Brand storytelling is not a new phenomenon. If you had to, you could probably name numerous companies that have great stories behind them, whether that be individual campaigns or the brand story as a whole.
The emergence of brand story telling goes all the way back to traditional print advertising, where brands took out adverts with your favourite people holding your favourite products. Digital marketing uses all the same tricks as traditional print marketing. The only real difference is the volume, speed and format in which people consume it.
Digital storytelling is something that organisations and marketing teams need to focus on now more than ever. Using a brand or product story allows you to cut through the digital noise and speak to your audiences needs and desires.
Take a look at how you can utilise storytelling to bring in customers more effectively.
Why Does Storytelling Work?
In marketing terms, storytelling means providing a narrative rather than a list of facts about a product. Converting your main selling points into a story changes customer perception in the following ways:
1. It’s identifiable
Through storytelling, you are putting yourself in the shoes of your target market.. This allows you to adopt a value first approach by carefully considering the needs, desires and pain points of a consumer. When you create an powerful story line that focuses on a solution to a problem, your audience are more likely to engage and respond to your content, sharing it with friends and eventually becoming a customer.
2. It builds brand trust
A standard ad showing a product can be boring as it fails to draw a connection with a consumer. The same product marketed through a story is perceived as trustworthy as the consumer feels that the brand has their best interests at heart. By taking an empathetic approach to your consumers pain points and showing exactly how your product or service can help them with these pains, you are making them feel valued.
3. It’s less of a hard sell
Using aggressive marketing techniques may be the right move under certain circumstances, however, it can often make your audience feel uncomfortable. Sure, marketing is still marketing, but storytelling makes it feel like less of a hard sell. You reel the consumer in with the story, and next thing they know, your product is stuck in their minds.
Tips for Using Storytelling in Marketing
Storytelling in marketing takes practice, particularly if you don’t consider yourself to be that kind of writer. But, the beauty of stories is that we tell them every day in almost every conversation.
Use these following tips to form your own successful marketing stories:
1. Know your brand
All brands have a story, it’s just about how well you are able to convey it to your customers. Ask yourself questions such as; What are our unique selling points? Why are we different to the competition? What are our company values? What is the purpose of our product?
Using these questions, you will be able to form a tone of voice, design, and overall story to push to your potential consumers. Use your story to explain why they’re seeing your product and how it will help them.
2. Storytelling is showing
Any creative writer will tell you that storytelling is showing not telling (contrary to its name). In short, this means you imply what’s happening in the story rather than explaining it to the reader. This allows them to work it out themselves and creates an emotional connection. For example, showing your product or service in action, along with the eventual outcome helps to build a rounded understanding of what you are trying to sell.
3. Don’t underestimate emotions
Stories are emotional, as are people’s purchasing choices. They might seem like they’re driven by needs, but a consumer’s reasoning for choosing one brand over another is simply emotion, and cognitive bias. Use this to your advantage and create a truly unique experience for your consumers. Some of the best brands have been built on creating a unique feeling when using a particular product or service.
4. Be consistent
The biggest pitfall in storytelling is inconsistency. When creating a digital marketing campaign, make sure you’re consistent. It improves trust and helps consumers to identify with your message.
Storytelling in digital marketing feels less formal than typical information ads. As a result, it’s more likely to make the right connection with potential customers and keep your brand at the front of their minds.
When it comes to telling your own marketing story, ensure it’s consistent, creates emotion, and speaks to your brand’s purpose.