Brand storytelling is fast becoming one of the most important ways companies can increase the value of their product or service.
More and more consumers are looking for a narrative or story they can invest in. They are shying away from the standard marketing techniques of banner ads and sales promises.
Due to this marketing professionals must learn how to ensure their companies are telling an engaging brand story that can influence their consumers and encourage them to invest in their company.
Here at All Good Tales, we recognise the importance of storytelling and what a brand story can do for your business. We’ve put together three of the top storytelling trends marketing pros should be on the lookout for when putting together their marketing strategies.
People trust people. How often have you gone to a restaurant, shop or even booked a holiday destination based on someone else’s recommendation? Those leading the marketing team need to ensure they are providing customers with the opportunity to tell their stories and experiences with the brand.
Ask your customers to provide a testimonial or invite them to write a guest blog post on your site. These stories will help increase engagement and build trust with your company.
Learn to listen to your audience through social listening. Conducting regular customer outreach can also help with engaging with employees and knowing what is going on in the ever-changing world of customer needs and wants.
Embracing dark social
Dark social is a growing phenomenon and something marketing professionals will have to learn to tackle.
Dark social refers to the type of social sharing that cannot be tracked. This poses a headache for marketing professionals who are finding it difficult to see where referrals are coming from.
To help tackle this issue marketing professionals must open channels of communication, increase internal engagement and give people an additional voice through which they can contribute to the brands narrative.
Marketing professionals should also look for new ways of understanding how people share content and information. By doing this you will find new ways you can share your brand story. By broadening your scope beyond traditional data, you will increase your chances of success.
Show the good you’re doing
Today, customers want to know more about the companies they are purchasing from. How do they conduct their business? How do they treat employees? What is their ethos? How do they source materials?
In an age of brand storytelling, the answers to these questions should become integral to your story. Customers are looking for organisations to be honest. Marketing pros should recognise this and craft their story and their message appropriately.
One company which embodies this is sustainable clothing company, Patagonia. Through their Worn Wear campaign, Patagonia shares customer stories and demonstrate their commitment to providing sustainable clothing. They also help their employees through initiatives including childcare.
Patagonia has recognised the importance and success that can be seen through being transparent with customers and demonstrating the good they do.
Here at All Good Tales we are always keeping an eye on the latest trends. Right now we are doing great work for brands like Kingspan, Glandore, Ancestry.com, and daa, to name just a few. We are building brand newsrooms, executing exciting PR strategies, and training key staff how to source, structure and tell great stories. For more information please click here or call Gaye on (01) 254 1845.