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Robertson: Telling your company’s story is good for business

Whether you’re an established business or just starting out, it’s important to have a story to tell. With social media explosions, 24-hour news cycles, live streaming, various apps, and more, your company’s unique story can help you stand out.

What makes your company different? Is it a company with a family connection and tradition, or one that started with a particular mission and idea? Has the company evolved into something more than anyone thought possible?

People want to feel a connection. Now more than ever, customers need a compelling reason to choose your company. While quality, price and service remain important, most customers want more. In many cases, they want to know, “What’s your story?”

Your company’s story should be an accurate and brief account of how it began and how it has evolved. Note if there were early struggles or risks, or if your geographic reach changed.

Be sure to keep your story factual and interesting. If there is a history, tradition, unusual experience or incident that relates to your business, share it.

Take pride in being unique. Byrd Cookie Company is not your average cookie company. Founded by Ben T. Byrd, the company’s specialty became small, bite-size cookies.

Byrd’s Famous Cookies now has an impressive customer base that also includes Universal Studios and Delta Sky Clubs.

Be true to your mission. Nine Line Apparel has grown exponentially in a short amount of time and has remained true to its mission. Founded by brothers and service members Daniel and Tyler Merritt, as well as Tyler’s wife Angela and Myles Burke, Nine Line Apparel from day one has been relentlessly patriotic.

This company’s success story is rooted in its genuine patriotism, commitment to giving back to the community and bridging the gap between civilians and service members. In less than five years the company has hired over 140 Americans and grown a fan base of more than one million people.

Share your story with your target audience, use multiple platforms and keep your story in the right format.

Know your target audience so that you can focus on the appropriate platforms. For example, an investment firm’s customers would rely more on LinkedIn than Facebook.

Consider that what may work fine as a YouTube video may not translate well as a Twitter post. Look at Jesse Blanco’s Eat it and Like it as a great example. He has a lot to report across different platforms, from Twitter to YouTube, and is successful in delivering the content appropriately for each individual platform.

In addition to social media, there are other ways to share your brand’s story such as putting that information on your website. You could also send a news release to the local media and/or tease a highlight of your story through e-blasts to current customers.

Refresh and be relevant.

Just as your business evolves, so should your story. Be sure to refresh and update your story so that it will remain relevant and you will keep your audience informed.

If you follow these tips, you should be successful in sharing your story as well as attracting and engaging more customers and followers.

This column was compiled by Karen Geriner Robertson, director of public relations and client development at RobMark – Web • Advertising • PR. She can be reached at karen@robmark.com or (912) 921-1040.

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