B2B Video Marketing Strategy Using These Storytelling Techniques

Video isn’t enough. So, how do you separate your brand from the pack? Tell a great story.

Everyone likes a good story. Effective storytelling is why we read books, watch films, or dedicate hours each week to television series. Each culture has its own stories shared for entertainment, cultural preservation, or education.

In marketing, the art of storytelling cuts through the clutter to provide a resonant message to the audience.

Storytelling should be part of your content marketing strategy, no matter what that content is. Stories help you resonate with your audience by stringing marketing and brand messages together in a way that evokes an emotional response in your audience.

When you connect on this level, the viewers retain what they learn, and it can compel them to make decisions that benefit your brand. In addition, they forge an emotional bond with the story and storyteller, making the core message more memorable.

Many of the stories we hear today have been passed down, interpreted, embellished, and reimagined from centuries or millennia ago. However, the best stories stick, and the audience wants to retell them.

This is a natural, human response. If you can tap into that, you can make magic happen for your brand. Marketing spend on a shared story is $0, and your advocates are giving your brand a better and more authentic reach.

Regardless of the themes, compelling stories have a purpose. The key messages are strung together in a specific order to impact the audience. The stories end with a specific and direct call-to-action, which ties into the key messaging and prompt them to take the desired action.

Stories move people — it’s up to you to move them toward your brand.

Whether it’s a novelist spinning their latest bestseller or a marketer trying to generate brand interest, the core principles of storytelling are the same. Successful stories focus on themes, elicit emotion, and make sense of complex information.

Think of a brand like General Electric. The marketing isn’t a dry focus on technology with features most of us have never heard of — it’s about the real-world value it provides.

Remember that the story isn’t about you as a brand, however. Instead, it’s about what your brand can do for others. Sure, business is about making money, but that’s not the primary goal — you’re in it to solve a customer’s problem.

Find the “why” behind your brand and make that the focus of your messaging.

Google is a technology company with internet-related services. But with innovative storytelling, Google tapped into the emotion of the pandemic and how our online behavior shifted as we envisioned going back to normal, pre-pandemic life — all using Google’s own platforms.

You have plenty to choose from. Before you start, get a clear vision of what emotion you want to convey, then craft your story around it.

Humor is commonplace in marketing, but less so in the B2B space. You may think your brand needs to be formal, but remember that you’re still talking to actual people. Making them laugh creates a positive, memorable association with your brand.

Naturally, the “secret sauce” of tapping into the right message and emotion is challenging, or else everyone would have it down. So you have to get creative.

What makes the “Parisian Love” ad so effective? It’s not just about the emotion. The visuals and sounds convey a message that compels viewers to stick around for the conclusion and leaves something to the imagination. They become invested in the story.

Instead of blatantly showing your product or service, think about how you can use angles, audio, colors, and other elements to get the point across.

No matter its form, storytelling is powerful and unites people. Used in B2B video marketing , storytelling can attract people to your brand, elicit a strong emotional response, and build brand loyalty.

Image Credit: Pexels; Thank you

Co-Founder and CEO

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