With ever-growing pressure on brands and companies to differentiate themselves, a lot of them are turning to the power of storytelling to rise above the competition.
Content marketing is a popular buzzword that is here to stay. People spend an impressive amount of time researching products and solutions online before they make a purchasing decision. Content creates trust and loyalty. But aside from your product pages, you know what other page people are turning to before they decide if they want to give you their business? Your ‘About Us’ page.
Customers care about your story. As Marketing Matters president Coleen Sterns Leith stated in her book Ultra Hi Def Marketing: 5-Step Guide to World Domination in the Tech Industry “People aren’t going to be loyal to your company because of the color scheme of your website. Your story, team, benefits, customer service, quality and price drive loyalty.”
Here are a few recommendations to develop your company’s story:
Ask the right questions
When thinking of your story, it’s instrumental to ask the right questions. A few of our favorites are:
- Did you always want to do what you are doing?
- Can you remember why you wanted to start your business?
- If your brand was a person, what personality traits would it have?
- What turns did life throw your way that lead to starting a business?
Put some effort into it
After the Contact Us page, a company’s About Us page is the second most important page of a company website. Check your website analytics right now if you have any doubts.
This being said, writing the story for your company’s About Us page is not a task you want to do quickly to check the box – put some effort into it! This narrative will simultaneously highlight your company story everywhere else – your social media profile About Us section, your elevator pitch, etc. It’s a story you should know by heart and be able to recite in your sleep.
Relate to your audience
As Coleen shares in her book “Your brand should be inspiring, authentic, trustworthy and creative. Let folks know what you believe in and share your vision with your followers.”
Tell your visitors what drives the people behind the brand. Make it relatable. If your team is passionate about a non-profit or goes to football games together, say it. Or did your CEO double as the delivery guy when the company was a one-man show? Share it!
People connect with human stories. They want to support businesses that overcame adversity, that voice what they believe authentically and that share what they are passionate about.
Developing your story is an instrumental part of your brand’s identity. To learn more about how to develop your company’s identity and the rest of the steps to master the marketing game, check out Ultra Hi Def Marketing: 5-Step Guide to World Domination in the Tech Industry.