The Importance of Customer-centric Storytelling toward Building your Brand

The Importance of Customer-centric Storytelling toward Building your Brand

The Importance of Customer-centric Storytelling toward Building your Brand

Every time a marketer is asked, “What can you do to propel your brand’s image?” one word instantly pops up in the head: content.

Indeed. Everyone is crazy about content, which sort of explains why a lot of companies are opting to increase their marketing spend on that area. Reinforced by a belief that lead generation relies heavily on how a brand is presented, marketers frenzy over pushing the best possible content that can attract the best possible leads.

Basically, it is all about telling people that your brand is the greatest thing that ever existed. Backing this up of course requires an effective story.

But will it ever help if you emphasize more on your product’s inherent value?

It is an aged old method, but as buyers have developed well-informed decisions overtime, it is important for businesses to realize the need to try a different approach in which the customer assumes a central role.

Mere product promotion at this point does not help but open up a lot of risks. Buyers are smart enough to know the right solutions for the specific issues and problems they are facing. Other than that, there are other advantages to think about:

Improved rapport

Creating messages that directly relate to your audience improves the way they look at your brand. It gets you closer to the heart and soul of your audience, and in a way lays the groundwork for a nascent long-term relationship.

Better strategies

When you focus on the needs of the market, you will get a more expansive picture of what it generally wants. In effect, you will be able to come up with better content marketing strategies based on what you have discovered straight from the field.

Better products

Also, learning more about your customer than your product’s value to them is indispensable for developing certain aspects of your offers. Allowing yourself to discover what a buyer particularly wants in a product that you might want to consider improving it later on.

Advantage over the competition

If a rival brand focuses on drawing more traffic through content, you best keep off that road. Instead, focus your efforts on actually educating your public and sharing with them technical knowledge, the stuff they have not yet learned from anywhere else. This builds buyer confidence which eventually leads them into engaging you further down the funnel.

With buyers becoming more articulate in their choices for solutions, would you still insist on forcing your products on them?

Apparently not, because customer-centric content is the most important aspect of marketing at present and marketers need to come up with lead generation strategies that put them in the shoes of their public.


Going Global In Lead Generation The Coca-Cola Way


We all know how big Coca-Cola is as a brand. It is practically everywhere you go in any part of the world. And while we might say that all large companies can do that, and smaller firms could only sit and moan their situation, it is a rather flimsy excuse. No matter the size, a company can still go global in their lead generation efforts. Generating sales leads from different markets (not to mention countries) can still be done. In Coke’s case, they went for a simple mantra – same company, different approach.

Coke serves a huge market, and they know it. That is why they set up marketing teams in every country they get into. These people must be immersed in the local culture, aware of the norms, knows what clicks with the audience, and come up with a marketing plan that jives with the local market and the global branding efforts. And here is the keyword to be remembered: research. You have to do proper research in the local market if you want to

This is a good lesson for you and your appointment setting team, especially if you are employing certain promotions to advertise your products or services in the global market. Before you begin any marketing campaign, you need to do your homework well. And you might have to double up your efforts if you do not have a local team to guide your way.

It is necessary. You need to understand what message is acceptable or unacceptable in your business. You also need to know what medium will work best. If telemarketing brings in the B2B leads, then so be it. It is a mix and match kind of marketing you have to do, since you have to test the waters and see what works best.


3 Branding Mistakes In Lead Generation


Branding practically means everything in business. This is the face and soul of your company. Your brand will also influence your effectiveness in lead generation campaigns. It is the first thing that prospective B2B leads will hear from you, and it has to be one that will stick to their minds the most. Of course, in the quest for creating memorable brands, many entrepreneurs often make the mistake of producing catchy names. Later, these turn out to be huge headaches, reducing their ability to effectively generate sales leads from the market. You should not make the same mistake. So, how should you go about it?

  1. Research – you might have come up with a catchy brand, but you may not be the first one. To avoid legal, and costly, arguments with rights owners, you should research the existence of the name. Check the internet or the patent office; see if your brand name is there already.
  2. Applicability – some entrepreneurs create brands that work well in only a small area. If you have plans of expanding, or using broad marketing mediums like telemarketing, it is best that you create a brand that anyone will understand or remember better.
  3. Relatedness – this part may be a bit tricky, but the rule of thumb here is to use a brand that is related to your business. If you insist on doing different, then fine, go ahead, you got nothing to lose. But you have to make sure you can connect your brand to your business properly come appointment setting time.

Simple enough, right? But these are sure to help you avoid lead generation troubles associated with branding.


How To Create A Positive Business Image In Lead Generation


A good business image is everything, let no one say otherwise. Think about the companies we know today, like Apple, Microsoft, Walmart, Ford, Pfizer, and even Gucci. When you hear their names, you recognize them immediately, right? That is the power of image. And that is a quality that bring in the sales leads. For a lead generation campaign to be successful, you need to create a powerful image in the minds of your business prospects. Now that is a challenge that a lot of marketers are trying to solve. It can make all the difference in their ability to generate qualified B2B leads in the market. So, where should you be starting?


First of all, you need to consider what your image in the market should be . Remember that your image must contain the thoughts, feelings, beliefs, opinions and visions customers and business prospects have about you. It must also represent the  products and services that you or your company bring to the market. Take note that your company image is based on what your market thinks of you, not how you think of yourself. The most successful company images are those that have customers thinking exactly of what you wanted them to think of your business. This alignment of market expectations and company capabilities is what makes an appointment setting campaign easier to do.


Also, do not forget that creating a positive company image requires the use of various marketing mediums. Whether it is by email, print ads, telemarketing, or any other medium, you have to ensure consistency and accuracy of the message you convey. Effective image building is an important step before you start any significant lead generation campaign. For example, start with your company logo. Is it attractive enough to business prospects? Does it reflect on the nature of your business? How about your taglines? Do the words used best state what your company is all about? Look into your employees as well. Do they follow the spirit of your company? Do they attend to customers with a smile? These are just examples of what you can do to improve your company image.


Another point to consider would be the products and services that you offer your business.  You can praise your offering all you want, but if they fail to deliver, you get a negative customer response that is worst than you handle. If you cannot do anything about your products, you might as well be honest about it. Even if it means losing a potential sale, if it can keep you from committing a major marketing blunder, then it is worth it. You have your brand’s image to protect in the long run. Your image, when properly nurtured, will be strong enough to get you your B2B leads.


By cultivating a positive image, you ensure that your business will prosper in the long run. Lead generation campaigns would be much more rewarding, as long as you have a positive image in your market.