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C4I, August 10 2020

How to Leverage Storytelling to Increase Your Conversions

Storytelling has become a powerful approach to leadership, innovation, and design thinking.

Stories can be a “superpower” that can help us achieve wonders. Storytelling is a proven method to transform a brand’s presence and identity. It can assist you in shaping how people view your brand, allowing you to connect with your target audience in better ways. Stories play a crucial role in building customer loyalty and encouraging engagement. They can help you to personify your brand and get people to notice you. But with so many brands and companies competing in an already-crowded marketplace, cutting through the noise is harder than ever. That’s where business storytelling comes in! Business storytelling isn’t just sharing stories about your personal experiences. It’s more about understanding your target audience, what they connect with the most, their demographics, and finally combining all the data into a compelling story.

Making this happen of course requires a database you can rely on as well as proper insights and constant analysis. But data and insights alone won’t drive the impact or results you want. You need business storytelling training as well as a solid framework that’s easy to understand and use.

Your stories should be focused on delivering enhanced content experiences along with subtly promoting your business. Your stories should be appealing to the emotions of your prospects and clients. You should also include a surprise element or something that delights customers. The key is to inspire them to think and to feel in new ways that in turn will motivate them to take the action you want. Use the 5 ideas given below to leverage brand storytelling, increase awareness, fuel engagement, and drive sales to your business:

1. Keep your story simple: 

Try to keep your story simple with a clear beginning, middle, and end. Your audiences should be able to understand and connect to your story.

2. Humanize your story:

Provide a human touch to your story. People don’t simply connect with words alone. For your clients or customers to feel a connection with your brand, your brand must function as a person. Encourage employees share their stories and experiences with the company, share clippings of your workspace and work environment, share a glimpse of everyday life at your company—this helps personify your brand and gives it a human touch that people can relate to.

By giving a human touch to your story, you will be able to build a strong brand voice that represents your brand’s personality, allowing you to make an emotional connection that increases brand engagement and over time brand loyalty.

To learn more about how to share your story and humanize your brand, check out our book, Win With Decency.

3. Share the origin of your story: 

To make your brand story effective, you need to show your beginning. You can share your origin story with your followers on social media, which will garner likes and shares. Through your origin story, you will be able to communicate your brand values, helping your followers understand who you are and how you started from scratch. Your customers will get an idea about your business’ motivations and what distinguishes you from others.

Success doesn’t come without struggles. By sharing your struggles in a strategic way, you use the vulnerability to create empathy which together helps demonstrate your humanity. People connect to your journey, not just your product, so don’t be afraid to give them a glimpse into how you got to where you are.

4. Involve customers in your story:

Meet your customers where they are, not where you are. Look for ways to join their story. And whenever possible, ask for customer testimonials. Not only does this help with so-called social proof, where we tend to heed guidance from other like-minded consumers, you’re also able to use customer reactions and even their language and tone to improve your storytelling. There’s nothing more powerful in your storytelling than including how your product or service made a difference in a customer’s life. 

5. Use multiple marketing platforms:

It goes without saying that your audience will be segmented and that different segments will engage differently on different marketing platforms. Again, you’ve got to meet your audiences where they are. Nowhere is that more crucial than on social.

Connect with us at communicate4IMPACT to learn how business storytelling can help you better understand and share your business’s vision.

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