github.io.