Telling stories in social media and legal marketing

Each of my top-rated posts on LinkedIn has one thing in common. I shared a story in them. I used narration to connect to my network. I stood out because I wasn’t afraid to be a real person. I was neither dry nor boastful.

It’s easy for B2B companies to get sucked into marketing to companies instead of people. But today, strong content marketing is all about being human.

For B2B content creators, addressing, understanding, and solving your customers’ problems is essential.

You can do all of the above with storytelling.

Stories inspire and motivate people to action. Stories make us easier to understand. Stories help us connect with each other. Stories make us human.

Storytelling allows marketers to develop a deeper connection with their audience. It also helps people learn.

Storytelling is the process of using facts and storytelling to communicate something to your audience. Stories build loyalty, brand favor and help companies and individuals differentiate themselves from the sea of ​​similarity and vanilla content.

Storytelling also helps explain abstract concepts and simplify complex messages. It can help you bring boring professional content to life. Creating a narrative around your brand or product can not only humanize it, but also help you market your business.

Hubspot notes that “storytelling has become a crucial part of the most successful marketing campaigns. It distinguishes dynamic brands from simple businesses and loyal consumers from one-time buyers. »

As Hubspot aptly puts it, “When brands become transparent and authentic, it brings them down to earth and helps consumers connect with them and the people behind them.”

Don’t use your content marketing and social media platforms just to brag about yourself and your successes. Instead, help others. Lead with education and useful content, but also make it personal. You can be human without sharing too much.

When it comes to the types of stories to share, consider stories that are educational, inspirational, and relatable. If they can foster community and collaboration.

Maybe it’s about telling your origin story, something about your hometown or your family life, why you chose your career, a mentor who helped you, an obstacle or a challenge you faced, a shout out to a colleague, how you started your business – base your stories on your own personal experiences.

You can also share your customer/customer stories – or case studies, which are concrete examples of how your products or services have benefited real customers. Make a list of 3-7 clients or clients who are happy with the results you achieved for them and who you are close enough to feel comfortable asking them to do.

Another idea is to share stories from your employees or your company culture. It can help with customer retention, lead generation, and recruiting. Your goal would be to use the stories of how you do business to showcase your company culture.

Why not add storytelling to the way you write press releases? You’ll have a better chance of getting media coverage if you do. It takes creativity, time and effort, but it’s worth it.

It’s what makes you stand out and be memorable in a sea of ​​similarity on social media and in marketing in general.

And above all, always be HUMAN.

Storytelling helps you communicate your “why” in a creative and engaging way, and I hope you try it!

Copyright © 2022, Stefanie M. Marrone. All rights reserved.National Law Review, Volume XII, Number 172

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