Hundreds of thousands of businesses fail each year. Some go in a very public manner, saying goodbye with clear-out sales and advertisements. Some go out like a whisper, a small sign on a doorfront or a deactivated account.
When was the last time you felt like the door was about to close on your business?
Media and marketing are similar beasts in their always-rosy attitude. It’s hard to get real with people and share the stuff that happens behind closed doors, and that’s exactly why talking about hardships will make your brand standout.
You need to get comfortable sharing the uncomfortable with your customers. Brands that are built on empathy, honesty, and realness are the ones consumers remember.
Below we’re sharing some tips on using the stories (both good and bad) in your marketing to dip your toes into honest storytelling.
Building a Relatable Brand
Customers are bombarded with thousands of ads a day from companies who want to capture their attention, but the brands that stand out are those consumers can relate too.
People don’t want to be sold too; they want to be heard and understood.
It is important to remember that consumers are humans who are influenced by emotional connections. There is power in building marketing that portrays your brand as relatable and connects to deep needs and desires.
Your marketing efforts should aim to tell stories, listen to customers, and create relationships through authentic narratives. Consumers will be drawn to the rawness far more than the selling tactics, and you’ll build trust quickly by sharing the behind the scenes moments.
Building a relatable brand voice means putting yourself in your customer’s shoes and speaking to them directly. This is why being real and sharing the highs and lows is key.
The How-To of Authentic Storytelling
You shouldn’t be afraid of sharing the non-Instagram worthy moments of your brand. We understand it can be uncomfortable opening up in this way with people you want to impress.
But the way you do that is by being honest.
The pandemic has been destructive for many individuals and companies over 2020. You have the power to use the struggles in your marketing efforts, building trust and authenticity. Diving into these raw conversations can be easy additions to your marketing efforts:
- Make a social post sharing how the business owner has felt over the hard months.
- Write a blog post about the worries your team has faced and how they continue to push forward.
- Needing to increase revenue? Email your repeat customers and ask them to share your business with a friend who would enjoy the products.
- Share the extreme efforts you’ve undergone to keep your business afloat in a website announcement.
- Not going to be able to make shipments on time? Don’t ignore that but let your customers know why and what to expect via email.
Storytelling the Good and Bad
Authentic storytelling doesn’t only mean to focus on the hardships you’ve experienced for your company. You should be proud to share the accomplishments too!
Did you make a major revenue goal or have you just launched a product that’s been in the making for 5 years? These celebratory moments make the perfect backdrop to a compelling social campaign, email newsletter, or website banner.
Your company has been built on good and bad moments. Sharing both sides of the script creates a relatable vision of your company, bringing the people behind the brand to life.
Getting Real with Your Customers
Building a relatable brand that deeply connects with your consumer is essential. People are bombarded every day by companies vying for attention.
Be a standout with a brand voice that speaks to people’s desires and experiences. This is as simple as sharing more of the stories behind the development of your company – the highs and lows.
If you want insight on how to build a marketing strategy that focuses on relatability, check out our blog for further ideas.