Your business website is a sales tool whether or not you have an actual product. If you’re attempting to convince customers or clients they should work with you by way of sales copy and stock photos, you’re missing out on the many opportunities of storytelling.
Small businesses have a ton of stories to share—just waiting to be told. Aside from a source of content, why should companies share content?
Storytelling gets people talking. Stories are engaging, and can also drive revenue.
Using these four steps, you can effectively reach customers through storytelling.
Find the Story
Content curation has to be a team effort, especially at companies were the person creating the content probably isn’t speaking to potential clients or customers on a daily basis. Encourage your employees to be on the lookout for stories:
- An experience of a customer working with your company.
- Customers adept to telling their own story. Are they well spoken?
- Case study opportunity. How did your company solve a client’s problem?
Extract the Narrative
Once there appears to be a story, you’ll have to extract the narrative in order to eventually create content. This is part isn’t always easy.
Dig deeper than the five Ws (who, what, when, where, why). Find the heart of the story. Why will people care about this? Why will your audience care about this story? Will someone learn from it? Will someone be touched by the story? Will your story start a conversation?
Document the Story
Now that you’ve got the bones of your story, how will it come to life? Will the associate’s story just be a Q&A on your blog? If you have a great story on your hands that could really start a conversation, give it more life. Move beyond the blog and imagine what you can do visually:
- A video interview
- An audio recorded interview
- Slideshow of photographs with captions
- New section on your website just for candidate stories
Share the Content
Maybe you’ve created a new section of your website for candidate stories and you have this fantastic video. Share it on Facebook, Twitter, and LinkedIn. Next, think of other platforms to share your story. Don’t stop at social media. Are there forums or platforms or communities that might appreciate your video? Where else on the internet can this video be seen and shared? It may take some research but you can find them.
Have a story but can’t find the heart? Have the story but can’t find the community to share it with? I’d love to help. Contact me today.