Storytelling isn’t just for books, movies, and shows — it’s also a powerful marketing approach that any business, big or small, can use to break through the clutter. By weaving a brand story into your marketing, you’ll be able to captivate your audience and build trust. Consumers are inundated with promotional messaging all day long, often ignoring or forgetting them, but great stories stick because they speak to us on an emotional level.
Discover what is storytelling marketing and the unique advantages it offers to grow your business.
What Does “Storytelling” Mean?
Since the beginning of time, humans have shared stories for knowledge, entertainment, and connection. Storytelling marketing taps into our innate desire for tales by using a narrative to communicate the brand message in a way that impacts the audience. At its core, storytelling humanizes your brand and makes your audience feel more deeply, which they’ll remember longer than anything else.
“I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.” — Maya Angelou, poet
Let’s take a look at industry disruptor Airbnb, a company that demonstrates the power of storytelling marketing. Airbnb wasn’t the first online vacation rental website, but it shook up the hospitality industry because it recognized that travelers want more than a place to stay — they crave experiences. From its website to social media, Airbnb uses stories from hosts and guests to showcase unique locations and rentals, alluring its audience.
Not only does storytelling set your brand apart, but it also boosts sales and audience reach. According to Headstream, people who love a brand story are 55% more likely to buy the product in the future, 44% will share the story, and 15% will buy the product immediately!
Storytelling offers many tangible and intangible benefits for marketing. See why integrating a brand story in your marketing strategy will help take your business to the next level.
Advantages of Storytelling in Marketing
For your brand to be successful, you need to tell stories that resonate with your audience in
an authentic way. Many businesses focus too much on promoting the features and benefits of their products, yet they often overlook that decision-making involves emotions.
When you incorporate storytelling in your marketing, you’ll reap the following advantages:
Nurture Connections
What sets a brand apart is not a cheaper price or higher quality, it’s the story the brand tells that connects its offering with the audience’s worldview. Storytelling allows you to nurture connections with your audience that will resonate with them more than simply sharing information.
Increase Memorability
People don’t remember all the details, but what sticks with them is how they felt. Stories naturally elicit an emotional response, which your audience will remember for a long time. When you directly speak to customers, they’re more likely to recollect your brand.
Gain Deeper Insights
Storytelling doesn’t just engage your audience, but it also provides insights for your business. Conversations with your prospects and customers will give you a deeper understanding of their pain points and desires. Additionally, you’ll have a greater awareness of what’s going on in the marketplace and what that means for your audience and company.
Build Brand Trust
Inspirational speaker Simon Sinek said it best, “We don’t do business with companies. We do business with people.” Storytelling puts a face to your brand, creating a bridge between customers and your business. There will always be another product or competitor, but it’s the personal connection that makes the difference in building trust and loyalty.
Overcome Media Fragmentation
With the rise of digital marketing, there are more mediums than ever for consumers to receive your messaging. Having a brand story allows you to overcome media fragmentation by sharing a consistent message throughout all your online and offline communications. This both strengthens your brand and reduces friction in your marketing.
Disrupt Your Industry with a Brand Story
Storytelling is vital for attracting an audience and getting them emotionally invested in your brand. No matter how big or small your company is, a compelling brand story will provide consistency, clarity, and focus to your marketing, generating greater results. Additionally, your messaging will resonate deeper with your audience, enhancing their experience and perceptions of your brand.
However, it’s not enough to create a story and expect your audience to connect with it — you must have a strategy to guide it. Book a consultation with Mavericks Marketing to create a storytelling strategy that will disrupt your industry!
