An accomplished Business Development expert and Marketing Strategist, Mrs. Opeyemi Omotayo, who currently holds the position of Head of Business Development at Reap & Arcenciel Limited, Lagos, has described storytelling as a potent tool for entrepreneurial marketing.

She made this assertion, at a recent Town and Gown Seminar of the Department of Business Management, Covenant University, where she sensitized the students on how to use storytelling to maximize impact in entrepreneurial marketing.

During her presentation titled, ‘The Power of Storytelling in Entrepreneurial Marketing,’ she explained that entrepreneurial marketing is an approach that is specifically tailored to the needs and constraints of entrepreneurial ventures, start-ups, and small businesses. She further said that it involves innovative and resourceful strategies to achieve marketing goals with limited resources, and often in highly competitive environments.

She decried the low level of awareness of the value and impact of storytelling as it relates to Entrepreneurial Marketing that exists in the country and expressed her disappointment at the low levels of deployment of this approach by entrepreneurs.

Mrs. Omotayo, highlighted resourcefulness, agility, customer-centricism, digital marketing, personal branding, storytelling, and niche targeting as the major characteristics of entrepreneurial marketing. According to her, “Entrepreneurs often have limited budgets and resources, so entrepreneurial marketing emphasizes finding creative and cost-effective ways to promote products or services. They also need to be agile and adapt quickly to changing market conditions. Entrepreneurial marketing strategies are flexible and can be adjusted on the fly.”

Furthermore, she mentioned that entrepreneurial marketing often focuses on building strong customer relationships and understanding customer needs, in order to create value and loyalty; adding that entrepreneurs may use personal branding to establish credibility and trust, in their market, as customers often connect with the individuals behind the business.

She advised the students to use stories to build trust because trust is a crucial element in the entrepreneurial world and by sharing one’s challenges, failures, and successes, one can humanize a brand and show vulnerability, and this transparency helps build trust and credibility with your audience.

“People remember stories much better than they remember facts or data. When you tell a story, your message is more likely to stick with your customers. This is particularly important for startups trying to make a lasting impression. Storytelling captures attention. Whether it's through social media posts, blogs, videos, or in-person pitches, a well-crafted story can captivate your audience and keep them engaged with your brand.” She averred.

She mentioned that startups often deal with innovative or complex products or services and storytelling can simplify these concepts and make them more accessible to your audience which helps potential customers understand how your solution solves their problems; also, compelling stories have the potential to go viral. When people find a story that resonates with them, they are more likely to share it with others, leading to increased brand exposure and growth.

She concluded by reiterating that storytelling is a potent tool for entrepreneurial marketing because it allows you to connect emotionally, differentiate your brand, build trust, engage your audience, and simplify complex ideas. It's not just about what you sell but the story behind it, like, why and how you sell it, can set you on a path to success in the entrepreneurial world.