by Keara McGraw
Over the years working my way around digital marketing I’ve encountered the same scenario over and over, and now at the agency I see it even more. There is a brand, and there are pretty pictures, maybe a video, and an SEO friendly website. The one thing missing from each of them is a story, a way to connect you to your consumer whether that’s B2B or B2C.
My favorite question to ask when a client says they have a Facebook page or a Twitter is, “But why?” Do they all flow into a story line or strategy that really tells your customers who you are as a company and what you do? Or is it just a random employee tasked with scheduling random content? Take a step back and find your company’s real purpose, tell the story. Get to know your customers. In this chaotic age of digital overload, people are actually looking for a way to connect on a more human level.
Find your purpose and drive it home. Make it relatable, but make it consistent and purposeful. You have to connect with your consumer. Be humble and open to possible criticism and be adept at changing in a very rapidly changing market. The days of the hard sale are over. People are armed with information at their fingertips, so give them a reason to choose you.
Consumers crave authenticity. Be authentic. Tell a good story. Not everyone has a brand story, or is a storyteller. In this day and age, that’s not a problem. There are agencies made just for this. They will listen to you, and help craft your brand’s story and guide you through the best outlets to tell that story.