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How the Pandemic Impacts Eating Disorders
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Data Storytelling: The Path from Insights to Customer Success
At first glance, the phrase “data storytelling” seems like an oxymoron. It conjures up images of the iconic Star Trek android (or his equally logical predecessor, Mr. Spock) sitting in a garret, weeping over a computer as he fashions the ending for his latest novel.
Sure, your numbers people won’t be likely to suggest a thrilling hero’s journey story to market your company’s latest widget. However, your content marketing teams can use the data they generate to come up with a genius brand story.
It’s not just your internal analytics and customer data you can use to dream up a successful marketing campaign. Combine them with the numbers your subject matter experts generate, and you’ll have a wealth of storytelling material that can fuel your content with the punch only definitive proof can give.
Quick Takeaways:
- Data storytelling reaches both emotion-driven and reason-driven audiences.
- Use internally generated data, along with external data, to support your conclusions.
- Scatter visuals throughout your content to maintain interest and maximize retention.
- Support your conclusion with a rational argument as well as data.
Data Storytelling Captures Both the Emotional and Rational Spheres
I can see your reaction now. “But haven’t you always preached that your audience’s hearts, not their heads, drive buying decisions?” True enough.
After all, statistics show that the emotional portion of the human brain processes information in 1/5 the time that the rational sphere requires.
Other studies reveal similar results, such as the oft-cited Nielsen study, which showed that ads targeting an audience’s emotions triggered a 23% boost in the product’s sales.
And don’t forget the Qualtrics (originally Temkin) study. It showed that emotion motivates 80% of consumers to trust a brand and 86% of them to make a purchase.
Yet while an emotional connection with your prospects and customers is essential, so is the data behind your conclusions. At the top of the sales funnel, a recent Deloitte study shows, “rational considerations…dominate.”
Apparently, prospects use data and reason to eliminate brands for consideration. For that reason, it pays to weave an emotional story around data, showing a logical relationship between your numbers and your conclusion.
It’s the best of both worlds.
So, What Kinds of Data Should We Use to Make Our Case?
Internal Data
Of course, you should start with your own analytics and customer data. These data, including your social media and content analytics, give you a picture of the prospects and customers you’re trying to reach.
But don’t stop there. Whatever your product or service, you’ll likely have subject matter experts that have done extensive research and testing on their own work, such as:
- Engineers
- Developers
- Lawyers
- Healthcare providers
- Researchers
Additionally, you might consider extending your reach into your target customer base to gather even more data. Customer surveys, along with reports from your sales and customer support teams, can provide valuable insights into your customers’ thought processes.
Don’t forget to gather data from in-person conversations, emails, and social media chats. Often, these one-on-one interactions give you a glimpse into your customers’ and prospects’ thoughts more than anything else.
Using internal data gives you an edge over the competition since it yields unique insights that only you can provide. If those insights represent a breakthrough development in your industry, using them in a compelling story can propel your brand into thought leadership territory.
External Data
While original research – and the data it yields – is a critical source of information, it helps to have data that support your conclusion. Search out well-documented publications that cover the topics you want to write about to find the evidence you need to prove your case. These sources could include:
- Academic papers
- Government publications
- Research firms’ publications
- White papers
- Industry organizations
- Well-researched news stories
- Well-researched books, films, and videos
- Quotes from interviews with industry experts
Be sure to include links to your sources so that your audience can read the information for themselves. Usually, people considering a major purchase will want to see the reasoning behind the conclusions your sources make.
As in all forms of communication that attempt to persuade another person to take action, use original sources as much as possible. It might take a little extra time, but it is well worth the effort in building audience trust.
Use Rational Arguments to Connect the Dots
As a content marketer, you’re used to emphasizing the emotional side of content creation. Sure, you cite statistics here and there, but your usual goal is to identify your audience’s pain points and create content that helps them conquer those challenges.
Fair enough, but often we neglect the rational side. Although the Captain Kirks and Dr. McCoys among us follow their hearts, some of the decision-makers we need to convince actually think more like Data or Mr. Spock.
