Every business seeks to be more data-driven these days.
Being able to back up your statements and decision making with cold hard statistics is a great way to build trust between your brand and your customer base.
However, a brand story cannot be built on data alone. A brand is more than numbers; it is made up of feelings, experiences and relationships.
Unfortunately, a business that prides itself on storytelling and communication may feel threatened by the influx of data-driven PR and marketing methods that leave little room for creativity.
However, this opinion is not only wrong, it’s contradictory to a strong PR strategy. Data supports storytelling by bringing credibility to your PR message.
Here’s how to add data to your storytelling:
1. Look for patterns in customer reviews.
In general, people do not trust what businesses say about themselves. According to Edelman’s trust report, 48 percent of consumers do not believe the messages that businesses offer, especially when it comes to paid media.
However, people do believe other people. Eighty-five percent of online shoppers rate customer reviews as reliable as a recommendation from a trusted friend, making customer feedback an important tool for PR pros.
If the majority of your reviews are positive, then you can turn those messages into a percentage. For example:
“88 percent of our customers report a ‘positive experience.’”
“Nine out of ten satisfied customers would recommend us to a friend or colleague.”
Of course, gathering this kind of positive data is