Being able to move and capture attention is one of the main challenges for businesses. The theory is simple, but applying it is another matter. In this sea of infinite possibilities offered by digital marketing, storytelling emerges, a technique companies use to differentiate themselves from their competitors. Now, what exactly is storytelling? Why is it so important, and how can you apply it to your digital strategy? Read on to learn everything about this branch of digital marketing.
What is storytelling?
As we've said, storytelling is a technique used by brands and companies to connect emotionally with their target audiences. It's the art of telling stories. We all tell stories, and we all like to hear them explained. As a company, we must create a more enriching experience by linking our business to a narrative and giving it personality.
Why is it important?
Because you stand out from the competition. There are thousands of businesses, online stores... standing out from them all is no easy task, but jamaica mobile database storytelling can help us achieve it. Take Oreo cookies, for example. Behind this cookie lies a whole narrative (uncover the cookie, lick it, and dunk it in milk) that began with their iconic TV ads and is now exploding through social media.
Because you generate brand awareness . If, as a business, you create a moving story, you'll encourage it to be told and shared. Let's take a recent example. Campofrío, a multinational meat products company, has been launching a Christmas campaign since 2011 that reflects on current issues (economic crisis, social criticism, etc.). We highlight its latest ad from 2018, titled "LOL's Shop," which criticizes the "offended," those people who have put limits on humor in recent months. With a clear premise of continuing to support humor, this story went viral during the Christmas holidays. A good example of how a business has managed to generate brand awareness.
Because you humanize the brand and move people. Storytelling allows us to reach people's hearts and move them. A great example is Dove through its key message: real beauty. The cosmetics company has successfully addressed its target audience by including real testimonials. Women who had never felt identified by the stereotype of a thin woman saw that they were being taken into account for the first time.
How can I apply storytelling?
Before you begin crafting your story's central theme, it's essential to understand your customers and target audience. Knowing how they behave, their tastes, how they use your products, and so on will give you a broader perspective and help you craft a more relevant message.
Now, once I've identified my target audience, what techniques and/or strategies can I use? There are endless possibilities, as many as our imagination can offer. Below, we highlight some possibilities you can start testing and win over your customers.
Use transmedia storytelling on your social media. That is, tell a story across different platforms. The key is to connect all your accounts, creating a common thread without repeating content. It's a puzzle that we piece together little by little with new information.
Tell stories in your email marketing campaigns. Don't limit yourself to conventional advertising; create engaging and interesting newsletters so your subscribers will want to learn more, purchase your products, check out your blog, etc.
Podcast as a radio medium. Podcasts are on the rise, and we're not the only ones saying it . They use the power of radio to tell and explain interesting content.
Take advantage of video marketing. That's right, audiovisual content is easy to consume, shareable, and fosters engagement. Platforms like YouTube, IGTV, and ephemeral content have led many companies to include it in their marketing strategies.
Use your blog to connect with your audience. Blogging remains one of the best ways to share useful and relevant content with a community. Create quality content and use SEO to improve your rankings.
Use gamification . Get users to interact with your brand, whether by encouraging them to share content (user-generated content), incorporating game mechanics to encourage participation, or through rewards.
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