I am going to tell you a story. Are you sitting comfortably? Then I’ll begin!
Since the beginning of human civilisation, people have told stories: cave painting, legend round campfire, Greek myths, bedtime stories, the latest Netflix drama we are all binging.
Stories are there to inform, educate and entertain.
Great storytelling can also be employed to build brand mythology and customer relationships.
Stories deliver complex messages and abstract concepts in enjoyable and easily digestible ways.
They bring people together with a shared experience, creating a community – and smart marketers know how to convert that into a loyal customer base of brand advocates.
Chapter 1 – character-driven plots
We are so often encouraged not to judge a book by its cover – but consumers now crave transparency from companies.
People want to know more about how and why they conduct their business. They aren’t just buying a product but into a whole ethos.
Great authors take great pains to bring authenticity to their characters so readers get to know and trust them.
And businesses should do the same. The way we see it, email marketing isn’t just a chance to show off your products but allow readers to get to know and understand you over the course of a campaign so you become an old friend they look forward to appearing in their inbox.
A good content management system that puts you in control of your website’s content updates means you have a powerful tool to be authentically YOU at all times.
Chapter 2 – sharing the story
The story medium is ever expanding. From the written word to video, the rising star of podcasts to animation and interactive games. Any and all of these can include a core message and call to action and therefore are valuable delivery methods for telling your story.
You may feel you are losing the plot deciding which is best for your purposes. A business is likely to have a ton of data telling you exactly what to do and if you think you don’t we can show you how.
A wise marketing strategy will use this consumer behaviour information to optimise and adapt the data-driven storytelling to incite the desired action.
Chapter 3 – readers’ reviews
Often the best stories come from customers themselves.
Keep an eye on your informal brand advocates via social media and look for ways to provide them with opportunities to tell their stories.
Customer-led storytelling promotes engagement, builds trust and increases reach. From guest bloggers to social media takeover days, the power of collaboration is greater than the sum of its parts.
THE END
…Or is it just the beginning? ATTAIN has all the tools and creativity to tell your story. To start a new chapter in your digital marketing, contact us today.
