One of the most compelling social media marketing strategies for any business has been around since the dawn of time: storytelling. Predating the modern digital era storytelling was practiced by ancestral leaders to organize action, transform nations, and pass down historic knowledge. Storytelling is an incredible art form that can be employed to market your business and connect in a more authentically personal manner with your ideal customer.
People are naturally drawn to stories from a young age. There’s a reason why morals and values are taught to children through this same method. Stories engage the listener’s attention from start to finish. And this is one of the main reasons why storytelling is an essential part of any social media marketing strategy. It holds the audience’s attention.
What Is Storytelling?
Before we continue and start looking at ways you can use storytelling as a marketing tool, let’s first take a look at the reasons why it’s so effective. Put simply, storytelling is powerful because humans are wired to react to stories. Before the written word came to be, oral storytelling was the way people obtained and passed on information and learning, so much so that throughout history, individuals used storytelling to survive.
It makes sense that storytelling continues to endure given its long history of use. Part of the strength that storytelling offers is the fact that it helps people connect with an idea or notion on an emotional level. It’s important because no matter how logical we claim to be, anything that remits an emotional response is more prone to produce a reaction or to move us in some way. Furthermore, stories improve recall meaning that an idea that’s portrayed via storytelling will be more memorable. A great example that illustrates this concept can be noted throughout the history of advertising- the most memorable type of adverts are the ones that show a story about what a founder, business, or company can signify to us.
Does It Truly Work?
The Internet is constantly rewarding us with instant gratification, making the human element increasingly more infrequent and coveted. In the social media environment, businesses can no longer afford to be faceless entities. In order to survive, businesses have to connect authentically with their audiences and engage with them on a much more heartfelt level than observed before. That’s where strategic brand storytelling comes into play.
Fun Fact: In 2017 Neil Patel stated that “62% of B2B marketers rated storytelling as an effective content marketing tactic in 2017”.
Strategic brand storytelling is the coordinated narrative that knits together the emotions, values, and facts that your brand elicits. In addition to supplying the target audience with reasons as to why they should invest in a service or product, brands need to begin sharing their story and maximizing social media with a clear narrative that is consistent across all platforms.
A study conducted by the Digital Marketing Institute showcased that the use of effective brand storytelling throughout a content marketing strategy could enhance the value of a service or product by more than 20%.
Nowadays consumers have no interest in outdated and heartless branded adverts. The new era of consumers invests in a brand’s story.
How Can It Benefit Small Businesses/Brands?
Brand storytelling is no longer a nonessential added bonus. It is a must-have, that will sequentially amplify your company’s influence, engagement, and profit. If you treat it as a springboard or starting point for your social media marketing strategy, the results will be a business that is captivating and financially successful.
How to Craft Your Brand Story to Sell Your “Why” Online
View storytelling as a way to attach purpose and meaning to the information you want to present to your audience. All the characteristics and benefits of your product are relevant, so you want potential shoppers to comprehend them without having to read descriptive information sections, for example, a product description.
Here are a few key points that will help you create a powerful social media marketing story:
One Final Note
Technology has served as a window, a behavioral study if you like, and allowed us to better comprehend our customers, their buying patterns, and even the human emotions that can successfully trigger the need to purchase. But, when it comes down to it, business is personal; we buy from businesses we like and trust. Storytelling continues to demonstrate its power in supporting companies build and nurture customer connections – increasing business relationships and reputation with consumers.
Tabitha Jean Naylor is the founder of Women Entrepreneurs Can – a digital magazine designed specifically for women entrepreneurs, startup founders and small business owners – and the proud owner of TabithaNaylor.com, a marketing firm that delivers ‘big agency’ quality at rates that are affordable for startups and small businesses.… View full profile ›