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BY BRITTANY JOHNSTON | 7 MINUTE READ
“These instant interactions have developed a new way that we must interact with our clients and customers. These relationships are crucial in increasing awareness as well as growing and maintaining your business.”
Research shows that consumers who are emotionally connected to a brand are worth two times more more to a business than the average highly satisfied customer. Studies also show that positive emotions toward a brand have a far greater influence on consumer loyalty than trust and other judgments.
Traditionally, humans have always made decisions based on emotions, background and experience. More specifically, we have always been influenced by the way complex information sparks our curiosity and good feelings. So what makes a message more memorable while catering to our positive emotions? Storytelling.
Storytelling has always been used to create digestible pieces of information that connect people with a message or idea in a memorable way. It also creates an experience that stirs our emotions in an unexpected way and compels us to share that experience with others.
With the integration of technology in our everyday lives, traditional storytelling practices such as TV and printed ads have become all but obsolete.
Today, the discovery of most brands are made through everyday Google searches, online reviews, and other curated content on mobile. However, with the amount of digital noise experienced by the saturated market, it can be increasingly difficult to stand out from the rest.
These instant interactions have developed a new way that we must interact with our clients and customers. These relationships are crucial in increasing awareness as well as growing and maintaining your business.
Here are 4 ways you can leverage digital storytelling within your marketing strategy:
1. Incorporate humanistic aspects.
People come from different backgrounds, upbringings, and cultural experiences, so consider how you segment your audience. Target niches instead of larger groups to more effectively communicate your message. Curate key emotional triggers to gain people’s trust and generate brand loyalty. Incorporate details of their lives to relate or find common ground. Monitor how they interact with your content, website, and other digital channels. Where do they have to go to find what they’re looking for? What type of digital content can give them the information they need? How can they put your mission into action? In the end, the holistic experience you create for your digital audience will humanize your brand and lead them closer to the purchasing stage.
2. Create memorable moments.
Trends come and go, but strong brand values are key to translating your organization’s story to digital. Technology can only add to your organization’s digital story if the right people are hearing what you’re saying. What is the purpose of your brand? Think about the context in which your story will be received — the purpose, point of view and emotional context. The digital components you use to express your mission and values affect how your brand is perceived: clarity of voice, the pacing of narrative, language usage, and quality of visuals, sounds, and other multimedia elements. Engage your audience and leave them with a deeper understanding based on your unique point of view. Think about the barriers you might encounter and adapt your story accordingly.
3. Develop deep connections.
Invite your audience to take an active rather than passive role in your organization through your content. Engagement is often physical and emotional, which means these two elements should always be present when developing your relationship with your audience. Highlight the importance of your customers and ask for their feedback, start conversations that involve the community and find a way to introduce them to the world. The number one motivator that makes people want to engage with a brand online is the need to be a part of something that’s bigger than themselves. In addition, make your organization’s story visual. It creates a higher chance of being heard and opens up more opportunity for people to engage with more than one of their five senses. Video appeals to two of the most impactful senses accessible to you through digital media, visual and auditory. They can create a unified community to reinforce this organization’s values.
4. Align with technology.
Aligning your company’s digital story can sometimes be a daunting task with technology constantly evolving. Dedicated research, experimenting, and A/B testing allows you to explore unfamiliar technologies. This is key to developing your digital strategy. Pick the types of digital technology that work for your organization’s processes and bring your story to life. High-quality visuals, video, virtual reality, augmented reality, multi-touch experiences and gamification are a few good examples. Most importantly, trying to bridge the gap between technology and unexpected innovation can make your digital storytelling amplify your messaging.
Digital storytelling allows your organization the luxury to relate to people, not things. This can be the number one mistake companies make when implementing their strategy. Crafting meaningful experiences will drive empathy and understanding around your organization. Take care of your online audience and reap the benefits — a community of people who tell your story well and want to share with the world.