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These tips will make your daily B2B communication shine

Published May 17, 2021, 1:24 p.m. by Linda Swanberg

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Storytelling is not only for big campaigns and bold video productions. By giving your day-to-day B2B communications a bit more love and attention, you can easily create content that engages and strengthens your relationship with your customers. Here are 5 tips on how to do it.

1. Be decisive when choosing a message

One story – one message. Think about what it is you want to say and who you want to say it to. Then make sure you stick to it. If you cram too much into your story, it will not be relevant to anyone and your company risks being perceived as uninteresting. If you divide your messages into several different stories, they will be easier to take in. Package your messages in recurring formats that are suitable for different channels. This way, over time you create recognition among your target group.

2. Lift up your employees

The best stories always come from people. A classic approach to storytelling is to use the company's employees. So instead of just talking about how your products, solutions and services work, bring forward the specialists and experts who have been involved in creating them. Let them share their challenges, knowledge, insights and motivations. Passionate and proud employees also say a lot about your corporate culture and what you stand for.

3. Let others speak

How do you convince new customers that you are the best choice? Many companies already work with customer cases in their communications, but do not let it stop there. Also talk to your customers’ customers and get help from external and independent experts. By letting others explain how your products and solutions actually make a difference and share knowledge about what is happening in your area, your communications become more credible and relevant.

4. Keep it simple

It is easy to be infected by a company's internal language or advanced technical descriptions. Make sure that you adapt your approach to the target audience you want to reach, but don’t make it too complicated. Strive to make the complex simple, avoid jargon and abbreviations, and use words that are easy to understand and take in. Otherwise, there is a risk that you lose the target group's attention, and your message goes unnoticed. Remember that everyone wants content that is exciting, interesting and engaging – even your target groups in B2B.

5. Use your stories

For companies that have been around for a while, an image archive is a fantastic source when it comes to storytelling. Old photos and movies stand out in the information flow and are good for evoking emotions. By sharing stories from your history, customers get a deeper impression of who you are and what you stand for. But avoid being nostalgic, it is important that what is highlighted in the communication is relevant, interesting for the target group and in some way reflects what you do and stand for today.