Storytelling Marketing: The timeless Art that will Build Your Brand
Since the beginning of time, people have exchanged ideas, hopes and dreams through storytelling. Weaving stories has enabled humans to connect with the past and fantasize about the future.
Storytelling can be an extremely powerful part of a marketing strategy.
Storytelling marketing can be the engine behind developing and establishing a brand identity that resonates with your target audience.
The story you tell,and the way you tell it throughout your marketing efforts, will be founded on your overall goals but one thing remains the same:
Your story should be crafted to introduce your brand to the world in a way that helps you stand out from the competition.
Storytelling Marketing gives readers a glimpse of who you are
Effective storytelling marketing should be evidence of our hard work. It strives to shed a light on the effort we’ve taken to craft an great brand. It also helps to introduce larger pieces of content in a way that people can connect to.
Storytelling marketing is also the easiest way to express emotion and highlight your guarantee to providing value.
Nothing is more powerful than a well crafted story that reverberates with your core market.
In this article, I’ll highlight some top storytelling approaches. I’ll give some opinion on how to best use these methods. We’ll also explore how storytelling marketing can strengthen your brand, or build a new one.
The Art of Storytelling Marketing
Content marketing really shines when you discover ways to utilize and regenerate content to be consumed by a larger audience. Storytelling marketing and content marketing really go hand-in-hand.
Storytelling marketing enables you to design a deeply engaged marketing campaign that coveys a strong focus.
Here are some easy ways to develop a great storytelling marketing strategy:
Visual and Content-Based:
Visual storytelling includes content such as videos, presentations, webinars, or maybe a series of episodes that take your visitors on a journey.
Content based storytelling covers most everything else, such as articles, blog posts, sales pages ,etc.
A blend of both storytelling methods will help you reach a broader audience. Some people prefer to watch video; others absorb information better in text form.
The body of a successful storytelling campaign should emanate from a series of questions and answers. Here’s a quick overview of some considerations when creating your storytelling marketing campaigns.
Questions from your Audience:
We’re not talking about taking polls from your audience, although this practice can be very effective. Here you will ask yourself the same questions you had when you started.
What questions are your future customers already asking? What answers your competitors are providing? How can you address their problems better than the competition? Your answers will often come from your audience.
Establishing a Timeline:
This is where you turn YOUR story into a marketing campaign. This story will tell your audience how you got from point A to B, why you created your brand (services/products), and how you can benefit them.
It shows your business purpose and helps you stay centered on your goals while remaining on target with your campaigns. Laying the groundwork in this fashion creates an intimate engagement with your visitors.
Your story should resonate with your core audience, and you achieve this by making it all about them. Rather than creating a boring story-line that simply promotes your brand, you need to embrace your audience by nurturing a mindset that you understand what they need, desire and fear.
One story doesn’t fit all , so you need to make sure you create stories that mesh with the platforms you use.
For example, if you plan to utilize social media, you’ll want to start by “sniffing out” popular themes, trends and topics, and create a story-line around what has proven to be effective.
Facebook, Instagram and Twitter, for example, all have different avenues for effective marketing. Designing campaigns that speak to very specific audiences is the key strategy, so you’ll want adapt your story-line to better fit those viewers.
Instead of going straight for the sale, you need to think about how people communicate on those platforms, how they recommend products and services and how the market responds to different ad styles. Then you can create your own storytelling campaign so that it aligns with those networks.
Next, we’ll talk about how the 3 key points of every successful story-line. We’ll dive into how to structure a story so that it wins the heart of your audience!
Creating storytelling marketing that really works!
Step 1: Setting the Stage
In the beginning, you will lay the foundation for your story: setting the scene.
You will outline the conflicts that your audience is struggling with. In other words, you’re pinpointing the problems that they need solving, and solidifying your brand message to demonstrate you understand your market and what they’re struggling with.
This step is important because it sets the tone for your entire campaign, and help connect your brand with its audience.