But data alone won’t convince them. You need to connect the dots to show them that there’s a rational basis for your conclusion.
After all, if you go back to your Introductory Logic class in college, the “appeal to emotion” is an informal fallacy. Unless there is a rational argument that undergirds your content, these people won’t buy it.
So, if you haven’t done so lately, review your old Logic 101 textbook to make sure that your data storytelling makes arguments that are both valid and sound.
If you sold yours back to the bookstore for pizza money ten years ago, the University of Minnesota has a great open-source textbook, Introduction to Logic and Critical Thinking, available on its website for instant download.
Connect the dots in a way that both touches your audience’s heartstrings and proves your case with an airtight argument. Doing so will reach both the emotional and logical segments of your audience.
Now, Blend Your Data and Storytelling Skills for a Killer Brand Story
As MIT Sloan’s Beth Stackpole points out, it’s simply not enough to pull some data, create some visuals, and slap them onto your blog posts. Start by searching the data for a story.
What do the numbers tell you? How can this information help your prospects and customers solve the kinds of problems that keep them up at night?
Organizing the data with a focus on your target customer can give you an idea of how you can construct a story around the information. For example, suppose that your engineers test out your new widget’s performance against 2 of their competitors.
Their research determines that your company’s widget boosts the efficiency of a machine often used in your customers’ industry by almost 2 to 1 over one of your competitors and by 50% over the other.
Doesn’t that suggest the perfect hero’s journey story to you?
Your customer struggles to keep up with the demand for her products. Oh, but if only she could increase her machines’ efficiency!
She searches high and low – and then, voila! She discovers a piece of content that explains that data in plain English, with visuals that illustrate your points and entertain her enough to keep her hooked until the very end.
Not only is its conclusion supported by third-party data, but there are also case studies that demonstrate how your widget’s performance-enhancing properties made a difference in the bottom line of companies who put your widget to work on the assembly line.
That’s data storytelling at its best.
Your engineers and numbers people did their jobs. Now, it’s time to put all the data they generate to work through content that puts all that work into perspective.
The Elements of Data Storytelling: Beginning, Development, and Ending
After you’ve identified data that looks like a great brand story candidate, jot down the storyline that the data suggested: beginning, development, and ending.
Create a Rough Draft of the Storyline
If you’re visually oriented, use a storyboard to sketch out each part of the story. If you prefer writing, use a rough outline to guide your thinking.
Put notes in the margins. Include references to some of the preliminary data you’ve uncovered and links to where you can find that data.
Do Extensive Research to Support Your Storyline
- Look at your target audience: Start with the buyer persona(s) that will best benefit from the information in your story. Knowing their needs will guide you in your search for supplementary data that support your conclusion.
- Search for supporting data: Then, search online for both internal and external data that back up your preliminary conclusion. If you need extra research on some issues, task the proper teams to do original research to test your idea.
- Look for contradictory data: If you don’t know what the opposition might say, your story will go up on a puff of virtual smoke. Looking for contradictory data and discrediting it (be careful here lest you fall victim to the siren song of informal fallacies) is essential to proving your case. Arguing that just because 65% of all manufacturers choose your widget, other manufacturers should too, isn’t valid – it’s the appeal to the bandwagon fallacy. Instead, find out what kinds of gains that 65% realized by using your product.
Start Writing Your Story
Now that you’ve done the research and planning, it’s time to put it all together. Following a few simple steps will ensure that your story connects with the right people and coheres internally with both its facts and conclusions.
Sketch Out a Rough Draft of the Content
If your data holds true after you test it against contradictory data, it’s time to start building your story. Find a hook that will appeal to your target audience and write compelling copy that keeps them on the edge of the seat as they read.
Inject a healthy dose of empathy into your storyline. Not only does it enable you to see your audience’s problems with their eyes, but the data indicate that it’s good for business as well.
A 2020 Businessolver study showed a direct relationship between a business’s success and the empathy it demonstrated in its operations. Showing that you sympathize with your audience’s situation – so long as you solve the problem that gives rise to the situation – gives you an extra edge in obtaining their business.
