FYA graphic of storytelling

How to Improve and Refine Your Marketing Strategy Through the Power of Storytelling

The digital landscape is evolving, and in order to catch up with its latest trends and appeal to business executives, you must kick your marketing strategy into high gear.

 

One surefire way to attract business executives, and especially the ones who are millennials, is to appeal to their emotions. A study on millennial shoppers conducted by Accenture noted that when an individual is “emotionally moved,” then they are more receptive to liking a retailer on social media.

Therefore, powerful storytelling is a technique that marketers can use to get potential leads interested in either a product or a service. In addition to appealing to emotions, the goal of marketing through storytelling is to connect with the target in a meaningful and oftentimes personal way.

An excellent example of this would be Bryan Cave Leighton Paisner LLP’s video titled, “The curious case of the FCA letter: A cautionary tale.” The video presented a relatable situation to the target audience and provided a solution when it comes to the importance of workplace security and measures of internal control.

 

Powerful storytelling is not only in the form of long videos, but rather mini advertisements as well. According to research conducted by Adélie Studios, businesses that use short videos as part of their digital marketing strategy get 41% more web traffic compared to ones that don’t use them.

Coupled with how the attention spans of consumers are getting shorter, this makes sense. Take a look at YouTube, for example. Sometimes, when a user clicks on a video, an advertisement would play. The user then gets to see the first five seconds of it before deciding whether or not to opt-out of the rest of the advertisement. Having a succinct story with great visuals is, therefore, the key to success when it comes to targeting the modern audience who is always on the go.

 

Another way to take storytelling to the next level is to have consumers create their own stories. In fact, according to a study conducted by Digital Intelligence Today, consumers are 92% more trustworthy of the peers’ opinions when it comes to products and services. For instance, if a potential customer is looking into a product, then they are more likely to trust someone they know or someone of influence with regards to it compared to more traditional forms of advertisements.

Therefore, by encouraging consumers to share their own photos of an item, or even their experiences through social media, for example, it would allow this kind of peer-to-peer influence to flourish. User-generated content also helps build trust between a business and its potential consumers, as the influencers creating the content in the form of social media posts or review videos have a hold on their own audiences. Being experts in what their audiences want and having their best interests in mind, influencers can create genuine content that generates new leads and sales.

 

To get started on powerful storytelling, contact Find Your Audience at either hi@findyouraudience.online or 647-479-0688. The Find Your Audience team is at the cutting-edge of creative digital marketing strategies and always ready to take your business to the next level.

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