From a simple idea to a viral campaign, there are stories all around us.
They might even be your marketing stories.
While it’s easy to be inspired by the examples that make the news, we can also pick up inspiration from the stories that get lost in the noise.
For instance, a series of posts on the company blog on marketing trends and strategies back in 2014, which then became a popular book.
Or an interesting marketing case study from one of our recent clients.
How do you find success stories?
It’s not easy to find these kinds of stories.
You might notice your competitors are always talking about the same things, or you’ve read an article that mentions a company that looks like it has a cool product, but you can’t seem to find anything similar.
The best way to find success stories is to identify a type of customer that you want to reach and then look for people who have reached that customer.
Here are some tips to help you find success stories:
- Find a group of customers that you want to reach.
- Pick a problem that you’ve solved for that customer.
- Look for a company that offers an easy solution to that problem.
- Find the company that’s able to produce the best results for that problem.
- You might be able to find more than one customer that fits the profile.
- You might find a company that has a product that is similar to yours that you can use to find success stories.
Here are some examples of success stories that have led to new growth opportunities:
- An ice cream company that discovered that consumers were willing to pay more for a smooth, fluffy ice cream cone
- A company that helped the military find and fix the problems they were facing before COVID-19 hit
- A company that found a way to build more credibility among consumers by turning their product into an art form
- A company that was able to help people around the world stay connected by helping them find each other online
How to avoid your own success story?
You could find success stories by accident, but it’s also possible to find success stories in your own company.
While it might be tempting to pick companies that you think have a lot of potential, it’s also possible to find success stories in companies that have already achieved success. You might just be inspired by one of their campaigns.
Here are some tips for avoiding your own success story:
- Identify a problem that has been solved by other companies.
- Look for success stories in competitors not only competitors in your industry.
- Ask people in the company why they think they’ve achieved success.
You might also find success stories among the customers of companies that aren’t your direct competitors.
Here are some examples:
A customer of a company who has achieved success using the same technology as you might be able to find their success story on one of their posts.
Look for a company with employees that are passionate about what they do, that have a different perspective on things, and can help you build a more diverse view of the world.
For example, look for a company with people that are interested in video games, but don’t have a background in the industry.
You might find a company with developers that are interested in creating web applications.
Find ideas in the products, services, and campaigns of successful companies, and you might find success stories in their marketing strategies.
So, how do you find marketing stories?
Use these tips to find success stories in your company and build content that your audience will find valuable.
If you enjoyed this guide, you might also enjoy:
- Why you need to be in storytelling
- How to find and use case studies
- Five questions to ask to find success stories
About the author:
- Matthew Kepnes-Cooper
Matthew has been in the marketing field for over 15 years. He has worked in a variety of roles, including as a marketing manager and as a content strategist.
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