Storytelling is the heart of effective social media marketing.
It has the power to captivate audiences, build emotional connections, and drive engagement. For New Zealand SMEs, storytelling provides an opportunity to stand out in a crowded digital space, fostering trust and loyalty with customers. Here, we’ll explore practical ways to leverage storytelling to enhance your brand’s social media presence.
1. Understand Your Brand’s “Why”
Before crafting a story, it’s essential to reflect on your brand’s purpose. Why does your business exist? What values drive you? Sharing your journey and mission resonates with audiences, particularly in New Zealand, where authenticity and community connection are highly valued. For example, a Tauranga-based business could highlight its commitment to sustainability and its role in supporting local suppliers.
Tip: Create a series of posts detailing your brand’s origin story. Use a mix of videos, images, and text to keep the content dynamic and engaging.
2. Share Your Own Founder’s Story
(Contributed by John Maybury)
Just talking about what you do and how you do it is not enough in today’s marketing world. You need to invest in your own bespoke story. The founder’s story has power. It’s the first and sometimes only story that a business needs. It’s always very personal and full of feeling. It’s human and insightful — calling to right a wrong, fill a gap, be of greater service. Use your own back story to frame your intrinsic value so that, for the reader or viewer, what you “do” becomes an afterthought. Develop three to four narratives that frame your “why” and your vision. Lead with your story when you meet clients one-on-one, on LinkedIn, when speaking or guesting on a podcast, or when pitching to clients. The goal is to be remembered. That’s where your story comes in. They get listened to. And recalled by others if told right.
3. Spotlight Customer Stories
Your customers are your best advocates. Sharing their experiences not only validates your products or services but also builds a relatable narrative. Whether it’s a testimonial or a user-generated content campaign, these stories humanise your brand.
Example: A louvre roof company could share before-and-after photos of a client’s outdoor space transformation, accompanied by a quote about how it improved their family gatherings.
4. Follow the ABS Structure for Short Stories
(Contributed by John Maybury)
Short stories can influence customers and, if told right, can help you win business. The ABS structure is a simple framework to craft these stories effectively:
- A = And: Introduce the setting with a few facts about the client and their future desire.
- B = But: Highlight the conflict or problem they encountered.
- S = So: Show the outcome the client received after working with you.
Example: A client was an experienced marketer in the Bay of Plenty and loved achieving results for their clients. BUT they were nervous about being on camera. We worked together, and now they’ve successfully created their first video, which they shared confidently.
5. Leverage Visual Storytelling
Visuals are key to grabbing attention on platforms like Facebook and Instagram. Photos, videos, and even simple graphics can convey a story more effectively than words alone. Showcase behind-the-scenes glimpses, highlight your team’s efforts, or illustrate your product’s journey from creation to delivery.
Tip: Use Instagram Stories to document a day in the life of your business, showing both the challenges and triumphs.
6. Develop Your Story Bank
(Contributed by John Maybury)
Many people struggle with storytelling because they feel they don’t have any stories to share. The real issue is not capturing everyday moments that could be relatable. Reading to your kids, getting stuck in traffic, or having a partner conversation about money can all serve as relatable personal anecdotes. Connect these stories to a business value or a solution you offer.
Tip: Write down anecdotal stories as they happen. Over time, you’ll build a “story bank” that you can draw on to craft stories with insights or lessons for your audience, team, or prospects.
7. Create Content Around Relatable Moments
Relatable, everyday stories foster a sense of familiarity and belonging. Share posts that reflect seasonal events, local traditions, or even the humorous side of running a small business in New Zealand.
Example: A small café in Wellington could post about the morning rush chaos, showing how they still deliver smiles and great coffee to their loyal customers.
8. Use Storytelling to Highlight Community Involvement
Kiwis appreciate businesses that give back. Share stories about how your brand supports the local community, whether through sponsorships, collaborations, or charity events. This not only boosts your brand’s image but also strengthens community ties.
Example: Highlight your involvement with a local charity by sharing stories of the individuals or causes you’ve supported. Use quotes, photos, and short interviews to make the story personal and impactful.
9. Craft Compelling Calls-to-Action (CTAs)
Every story should inspire action. Whether you want your audience to like, share, comment, or visit your website, your CTA should feel like a natural extension of your story.
Tip: After sharing a customer success story, invite others to share their experiences in the comments or tag a friend who might benefit from your service.
Example: Share stories of collaboration and partnership, emphasising the relationships you’ve built and how they align with your brand’s values.
Final Thoughts
Storytelling is more than just a marketing tool; it’s a way to forge meaningful connections. By sharing your brand’s unique journey and the stories of those you serve, you create a sense of trust and belonging. As a New Zealand SME, embracing storytelling can set you apart and build a loyal community that grows with your business.
Remember, every post is a chapter in your brand’s narrative. Start sharing your story today.
About The Why Marketing
Founded by Geoffrey Campbell in 2019, The Why Marketing specialises in providing tailored marketing solutions for SMEs in Tauranga, New Zealand, and the broader North Island area. With a focus on strategic planning, brand management, and digital marketing, we act as your Virtual Marketing Officer, delivering in-house and outsourced services designed to meet your unique needs. Our ethical approach and commitment to quality ensure that we deliver results that matter. Let’s build something great together.
