One of the most important concepts in b2b marketing is empathy, without it, your story will not resonate with the intended audience; and if the story doesn’t resonate, you might as well not tell it.
“What keeps your customers up at night?”
This is the question I often ask my clients, especially in the b2b space. If they don’t know the answer, then how can I be expected to help them?
The answer to this quintessential question and its infusion into the brand’s own story, usually differentiates those who truly succeed at content marketing and those who simply prod along hoping that somehow their message will click with an indifferent audience.
B2B STORYTELLING EXAMPLE: MARKETING TO MARKETERS
In a recent research paper by Advertising Age, they listed “the understanding of social media and leveraging it for brands” as one of 3 challenges that keep CMOs up at night.
In their downloadable whitepaper they point to the fact that…
“The industry has rolled out some strong examples of brands that are using social platforms in innovative and effective ways, from short form videos on Vine to Pinterest boards. But now social media networks are offering brands more opportunities than their owned media, pages and Tweets.”
One of the brands that have always known what keeps their customers up at night and have contributed immensely to the education and understanding of social media and its impact on and application in marketing is Hootsuite.
HOOTSUITE KNOW WHAT KEEPS THEIR CUSTOMERS UP AT NIGHT…
Below are just a few recent examples of how HootSuite have used “storied” case studies (real life buyer personas) to create a series of “Brand Stories” that inspire and educate other businesses about social media marketing and its impact on “bottom line” …
CREATING AN IRRESISTIBLE BRAND WITH SOCIAL: THE VIRGIN STORY
USING SOCIAL MEDIA FOR GLOBAL GROWTH: THE AIRBNB STORY
THE STANLEY CUP OF SOCIAL: THE NHL STORY
THE SAN DIEGO ZOO & HOOTSUITE ~ SOCIAL MEDIA BRINGS THE ZOO TO YOU
OVER TO YOU…
Do you know what keeps your customers up at night? Do your brand stories help answers these questions and alleviate your customers’ pain points? Do you know of any other brands that do a good job in telling effective b2b brand stories? Share below…
Featured Picture Credit: Mashable
Originally published here: http://www.brandstories.net/2014/04/19/b2b-storytelling-success-begins-with-answering-this-question/