People find stories compelling. Storytelling has been part of human society and culture for thousands of years. Consumers are more likely to connect with companies who have a story to tell. Every person who uses a company’s product or comes into contact with the company or even people have dealt with the company have a part to play in the overall story. Social media provides an opportunity to not only tell your story but also to include your customers as an enticing part of that story.
Small Business is Personal
The nature of small business is usually personal. Most small businesses have a story to tell which can become a compelling part of their brand, or according to John Jantsch:
Story as purpose - Small business is personal, or at least it can be. Building a compelling story about why you started your business, what you overcame to get to where you are and where you’re trying to take this baby is a strong tool for connection. I write about story building often. – Purpose as Brand by John Jantsch (Duct Tape Marketing)
Business is People
Many small businesses are just a few people. Even larger small businesses still have a personal touch. Customers are attracted to this level of service and knowing who they are dealing with. People don’t buy from a company, they buy from other people.
Social Media Connects You to Your Audience
Social Media can help connect you to your customers because they can have a conversation directly with you. They can interact and engage your company almost as if they were in your office. Using social media to connect to your customers and your potential customers is the first part of telling your story – finding your audience.
Telling Your Story with Social Media
Once you have your audience, social media gives you a platform on which to present the opening paragraphs of your company’s story. Social media not only provides a presentation channel, it also opens the door for your audience to contribute to your story.
Your Story is Being Told Without You
Whether or not you’re using social media — whether or not you’re engaging with your audience and telling your story, your story is being told. Anyone who has used your products is telling others about your company. Anyone who is interacted with your company tells others about that experience. Becoming engaged in social media allows you to have a voice as well.
Thoughts? How do you tell your story?
(image by Alexandre Amaral)