People love reading and listening to stories, and it’s all because of one reason: it’s easier to relate to a story. Many brands use the storytelling approach to win the attention of online users and drive more traffic. Instead of just having a single web copy to explain the dimensions and specifications of a product, marketers use stories to address the needs of customers.
Here are a few ways to use storytelling to promote your products and services:
Notice how user-generated content gets more attention than branded content. Why is this so? Because customers trust real people. They trust the experiences shared with them by other customers through blogs and videos. These are unique and come with a relatable story. In turn, customers who share these experiences become mini-influencers that benefit your brand.
User-generated content works in your favor by being the bridge between your business and your consumers, helping you gain customer trust. Customers want to be involved, and they want you to listen to what they have to say. As part of your online marketing efforts, encourage your customers to post reviews about your product or service, but don’t forget to show your gratitude for their participation.
According to survey, 48% of B2B companies agree that personalized content is more effective than “unpersonalized” content.
Personalizing content according to your locale and target audience provides you the leverage to get your message across clearly. This means identifying your target market and working with that profile to offer them content that they will find useful and relevant to their queries. For example, refer to customers by their name when sending emails. It can be something as simple as that, but you reap good rewards in the form of better conversion.
Your YouTube channel can generate persona-specific, segment-specific, or lead-specific content. Videos don’t need to be long. With a few minutes, you can drive your brand’s message across and encourage viewers to act on something.
Another way is by sharing user-generated content in the form of reviews and unboxing videos to encourage user engagement while boosting the interest from other people. Most of your customers look for reviews before they choose a brand. Neil Patel himself says customer reviews improve trust for your brand.
Storytelling can also come in the visual form, and one way to do this is through infographics. This kind of content is easy to digest and includes only the most relevant information. Visual data is not hard to interpret, especially if you are showing trends and statistics. By using appealing design elements, you can can make the content more interesting; this is why many marketers use infographics to drive traffic.
Instead of using stop words and product descriptions that might only confuse customers, go straight to the point. Inform and explain — show why the customer should be buying your products or getting your service.
Part of good storytelling is exciting your audience with what comes next, and you can achieve this through podcasts. Podcasts work like videos because they are both non-text content. Podcasts also generate a good number of listeners, especially if you break down big points into a series of episodes. If you want to make your audience tune in for the next podcast, use cliffhangers as a call to action. Lifestyle Business magazine, for instance, features a monthly podcast with a CTA, and it results in more site traffic and email subscribers for speaker Tyler Basu.
Podcasts are a good way to share information with your target market, but they usually supplement other forms of content. If you choose to add podcasts in your content marketing plans, have supporting content, as well.
Your business could garner a bigger client base if you give it a good story to build its content around.
The power of storytelling is not limited to the written form. Your business could garner a bigger client base if you give it a good story to build its content around. And the good thing about a great story? There can be spin-offs, too. That guest post you wrote could be your next infographic. So, start tweaking that website and brainstorming for pieces of a story that you can tell in different forms — you will not run out of good content to market any time soon.
Latest posts by Itamar Gero (see all)
- 4 PH Industries That Are Ready to Play Big in the Digital Marketing Game - March 15, 2018
- The Top 5 Reasons to Have A Digital Marketing Strategy in 2018 - March 2, 2018
- 6 Ways Filipino SMEs Benefit from Digital Marketing - February 22, 2018