At Grapevine, our team loves hearing a good story – and we’re always excited to fully develop and implement them to work toward our clients’ marketing goals. But with an overflow of information in our world, from digital marketing banners seen on Google to print ads in magazines or the exorbitant amount of content available on Facebook, Instagram and TikTok, it can be a challenge to create a campaign or execute a tactic that effectively resonates with your business’ target audience. For example, a study released in 2022 by Sotrender found that the majority of ads created in Meta reach only 5% of their intended targets.
These days, it’s easy to have your message get lost in the shuffle, which is why storytelling can be an important avenue to reach and resonate with your audience. Thoughtful, well-crafted storytelling not only connects customers to your company, products and services but humanizes your brand in a way that establishes trust – and conversions. In fact, according to Go-Globe, 75% of customers believe brands should use storytelling in their marketing. Here’s what goes into creating a story that can captivate your company’s audience.
With Storytelling, It’s Not About You
You have a unique value proposition, your brand may be interesting and serves an important purpose. But talking about yourself may not translate well with the average consumer inundated by ads every day. The customer is the story – the central character of your marketing.
This is where knowing your audience’s persona, from likes and dislikes to age range, race and motivations, comes into play. Creating a consumer, based on these characteristics, or using the stories of real customers, reinforces relatability when you’re designing the message you’re aiming to get across, whether it’s in print collateral, a video ad or on a website landing page. It’s not about telling what your business does, but instead demonstrating the impact it has on everyday people.
Keep It Real – And Informative
Storytelling is centered on authenticity because consumers can pick up when you’re putting on a face for your company. This tactic requires unique ideas focused on not only identifying the problem customers experience but how your business is the problem solver – all in a way that grabs and holds their attention.
Storytelling in marketing should be a balance of authentic, emotional and informative. You’re speaking to real people with real opinions and pain points, which is why conjuring feelings – from hair-raising excitement to tearjerking empathy – is imperative to driving home a humanized message. Back those emotions up with data, research and evidence.
And why is this balance so important? According to an Edelman study, 68% of consumers say that brand stories influence their purchase decisions.
End With an Action
You have your story, but where do you want to lead the consumer? With storytelling, there should be an end goal – and it’s establishing a strong call to action. Your CTA may be to explore your menu of services, buy a specific product or call for a free consultation. To compel your audience and develop a trustworthy brand that people recognize and feel is relatable, it’s worth capping your story with a hook.
And your brand doesn’t need to be a Salesforce, Publix, Whole Foods, McDonald’s or Nike. Each and every company has a story to tell – and marketers, like us, are ready to create it.
About Grapevine Communications
Grapevine Communications is a full-service creative marketing agency celebrating 21 years of success on the Suncoast of Florida. To learn more about what we do, visit our services page or call us at 941-351-0024.