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How Storytelling Marketing Connects High-Tech Companies to Prospects

Updated: Sep 1, 2023

Picture this: You're browsing through social media and come across a video ad for a new high-tech gadget. The ad is full of technical jargon and boasts about the device's impressive specs, but it doesn't resonate with you.

Imagine another advertisement for the same device - this time, the ad tells a story. It showcases the device in action, highlighting how it makes your life easier and more enjoyable.

Which ad do you think is more effective?

You can picture yourself using the device and feeling excited about the possibilities. That's the power of storytelling marketing in high-tech industries.

Storytelling Coach tells a funny story to his diverse team who are laughing.

In the ever-changing world of technology, it can be easy to forget that it's people who use these products and services. And people are emotional creatures - we crave connection, relatability, and understanding.

That's why storytelling marketing has become an essential tool for high-tech companies. By telling a compelling story that resonates with their audiences, these companies can build stronger customer relationships and drive sales.

But storytelling marketing in high-tech industries is not just about telling any story. It's about telling the right story - one that showcases the benefits of the technology in a relatable and engaging way.

For example, the story of a young couple who use a smart home system to make their lives easier and more efficient.

Or the story of a gamer who uses cutting-edge hardware to immerse themselves in a virtual world.

These stories highlight the benefits of technology and create an emotional connection with the audience.

One company that has mastered storytelling marketing in the high-tech industry is Apple. Their marketing campaigns are not just about the technical specifications of their products - they focus on how their products can enhance people's lives.

In their "Shot on iPhone" campaign, for example, Apple showcases the emotional connection between a father and daughter through photos taken on an iPhone.

Their "iPad Pro" campaign showcases the freedom of movement and creativity that the device allows. By telling these stories, Apple creates an emotional connection with its customers beyond the product itself.

But storytelling marketing is not just about creating an emotional connection but also a sense of community and shared experience. This approach is critical in gaming or social media industries, where users often bond over shared interests and experiences.

For example, the video game company Blizzard Entertainment has built a strong community around its games through storytelling marketing. From animated shorts that introduce the characters and lore of their games to in-game events that tell stories and allow players to participate in the narrative, Blizzard has created a sense of shared experience among their players.

Of course, high-tech companies must also choose the right channels to share their stories. With social media and digital marketing, there are more channels available than ever before to share brand stories.

However high-tech companies must be strategic about where they share their stories and tailor their message to the platform and audience.

For example, Intel created a series of videos on the popular social media platform TikTok featuring actual Intel employees and their stories, showcasing the diverse and inclusive culture of the company.

Storytelling marketing provides a unique opportunity for high-tech companies to connect with their audiences more emotionally. By telling compelling stories showcasing their products' benefits and creating a sense of community among their customers, these companies can build stronger relationships with their audiences and ultimately drive sales.

So, the next time you're scrolling through social media and come across a high-tech ad, pay attention to the story being told. You might connect with the brand in a whole new way.

About the author:

Diane Saeger is a marketing and sales powerhouse with over 30 years of experience in the technology industry with a track record of driving growth and transformation for mid-market companies, using the power of words to engage and persuade audiences.

Diane's impact goes far beyond just numbers on a spreadsheet as she states, "I believe that words have the power to shape perceptions, influence decisions, and drive action. What we say and how we say it accelerates business growth."

Diane is CEO and co-founder of Marketeery LLC, a marketing agency whose mission is to help mid-size companies access marketing that produces results. You may have heard her speak at many events in the ERP/CRM space.


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