How can I tell the story of my business online without too much promoting?

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How can I tell the story of my business online without too much promoting?

How can I tell the story of my business without too much promotion? Where do I start?

If you’re struggling to share the story of your business online, you’re not alone.

It never fails, most times when I’m consulting with a small business or even a large organization, I get a puzzled look when I ask about their story and how they tell it. {What I mean is, the “who, what, where, when, why’s” of the organization.}

Depending on your personality, self-promotion can be difficult to downright uncomfortable. But telling your story is important. In order for others to ‘get’ the story, they need clarity, consistency and reminders that resonate.

This goes beyond buzzwords. Storytelling sets the tone for how others will perceive you and interact with your business. I want to tell you about an organization called the Travelling Kindness Rocks. Their story is simple: they spread happiness all over the place, with simple, painted rocks. If you look at their website, Facebook or Instagram – their story is woven uniquely throughout. Plus (most importantly) I can vouch for them following through on their promise of bringing cheer to those who need it!

Businesses like TKR proves that you don’t need an excessive marketing budget to tell your story – you just need a compelling reason for people to listen.

There are many organizations (some even your competitors) competing for attention in a saturated marketplace. {Did you know that the average person sees nearly 10,000 marketing messages per day!?} Whether it’s online with regular posts to social media or  sponsored posts, inmails or ads – or with radio ads, billboards, decals – it’s hard to carve out your own corner from which to reach your people.

Think about it: in every nook and cranny of our lives, we’re inundated with information and ads. Seriously!  Even when you sneak your iPhone into the washroom for a quiet minute to think – ads, everywhere!

To get you thinking about the story of your organization – here are some suggestions to help guide you through the process.

Top Three Questions to Consider:

  • Why do we do, what we do?
  • What differentiates us?
  • Why do customers & clients choose us?

Formalize your Story.

  • Organize key information (start date/founders/general history)
  • Determine your message (see above)
  • Use words that speak directly to your people in a way that makes sense. (Keep it simple!)
  • Depth is an important component. (No one wants fluff.)
  • Character gives the audience insight into the organizations background. (Talking heads are very much 1990!)
  • Meaning behind the name and why things are the way they are. (This gives people the feeling that they’re part of something bigger; remember the yellow Livestrong bracelets?)
  • Add Personality. (Because no one likes a boring story.)

Begin by collecting information.

Start at the top. What is the actual history of your organization? Where are its roots? When did it become a company? Why did it become a company? who was involved in it?

Talk to employees. Sometimes we forget details about our company and then we chat with an employee who has been with us for as long as we’ve been around. We can learn a lot through the eyes of that employee!

Talk to customers. Yeah. Talk to your customers. Whether that’s via email, face-to-face, on the phone or even through a questionnaire. Learn why they decided to work with you and how long we’ve been with you plus, what sets you apart!

Which mediums will you use to tell your story?

  • Images
  • Video
  • Vlog
  • Blog
  • Long Form Posts
  • Newsletters
  • Emails

Be Consistent.

  • Choose your voice. (Are you funny? Expert? Serious?)
  • Choose your colours. (Stay on brand!)
  • Choose identifying visuals. (Graphics, typography etc.)
  • Choose the places you will communicate. (Link from website and vice versa.)

Perform An Audit

  • Have you clearly communicated across all mediums? (Website message the same/similar as social media?)
  • Brand Identity Consistent? (Images, logo, typography)
  • Engagement? (Are you checking in to see if there is feedback?)


TAKCAM officially began in 2012 but took a break from 2014-2015. After learning of more and more small businesses being taken advantage of by so-called ‘experts’, we came back online in November 2015. Our goal was to become the #1 resource in Alberta for social media and digital marketing – cutting through the BS. We know that social media and digital marketing can be challenging – what works, what doesn’t? Through training, coaching & management,  we’re dedicated to helping businesses navigate and leverage social media and digital marketing in ways that matter to them – generating leads, customer service, brand awareness.

Paired Down:

TAKCAM is your local resource for everything social media and digital marketing. We help you navigate and leverage new marketing in ways that matter to your business.

Kat Macaulay, BA ADdPR BnC
Kat Macaulay, BA ADdPR BnC
Kat Macaulay is a Marketing Strategist, Writer + Speaker known for her no-nonsense approach to pretty much everything. Using data insights, she helps organizations market more effectively to get results that matter. She's also a high-scoring instructor at Mount Royal University, where she teaches Social Media Analytics and Google Analytics + Marketing Measurement. She holds certifications from Google, as well as Facebook and is currently working toward a specialization in Marketing Analytics and a certificate in Data Science from IBM. When she’s not busy juggling kids, volunteering + work, she’s busy planning her retirement to Cape Breton.