Humans are wired for stories.
“You’re never going to kill storytelling, because it’s built in the human plan. We come with it,” says author Margaret Atwood.
Storytelling is what kept the spirits of our primitive ancestors going when they would sit by a roaring fire after a long day of hunting thousands of years ago.
Today, storytelling keeps us feeling connected in our remote, pandemic-weary world. It brings out our emotions at a time when disassociation from reality is often our only means of pushing through the current circumstances.
It’s no surprise that the business world has taken on storytelling, often through content marketing, with the aim to gather larger audiences.
Businesses that use storytelling are tapping into the depths of the human psyche to connect people to their brand, products, and services.
But what are some reasons why businesses should use storytelling?
And it pays.
In the B2B SaaS space, for example, businesses using content—storytelling through mediums like blog, podcast, and video, saw 30% higher growth and a 10% higher retention rate than SaaS businesses with no content marketing, according to Inc42.
Still not sold on the power of storytelling?
The B2B space is predicated on statistics, logic, facts and technical acumen, and you’ll see that spill out on company blogs.
Some B2B companies are beginning to see the value of going beyond that into the emotional realm to connect with people.
Storytelling keeps us feeling connected in our remote, pandemic-weary world. It brings out our emotions at a time when disassociation from reality is often our only means of pushing through the current circumstances.
And it’s working. A study conducted by Google, Motista, and CEB saw that 50% of B2B customers are more likely to buy a product or service if they relate to the brand on an emotional level.
It makes sense.
Brands that use storytelling evoke positive emotions in potential customers, and that engenders trust.
That same study notes that 71% of B2B buyers make a purchase when they see personal value in a brand.
Storytelling is a powerful tool in personalizing brands.
And finally, the study found 68.8% of B2B buyers would pay a higher price for a product or service if they believe in the business.
Storytelling also gives people faith in your business.
If you’re a B2B business looking to scale, consider adding storytelling to your marketing strategy.
I help companies grow by telling their stories.