Create a connection with your prospects!
A B2B marketing strategy must not neglect the use of storytelling to reach its target. Instead of simply presenting a product offering or solution, it is important to generate a deep connection with your audience to push them to action. Storytelling allows you to convey values that resonate personally with your prospects and thus facilitates their conversion into loyal customers.
Storytelling in B2B marketing consists of telling a story that arouses emotions and establishes rapport with the recipients of your emails. By playing on this emotional spring, your company gains the trust of its future customers who recognize themselves in these common values.
A story that arouses emotions
To achieve its objective, the story contained in your emails must allow potential customers to feel close to your company. It’s about presenting your business as the perfect solution to what they’re looking for by establishing an emotional connection. This is favored by the integration of a human dimension carrying values with which the target company identifies. In your business communication, it is important to address human beings.
To succeed in a marketing action, it is essential to know your prospects well. The data collected from your contacts is used to develop content tailored to each segment. Identifying the values held by your potential customers is the key to effective storytelling.
A persuasive message to choose you
The main challenge at the start of storytelling is to capture the customer’s attention. The general appearance of the email must be clear and attractive. It can be enriched by the integration of a video or an image. But above all, you must arouse the audience’s interest by creating an emotion that reflects the reader’s concerns. This emotion helps associate the information read with your brand in customers’ memories and brings them closer to adopting your product or service.
The construction of the story itself contributes to the effectiveness of the approach. Humor or suspense are good marketing tools to support your strategy. You can also segment your email campaign into several phases in order to arouse the curiosity of your future customers without abusing their patience. Finally, the call to action should be integrated naturally into the logic of your story. Your customer will be convinced by the content of the email which, through captivating storytelling, meets their human and professional expectations.
Put your customers at the center of the story
The more targeted companies feel understood and made aware of the values expressed in your storytelling, the higher the success rate of your B2B email campaign will be. Your customers will be touched when they are placed at the heart of the content of your emails, like the heroes of the story presented to them. To measure the impact of your message, remember to analyze the data collected and adjust the tone of your story if necessary.