Storytelling through marketing simply means finding ways to narratively communicate your brand values. Your social media,blog, and website efforts come together to help tell the story of your commercial real estate venture to the greater world. Facebook acts as one tool publishing your narrative.
Even with its constant algorithm changes and privacy battles, Facebook is still the dominating social media site. According to the “The Complete Guide to Social Media for B2B Marketers” report, the social network used by 64 percent of Americans.
Gains from Facebook’s Live video tempered as its novelty wore off, but the streaming feature remains a useful strategy to tell your team’s story. How can you use it besides webinars, virtual live open houses, or Q&A sessions at conferences? Share fun or quirky moments with your audience, like a team building exercise or someone’s birthday. Or, take a more serious angle. Show your team preparing for a big presentation, or Live interview them about a big project they’re working on. Bring your audience into the work as it’s happening.
Facebook’s bread and butter is the news feed. Frame your brand around its narrative and craft some posts that directly reference your story. Write these posts as anecdotes around your company journey, its growth, or notable events engaging with customers. To get those wheels turning,here are some examples of the start of narrative posts:
● “When our founder needed to find a HVAC vendor, he got frustrated playing phone tag.”
● “Team member Joe was talking to customer Shanice when she got the call.”
● “Jorge was a busy tenant rep who never seemed to have enough time for his clients.”
One Facebook best practice is to always pair ext with an image. Eye-catching graphics and photography are a must, but remember, they’re part of your storytelling. Create carousels, photo albums, or slideshows to visually illustrate who you are.
We love how a good infographic visually relays data. We’ve seen them used for quickly conveying CRE market data or industry trends.Sometimes, it’s okay to have infographics and photos that are “just for fun,”especially if your company culture is about being quirky or different. For instance, if you’re a retail center, you could share an infographic about “the stages of shopping with kids.” A bet a lot of people could relate, and it’d bring a smile to some faces.
Customer stories are the best. Not only do you get social proof of your incredible product or service, but they’re genuine endorsements. Ask your fans to submit their stories in such a way you can share on Facebook, such as through a short video or in a short blog. It’s even better if they actually frame it like story, such as:
● “I was losing to the competition and needed to gain an edge. Since starting with their lead generation software, I’ve closed 20% more business in the last six months.”
● “After our office flooded, we needed to find new space and fast. One of my colleagues asked if I’d heard about Fast space.”
Storytelling continues through into your paid advertising. Facebook offers a variety of advertising types. One is a carousel ad, which is perfect for creating a sequence ad that frames a story. A study found an 87 percent increase in landing page visits when were customers exposed to the narrative sequence ad versus a non-sequenced ad. There was an additional 56% boost to subscription rates.
Gain more value from Facebook by applying storytelling to its features. Promoting your story effectively will resonate with more potential customers and your existing clients.