Today’s B2B websites must do more than just sell products and services in order to be truly effective. Customers are looking for solutions to problems from companies they can trust. They want to see the people behind the business, and hear stories to which they can relate. While a solid product is crucial to turning leads into customers, the final decision is often driven by emotion. Great storytelling sparks emotion.

What stories to tell …

• Your company. A rich company background can tell a lot about how the business has grown and where it is going. Company history lets customers know how long you’ve been around. A behind-the-scenes look at how your company works and stories about founders and employees makes your company more accessible, personal and relatable.
• Your customer. Be sure to tell your story, but don’t talk too much about yourself. Let your customer be the hero – tell stories about customer successes, and how they were able to solve real-life problems with your help.
• Your responsibility. Inspirational stories about corporate responsibility show how your company is making a difference, whether you are responding to global crisis, contributing to your local community or taking environmental action. The story of a spray dryer manufacturer donating equipment to a local tech college, for example, shows its involvement in the community’s education and economic development.
• Your brand. Your company’s brand is what makes customers remember who you are and what your message is. Build brand awareness with a powerful, memorable story that helps people connect with your company’s culture.

… and how to tell them.

• Website. Your B2B website offers the perfect opportunity to tell a story. Provide company history on your About page. Tell customers’ stories through testimonials and case studies. The site’s design and images also play a huge role in contributing to the company’s theme and message.
• Blog. A company blog allows you to expand your story even further, providing an ongoing conversation with customers that encourages comments, feedback and connections. Regular blog posts keep customers updated on how your story is unfolding every day.
• Videos. With videos, you can add characters, music and a deeper narrative to your story. For example, a sheet metal fabrication shop might create a video that shows its employees and high-tech machinery at work – telling the story of how certain pieces are made and the time, expertise and resources required to make them.
• Twitter. The trending nature of Twitter hashtags allows companies to encourage customers to add their own stories to the mix. Nike’s “Make It Count” campaign has Nike wearers sharing significant experiences through Twitter with the hashtag #makeitcount, helping to further build Nike’s brand and spread its story.
• Facebook. The new Facebook Timeline is designed for companies to tell their story from beginning to present. Companies can add historic milestones and highlight points on their timelines, presenting a story through images, conversations, events and more.

What’s your company’s story? How are you telling it?