Social Media Marketing Strategy Guide - part 5

Storytelling

By The Héméra Agency
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Over the last couple of weeks, we have dealt with some technical topics to help you build an effective social media marketing strategy and now it is time to discuss an intensely creative, but no less important, step in the creation of that strategy: storytelling. This may seem like the realm of art directors and copywriters but crafting a compelling brand story is the responsibility of every person in an organization. 

But where to get started? When you are an entrepreneur starting a business or trying to make a success of your startup there isn’t a whole lot of resources to go around. Many entrepreneurs are CEOs, finance managers, salespeople, and marketing executives. That doesn’t allow for much spare time or work-life balance so we are going to try to help you out with some practical tips.

 

Why should you be using storytelling in your social media strategy? We have told you that storytelling is important but here are a few more solid reasons for taking the time to work on it.

 

  1. Stories are great for engagement. It is a well-known fact that stories engage multiple parts of the brain ensuring your message is memorable. 

  2. Stories are the best way to get people emotional. There are many things a list of facts won’t achieve and creating an emotional response is one of them. People need stories to make them feel something. 

  3. Stories may increase the release of oxytocin, a powerful feel-good hormone. As in relationships, oxytocin increases trust something paramount if you want to create long-lasting relationships with your customers.

  4. Stories help brands connect with their audience. As a consumer don’t you appreciate a brand’s backstory? We are not talking about your “About Us” page, the story we are referring to is the meaning behind your business and the reason for its existence.

 

Here are a few storytelling strategies you need to include in your social media strategy:

Create an immersive user experience

 

How can you take your customer on a magical journey? Whether you run a brick-and-mortar store or provide an online service consider how to get people involved and invested in what you do. When you think of the most successful companies what story are they putting out there into the world? Have they created a world the customer wants to live in? Examples of companies with great brand stories include Apple, Amazon, and Tesla. People buy the story as much as the company.

 

Imagine you are the customer

 

There is no way you can create a story people want to hear if you don’t know what your audience is looking for. Hopefully, you have found the right target market (see our previous blog if you haven’t covered this step yet) because for there to be a synergy between your brand, products, and customers, you need to have the right people. If your business is at a more advanced stage you should already have customers you can listen to, enabling you to tailor your communications. But if your business is just starting you may want to do a little research on what your desired audience wants.

Showcase your brand

 

Stories are not only useful to create a narrative for your products, they are also a sincere way to convey your values and beliefs to your audience. People don’t want to buy from a business they want to buy their products and services from a brand they know, like, and trust. Everyone is searching for an emotional connection so this is the perfect opportunity to connect with your target market.

 

There are a few essential characteristics every story should have – they should be:

  • Believable. It isn’t enough to have a good story your audience needs to believe it. They need to be committed to the outcome.

  • Memorable. The best stories have a way of sticking in your mind. You can’t help but remember them because they have connected with some part of your psyche. Try forgetting an exceptional tale. 

  • Sincere and authentic. People are not oblivious they can spot insincerity a mile away and if they think your brand isn’t authentic you will not be able to persuade them otherwise. 

 

Finally, every story should have a clear call to action. Don’t ever miss out on an opportunity to turn a reader into a customer. Sometimes people need to be guided to making a decision – you are just making it easier for them. 

Next part is the last one of our 6 part series on Social Media Marketing Strategy, you don't want to miss it!

A Few of my Favorite Books

01

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Negotiating as if Your Life Depended on It
The Surprisingly Simple Truth Behind Extraordinary Results

03

Creative Living Beyond Fear
How to Be More Social on Social Media