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What to consider when telling your business story

Storytelling is the buzzword in the digital marketing world right now. Because, after all, who doesn’t love a good story! There are fun and creative ways to share stories about your business. Even if you don’t consider what you’re doing to be overly exciting, others will, and that means there’s an interesting story to be told.

What you do

When sharing your business story, the most important message to get across is the one about what you do/offer. This might seem simple, but so many businesses struggle to find the words to describe what they do. Spend time brainstorming your unique selling point, either with your team or an advertising agency. Define what sets you apart from other companies like yours. Once you’ve figured out your points of difference, you’ll be ready to communicate that in your business story.

The emotional connection

Every good story creates an impact on its consumer. Think about original, honest ways to get your story across, while appealing to the heart and soul of your target audience. Tell relatable stories that make sense in the context of your business. Share with your audience your business insight, problem-solving abilities, celebrations and happy customer experiences. Don’t focus on direct selling in your storytelling exercises; remember to take the consumer on a relevant journey and leave them feeling inspired to make decisions. Storytelling builds solid relationships and keeps people engaged, so use language, imagery and motion graphics to impart your brand story.

Who’s behind the company

Take your target audience behind the scenes and introduce them to the human faces of your business. Interview the founder or CEO about what drives them, talk about highlights, milestones and plans for the future. Explore how you started out in business, how long you've been going for, and the highs and lows of your adventures. If you’re making video content, take viewers behind the scenes and give them a sneak peek of what goes on.

Adding value

Don’t forget to weave into your content how you're going to be enhancing or making people’s lives easier. When you’re telling stories, to use a variety of methods to get your value proposition across. Video content, Facebook ad copy, website copy, infographics, an e-book or a blog post are all helpful communication tools. There’s so much information on the web, so make yours unique and strike a positive chord with audiences.