The Art of Business Storytelling – Engaging Your Audience and Building Connections
People tend to organize experiences into stories, making storytelling an effective means of communication for businesses when sharing product details or building relationships with customers and audiences.
Compelling stories have the power to engage, connect, and inform all types of audiences – employees, customers, collaborators and partners alike. Furthermore, captivating tales give your business more humanity.
1. Know Your Audience
Everyone has experienced presentations or events where the audience was disinterested or bored; unfortunately, this lack of engagement can have serious repercussions for your organization’s bottom line.
A good business story connects with its audience through shared values and emotions that resonate deeply in order to drive action from them. Before you can craft one yourself, however, it’s essential that you identify who your target audience is and their goals.
One effective strategy for this is creating a buyer persona. You can accomplish this through market research, analyzing demographic data about your audience or using data from social media. Buyer personas should be continuously updated as your audience’s needs and wants change over time.
2. Know Your Message
Before creating a story that engages an audience, it is critical to understand their preferences. Knowing your target group will enable you to determine which kind of tale should be told, what key points should be stressed and which visuals you’ll employ.
As part of your core message development, it is also necessary to determine why and how your brand does what it does – storytelling can provide the creative means necessary to turn this “why” into an digestible message for audiences.
When your audience responds to your business narrative, they feel empathy and authenticity that builds trust between themselves and your brand. The more relevant and personalized your narrative is for them, the bigger its impact will be; but be wary of stories that sound too cliche or fake; this could detract from engagement efforts.
3. Create a Storyboard
No matter whether you’re creating video animation, infographics or presentations for clients, storyboards are invaluable tools for planning each frame and sequence of your content. Storyboards are basically series of thumbnails showing what will occur in each scene and can be created using any software application or even pen and paper.
Storyboards serve to depict how events will play out, so each thumbnail should represent primary action. Furthermore, any text that will appear on-screen or spoken aloud during each scene should also be added.
Storyboards can range in complexity depending on the project at hand. If you’re producing a video animation, your storyboard might include arrows to indicate movement; on the other hand, for creating quick tutorials for colleagues on navigating new systems quickly and efficiently, stick figures may suffice as storyboard elements.
4. Tell Your Story
Once you understand both your audience and message, it’s time to begin telling your business’s tale. When doing this, make sure that it reflects authentically your company values and goals.
Also, avoid using overly technical terms that will confuse your audience. Remember to end your story with an appropriate call-to-action for each desired behavior from your target audience such as subscribing to an email newsletter, purchasing product/service offered or engaging you for service provision.
Business storytelling can be an engaging way to engage your target audience and form meaningful relationships. By following the tips above, you can craft an enthralling narrative that will propel your company’s growth and expansion.