The best web-based PR tools won’t get you the coverage you want without a strong story. No one is immune to the power of a good story. To help companies create B2B marketing campaigns that truly connect, LinkedIn Marketing Solutions asked some highly regarded “marketing masters” for tips to tell better stories.
Make the story bigger.
“If your stories are all about your products and services, and how they help improve your customers’ businesses, that’s not really storytelling – it’s a brochure,” says Jay Baer, president of Convince & Convert. “You can (and should) provide interesting and useful information and education that is relevant to your customers and prospects, even if it’s not about you, per se.”
Address real human needs.
“You have to address the real human needs of your customers, which rarely have much to do with the technical differences between your product and your competitors,” says David Raab, owner of marketing consultancy Raab Associates.
Don’t shy away from delivering a B2C-like experience.
“We’ve been telling people for almost two decades that corporations don’t buy anything, people do,” says Bryan Eisenberg, managing partner at Eisenberg Holding. “B2C has upped the ante. The experiences they have with B2C set the expectations for the experience they expect
from B2B companies.”
