What's your story?
As a business you are always trying to create the perfect marketing tools--tools that will make brand history, generate buzz for products, and earn those products a spot in customer's lives. Large companies have the luxury of throwing thousands of advertising dollars into marketing budgets, but small companies do not have such deep pockets. But not to worry, we have found that the most powerful marketing device a small company can develop is its story!
Tell your company's story
Everyone likes to know the story behind the story, especially when there is an underdog or a hero involved. Small businesses have an upper hand when it comes to customers being able to relate. If your company was started because of a dream you had as a child, passed down from generation to generation, let your customers know how you came to be!
Tell your product's story
There is a reason that all these "how its made" shows are so popular. Customers love to know what exactly they are buying, who is making it, and how exactly it all comes together. Put together a video on the step by step process of your product or just a fun video of staff and employers interacting with customers as well as each other. This is a way to really let consumers in on the "behind-the-scenes" aspect of your company and may instill a feeling of exclusivity.
Tell your personal story
If you have a service-based business, your personal story and why you do what you do are not only great attention grabbers, but can also be great testimony to your expertise! If a customer is confident in the owner and the faciliator of a product, which is not possible for larger companies who have long lists of chains of command, they are more likely to advocate for and promote the business and your products.
Invite customers to be a part of your story
Engaging your customers in your story can be just as valuable as engaging them with your product. Start a customer loyalty program, and feature them on your homepage. You can even hosts contests via social media of customer-generated content! When customers feel they are a part of something they are more likely to become and invested and that is a win-win situation for you!