by Angela Kambarian, Founder of New York-Based Essential Communications
As the competitive landscape continues to heat up, business professionals are facing the challenge of constantly upgrading, improving and enhancing their communication skills; their roles as content creators or news sources have to evolve and they should always come up with new ways to capture attention or cement trust with their audiences.
It goes without saying that one of the best ways to build trust and increase your visibility is to put out valuable content – something interesting, intriguing and insightful to educate, engage and inspire your readers.
Here are three crucial tips to catapult your story past the noise and elevate your business to the next level.
Become an empathetic storyteller
As you already know, news fatigue and skepticism are on the rise among audiences. In fact, according to the 2019 C&S Sense & Sustainability Study, more than 50% of Americans do not fully trust businesses and seem to be unsure of their efforts to contribute to society. In addition, most folks are convinced that companies are doing a poor job communicating their messages.
So is there any remedy for that?
Oftentimes B2B content is full of facts, figures and familiar corporate buzzwords. That’s what makes it flat, boring and forgettable and may potentially put some readers to sleep. You don’t want this to happen, do you? It’s okay to showcase some evidence and share statistical data with your audience. Just let people – not data, products or technology – be your storytellers. You may even feature star employees as subject matter experts whose hard work, creativity and dedication lift your company to success.
Don’t forget to incorporate customer or client testimonials into your story, to tout positive experiences with your business and demonstrate results. Keep in mind that third party testimonials can make all the difference in the world and transform your credibility. For obvious reasons! By the way, customers’ success stories may take the form of long-form video, social teaser, written story and other vehicles. Why don’t you spend some time brainstorming? See what you can come up with.
Use simple language
When it comes to communications, many businesses heavily rely on tech-speak and industry buzzwords. If that’s how you get your message across, it is essential that you upgrade your communication style and become fluent in both industry parlance and natural language. By the way, big changes in search engine technology have propelled the rise of business communication that is more natural and conversational.
Back in the day, many SEO copywriters would mainly focus on planting fancy, obscure or intricate keywords to boost their B2B site’s page ranks. But times have changed and these days results from “semantic searches” are more accurate simply because they are based on the content of a query or the meaning intended by the searcher.
Ready to become ‘YouTube star’? Step up your game
Let’s face it: YouTube Channels are increasingly being used to serve up B2B content. If you are determined to tap into this invaluable resource and get the most of it, avoid offering stale behind-the-scenes footage of your company or boring sales presentations that will get you nowhere. Why don’t you offer a fresh look at your business, its people, mission and ideas.
Are you working on a few different initiates focusing on diversity in the workplace? Are you contemplating an inclusion campaign emphasizing the growing presence of women in business? Are you taking steps to contribute to local communities or bring together local businesses?
Here is what I recommend. When considering YouTube’s capacity to attract viewers, try different video genres. You can produce mini-documentaries to share your culture or innovative ideas. You can also attract subscribers by offering a series of upbeat educational videos with colorful graphics that break down technical details in a way that informs and entertains.
No one would deny the fact that the media ecosystem has become more complex and audiences have grown more discerning. But in my opinion, these factors are shifting the advantage of toward B2B communicators, businesses and brands.
So with these three simple tips, business owners and business communicators can use their purposeful storytelling to connect with decision-makers, build trust and develop long standing relationships that matter the most. Good luck with your endeavors!
If you are ready to boost your Public Relations, marketing and social media efforts, please visit http://www.kambarian.com or call 516-724-4372 today! Looking forward to chatting with you.