Advertising isn’t like it used to be. You can’t just put your product out there and tell people what it does. You’ve probably heard the metaphor about the box; People are no longer in a box with marketers opening it and shouting at them.
For your client base to understand what your brand does and what it stands for, you have to tell them a story. Nowadays, you have to sell to consumers through storytelling and content. And there are a couple of content categories that are particularly relevant.
One of the most important things you can do is provide help to your customers. Helpful content that is relevant to your industry will make people pay attention to your brand. If you scratch their back, eventually they will scratch yours. Helpful content is all about building trust, proving that you know what you are talking about, and establishing yourself as a thought leader in the industry.
Another way you can connect with your customers is on an emotion level. Move them. Is there a compelling reason why you started the company? What is your story? What is the story of the company? Give your fans and potential customers something to connect with. Let them know about you and let them feel like they’re part of it, too.
There are many more stories you can tell about yourself, what your company is doing and how the consumer can get involved. Figure out what story you want to tell, and then get to telling it!