Use Story Telling in your Online Marketing Strategy
Let's admit it. when it comes to Online marketing, people like you and I have a massive difficulty facing us. Our lifestyle is really drowning in marketing and advertising information. And with each passing year it's coming to be more and more challenging to market our products.: Use Story telling to Boost Your Online Marketing Strategy.
Content marketing was considered as the solution to this big challenge, but we are drowning in web content too, especially in the B2B world. People dismiss "content" as readily as they disregard the majority of image product promotion.
Story Telling Online Marketing Strategy The Test Of Time
One of the risks of today's online marketing panorama is that it's so quick and easy to get mesmerized in the latest and foremost innovation while overlooking established yet simple resources that have stood the test of time-- tools which have functioned for hundreds of years and keep on to work today.
What we seriously need is an established approach to ratchet up the overall performance of our content marketing. Enter into storytelling. That's correct, storytelling!
Few marketing strategies work to captivate, persuade and motivate like story telling. The human brain responds to stories in such a way that our sensibilities are stimulated. And remember that people make buying decisions, to one degree or another, emotionally.
As soon as prospective customers have a connection with a product, they are
far more inclined to want to purchase it. This is one of the numerous rationales
storytelling is such a powerful online marketing tool. When a person is lured
into a story, they have a strong sensation of engagement using it.
Story telling can be a very effective tool to capture and keep our potential new
customers' focus, engage them, interest them and serve to help us promote
our products to them.
Likewise, done poorly, story telling won't live up to its marketing potential. Just
like they won't buy from you just due to the fact that you initiate using social
media, email marketing or video marketing, people won't buy from you "just because you share a story with them.
Doing It Right Story Telling Online Marketing Strategy
We have to do story telling correctly. First of all, like we've talked about so often on this blog, remember that marketers like you and I need to possess and use a well-stocked online marketing "toolbox". Story telling is a resource. It's essentially a very powerful marketing tool. It needs to be done properly, and it needs to be used along with other tools and resources.
When you are crafting your compelling story. Remember you're telling a story, but the ultimate objective is to sell your product. Copywriting is selling through the written word, and it's essential to your online marketing financial success. This blog Bonus.Media has several great articles that talk in-depth about sound copywriting, so we won't go into detail about it right here.
Focus On “Them”, Not “You”
And you want the reader to be drawn into it. Write a story in which he can picture himself and see himself as the hero.
“No one cares about your product except you”
David Meerman Scott – The New Rules of Marketing & PR
A Classic Marketing Story
One of the single most effective examples of storytelling as an online marketing tool comes from a letter used by the Wall Street Journal from 1975-2003 to sell subscriptions. The letter opens with the story of “two young men”. It talks about how one man was much more successful in his career because he subscribed to and read the Journal. Here’s a snippet from this very successful letter:
On a beautiful late spring afternoon, twenty-five years ago, two young men graduated from the same college. They were very much alike, these two young men. Both had been better than average students, both were personable and both -– as young college graduates are — were filled with ambitious dreams for the future. Recently, these men returned to their college for their 25th reunion. They were still very much alike.
Both were happily married. Both had three children. And both, it turned out, had gone to work for the same Midwestern manufacturing company after graduation, and were still there.
But there was a difference. One of the men was manager of a small department of that company. The other was its president.
The letter goes on to talk about how the Journal was the reason one man enjoyed so much more career success than the other. This is a prime example of effective storytelling used to sell a product.
Imagine for a moment that you are a recent college graduate wanting an advantage to help you land a great job and advance in your career. Or picture yourself as a middle-age executive who isn’t content with his level of career success.
Do you see how this story would persuade the reader in those circumstances? How it would captivate him and hold his attention? How it would give him hope that the product being sold could help him solve a frustrating problem? How it would fire up his emotions and make him crave a change in his current work situation?
Do you see how stories with this kind of emotional power could help your content marketing succeed? How they could help your content and your company stand out from the crowd and get noticed? How they could attract readers and potential customers to you?
Just how successful was this letter? During the twenty-nine years it was in use, it brought in an estimated two billion dollars for the Wall Street Journal!
Selling Without “Selling”
We naturally resist when someone approaches us to sell us something. It’s no different when we are reading a sales letter or other content marketing piece. We don’t like to be sold to. And that’s one of the beauties of the story from the Wall Street Journal letter. It “sells without selling”. It sets up a scenario where the reader “sells himself” on buying the product.
Your company’s brand is the perception your customers have about your product and service; it’s what they say about you. It includes their customer experience when shopping and buying from you. And you can tell stories that will have a direct, powerful and positive effect on your brand, like the story of “two young men” had an effect on the Wall Street Journal’s brand.
So please harness the power of storytelling in your marketing. And don’t be surprised when your sales results shoot through the roof!
Don’t Neglect This
Congratulations! You’ve included powerful, persuasive, emotion-generating stories in your content marketing efforts. Your and website are getting more traffic. Your email subscriber list is growing. You have more social media followers who anxiously wait for and enthusiastically read and respond to your content.
That’s great! But there’s something you can’t neglect. There’s a critical piece of the online marketing puzzle you must have. That’s right, you need landing pages.
Whether you are running a B2B campaign where you are trying to win signups for your latest webinar or downloads for your new white paper, or you are running a B2C e-commerce store, you won’t enjoy the highest conversion rates possible without landing pages as a part of your online marketing machine.
And since landing pages are so important to your success, why not go with the very best? Why not go with a landing page platform loaded with valuable features like
- Advanced A/B testing –helps you refine your online marketing approach and make improvements so your results get better and better!
- An intuitive, easy-to-use editor –quickly and easily design a beautiful landing page without having to learn a complex programming language!
- A dashboard that makes it easy for you to compare performance before and after layout changes
Why not go with Lander, the easiest-to-use landing page platform in the Universe?
If you have any questions about Lander and how it can help you launch your conversion rates into the stratosphere, contact us today. We’re here to help you!
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