How to Build Relationships with Your Customers Through Storytelling | FastSpring

How to Build Relationships with Your Customers Through Storytelling

By Mark Hemmis

Estimated read time: 4 minutes, 58 seconds

Do you remember having a teacher in school who constantly read his or her notes as he/she lectured at you day after day? You could not keep yourself from yawning and zoning out. You couldn’t concentrate, and the teacher was not making a connection. There was no relevance to you.

Perhaps you also had a teacher that rarely used notes, that told fascinating stories about actual experiences that made you question the world and your place in it. You paid attention throughout the class. You wanted to hear the next riveting detail. You connected with the story.

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.

Need an example? IKEA is a business with a compelling story. According to their website, “At IKEA, our vision is to create a better everyday life for the many people. Most of the time, beautifully designed home furnishings are usually created for the few who can afford them. From the beginning, IKEA has taken a different path.”

This business empathizes with their customers and responds to “the home furnishing needs of people around the world: people with many different needs, tastes, dreams, aspirations and wallet sizes; people who want to improve their homes and their everyday lives.”

Additionally, IKEA pulls their customer in their story. “Our business idea is based on a partnership with the customer. First, we do our part … so that we can get the best deals, and you can get the lowest price. Then you do your part.”

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.

IKEA puts customers first. They “want to create a better life for people. That includes people and communities all over the world.”

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.

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 for your company, its culture, and what sets it apart. Photos allow them a little peek into your company.

Use imagery to share your company values. IKEA’s focus is on their customer and relationships. Take a look at their website. The imagery they use throughout the site often shows families interacting.

Also, include customers in your company’s important milestones. Milestones include reaching a certain number of sales, expanding into a valuable market, or having so much demand for your products that you hire more staff. Also, use attention-grabbing and relevant images when sharing links on social media networks.

Go a step further and tell your story through video. Marketers who use video grow revenue faster—49% faster, to be exact— so it pays to take the extra time and effort to incorporate video in your strategy.

Tell Your Customers’ Success Stories

Have customers told you how satisfied they are with your product? Have they shared inventive ways they’ve used it?

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. 80% of consumers seek out opinions as they make the decision to purchase, so why not give them some positive input from delighted 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.

How do you get customers to share with you? 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 story. 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 see examples of how FastSpring shares client stories and feedback on our Client Testimonials Page and in the FastSpring blog. Ready to see how FastSpring can change your story? Click here for a free demo today.

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