Add Visuals to the Mix
Visuals do two things: They hold a reader’s attention and illustrate information in an easy-to-understand format. Choose infographics that illustrate your data, as well as images that evoke emotion in your readers, to reach both your left- and right-brained readers.
As Brain Rules’ John Medina points out, visuals help your audience remember more of the information in your content. When you hear information, you’ll only remember 10% of it three days afterward. If you show a visual along with the spoken word, they retain 65% of it.
So, if you have a podcast, consider making it a video presentation. In longer blog posts, videos add visual pop and audience interest. As a HubSpot survey shows, 54% of the consumers they interviewed wanted to see more video content from the brands they follow.
And, if you’re posting a link to your content on Facebook or other social media (and you should), including an image will net you 2.3 times the engagement as a text-only post. Including full-color visuals in your blog posts themselves, too, will increase your readers’ desire to read through to the end by 80%.
That’s why it’s essential to add visual pop to your data storytelling, especially if your content is highly technical or a deep dive into a complex topic. Adding visual guideposts, such as headers, subheaders, and bullet points, helps people mentally organize what they read – even if they only skim it.
Flesh Out Your Content with a Convincing Argument and Supporting References
Now’s the time to fill in the gaps in your content with a well-reasoned argument. Use vivid language that will appeal to your target audience, but support your claims with a valid argument and authoritative references.
Filter Out the Noise
Eliminate wordy sentences. Cut out tangential arguments that deviate attention away from your main topic so that your brand story marches forward toward the ending, building up suspense as you go.
Proofread Your Work
Use Grammarly or another content checker to check your work for typos and grammatical errors. Get a second pair of eyes to look it over, if possible. There’s no substitute for a fresh perspective on one’s work.
Review Your Argument for Validity and Soundness
Double-check the facts you cite within your content. Then analyze your argument to make sure it contains no fallacies, formal or informal. Again, if you have an editor who can check your work for any logical missteps, we highly recommend a final check.
Sound reasoning distinguishes content marketing from mere advertising, where informal fallacies abound.
It’s the best of both worlds – reaching both reason and emotion with data-fueled brand stories. Crafting quality content that ticks off all those boxes takes a lot of work.
It’s well worth the effort, though. Its reach drives more engagement, more conversions, and ultimately, more revenue – as we’ve shown throughout this post.
But you don’t have to go it alone. If you are ready to get more traffic to your site with quality content published consistently, check out our Content Builder Service.
Set up a quick consultation, and I’ll send you a free PDF version of my books. Get started today – and generate more traffic and leads for your business.
The post Data Storytelling: The Path from Insights to Customer Success appeared first on Marketing Insider Group.
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Every Business Starts Small: Engaging SMBs on LinkedIn
Sir Richard Branson once famously said, “A big business starts small.” The most legendary ventures started from small beginnings. And companies in early stages today will grow to be the behemoths of tomorrow. The best time to earn their loyalty and business is now.
Some brands opt to exclusively target large enterprise businesses, assuming that ROI and deal-size will be worth significantly more than SMB deals. However, as the Ehrenberg-Bass Institute recently revealed, 95% of B2B buyers are not in market for your products, given the infrequency of companies (particularly large ones) changing service providers (e.g., banking, legal advice, software or telecoms). SMBs have more rapid growth rates, shorter sales cycles and flatter hierarchies for purchasing decisions. Ignoring the SMB segment can mean foregoing a valuable, high-growth audience that is actively in market for your solution.
To understand the current state and evolution of small- to medium-sized businesses, we compiled insights from first-party data, third-party research and a global survey of 2,985 global LinkedIn members in May 2021. (Note that LinkedIn defines SMBs as companies with 1-200 employees).
One of the most fascinating “comeback journeys” over the past year has been that of small businesses. Vulnerable to economic uncertainty of the pandemic in 2020, they were disproportionately impacted. According to eMarketer, two-thirds of global SMBs experienced either flat or declining annual revenue since February 2020. And, perhaps unsurprisingly, we saw a 58% decrease in net-new SMB Company Page creation on LinkedIn in 2020.
