As a security industry marketing company, we utilize many digital marketing strategies to get our clients in front of their potential customers. We’ve shared SEO tips, content marketing strategies, email marketing secrets and more.
Now it is time to divulge the secret ingredient that gives all marketing its power: storytelling.
We’re huge proponents of storytelling's framework to propel our client’s brands. Why? Because it works, and it has worked for thousands of years.
Without getting completely nerdy there is actual science behind using storytelling in marketing — called neuromarketing.
Scientists have discovered that chemicals like cortisol, dopamine and oxytocin are released in the brain when we’re told a story. Why does that matter in security industry marketing? Trust us; it matters a lot.
It is a way to reach potential customers, keep their attention and trigger a response predictably and biochemically.
Here’s how it works.
The elements of storytelling trigger the release of certain chemicals in our brains, including cortisol, dopamine, and oxytocin.
Cortisol assists with formulating memories that aid in making your brand memorable. Dopamine helps keep your potential customers engaged. Finally, when it comes to creating deeper connections with others, oxytocin is associated with empathy and understanding cause-and-effect relationships. Perhaps most importantly, storytelling is central to meaning-making, sense-making, and decision-making.
“The elements of storytelling trigger the release of certain chemicals in our brains, including cortisol, dopamine, and oxytocin.”
We use the story framework to simplify, clarify and amplify our clients’ brands and messages. The strategy addresses the human needs of survival, safety, relationship and self-actualization or autonomy. It delivers those needs in a way that constantly triggers the next action toward fulfillment. It generally means boiling down marketing components to the basic ones that drive action.
For many security dealers, integrators and manufacturers, successfully marketing their products or services is one of their business's most complex aspects. They can invest in websites, ads, brochures and more only to find that it did not yield the intended response.
Most often, it is because they did not implement the simple and timeless elements of effective storytelling: A character ➔ has a problem ➔ meets a guide ➔ who gives them a plan ➔ that calls them to action ➔ that helps them avoid failure ➔ and ends in success.
How can the security dealer, integrator or manufacturer implement this platform in their marketing efforts? Here are the three top tips:
Simplify & Clarify Your Message
There may be a lot the customer needs to know, but your marketing is not the place to educate them about every nuance of your services and technologies. It is to get them to contact you. Boil down your message to who you are and what you do.
Empathize With Their Problems
It may sound counterintuitive, but marketing is actually about the potential customer, not about the company. Let them know you understand their struggle and that there is the hope of resolving it.
Give Them a Clear Path to Success
If you confuse, you lose. Make sure that it is always very clear what the customer needs to do to reach success, which is to contact you.
Your brand’s story is the most crucial aspect of your marketing. Using the elements of storytelling provides an effective framework for building powerfully effective marketing materials from the ground up — which ultimately leads to a happy ending for customers who receive value from your security offerings!