Storytelling in the B2B industry is a new method that has recently been introduced into the field of marketing. In this approach, an expert on the screen discusses a topic that creates associations with the product rather than focusing solely on the product itself. In the e-commerce sector, where competition is increasing day by day, purely product-oriented approaches no longer suffice. For this reason, a new approach has been adopted by utilizing both content creators and famous personalities. This method supports demand for the product, but its main goal is to increase brand awareness. So, what are the advantages of the storytelling method in the B2B industry, and how does it contribute to brand awareness? Let's explore the answer to this question together.
What is Storytelling? In Which Sectors Is It Used?
Storytelling, known as "hikaye anlatımı" in our language, is an art form where the speaker's tone of voice, expressions, gestures, topic, and choice of words are designed to convey a message to the listener. Today, this art is frequently seen in commercial contexts. From a commercial perspective, storytelling explains why a company's products and services should be preferred, tells the brand's history and goals, and aims to establish an emotional connection between the brand and the listener. In the B2B industry, storytelling increases brand recognition while making significant contributions to product and service sales.
What are the Points to Consider When Writing Storytelling Texts in the B2B Industry?
Writing meaningful texts, in general, is a challenging process as it aims to engage different audiences. Writing storytelling texts in the B2B industry requires a unique skill set. The speaker must not only tell a story but also work to activate the listener. The points to consider when writing storytelling texts are as follows:
1. The target audience should be well analyzed, and the narrative should appeal to the emotions of the audience.
2. Care should be taken to include the right emotional triggers in the conveyed message.
3. After watching the content, catchy and realistic messages should remain in the audience's mind.
4. No matter how complex the subject is, the narration should be simple and understandable.
5. The text presented should be original.
6. As mentioned earlier, the narrative should not be product-oriented.
7. It should inspire.
8. Broad plural expressions should be used instead of the first person singular.
9. The narrative should include a story and expressions that activate emotions, bringing the brand and the audience together on common ground.
10 Various visual tools that trigger visual memory should be used simultaneously while narrating.
What is the Importance of Using Storytelling in the B2B Industry?
There are many direct and indirect reasons for using storytelling in B2B. However, we have gathered the subject under three main headings to avoid getting lost in the details:
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Persistence in a Competitive Environment:
Our country is rapidly digitalizing in every field. The biggest change brought about by digitalization is undoubtedly the increasing competition between digitalizing companies. The use of storytelling in the B2B sector helps establish an emotional bond between the brand and the target audience, ensuring its permanence in a competitive environment. -
Increasing Recognition:
Every individual wants to work with brands that have effectively analyzed their emotions and feel close to them, and they often inform their peers about that brand. As in other sectors, storytelling in the B2B sector also supports word-of-mouth (WOM) marketing. -
Connecting:
Establishing bonds between individuals, as well as between companies, is crucial. Just as we prefer to interact more with people we connect with, companies in the B2B sector prefer to do business with companies they feel connected to.
B2B platforms, which enable companies to connect and trade, should also include elements that support marketing methods. Trizbi offers its users many modules and services that enhance the marketing activities of companies.
