Since the dawn of time our ancestors have passed down traditions and tales of lore through storytelling, so why are we just now picking up on this trend?
The concept of storytelling is nothing new under the sun, but its fundamental principles have been applied to marketing strategies of late, and boy has its popularity grown.
So, what exactly is this trend and why is it an important strategy to add to your marketing tool kit this year? Read on, and we’ll tell you.
What is Storytelling Marketing?
Storytelling marketing uses visualization to communicate a message to a consumer to emote a feeling that will inspire action. If you look forward to the Holidays just to see commercials like Coca-Cola’s Holiday Polar Bear, then you already know what storytelling marketing is.
When used to help market your brand, storytelling works to humanize your brand, making it more relatable. Commercials aren’t the only medium you can use to tell your brand story. You can also use pictures, communicate them verbally or through memes, or you can write them down. Every day we encounter storytelling marketing whether it’s the billboard on the road or the magazine at the doctor’s office, and that’s what makes it so important.
Storytelling marketing is about crafting a message that resonates. Creating something that cuts through the clutter and stands out to the consumer. As such an important component of the overall marketing strategy, many businesses rely on a third-party storytelling marketing agency to handle it properly for them.
But is it something you need to waste time and effort on? The answer is a resounding “yes,” and here’s why.
Why is Storytelling in Marketing Important?
Storytelling in marketing gives you direct access to the decision-maker for many consumers – their hearts. A story can connect people with brands in a way that is unmatched by any other strategy and a good story can change consumer minds.
But for those of you still not moved, let’s look at two key reasons storytelling in marketing is so important:
- Stories develop consumer trust in your brand
- Stories are retained
Building Brand Trust
When using storytelling in marketing, you are tapping into a powerful marketing tool that builds grassroots brand trust. When you consider that 90% of consumers review a business online before deciding to purchase, you start to see why your brand story is so important. Tell your story on your terms and build brand trust at the same time, using storytelling techniques in your marketing strategy.
Hear to Remember
If you think about the last time you heard a joke you couldn’t wait to repeat or read a book you couldn’t put down, you experienced the power of storytelling. Research shows that “Our brains are wired to understand and retain stories.” Storytelling leaves an indelible impression that a consumer will carry with them, that’s a lot more than a pie chart and statistics could accomplish.
The next time you want to get your message across, try telling it in a story, they’ll remember.