Why telling stories will help you increase engagement
By The Héméra Agency
It is no secret that we all crave a deeper connection with the brands we support. We yearn for meaning and purpose, which is reflected in what and how we purchase products and services. That is why storytelling is such a powerful tool. The best brands have discovered the perfect formula for attracting loyal followers and converting their loyalty into currency. Stories are what help us connect with other beings, so why shouldn’t we use the same principle for businesses?
"A brand is the set of expectations, memories, stories, and relationships that, taken together, account for a consumer’s decision to choose one product or service over another."
The biggest, most successful global businesses have realized that the best way to create stickiness for your brand is to build a devoted following who believe in the story behind your brand. The one you have crafted to present your business to the world. There is no greater example of the power of storytelling than in sports and lifestyle brands like Nike and Puma. When you buy a pair of sneakers from Nike you are buying the great look and quality, but more importantly, you are buying the culture they have created. They use athletes to tell you the stories they want you to hear, that you want to hear.
“Storytelling is one of the most powerful ways to breathe life into your brand and is also one of the main components of a solid content marketing approach.”
David Campbell, Right Inbox.
There is no reason you shouldn’t use this skill to craft your own brand story. Here are a few tips to get you started.
1. Keep your brand messaging consistent
Storytelling doesn’t start when you are planning a social media campaign. It starts with your logo, tagline, vision, and mission. All these components should blend to create a central theme. If you aren’t sure what your theme should be, then you need to think a little harder about why you started your business. Was it to help people achieve something, or make their lives more convenient? The key to that story resides in the purpose behind your brand. Your entire team needs to be on board with this so that any customer interacting with your business gets the same brand messaging regardless of whom they speak to.
2. Do your research
Hopefully, you have already done plenty of research on your target audience, and know exactly who they are. That information is going to come in quite handy when you are planning and creating your content. What do they want to know? What interests them and would compel them to pay attention? Having a deep understanding of your customer is vital to connecting with them. This is a great time to see what your competitors are doing and saying. Does it appear that their campaigns are successful? There is always something you can learn from.
3. Employ experts if you need to
Small businesses are always a little cash strapped but it would be worthwhile considering speaking to a few storytelling experts. You don’t need to sign on for a large monthly retainer with a flashy marketing agency. Great results can be achieved by working with a boutique agency or even just a freelancer or two. Unless you are an amazing writer you are going to need help in that area anyway. Working with a creative can do wonders for your brainstorming, you may come up with the best idea you ever had!
4. Pick your platform carefully
So you have put in the groundwork and come up with a storyline you can build on. It is time to consider which platforms are most suitable for the content. Email campaign, social media, website, all of them? Where are you going to reach your audience? Where will your story make the most impact? If your business can generate a lot of inspiring video content then you should be aiming for exposure on YouTube, TikTok, or Facebook. Is your focus more corporate? Then LinkedIn or Twitter would be better. Let your customers and audience dictate your strategy.
You won’t complete these steps only once, so don’t get too complacent. Stories may need to change with trends or other unforeseeable influences. You need to know what you are doing but remain flexible. What is most important is that you continuously monitor how your content is performing and whether your followers and customers are still engaged.
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