How to Build Relationships with Your Customers Through Storytelling

Hannah Juley
By Hannah Juley

Estimated read time: 5 minutes, 21 seconds

When someone tells a story that really sticks in your mind long after you hear it, that’s the power of storytelling. Studies have shown that people love a good story because it’s how we connect with one another. With how digital the world has become, it’s all the more challenging to connect. However, storytelling still holds its weight when it comes to building relationships with others.

That’s where storytelling can be utilized to benefit your business. When you think of selling your products, it’s easy to assume you should only talk about the products on your site. While that’s obviously an important component of selling online, that’s not what sells your customers on your brand. Your website might be great at describing what you sell, but that often isn’t enough for customers to ‘buy-in’ to your brand. The benefit of establishing this relationship with customers can be more impactful than you think, and a good story can help you get there.

Story Telling is a Powerful Tool for Selling Software Online

Companies that sell software online can increase their sales by telling a story and making a real connection with their prospective customers. How? Customers will pay more for digital products and services that make them feel good about their interaction and connection with the company. Creating a connection by telling a brand story on your website will foster these feelings and improve sales.

If you’re wondering if you have a story to share, the answer is a resounding yes. Every company has a story. Answer these questions, and you’ll be well on your way:

  • How did you come up with the idea your business is based on in the first place?
  • How did you agree on the name of the company?
  • How did you get where you are today?
  • Why do you love what you do?

A good story will cultivate positive interactions with potential customers, leading to increased conversion, and a stronger sense of loyalty, the backbone of long-term customer relationships. The most effective stories entertain, inform, and offer value for potential customers.

Take, for instance, the company Marketo. Their ground-breaking marketing platform has done impeccably well, and they have a good story to boot. On Marketo’s website, they talk about how “Marketo has grown into a leader in marketing automation, but at our core we are a company for marketers, by marketers. We wake up every morning thinking about how we can make life better for our fellow marketers.” You’ll notice how Marketo does not go on and on about how great their product is, but delivers a story that talks about how they always have their customer on the mind.

Stories to Tell to Create Connections with Customers

Stories are what make your company human. They are what makes your company unique. Let those stories speak for you.

Marketo does so by talking about putting their marketers first. You’ll notice how they don’t just say their general customers, but they are more specific to address who their audience is.
Having trouble writing your own stories? Ask your current customers! Here are a few questions to get you started:

  • What do you do better than others in the same business niche?
  • What do they love most about your company?
  • How do they describe your company to others?
  • How did they find you in the first place?

Turn their answers into stories that make connections with new customers.

Another great place to look is at your reviews. Find out what your customers think your business does well and what sets you apart from the rest. You’ll find that there are often commonalities when you compare your reviews, and that can help you establish how to build your company story around what your business does best.

Connect with your Customers Through Photos and Video

You’ve heard the saying, “A picture is worth a thousand words.” Customers enjoy looking at photos that give them a sense of your company, its culture, and what sets it apart. Photos allow them a little peek into your company.

FastSpring company photo

Use imagery to share your company values. The focus is on your customer and the relationship you share with them. By sharing what you value at your company, you tell the customer not just ‘what’ they are buying but ‘who’ they are buying from.

You can even tell your company story through video. Showcase the human side of your business and let your customers put a face to the name of who they are buying from. With how popular video has become, adding it to the repertoire of your company story could be a great addition.

Let Your Customers Tell Their Success Stories

When your customers leave reviews talking about how your product has been a success for them, it’s important to share these stories on your site.

Providing customer testimonials and telling a customer’s story are great (and easy) ways to promote your business. They allow potential customers to learn from previous customers. With 80% of consumers seeking out opinions as they make the decision to purchase, why not give them some positive input from your happy customers? Testimonials inspire your other customers to share their stories as well as fostering a better relationship between your company and the customer that shared the story.

To get these customer testimonials, read your online reviews, or talk to your sales team to get names of happy customers who they feel might be willing to share their stories. You can ask them to write a testimonial themselves, or you can go a step further. Interview your customer about how they successfully used your product or service and create a case study which new, prospective customers can read about as they are making their purchase decision while visiting your site.

Detailed customer stories can help foster a sense of community within your brand. Just be sure that you have the customers’ permission to publish their stories.

It’s valuable to share meaningful content with potential and current customers. Telling a captivating, relevant, and compelling story is a marketing strategy you can use to help your company grow. So make your story one that will inspire and motivate your customers.

You can check out examples of how FastSpring shares client stories and feedback on our Customer Growth Stories page on our website.

Hannah Juley

Hannah is a recent graduate from UC-Santa Barbara. Her prior experience in marketing lead her to the FastSpring Marketing Coordinator role. Hannah assists with content, social media and department expenses. Outside of work, you can find her at the beach either playing volleyball or reading a book.

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