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Storytelling: It’s All About Keeping Your Brand Out Front

The concept of storytelling in marketing is all about building a narrative of what your brand offers and how it solves a problem for your targeted consumer. Bear in mind this is more than a one-time pitch; you need to build your story across multiple channels amidst today’s rapidly-evolving marketing landscape. Storytelling in marketing has always existed and is a natural fit for marketing. It is human nature to have an emotional response to narrative that touches us. Thus, as humans, we are primed to remember stories. At a young age, our parents read us bedtime stories with messages designed to help us grow up to be better people. These life lessons have always been told in a story format because it’s interesting, entertaining and, most of all, memorable. The impact stories have on us does not change as adults. We all respond to stories and we remember them, which is why this is a powerful tool for marketers. Well-crafted storytelling builds memories and impressions you want to leave with your audience. And now digital automation and data gives marketers the ability to take their story and personalize it specifically to each individual website visitor. Engaging on a personal level, showing only the content relevant to the current prospect is a very powerful way to connect on an emotional level with them. Here are some additional tips to adding storytelling to your marketing:

Stories Tap into Our Emotions

Talking about product features or cost savings doesn’t connect with everyone, as you probably have discovered already. Storytelling lets brands appeal to the emotions and motivations that characterize the people in their audience. Taking this a step further, personalization enables marketers to target content that speaks to challenges or problems individuals face as a consumer. Stories put our brains to work. To get someone’s attention or present a case to them during a business proposal, you need to personalize the information as relevant for them. This creates an emotional connection between the information and the target audience. Storytelling is a very powerful way to make your brand come alive in the minds of both your current and potential customers.

Stories Build Relationships

The evolution of the internet and specifically social media has challenged brands to change how they market to consumers. Instead of telling consumers what they want, brands now engage in conversations. Consumers are now active players in their own story and storytelling marketing builds trust and brand strength with core customer segments. Additionally, understanding your target audience data gives marketers the ability to personalize content to each prospect, ensuring the message is relevant. Each connection helps humanize your brand, and leads to trust and relationship-building.

Stories Convey Your Personality

Storytelling is the ideal platform to showcase your brand’s personality. Stories can be created by the brand itself, through user-generated feedback or a combination of both. But don’t just use it to sell products and services. Never be afraid to let the personality of your brand break through loud and clear by way of storytelling. Your customers want to see and experience your brand’s personality. In the era of personalized marketing, building the story of your brand sets you apart from the noise of the competition. Brand and marketing storytelling isn’t a new concept. Brands must now realize the need to entertain their customers and prospects via the quasi-age-old tactic of storytelling. And, just as Susan Gunelius wrote in 2013: “The opportunities to tell stories as part of direct and indirect brand marketing initiatives have become a strategic priority.” Have you made storytelling and personalization a strategic priority in your marketing?

About the Author:

Eric Murphy
Eric Murphy is the Digital Marketing Manager at ActiveDEMAND. He is responsible for driving the marketing strategy for the ActiveDEMAND integrated marketing platform. He has a strong background in online marketing, communications and working closely with sales teams. For many years Eric was an evangelist and marketer for the industrial communications community through guest articles, maintaining industry blogs and speaking at conferences and other events.