The role of your IT marketing team goes beyond selling— they are the carriers of your brand story and must use every opportunity available to share this story.
Stories connect people— they are integral to human interactions. Good storytelling in your business can help you grow your brand, strengthen your marketing strategy, increase your profits and win the affection of customers. Working on crafting your story help you package your purpose, vision, and values into a universal language everyone can understand.
Start with the Story
Storytelling is an art you master over time; you need to draw your audiences with an enticing story, take your listeners on a journey and create a climatic ending that leaves them wanting more. In marketing, you can either focus on the story of the brand or the product. Instead of creating a sales pitch, create a story that positions your brand and products as heroes. Your listeners will get enthralled with the twists and turns of your story, and unknowingly fall in love with your product.
Often, buying decisions are emotional, not logical. The best way to connect your audiences emotionally to your product and brand is through a clearly crafted story that ends with a call to action (CTA). Every time you prepare your brand story, focus on a call to action that makes your audience feel obligated to purchase your product.
The world’s most famous and successful companies have strong stories that connect the founders to a bigger purpose, giving meaning to the work they do. Whether you are a new MSP or have been in the industry for years, you need to think of the story behind your business. Articulate your “why” and connect it to the work you do, so that your story stays true to your values and your mission.
Today buyers look for businesses that represent the values they believe in: if you can communicate this to potential and existing customers, you can increase your success rate.
Start by introducing everyone in your IT marketing team to your story. Let them understand why you exist, who you aim to serve and your bigger mission. This way, they can adapt the story to represent your brand authentically when communicating to customers. This smart strategy helps you humanize your business and connect authentically with your target audience.
Grow Your Story
Your business story grows with you. You might introduce new products, open new locations, grow your portfolio to include different demographics, or even move to a new location. You should grow your story to reflect these changes; adding on to your story and allowing it to grow with your business makes it interesting. Old clients will enjoy watching you grow, while new clients will appreciate learning about your past and your progress over the years.
Storytelling is a powerful tool for your IT marketing team. Incorporating it into your marketing strategy helps you connect better with clients. Instead of bombarding your prospects with products and services, you draw them to your brand with a story. Through stories, you can start engaging with them from an emotional point: you gain their trust and you sign on new partners who genuinely want to become a part of your story, increasing client retention rates.