People love stories. That’s why a lot of us read books, watch movies or binge watch a favorite TV series. It’s a way for all of us to connect. The emotions that come with shared experiences can be universal. Everyone wants to feel something. To feel connected. The power of storytelling is an engaging way to interact with and include your customer base.
As part of your social media presence, sharing your company’s personal stories and experiences, while asking others to engage with you, can be appealing to people. If the subject is relatable, they will want to reach out to feel like they are a part of something. You can connect with your audience by telling your story:
Find stories that will appeal to people who might actually use your products or services. Hearing personal stories like these, can inspire your customers. Pose a question to them at the end of your story to get them involved. For example, after a heart-felt story of what motivated you in your business, ask your followers what they are passionate about.
People remember a company that has a personal story. On multiple occasions, I’ve heard others talk about how they bought something from a small company that makes their own t-shirts where the owner is a mother with a new small business, or this newlywed couple that started a company inviting other couples to design their own wedding rings with them in their own personal workshop. The story you tell doesn't have to be lengthy or overly complicated if that's not the real story. Just tell YOUR real story, and people will find they can connect with different aspects. Have a cat in the office? Talk about how the cat came to be in your office or home. Lots of people have pets and like hearing about our furry friends. Show that your company and employees are personable human beings, and that you’re not just a faceless, corporate entity.
It's also important to talk about your employees (if you have employees) and what they provide for your business. Do you want them to gain experience? To have a friendly and fun work environment? People love to hear about good working environments. Try featuring your employees and their stories of working for your company. Maybe have them talk about what they have learned working for you, what projects they are doing, or why they picked that career.
You could also talk about where you are located and your presence in that community. If you have a cause you support, share that as well. People love to hear about what charities are being supported, and will be more likely to utilize your company, or even talk about your company with others about it.
Engaging customers with relatable stories allows them to feel like they have something to contribute, by sharing their own similar stories. And once you’ve got them interested in your story, you can use it to include your business services. If you can resonate with your customers, the engagement will follow.
Amy Lauria, the president of Spotlight Business Solutions, has been working as a digital marketing maven since 2005.