How to Attract New Customers by Sharing Your Company’s Story


Finding common ground may be the quickest way to form a connection with someone you’ve just met. Conversations about baseball, gardening or tai chi soon lead to deeper topics, and before long, a stranger becomes a friend.

The same principle also applies to attracting new customers. Sharing a little information about your company’s history, challenges and ideas through storytelling may encourage potential customers to take a closer look at the products and services you offer.

First Step: Identify Your Audience

It’s difficult to create stories that resonate with your potential customers if you don’t know a lot about them. Although they’re all in need of your products or services, they may have varying interests, incomes and experiences. Developing personasOpens a new window can help you narrow down the things that are important to your customers.

Personas are short descriptions of four or five fictional customers. In addition to basic demographic information (sex, age, income, jobs), your personas might also describe the challenges that your customers face.

For example, if your company sells organic, gourmet frozen foods, you might write: “Debbie is a busy working mom who feels guilty that she doesn’t have time to make healthy meals.” Personas help turn your customers into three-dimensional people with needs and wants that can be easily met by your company.

Share Your Story on Your Website

Once you’re thoroughly familiar with your customers and their needs, it’s time to begin writing. Your “About Us” page is the perfect place to start, particularly if the current page is a little dull.

Start by changing the title of the page to “Our Story,” or use an even more creative title that makes the reader want to know more, such as “How the Beatles, a Lovesick Cow and a Unicycle Led to the Inspiration for Our Company.” Long titles won’t fit neatly in buttons, but there’s no reason that the title of your story has to be relegated to a button. Consider making it a prominent, clickable link at the top of the page instead.

Engage your readers by diving into the story immediately. Even if you don’t think your story is particularly interesting, chances are something happened at some point in your history that customers will find intriguing. Think about:

· Your Early Vision for the Company: What prompted you to start the company? What needs did you want to meet?

· Your First Office: Did you fulfill orders in your garage? Were your only employees your mother and your spouse?

· Challenges: Was it hard to find customers initially? Did you face any failures along the way that changed your business philosophy?

· Your Success: When did the business become successful? What drives your employees?

Make Time to Write Blog Posts

Blog posts engage customers, increase search engine ranking and increase leads. In fact, business-to-consumer companies that blog 11 times or more every month receive four times as many leads as businesses that only write four or five posts, according to HubSpotOpens a new window statistics.

Although a blog post is the perfect place to share details about a new product, readers will only skim the post if you just copy information from the brochure. Instead, write about what impressed you about the product the first time you tested it, or share a customer’s experience with it.

Your blog can definitely boost leads, but it won’t be quite as effective if you only use it as an overt sales vehicle. Readers will appreciate learning more about your products or services, but they won’t come back if your blog is an unending advertisement.

Lighthearted posts are always appreciated by readers. Perhaps you had an unexpected adventure during a trip to a customer’s site, or you had to constantly replace the door stops until you found a stash of them in the office dog’s bed. Posts that showcase your personality and sense of humor are invaluable additions to your marketing strategy.

Develop an Active Social Media Presence

Twitter, Facebook and Instagram aren’t just places to share family updates, cat photos and memes. News updates, product information and reviews can be found on these platforms, making it easy for consumers to get the information they need no matter where they are. Today, more people than ever use social media. In fact, 77 percent of Americans have social media profiles, according to StatistaOpens a new window .

Posting on social media is the ideal way to share your story, and best of all, it doesn’t take long. Whether you want to write a series of short posts chronicling the development of a new product, share throwback photos from the early days of your company, or post images of the company Halloween decorating contest, a strong social media presence can help boost conversion rates.

Create a Case Study

Case studies demonstrate your company’s ability to meet and exceed customer needs. Studies describe a particular challenge your customer faced and explain how he or she was able to overcome the problem by using your product or service.

The best case studiesOpens a new window provide plenty of detail about the particular problem, in addition to a little personal background information about the customer. When searching for customers to profile for case studies, look for challenging, yet relatable, situations that required you to use your unique skills or required a little creativity to meet the client’s needs.

Using one or more of these storytelling methods can have a profound impact on your company’s success. Whether you’ve recently started a company or have been in business for years, sharing your stories offers a simple, inexpensive way to increase your customer base.