We need to post engaging content to our ideal audience. But to convert the audience to customers, posting good content means telling a story that resonates with them and builds a solid relationship with them.
Storytelling boosts audience loyalty, brand awareness and conversions. Content strategies now explore subcultures that position storytelling as the primary element in every medium. Currently, Facebook and Instagram stories and even podcasting have lent a voice to the art of digital storytelling with the features available.
The success of a compelling story depends on how it is structured and the storytelling tools used.
In terms of structure;
- You can create stories that explain what your brand is, your values and aspirations. This is for the reader to understand your business as a whole. This can be in the form of Instagram posts accompanied by classic photos of the history of your brand or industry.
- Use employees as advocates for your stories. This puts a face to your business. The focus should be on why they are special and why they love their work in the company. Otherwise, let them share their own experiences and wisdom. Always provide incentives for such processes.
- Create compelling emotional stories around your loyal customers‘ journey and infuse yourself into their lives. Do not limit yourself to just a product or service; involve them.
- Use influencers to incorporate storytelling techniques that are well executed in their content offerings. Humanizing the brand should be a marketing priority at this point, and they are authentic content experts at this. Influencers help position your brand in front of your target audiences who are more likely to purchase your product.
Essentials for successful storytelling online
Know your target audience – understand your potential customer as profoundly as you can. The stories must resonate with them to get the results you envision.
Use the customer’s voice tone – Harmonize with your ideal customer by speaking in their voice tone. They will feel they wrote the piece themselves. When you interview them, try as much as possible to mirror their words in your stories.
The audience should serve as the hero of your story – Don’t just make the story all about you or your brand. Always centre the customer as the hero of the story and share it from their point of view.
How do you ace your content marketing strategy with storytelling?
Stories have a way of appealing to and connecting with audiences, effectively building trust. People get excited to read about a story similar to what they’ve experienced. There’s need to compare themselves to other people, feel connected to them and put themselves in the writer’s shoes. So focus on having a conversation with them.
Stories are also an intimate way of expression. An engaging tale builds a connection with your readers who come back for more, and trust is built. Audiences are more receptive towards stories than stats.
Before buying a product, you most likely searched for customer reviews. Their stories and experiences are what drove you to make the purchase.
♦ Visualize your content with interactive elements
Highly visual content has shown to perform way better than blocks of text. Ensure your paragraphs of texts are separated with visually stunning images.
A mix of visual and written content helps a reader to feel the atmosphere and flow with the text. Other visual formats include GIFs, interactive infographics, illustrations, and videos. Consistently use these visuals, and your audience will associate your brand messaging with it. It builds trust and boosts conversions.
♦ Personalize your delivery
Stories that audiences relate to the most are those told from your point of view or someone else’s. These are more likely to evoke empathy and get more word of mouth than abstract texts. This storytelling technique should make the protagonist look as similar to your target audience as possible, having the same pain points and worries.
♦ Evoke emotion in your content
Stories should evoke an emotional reaction. Marketers should harness the emotional power of stories with their content. Whether fear, admiration, sadness, humour or even nostalgia, these feelings stick with us for a long time. Audiences will get emotionally involved and keep coming for more.
♦ Solve a problem through stories
Show how you can solve people’s fears, insecurities or doubts with your product. Offer up scenarios and methods of tackling the issue at hand. It demonstrates that you understand them and their pain points.
Using professional experts to tell the stories is a useful marketing tool since there’s already established level of trust.
♦ Create content labs from stories within the brand
Think about what an audience would like to see, read and hear then create content around it. This requires putting in time for in-depth research. You can search for these stories within your brand to form the basis of your content campaigns.
♦ Support your story with data
The stories you create should be supported with well-researched data aimed at people who reason. Check for accurate data, and establish a logical appeal to help your findings with rational thinking. This exciting information can also serve as an additional argument for getting your services or product.
♦ Take your readers on an exciting journey
Readers like stories of how something came about, for example, how a company made its way to the top. Take them on a learning journey with exciting tales. You can even create short stories on the history of the industry you are in.
A potential customer can define how much your business corresponds to their ideals and interests if you add some warmth to your product message with engaging stories. Storytelling will help resonate with your target audience and sell your brand a level higher.
The aim should always be solving people’s problems instead of paying attention to the benefits of your product. Always add a call to action to guide your potential customers towards their next step.
Keep telling and updating your brand’s story. It doesn’t end.