Therefore, it is very common for brands to use storytelling techniques in marketing to enhance the results of their actions.
Storytelling is basically the art of telling stories. In marketing, this strategy is used to engage the audience in a narrative and use their feelings to draw attention to a product or service.
So, do you want to learn how to use this technique in your business? Then keep reading, because in this article, we will explain:
what is storytelling;
examples of the use of storytelling in marketing;
tips on how to use storytelling in your marketing strategy!
Check it out!
First of all, what is storytelling?
Storytelling is an English term that means narrative or, as it is more commonly used in marketing, “storytelling”. In short, it is the use of techniques that transform a common text into a journey, whose ultimate goal is to convey an impactful message.
Therefore, it is quite common for this strategy to use mechanisms characteristic of books and films. That said, a good story is generally composed of:
central theme;
engaging characters;
good scenery;
well developed plot;
good narrative.
The Hero's Journey, developed by Joseph Campbell, is a good example of effective storytelling. The writer, who studied myths, realized that all ancient stories followed a certain narrative structure and that this could be the reason behind their success.
In marketing, this technique can be applied to the structure of content — such as a course —, in marketing emails , advertisements and even in brand building. The important thing is to use creativity.
>>>> Read more: Digital marketing really works and we'll show you how
Storytelling in marketing: 3 examples to inspire you
As it is a storytelling technique, storytelling can austria business fax list be applied in advertising to create a connection between the public and the brand, by bringing a rich and engaging narrative.
Below, we’ve brought you 3 examples of successful storytelling in marketing so you can see how it works in practice and get inspired. Check it out!
1. Always
A perfect example of the use of storytelling in marketing was the Always, Like a Girl campaign launched in 2014.
The campaign used a phrase that many women have heard to create a powerful narrative that women can be whoever they want to be. Check out the full campaign below:
2. Advanced Business Solutions
Marketing storytelling doesn’t always come in video format. In fact, it’s possible to be successful with this strategy using a variety of media. In this case, the chosen format was a book.
The FairITales campaign , produced by a software company, invited several aspiring authors to rethink famous fairy tales.
The stories use elements that have been known for centuries, but with an innovation, the characters use technology to solve their problems.
3. Budweiser
Another successful use of storytelling in marketing is the 2014 campaign Someone waits for you at home.
The action raised awareness about the dangers of drinking and driving and built a moving story between a man and his dog.
Watch the full video:
https://www.youtube.com/watch?v=56b09Zy ... withme.com
It is important to note that these cases are just examples to show the versatility of storytelling for marketing. They prove that different types of products or services require different approaches.
One possibility for marketing an online course is to tell the story of the creator of the product, to prove the origin of the knowledge and bring more authority to what he or she is promoting, for example. Got it?
Now, check out some tips on how to use storytelling in your marketing strategy!
>>>> See more: how to create an infoproduct and sell it online in 5 steps?
How to use storytelling in marketing? 3 tips for a successful campaign
To successfully use storytelling in a marketing strategy, you need to pay attention to some details that make a story engaging and not just another commercial text.
So, keep reading to check out the 3 golden tips we have for you below!
1. Know your audience
The first step to using storytelling in marketing and creating successful campaigns is to know your target audience . To do this, you must:
study your products or services;
research the market to find out which niche your business fits into;
identify the characteristics of people who may be interested in what you offer.
Let’s take Always as an example. The persona is young women, and because the company had this clearly defined, it was able to create a narrative that spoke directly to them.
For this reason, research who your customers are, what they buy, what they usually consume, etc. All of this helps to create a profile, which serves as a guide in creating campaigns that reach them in the right way.
This way, you can create an identification with the brand, which in turn improves customer loyalty.
>>>> Read also: What is an Ideal Customer Profile? 4 examples, benefits and more!
2. Have clear goals
What is the goal of the campaign? Is it to raise awareness about an important topic or to promote a service? This needs to be defined early on in the planning process, as it defines the tone of voice, narrative elements, which emotions to evoke and even the format of the campaign.
So, keep in mind what you want to achieve with the action. From there, you can let your creativity run wild to tell the story, which is the tip for the next topic.
3. Tell a story
We said that a good story usually has characteristic elements, such as a theme and captivating characters. In fact, this is the part that can give many people a headache, as it is usually the most difficult.
So, give your characters a personality, use figures of speech to give depth to the speech and get inspiration from success stories or even a book or film. The important thing is to use all the tools you have at your disposal.
However, the main tip is to be creative. Create twists and turns in the script, give motivations to the characters. In short, make them human. Without this, the story becomes “bland” and doesn’t create a connection with the audience.
So, did you enjoy learning about the use of storytelling in marketing? Then take the opportunity to read more about the subject in the articles: what is storytelling in education and how to use corporate storytelling and check out other uses for this technique!