Step 2: Providing a Solution
In the second part of your story, you offer your audience solutions to the problems addressed in step one.
You connect with your market by being intimate, speaking to them directly with your content, and showing them that you understand what they need. You also make clear that your brand has the solutions they are seeking.
Step 3: Call to Action
At the end of most best-selling romance books, the hero and heroine ride off in the sunset, finding their “happily ever after”. In marketing-based storytelling, you’re convincing your customers to click that buy button, subscribe to your channel, or follow your brand so they can achieve that same happy ending.
A good ending prompts the reader to make a decision to move forward, to reach their goals with your help and guidance.
The anatomy of every successful story always includes these 3 critical steps. Creating a storytelling campaign with a hard-sell approach, or one that ignores the importance of steps one and two, will turn away many customers who would otherwise fall in love with your brand.
You need to entice the reader during your campaigns. This starts by illustrating that you understand their issues. Next, provide a solution to that problem, and then finally, prompt them to take action so they can reap the rewards.
The next section will look at how personal stories can help to penetrate the most competitive markets and help you stand out in a crowd.
How to Inspire and Motivate
You illustrate why your brand was created, what led you to create a company in your market and what your personal goals and missions are.
Of course, you want to keep your audience in mind when crafting this story so that they feel a part of it and can go on the journey with you.
If, for example, you have become a master web designer by using certain methods or training that you now endorse . You can breath a lot of trust into your sales pitch by outlining your personal journey and transformation.
You become your own case study and subsequently, the best testimonial you can possibly offer.
Next, you emphasize how your products or services will generate the results your audience is looking for. It’s one thing if you have been able to accomplish your goals, but how can you get others to follow your lead? Why would they? Speak to them!
Personal storytelling is a critical part of successfully connecting with your audience on a deep level. You have the chance to show what’s possible, and how they can achieve a similar level of your success.
The more personalized your storytelling is, the more powerful it will be. Testimonials are a mighty weapon in sales and marketing, but sharing your own personal journey with your audience creates an enduring story that will motivate and inspire your audience.
Next,let’s look at some tips and techniques to maximizing the power of your storytelling campaigns.
Effective storytelling Tips
Here are some quick and easy ways to confirm you are hitting the hot buttons and meeting your goals by creating an irresistible story that will resonate with your audience.
Tip 1: Listen to your Audience
Once you’ve launched your storytelling campaign, you need to be a good listener. It is here that you take the “pulse” of your audience in regards to how they feel about your story.
Hearing your audience helps you craft your story-line so that it meshes with what your niche is looking for. It’s important that you stay on top of each phase of your storytelling campaign, leaving room for adjustments and growth.
Tip 2: Be Memorable
Here are easy ways to ensure your story is share-worthy. Get as many people talking about your story as possible by researching and understanding audience triggers and overall motivations. Understanding your audience will make it easier for your stories to become “sticky”.
Tip 3: Be Personal
Your goal is to connect with the average consumer in your niche market so it needs to be told in language they best understand.
Getting personal in your storytelling campaigns makes it easier for you to connect. It also ensures you’re approachable, genuine, and deeply involved.
People want to trust that you are committed to a high level of engagement and involvement in the products and services they purchase.
It’s all about creating a marketing campaign that improves the experience of your customers.
Tip 4: Be Relatable
Take one more step and show you’re relatable. Don’t merely look at your audience as a group of people. Relate to them.
What makes them tick? What are they most interested in? What do they fear? What are their overall goals?
Being relatable shows your commitment to researching the market to know what matters to them. It also demonstrates that you’ve worked hard to create a brand that fits their needs.
I wish you the very best with your storytelling marketing! Have a look at another content marketing article
Hi, I’m Rob, creator of NICHE-WEEKLY and NICHE-FACTORY. My passions are market research and online marketing….and coffee!!
I hope you gained some insight and inspiration from this post, and invite you to poke around here and see what else we offer.
When I’m not here building new content, you can find me active in the community of my favorite affiliate marketing training center and web host!