Samantha Davidson, Managing Director of leading B2B marketing agency Horizonworks, explains how telling your business story accurately - both internally and externally - is a core factor to your marketing success.
Horizonworks specialises in working with B2B organisations from the manufacturing, engineering, automotive, technology and innovation-led sectors, both in the UK and worldwide. Our clients have complex products and services that need to be understood and then translated into compelling messages and marketing campaigns which set them apart from their competitors. Getting their business stories right is therefore crucial – and it should be a cornerstone of any company’s marketing activity.
Here are some tips on shaping and communicating your business story effectively:
Understand your market
You should have a clear understanding of your position within the market and benchmark your business against your competitors. It is equally important to understand your target audience. Research your clients and prospects – don’t rely on what you think you know, storytelling involves understanding what makes your audience tick.
Build a marketing strategy
Develop a cohesive, clear and tailored marketing strategy to address why and what story you are going to communicate. This will help you to develop your story and ensure that you get a better return on your marketing investment.
Get on message
When defining your messaging, don’t think solely about what you do, but consider what your product/ service actually means to the potential customer. Most importantly, your key messages should be used consistently and adapted to your target audiences.
Who are you talking to?
An understanding of your target audience is key to effective storytelling. Knowing your audience means you can adapt the tone of voice and the key messages you use to tell them your story. Take into account cultural sensibilities, customs and quirks of language when marketing abroad.
Select the right channels
Know the places where your target audience is most likely to see your story. Whether it’s a press release, social media, blogs, brochures, mail, your website, video or a presentation – there are a range of marketing tools available which will help you to share your story. You just need to work out which stories are most appropriate for each channel.
Identify your stories
What have you recently achieved? Are you expanding your team or client base? Have you launched a new product or service? Every business has a story to tell – you just have to look for them.
Make headlines!
Journalists are short on time, so your press release needs to make an impact within seconds. Think about the news angle, keep it short and avoid sales jargon! Expertise and credibility You’re an expert in your field, so why not let people know? Start by identifying a spokesperson/people in your company with specialisms. Journalists like experts and there are plenty of opportunities for comment. Alternatively you can consider writing a feature on industry trends, white papers, industry advice or even technical insight. Case studies are also important in building credibility.
Cut through the noise
Customers are bombarded with excess information, so it is critical your story cuts through the noise. You can do this through well written and tailored content, eye-catching infographics, high-quality photography and topical articles.
Horizonworks has helped a range of clients to tell their business stories – nationally and internationally – including US based AmeriWater, a premier provider of water treatment equipment, Cellular Solutions, a business communications and systems provider, The Expanded Metal Company, an expanded metal mesh manufacturer and Arcinova, a contract research and development company which serves the pharmaceutical sector.
For further information please contact Horizonworks on 0345 075 5955, email hello@horizonworks.co.uk or visit
www.horizonworks.co.uk