Marketing is always about storytelling and great marketers are always great storytellers.
It is very important that we develop the ability to tell good stories.
Most people in the world of digital marketing are bad storytellers. When they speak about their business, products and services they often talk about boring facts and rely on corporate marketing speak.
Consumers are not impressed.
Hollow words create no emotional responses and just bounce off like teflon.
In this article I share with you how to become a better storyteller on LinkedIn and give you real-life examples and recommendations for themes and topics.
Your stories are powerful!
They show your knowledge and expertise and help to establish authority and trust.
If you can master the art of storytelling, any goal becomes much easier:
- Getting started with LinkedIn marketing
- Finding leads on LinkedIn
- Building a LinkedIn sales funnel
- Creating an email list on LinkedIn
- Getting free press and media
- Finding mentors on LinkedIn
If you want to become a master storyteller, you have to understand the mechanics of great storytelling.
Great brand stories can be big or small.
What they have in common are the following 7 characteristics:
The power of pre-suasion
Stories are powerful shortcuts when it comes to building relationships.
Imagine you would meet a random person at a local networking event. If we do not know anything about someone, we quickly try to determine if the other person is to be trusted. Friend or Foe? This natural human behavior is often happening on a subconscious level and can take up a lot of our precious time.
Now imagine a different scenario. You go to the same networking event, but everyone already has a clear idea of who you are, of what you stand for, of your ideas and opinions and what you stand for, all because of stories that you put out there and stories that others wrote about you.
Now everything is much more comfortable. Your stories have already done most of the work for you long before they met you.
Stories work, even if people have never heard of you before.
Think about the last event again, but this time someone from the audience has not heard of any of your stories before. Tough luck? No! All you have to do is give a decent first impression, and you are halfway there. After the meeting, the other person will check you out on Google and LinkedIn. Moreover, what do they find? Your stories!
Carefully planted seeds, ready to remove any remaining doubts. That is the power of storytelling.
Think about your own story. Is it as good and consistent as it should be? Have you planted enough seeds?
54 brand stories that your audience will love
In business, we tell stories all the time, even if we are not aware of it!
If you want to own your story you have to be aware of the different elements that contribute to your brand story.
Check out my awesome bullet point list to find inspiration for what to kind of stories to create and where to share them.
Stories about your company
- Does your company name tell a story?
- How did you come up with the name of your company?
- How did you start your business?
- How did your business overcome difficult times?
- How did your company grow?
- Is your company involved in the local community?
- How does a typical day in your company look like?
Stories about your customers and clients
- Who are your customers and clients?
- Which obstacles were your customers and clients able to overcome and what results did they achieve?
- What do customers love about your product?
- Case studies
Stories about your team
- How did the founders develop the idea for your company, product or service?
- What was the epiphany moment that lead to the creation of your company, product or service?
- What is the background story of each founder?
- Show the human side of your business and tell us a story of the personal life of individual employees.
- Do you have a special mission or cause that is driving you?
Stories about your branding and positioning
- What feelings do you communicate with your logo?
- What are your brand colors?
- Are you using a particular style of photos? Professional or casual? Black & white or color?
- Why did you decide to brand and position yourself in a certain way?
- Why did you decide to rebrand your business?
- What’s your writing style. Are your text easy to read? Do you come across as serious or fun?
- What is your content marketing strategy and what topics are you writing about in your personal or company blog?
- What’s your content balance. Do you use mostly text or visuals such as photos and videos?
Stories on your personal LinkedIn profile
- Did you select a good profile photo?
- Did you select a matching cover?
- What does your profile photo say about you?
- Do you have a cover for your profile? What images are you using?
- Do you have a personal or company #hashtags and are you using it?
- What does your headline highlight about you?
- What do you say about yourself in your profile description?
- Which work experiences are you highlighting in your CV?
- Which projects did you list in your education section?
- Are you taking advantage of rich media?
- Which skills did you feature in your profile?
- Do you have endorsements and which of your qualities do they highlight?
- What are your accomplishments?
- Who are your connections and who is in your professional network?
- Are you positioning yourself as a thought leader in your industry?
Stories on your LinkedIn company page
- Do you have a company page?
- Did you upload a company logo?
- Do you have a background photo?
- What did you write in your company description?
- Are you using LinkedIn showcase pages?
- What content types are you sharing on your page such as articles, photos, videos and text posts?
- What themes and topics do you cover?
- Do you share content of employees and team members?
- Do you use native content on LinkedIn or link to your website?
- Do you engage with readers who comment and share your content?
- Does your team engage with your shared content?
Stories on your social media accounts
- Are you on LinkedIn, Instagram, Facebook, Twitter, YouTube, Vimeo, Twitch, IGTV, Periscope, Twitch, MySpace, Pinterest, Google+, Snapchat and Medium? And what does your choice of social media networks tell about yout?
- What’s your social media marketing strategy?
- Do you have a company hashtag?
- What do others mention about your brand online?
Stories in media and press
- What are others writing about you?
- Who are your brand influencers and evangelists?
Stories on Google and other search engines
- What comes up on Google or Bing when you search for your company name
- What are the results for each of your founders and management team
- Which website show up on page 1 when you search for your product names
- Do you have a Google My Business listing
- Who is competing with you for page 1 for more generic search terms?
- Check out the different search results, such as Google image search
How to get started with storytelling?
To become a master storyteller, you first have to review every aspect of your story that is already out there.
Use my checklist above and take detailed notes:
- What does this text/photo/article/press release/… say about you?
- On a scale from 1 to 10: (1 = very bad, 10 = very good)
- Is the story in alignment with your narrative?
- How important is each element for your story.
Storytelling on LinkedIn is a powerful toolkit that is complimenting your overall marketing strategy.
You have two choices: Take control of your own story or let others write it for you.
Controlling your own narrative creates trust, brand consistency and protects your reputation.