Why You Should Prioritize Your Brand’s Story in Your Marketing
Your brand is constantly solving problems, satisfying needs, and providing value to your customers. Human connection drives your business since, in the end, you’re dealing with people.
Revenue and profit happen as a result of a good business model based around a positive customer experience. Building powerful relationships with your clients is key to success.
Picture this. Your customers face a constant stream of seemingly never-ending ads. This is especially true in social media marketing on Facebook, YouTube, and Instagram.
Log on to your feed. You will see that marketers and brands are constantly competing for potential customers and their undivided attention.
Your brand’s message will end up buried in the spam more likely than not. So how can you make your brand stand out among the rest?
Storytelling through digital marketing is a useful technique for nurturing relationships with your customers and stand out.
When first starting a business, engaging people and bringing them together goes a long way towards success, regardless of how much funding your startup has or where it’s located.
Great storytelling gives your brand a powerful voice. Take up the time to fully develop your storytelling approach to your online marketing.
This guide is meant to help you understand why you should prioritize storytelling and to get started.
Brand Storytelling Explained
Brand storytelling is more than just fluff. It is a strong marketing technique that ensures your company succeeds in the marketing world.
Let’s take a look at what brand storytelling is and what is not.
Brand storytelling is not about your company. It’s about your customers.
Let me elaborate.
Customers must learn the value that they get when engaging with your product or service. The best brand stories put the customers as the main character and make the brand a supporting or secondary character.
Sometimes it’s hard to get this concept figured out correctly. How do we communicate the perfect message?
Should you hire a marketing firm? SEO services? A Consultant?
What if you have no experience?
Take a deep breath and relax. This is not a process to wrap your head around too much.
Storytelling is natural. There are many times we don’t realize it’s second nature to us.
However, online content is not easy to write. Stories become lost in the sea of content, and your brand may just sink.
How do you describe why you are important to your customers?
An easy way is to let them tell the story for you.
Customer success stories are a powerful tool to validate the value of your brand. This article by Gabi Theard will teach you all about how to turn a case study into a customer success story using an authentic writing style. Be sure to check it out.
Brand storytelling goes far beyond any about us and blog pages.
It’s how confident you are about your value and how you communicate it. Your brand’s stories must present your worth and importance to the customer in every piece of content you write.
Still, storytelling is challenging for some. Web copywriting and advertising content may seem daunting to write as well.
Start by being authentic
Authenticity is crucial in copywriting. Don’t be too formal or dishonest. Your audience will notice and lose interest in what you have to say.
Don’t only sell your product’s features. Develop interest by following up with a benefit.
Share more than what you sell. How did you arrive where you are today? Don’t hide your brand’s personality behind boring words and content.
Be conversational. Be real. Be human.
Otherwise, Your content will just be the same as any other brand out there.
Think about your customers as talking to new friends over some drinks. And do NOT refer to them as if you were giving a boring college lecture.
Never talk down to them. Your audience isn’t dumb. Any indication of lack of respect will backfire horribly, and they will stop listening to you (and buying from you) immediately.
Do not focus on grammar and spelling perfection. You can always hire copywriters for that.
There are many other do’s and don’t’s of the trade. Read this blog if you want to instantly improve your copywriting skills.
Be careful with your words
What you say is essential. But how you say it may be more important.
Choose the right tone and style your audience will resonate with the most. To do that, you must know your audience first.
If you are speaking to millennials, a casual conversational tone works perfectly. Baby boomers might prefer a bit more formal (emphasis on bit).
So how do you pick your style?
Ask the following questions:
- Who’s your audience? Who do you want to engage with these specific conversations?
- What do your customers hope to accomplish when visiting your website?
- After seeing your website page or reading your content piece, what do you want your customers to feel?
- What tone are you looking for? What emotions do you want your readers to notice in your writing?
- Who tells the story of your brand? Will you write in the first, second, or third person?
- Should the voice be casual, conversational, or formal? Maybe something within that spectrum?
You can cater your brand’s style to any audience and any form of media you choose to convey your story from.
Whether you are doing Facebook marketing, YouTube marketing, Instagram marketing, SEO marketing… ANY form of marketing, make sure you put time and effort into creating a good structure and tell your brand’s story through your content online.
I hope you found this information helpful. Be sure to check out our blog to learn more about marketing, search engine optimization (SEO), copywriting, and more valuable information on how to grow your business online.
Mrkt360 is a digital marketing agency located in Toronto, Canada. We specialize in SEO services, website development, and social media marketing. If you are looking to grow your online visibility, be sure to schedule a free consultation with one of our marketing experts today!