Crafting Great Stories: Hyperautomation Companies and the Art of Story-telling
07-Dec-2020 05:39 PM
It is often captivating to listen to stories, especially when the stories are about something we care. That’s how marketers have been tapping into the storytelling technique to sell their products or services.
In a world riddled with data, it can get quite too much. Data overload is a real phenomenon that is haunting everyone these days. There’s too much data out there and not everyone is educated on internet literacy to filter through it. Although that’s a discussion for another time.
With this data overload, how does one stand out and market their expertise. Especially when one is marketing hyperautomation, and there’s already too much data out there even though it is yet to be employed by industries.
Before we get into the why and how of storytelling, let’s take a quick recap at what hyperautomation is.
According to Gartner’s report on Top 10 Strategic Technology Trends for 2020, hyperautomation is “the combination of multiple machine learning, packaged software and automation tools to deliver” and it “deals with the application of advanced technologies including AI and Machine Learning to increasingly automate processes and augment humans.” Hyperautomation is more of a process that takes in data, studies it and gives you the best possible outcome considering all the variables. The aim is to progressively automate business process so companies can capitalize on data insights for higher precision decision-making.
Now that we have an idea what hyperautomation is, let’s look at how to tell stories about hyperautomation services or tools you may be providing your customers.
WHY EMPLOY STORY TELLING TO MARKET HYPERAUTOMATION
As mentioned before, there exists a situation of data overload. To stand out of this mess, one needs to think differently and employ strategies within the tech industry that most companies might pass up on.
Especially with a technology like hyperautomation, people often tend to go with facts, services, tools, benefits and solutions while marketing it – which in itself is a good strategy but not great. Once you sew in storytelling into the picture, the marketing strategy becomes even better.
First of all, people are interested in stories. It drives their curiosity. When a narrative is captive and impressive enough, people are willing to spend time reading up on these stories. Telling stories ensure that people listen intently to what brands or businesses have to say.
Second, it gains trust. When someone shares a story with you, especially when it’s personal, they often help us gain trust in them. The method of storytelling is considered intimate and you don’t tell stories to just anyone. Publishing an engaging story about your brand or business will help you come closer to your audience or customers.
Third, study proves it. Google and CEB’s Marketing Leadership Council worked with marketing research firm Motista to survey 3,000 purchasers of 36 B2B brands across multiple industries. They wanted to know more on what drove B2B marketing and communications as compared to B2C.
The study came out with surprising results. On average, B2B customers were significantly more emotionally connected to their vendors and service providers than consumers.
Although it may seem surprising, it does make sense. Keeping in mind that B2B purchases have a higher stake than B2C purchases. In case of B2C purchases, in a worst-case scenario the person can return the product or claim refund for the service. B2B purchases however, involve a huge risk. The software or service that was purchased at millions of dollars could lead to poor business performance and the decision maker could even lose their job. This is why B2B purchases won’t indulge unless there is a good emotional connect that will help them overcome the feeling of taking a risk.
Keeping in mind the above three reason, it is advisable for companies dolling out hyperautomation solutions or tools to take up a story telling marketing strategy.
Now, there are many ways to tell a story. Take a look at the types of storytelling marketing strategies you could employ in your company.
HOW TO TELL YOUR STORY
Hyperautomation is in an early stage in the market. And yet you need to stand out from the clutter. Believe it or not, there is a right way to tell your story, and we shall look at how it's done.
Understand your audience, your customers and clients. Since you are marketing a hyperautomation service or solutions you will need the research as it is relatively new in the market. Understand your customer’s pain points and their experiences while transitioning to a new technology before. Weave your story around this pain point, B2B stories will only engage when clients can relate to the stories.
Social listening is one method which can be used to figure out these pain points. Go online and read up the reviews your competitions received and try to weave those issues into the story telling narrative. Within the narrative of the story make sure to place hyperautomation solutions or tools for your customers.
Now that we know the themes of our story with the foundation, we need a narrative. The narrative cannot be just any beginning, middle, and end. It has to be heartfelt, emotional and inspiring.
The best narrative to go with is the origin story. The origin story is always the one that garners most attention. Look at the superhero franchises, everyone always connects to the superhero emotionally with their origin story. The origin story is what makes a superhero, like how there would be no Spiderman if Peter Parker hadn’t lost his uncle (spoiler, sorry), or just how there wouldn’t have been an Iron Man if Tony Stark hadn’t been captured by terrorists and made to bunk with a genius scientist (once again, apologies).
Origin stories, apart from bringing humanity and depth to your business, show expertise. Especially with a technology as new as hyperautomation it is imperative to let people know of the experience and expertise you have as a company.
Just because storytelling in hyperautomation has an emotional side does not mean it should be all emotional.
Since you are trying to attract customer from businesses, and not individual customers it is best to back up the emotional content with data. The data must support the claims you make on your expertise and capabilities. It must be numbers, something like “Hyperautomation tools and solutions will enable decision makers to take better informed decisions which would drive up profitability by 50%.” This is only an example, but you get the idea.
While storytelling in itself is a powerful tool, it becomes even more powerful when the brand has a unique personality to their storytelling.
The brand language could be anything from premium to serious to calm and even fun and joyful. Depending on the brand language, your customers and target audience will assign you a personality and this will also reflect in their interaction with you.
While marketing hyperautomation solution or services it is best to map out the communication styles of your competition as well as your customer and come up with a language that would be accepted by your customers and the competitions customers alike.