Stories help businesses connect with their audiences, build relationships and show what they stand for. There is no more natural and engaging way to share what you do and why you do it.

By helping B2B businesses connect with their audiences, stories can heavily influence client retention and acquisition. They can also bring your brand to life by adding some personality and pizzazz.

People want to work with people they know, like and trust. Telling your stories can help you tick all three of those boxes. Stories can also help you stay one step ahead by solving problems and addressing objections before they’re shared.

The best thing about stories? Your business is sitting on loads just waiting to be told.

Three stories B2B businesses should tell

1. Customer stories

Don’t just rely on people taking your word for it, share customer stories to give evidence. Use case studies and testimonials to show how you’ve helped businesses that may be going through similar challenges to your prospects.

2. Team stories

Show the people behind your brand by sharing some of what goes on behind the scenes. Encourage your colleagues to tell their stories through your blog, newsletter or social accounts. This shouldn’t be limited to the senior leadership team; show your business from different angles and perspectives.

3. Brand stories

Take what you do and what you stand for and mash them up into engaging narratives. There will be opportunities to add narratives to many things your business publishes. Hunt for them.

Your stories don’t all need to be perfectly polished, but they must be authentic. Find your voice and use it.

Whatever you do, don’t just tell the same old stories that everybody else is telling. Tell authentic and original stories to stand out from the crowd.

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