Account Based Marketing is a wide subject and in that stories are powerful, they allow us to learn, to connect emotionally, and they carry the message.
It’s an original form of entertainment and if you think about it, all good stories have a beginning, a middle, and an end, hooking your audience from beginning to end so they will be engaged until the end.
We are so used to telling stories that we create the story even when we don’t need it. Stories provide a quick and easy way for people to gain a lot of knowledge in an engaging manner
According to a recent study, companies have the power to increase the value of a product or service by 20 times by telling their brand story nicely.
- From video to VR, social media, and beyond, a brand has a host of media that can tell its story.
- The information woven into the stories is even more memorable.
- Personalized content that emphasizes the shareholder’s story has always been a critical issue for ABM.
You dig into each person’s decision maker’s pain points and challenges (story) and deliver content that solves those problems.
ABM’s goal is not an individual, rather a group.
When it comes to account-based marketing (ABM), you are going to focus on targeting the key stakeholders involved in the decision-making process as part of your strategy
Which means that all of your personalized content should have the same focus/message.
How do you tell the stories your audience wants to hear?
Content is very important, especially in the case of ABM. You will focus on their pain points, the challenges they face, and how you can help them overcome them.
- Three-action structure
- Introduce the scene and character (s)
- Show-case problem
- show the solution to the problem.
Data based storytelling
The example to tell a visually striking data-based story comes from Google Trends.
By using data to create visually stunning stories, brands can attract attention, provide detailed solutions to problems, and reduce the raft of online noise.
With 15,298,283 views and counting, Google Trends has captured the attention of a wider population and tells the story of engaging users globally.
Data is key to developing good content and eventually telling a resonant story.
Relying on words to tell a story is not always necessary and leaders who help their teams gain insight from data can help tell a unique story as the demand for interactive content increases.
Video continues to grow among marketing teams as a visual medium that gives great results, a way to tell the story of a brand or product.
Not only do these new announcements have the power to enliven the brand’s story, but this mini video format will immerse the audience, leading to engagement.
Customer led storytelling
The brand offers the opportunity to tell its stories to customers or clients customers.
Telling this user-created story can help increase engagement, build trust, and broaden your horizons.
Your team can do this by hosting a social media takeover day, with a Blogger re-try, or by inviting influential customers to write guest posts on your blog.
An example of this platform is ‘Stories from the Airbnb Community’ and is extremely engaging with a mix of amazing stories that are published regularly.
By taking a person and immersing them in a sensual experience that is central to your brand story, your company stands to drive engagement heavily.
While this form of brand storytelling is evolving, many innovations are expected to come to the surface in the coming years.
Dark Social in Account Based Marketing
Dark social refers to a type of social participation that cannot be accurately tracked
With so many people using platforms or media such as Slack, SMS or messaging, Google Hangouts, Snapchat on a regular basis.
You need to use these channels to share source information, insights, emails, businesses with articles, and opportunities to stay close to peers and articles.
By looking at new ways to understand how people share content, data, and information, you will discover the newest ways to share your brand story with your audience.
By encouraging your team to look beyond traditional data, you will greatly increase your chances of success.
These principles should provide you with the right approach to start creating content that is interesting and in the right format.
The storytelling format should resonate with the audience in a personalized manner.