Large organizations with highly capitalized, well-known brands are being seriously challenged by the realities of the new world economy. Preferences are moving away from high-end, corporate, and expensive purchasing and are gradually shifting toward finding the best possible match with personally trusted sources, goods, and products from anywhere around the globe. The importance of involvement and relationship to the producer are becoming a significant part of the purchasing decision. This is a positive development for smaller organizations and a challenge for big business.

What was formerly considered the emotional mentality of the individual consumer is now common and acceptable in the industrial marketplace. Desirable suppliers of products and services are expected to relate a history and narrative. Deeper stories behind technologies and materials are shared to bring potential customers to a higher level of buying confidence, especially in new business relationships. Successful marketers behave more as proud curators than glib salesmen. And given the availability of technical information, educated buyers expect as much full and detailed disclosure about the organization with whom they may be doing business as they expect about product specifications and order terms.

While a Twitter message or an email broadcast may not be the most personal form of supplier-customer contact, it is something that can be done in seconds with very little effort, several times a day. Certainly it is a method of keeping and organizations name and energy in front of an electronic list of leads and accounts.

Honing the focus and quality of social media messages is necessary to make them stand out in a crowded digital environment. But familiarity can develop increased awareness and enhanced trust. Certainly regular instant connections and convenient access to new information can project  the ease and efficiency of dealing with familiar contacts from far and wide.

So if a supplier has a good message to communicate, it might be worth the time to explore ways to build new and reinforce existing relationships with a little digital storytelling.