In the world of memes, tweets, and Snapchat stories, it’s easy to assume that engaging consumers means trimming things down. With an audience that has a shorter attention span than goldfish, slimming down marketing strategies to 160 characters seems like the way to go. But statistics show otherwise: engaging and emotional marketing strategies are far more successful than stereotypical promotional advertisements.
Authentic storytelling gives your brand personality. It allows your audience to connect with the company in a way that stands out among the fast-food style content that floods users’ Facebook feeds. This might be through longer-form blog posts, video production, or audio postcards. But the bottom line is that authentic storytelling focuses on developing a human connection. It sells your product or service with discretion, emotion, and relatability.
Tips for authentic storytelling:
- Use sensory words. Amazingly, your brain cannot tell the difference between what is real and what is imaginary. Smelling coffee and reading about coffee trigger the exact same reaction in your brain. By using sensory details, you create a memorable story that humanizes your brand.
- Use emotion to your advantage. Research shows that emotionally engaging marketing messages are twice as successful as promotional advertisements. Perhaps one of the best examples of this is Apple’s 2016 holiday commercial.
- Know your audience and what they value. You wouldn’t talk to your boss in the same way that you would talk to your brother. Similarly, you have to understand your audience before you can have a conversation with them.
- Be genuine. Numbers, formulas, statistics—it’s easy to get lost in these things. Developing a relatable story that’s organic and fresh will engage consumers in a way that standard promotional marketing just can’t live up to.
This unconventional strategy brings personality and energy to your brand. It gives your company a distinct voice in the industry, actionability to move your brand forward, and deeper insight into the values of your customers. Building these connections with your audience allows you to grow customer loyalty through common interests, beliefs, and standards. It starts a conversation, engaging consumers in a new and vibrant way.