Sharing your business's history with customers is a great way to let them know what your company is all about and give them a better sense of your industry authority and business background. There are plenty of ways in which you can do this. Following are a few ideas to consider.
Felicia Sinusas, associate director of publicity at Harvard Business Review Press told CO—by the U.S. Chamber of Commerce, you should talk about the highs and lows of your journey, mistakes you've made, insights you've gained, a point of connection with your intended audience, and the thing that makes you unique.* Consider these points as you share your history.
Talk About Your Company History on Your Website's About Page
The About page on your website is an ideal place to share your company history. It's an obvious place for potential customers to go to learn more about your business. It also provides a great platform to be thorough and detailed. It's a destination where people will specifically be seeking out information about your business. Give them what they want to know by providing a lengthy account of how your company got to where it is today, in addition to what your mission is and what exactly it is that you are selling.
Utilize Social Media
Social media platforms also provide opportunities to talk about your company's history. You can share a visual timeline, your founding history, or offer behind-the-scenes looks at the building of your business. You can highlight key people and employee stories, which others in your network can then share. You can even collaborate with influencers or people who have a relationship with your brand, who can share their own experiences and lend credibility while reaching a different audience.
Work Your Story into Email Newsletters
Use email newsletters to share your story with customers with whom you've already done business. You can sprinkle anecdotes into different issues, for example, and readers will get to know your business better. This can help to foster loyalty and a better relationship to customers who will feel more compelled to continue doing business with you. Use this channel to share milestones and highlight numbers that show your company's growth. Demonstrate the evolution of products.
Create a Compelling Video
A video or series of videos can really show off your history in a compelling way. Think of the format as a mini documentary (or docuseries) about your business. You can upload these to YouTube and share across social media, in email newsletters, and directly on your website. You can have different segments of key people speaking about the company, including customer testimonials. Build trust and authority while highlighting core values and goals. Consider hiring a professional videographer so the video itself comes off as professional and shows off your brand in the best possible light.
"Authenticity is an absolute requisite for company story videos," says Victor Blasco at Marketing Profs.** "You want your audience to understand and experience what your business truly stands for, what it cares about, and who your people are who embody those ideas. All that can be achieved by featuring real employees, event footage, and situations that represent those elements in your video. It's also important to use language that fits your brand's image and tone."
Tie Your Brand to Your History
Try tying your company history into your brand messaging so people get to understand your company from your marketing. Mention milestones in campaigns. Show nostalgic photos or logos. Show before and after photos to highlight product improvements. Incorporate stories from founders. There are plenty of ways in which you can weave a bit of history into your marketing messages.
When your customers know more about your company's background, they will have a better sense of the business they're buying from. Showing that you have a solid history makes your business appear to be more trustworthy and knowledgeable. This can lead to more sales.
* https://www.uschamber.com/co/good-company/growth-studio/craft-small-business-story
