Storytelling goes back to the earliest records of mankind and never have stories been more important. Marketers are finding customers want to and are demanding to connect with a brand that they relate too. It’s through stories, that today’s consumers are finding those critical connections.
In a virtual, electronic world, a relatable and heartfelt story can not only endear a brand, it can create a tether to bind them together.
Why are stories so compelling and why are they becoming a powerful marketing tool?
Vanessa Boris wrote in the Harvard Business Review in 2017 “Telling stories is one of the most powerful means that leaders have to influence, teach, and inspire.” Additionally, Forbes contributor Kimberly Whitler wrote the following in 2018, “Storytelling is a fundamental human experience that unites people and drives stronger, deeper connections.”
Storytelling does fundamental foundation that businesses need to build their marketing strategies in the coming new year. Storytelling is effective because;
- There is something for everyone
- Are memorable especially when accompanied with great visuals
- Appeal to all learning styles
Study after study backs up the power of storytelling.
“A study published in the Harvard Business Review found that 64 percent of consumers who had a relationship with a specific brand did so because of shared values. In addition, showcasing a company’s authenticity is even more important in 2018 as consumer attitudes are changing. A global study by the Havas Group found that 75 percent of consumers expect brands to make a contribution to our well-being and quality of life, and the study also noted that just 33 percent of brands in North America were trusted. If marketers can promote a company’s authenticity through branded storytelling, it can help consumers trust that company and develop a long-lasting relationship.” (University of West Alabama, 2020).
To build a storyline your business has to be authentic and transparent. The story has to use data correctly to add credibility and it must generate an emotional response. Relate, resonate and give your customers a reason to believe.
Storytelling has to be used at every level of you marketing funnel. From acquisition to purchase and beyond, your brand story has to extend throughout the entire customer experience. Make sure you focus on educating, entertaining and informing your audience. Make sure that your stories consider the specific audience you are trying to reach. Make sure you focus on one or two core messages and have a strong call to action.
Stories can be told in different modalities. Vary your approach. Consider written, visual and auditory mediums including Blogs, Vlogs, Video snippets, Presentations and Podcasts.
Every business has a unique story. Start telling yours and make lasting connections with your customers.