People love stories. A good plot, intriguing characters and surprising outcomes take audiences on rollercoaster rides. One moment may present an insurmountable challenge. The next one brings unexpected success.
You can leverage the natural appeal of stories to boost your brand. In fact, when they comprise a major portion of your online content, they make your brand memorable and appealing. Also, storytelling works equally well on your website and blog as it does on social media.
To begin your new experience as a storyteller, learn what the technique can do for you. The following benefits will help you understand why you need to engage in storytelling.
MAKES YOU STAND OUT
Storytelling gives you an effective way to get your audience involved in your brand. For the most part, stories simultaneously engage the brain on multiple levels:
Memory. Stories evoke old memories and create new ones.
Emotions. Positive feelings from a story can transfer to your brand.
Motivation. A well-crafted story line can inspire particular responses.
This type of human interaction has occurred throughout history. People tend to remember stories better and longer than they recall plain facts. So, you can expect to get extended benefits from every story that you tell.
Storytelling can differentiate your business from others. Such a benefit is needed in today’s competitive marketplaces, mostly because so many businesses and brands superficially look alike.
Besides, stories can make otherwise boring details come alive. With this in mind, you can benefit from storytelling because it gives you the power to present your products and services in creative ways.
Your stories are a powerful way to attract and engage shoppers and then persuade them to choose your brand. However, if nobody hears your story – does it really exist i.e. what’s the point? Businesses are now undergoing automation in order to nurture their leads and get more sales. So, make sure you are:
-
- actually using the data you’re collecting,
- targeting the right person at the right time
- not losing focus – automation’s there to streamline the process, not make it more complicated.
BUILDING ADVOCACY AND LOYALTY
If you create an outstanding customer experience, your customers will feel enthusiastic about your brand and will want to become a part of it. Storytelling provides them with the opportunity.
To take your brand to an even higher level, you can create stories that align your brand with social causes. When people know you support the environment or gender equality they see your brand as more valuable. It also makes people want to advocate for your brand.
As an illustration, consider the Always #LikeAGirl story line that encourages young females to overcome limiting stereotypes. In response, audiences have embraced the brand because of is positive message.
For another example, think of how stores that sell antiques have succeeded even in the digital age by positioning themselves as guardians of local history. Such stores can become cultural icons where a sales team supports the stories told by their products.
Overall, storytelling can immerse your audience in your brand without overtly pitching sales. As a result, you can expect your customers to develop feelings of trust and loyalty. Ultimately, your customers will reward you with benefits such as referrals and repeat business.
CREATING A FOLLOWING OF BRAND ADVOCATES
As time passes, you can expect to enjoy a growing base of satisfied customers who will advocate for your brand. Accordingly, this growing group of people will become a highly effective, unpaid, salesforce. As more people become exposed to first-hand testimonials about your exceptional customer experience, sales will increase.
Simply put, brand advocates are people who have experienced the brand and become enamored with it. In most cases, advocates rise as the results of high quality goods and services combined with a fantastic customer experience.
In those circumstances, you arm your customers with stories that they themselves can tell and thereby influence others. Many brands have successfully used storytelling this way and have reached many rewards.
Weight Watchers is a brand that feels two people who want to improve their weight and health. Stories told both by celebrities and average individuals showed how much the brand offers.
As a result of storytelling, more people decided to try Weight Watchers as a way to improve their lifestyle. In the final analysis, the benefits have snowballed, causing the brand to reach high levels of market penetration.
You should encourage your customers to write testimonies and reviews that can be used to encourage others to try your brand. In some cases, people may submit material that goes viral.
Using storytelling as a marketing technique engages people in ways that evoke memories and emotions. As a result of your creativity, you can gain a vital competitive edge that attracts the attention that you deserve.
Even better, storytelling gives you a tool to enjoy high rates of customer loyalty that can pad your bottom line. Additionally, your satisfied customers will share your stories and their own with friends and acquaintances.
Now that you understand their benefits, get out there and start telling stories.