However, they adapted, pivoted priorities, and found new ways to move forward. More net-new SMB company pages were created on LinkedIn in Q1 (January to March 2021) than in any other Q1 ever, indicating strong recovery.
To determine which SMB segments are driving this resurgence, we analyzed the data and discovered three key cohorts underpinning that growth:
- Solopreneurs (Companies on LinkedIn that are owned and operated by 1 person)
- Retailers (SMBs that self-identify as part of the Retail & Consumer Products Industry group on LinkedIn)
- Startups (SMBs in LinkedIn’s Fastest-Growing Company Segment, defined by employee growth in 2021)
What’s important to this growing SMB audience? We surveyed LinkedIn members on their SMB business goals for 2021. Their top priorities are developing products, hiring and retaining employees, and establishing category ownership.
But they face headwinds in achieving them. According to Salesforce’s 2020 Small and Medium Business Trends report, the top obstacles for SMBs are:
- Maintaining revenue growth
- Hiring and retaining employees
- Meeting customer experience expectations (such as bringing innovative offerings to market and personalizing customer engagement).
Note that some of their top priorities are the very same as their most daunting challenges.
SMBs are actively in market for solutions to these hurdles. In the next 12 months, roughly one in five SMB leaders plan to purchase email marketing software, customer service software, project or task collaboration tools, or e-commerce software.
But what’s important to them when evaluating vendors? Salesforce’s report confirms it’s “ease-of-use, price, and trustworthiness.” They’re looking for technology that is agile, flexible, seamlessly integrates, delivers high value for its price and is reliable.
And they’re turning to LinkedIn to inform those purchasing decisions. More than 94 million global SMB professionals are LinkedIn members. And monthly global SMB engagement on LinkedIn (defined by clicks, comments, or shares) has grown 24%+ since April 2020. What’s more, one of three SMB employees on LinkedIn are Senior Decision-Makers (Director-level or above), which is 3X the comparative rate of enterprise organizations on LinkedIn.
Global SMB employees are seasoned professionals as more than 67% have more than 8 years of experience. And small-business owners are power users on LinkedIn. Compared to the benchmarked average member, they have 2x more connections, and share content 2.5x as often; they’re far more likely to join industry groups AND double as likely to be active in them. They follow more companies and view company pages more often, potentially for competitor analysis.
And it’s not just small-business owners who are highly engaged on LinkedIn: Overall, SMB employees leverage LinkedIn to help them succeed and grow in their roles. According to the Global Web Index in Q1 FY21, 16% more SMB employees on LinkedIn cited “being successful” as a factor that is important to them vs. SMB employees on Pinterest, Facebook, Instagram and Twitter.
Consider which industries are booming in the wake of the pandemic. Globally, companies specializing in Professional Services, Retail, Technology and Engineering represent nearly two out of three SMBs created since March 2020.
Meanwhile, the largest proportion of Solopreneurs (SMB companies on LinkedIn with 1 employee created after May 2021) work in the Corporate Services Industry, which is growing 48% year-over-year. Examples of Corporate Services include accounting, executive assistants, recruiting and staffing and professional training. If we look at the sharpest uptick since June 2020, the Media & Communications industry grew the most in number of new Solopreneurs (+54%). Examples of Media and Communications include advertising, publishing and market research.
The Retail segment also demonstrated resilience through innovation, as there has been a renaissance of net-new Company Pages created in the industry. Since June 2020, the industry group that saw the highest growth rate in number of Retail SMBs was Consumer Services (+54%). Examples of Consumer Services include salons, dry cleaners and pest removal among others.
The third group underpinning the seismic SMB growth are companies included in the Fastest Growing Company Segment (defined by growth rate of # employees in 2021). We refer to these as Startups. Twenty-four percent of all worldwide SMBs are included in this segment, and one-third of Startups bring in $100M USD or more annually. The largest proportion of these high-growth Startups are in Corporate Services, Software and Manufacturing. The Media and Communications industry saw the largest growth in number of net-new Startups created in the past 12 months (+49%).
