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Roger Schank, an American AI theorist, and cognitive psychologist, said, “Humans are not ideally set up to understand logic; they are ideally set up to understand stories.” In their book Made To Stick, Dan and Chip Heath, who both teach business strategy and organization, ran an experiment at Stanford University, which showed that 63% of people recall a story shared in a presentation, but only 5% remember a statistic. Brands that tell stories and grip their audience sell more. Let’s see how you can use storytelling for your business.
The formula for using storytelling in digital marketing is simple: choose a narrative and wrap your brand message in it. Your main goal is to make a customer feel something – in contrast to statistics – and inspire them to act.
In digital marketing, storytelling takes the form of pictures, writing, and even film. You can share stories across all channels, from social media and email to display ads. Here are some of the most common storytelling approaches:
We can stick to the traditional benefits like “achieving brand recognition” and “boosting sales.” But, storytelling in digital marketing can kill more than two birds with one stone.
It reduces the distance between the brand and customers
The power of storytelling is about making your brand messages relatable and more authentic. If every audience had the same level of industry knowledge that some marketers do, that would be groundbreaking. However, not all customers grasp the marketing jargon. Instead, they look for messages they can connect to. Storytelling simplifies your product, making it easy to remember. Share why you created your product and what problem it solves sincerely and creatively, and express your values and mission through a specific story. Users will view your brand as more memorable.
It takes away the extra assertiveness
Sometimes, direct marketing is the right step, but not a great first impression for the most part. You wouldn’t start selling your offer just after meeting someone, would you? Contrary, storytelling acts as a means of communication and learning about your audience’s preferences.
It brings people together
You can foster a community of like-minded brand supporters by elevating your brand with stories. Stories are universal and naturally personal. And, they’ll have some cues to hang onto when choosing between multiple brands.
Storytelling can fit any format, whether an email, a paid ad, or a blog post, especially followed with the employee experience. You can use your starting journey as a basis for your narrative. Read this interview with Whales Ventures’ CEO Vlad Kytainyk, for example. You’ll see how personal insights add value to the brand.
Ready to get to work? Just follow these steps:
We can’t leave you without some inspiration to set you up for a good digital story.
Here’s how other businesses tell their stories:
While we utilize more technology than ever, a good story captivates customers as no data could. It doesn’t matter as much how you tell stories: through video, blog posts, emails, or SEO. A captivating plot and points your customers can relate to get the job done. Before delving into storytelling, you better run a market & competitors analysis and audience research.
Want to tell gripping stories that resonate with your audience?
Our creative team will help you with that.
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