Small businesses have experienced enormous growth rates in number of employees and revenue, which means today’s small businesses will be tomorrow’s enterprise organizations. Securing the leadership team’s product loyalty today will save you from losing to competitors as they grow over time. What’s the best way to reach them? Leverage precise targeting informed by these insights. Speak directly to your audience, infusing all your content with a trusted tone that highlights your understanding of SMB priorities: flexibility, value and ease of use.
All of these key statistics and insights are summarized in the infographic below:
For more SMB insights, subscribe to the LinkedIn Marketing Solutions blog.
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Eating Disorders Help in Portland-Do you Suffer from Body Shame due to Binge Eating? Food Is Not The Enemy can Help with Over Eating Issues Caused by Trauma, Located in Portland, Or 97202 Call Anne Cuthbert-Licensed Professional Counselor for Private Eating Disorder Counseling at (503) 766-3399
Eating Disorders Counselor of Portland - Food Is Not The Enemy
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Covid takes its toll on mental health of students
Covid takes its toll on mental health of students
https://www.swissinfo.ch/eng/society/covid-takes-its-toll-on-mental-health-of-students/46900362
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Eating Disorders Help in Portland-Do you Suffer from Body Shame due to Binge Eating? Food Is Not The Enemy can Help with Over Eating Issues Caused by Trauma, Located in Portland, Or 97202 Call Anne Cuthbert-Licensed Professional Counselor for Private Eating Disorder Counseling at (503) 766-3399
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These Are the Terms Brand-Building Marketers Should Know
Remember building with LEGOs as a kid? It was so beautifully simple. Step-by-step instructions with pictures guided your efforts. Pieces locked together with a satisfying click. The finished product always matched what was on the box.
Building a brand isn’t quite so straightforward or predictable. Modern marketers are weighing a multitude of factors while balancing priorities, keeping up with their audiences, and allocating budgets. Even the terminologies can get confusing, with so many new key concepts and phrases entering the brand-building lexicon.
To help keep everything straight, and shine a light on some important new ideas and practices gaining prominence, we’ve put together an up-to-date Ultimate Glossary of Brand Building Terms. You can click to download your copy of this handy resource, or read on for a quick glimpse of what’s inside.
Building Your B2B Brand: Key Terms and Phrases
What is the “availability heuristic” and why does it matter for branding efforts? What defines a “high quality audience”? How does one go about “brand lift testing”?
Our pocket guide aims to provide clarity on all of these questions and more. Within the Ultimate Glossary, we cover a variety of terms from A to Z. (Okay, A to S.) These include:
- Acquisition
- Activation
- Availability Heuristic
- Brand Awareness
- Brand Equity
- Brand Lift Testing
- Campaign Objectives
- Category Flexibility
- Competitive Moats
- Customer Loyalty
- Emotional Messaging
- Fame
- Frequency
- High Quality Audiences
- Long-term Sales
- Mental Availability
- Pricing Power
- Reach
- Salience
- Share of Voice (SOV)
- Share of Market (SOM)
- Share of Mind
- Short-term Sales
For each term, you’ll find an accompanying definition, and in many cases, practical advice to help you leverage them as part of a full-funnel marketing strategy. As one example, here’s our blurb on the aforementioned “availability heuristic,” accounting for the what, why, and how:
Availability Heuristic:
A “mental shortcut” where there’s a tendency to use information that comes to mind quickly. The decisions are based on familiar facts, emotions, and images that are “top of mind” and easily-recalled.
If your brand elicits positive sentiment and is memorable after repeat brand exposure, then your brand is more likely to come to mind more easily.
Top drivers of mental availability:
- Maximizing reach
- Using distinctive, memorable assets
- Using effective messaging that resonates
It’s not just about speaking the language. It’s about understanding what each of these terms represents and how they can help you build stronger brand awareness with the right audiences, in a way that supports long-term growth.
Like a LEGO set, brand marketing today is about putting all the pieces into place. We hope this pocket guide helps you and your team gaing a firm grasp of both the fundamentals and advanced concepts for successful brand building in our current environment.
Download the Ultimate Gloss of Brand Building Terms and start turning words into action.
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