Storytelling: tips for your online marketing strategy


JULY, 2017

Marketing online
Web Analytics

What is the ultimate goal in marketing, online marketing and inbound marketing?

Quite simply, to tell your story to the audience you want to hear it, knowing that they will be interested. Today, general marketing and online marketing techniques are not separate concepts – they are both part of an action set that revolves around the core element that is content.

Effective content depends on two requirements:
1. Having something to tell
2. Telling it well
The next step is ensuring that content reaches its audience, which means communicating and disseminating:
1. As broadly as possible
2. Through as many relevant and effective channels as possible

This may seem simple, but not all corporate online marketing strategies manage to achieve it. Investments in marketing cannot focus on presence alone. Admittedly, factors such as positioning and showing up in search hits are very important, but it is equally important to realise that it is not just a matter of filling pages with words that fail to resonate with your target because they are repetitive, empty or completely unappealing.

Web analytics. Analysing the statistical data you get from your website is absolutely vital.

But what do we mean by web analytics?

Analysing your web means extracting a range of significant data regarding the conditions and behaviour of the traffic on your site, then studying the data, defining conditions and making decisions based on your findings so as to optimise the resources and actions you invest in fulfilling your goals.

Photograph via Unsplash

So, what is so-called storytelling and what has it got to do with all of this?

Everyone has a story: people and companies all have stories. And stories can be told, decorated, narrated and communicated, leading to a whole string of other stories.
Storytelling is, in a nutshell, the script of a marketing film. The storyline is your communication. It all stems from there, from the chance to give your marketing campaign a plot that unfolds, giving your content enough continuity to string together every action you carry out over a long period of time.
Building that story is, therefore, a very important starting point because it is going be told in each and every communication action you undertake.

How does the story unfold?
If you look at the marketing and communication strategies of giants like Coca Cola and Red Bull, you will notice they have a very clearly defined image that revolves around precise ideas. While Coca Cola conveys the idea of refreshment, the spark of life and the joy of living, Red Bull is all about energy, wings, risks, adventures and success.

Based on these concepts, both companies launch actions that consistently produce news and stories to be told, which add to and reinforce that image, reaching out to their audience and building loyalty. They do this by means of sponsorships, organising events, launching policies, promoting corporate social responsibility initiatives…

In storytelling, it is not a matter of sharing a few details about the company like how it was born, how it developed or the ideas that inspired it – the key is to define a complete plot that speaks about the history of the brand, its identity and its background, with a strategy capable of tying in a series of actions that generate spin-off stories linked to the main theme.

Telling the story

How you tell these stories is what defines your marketing strategy.
Once you have laid out your story and its timeline, you will need a strategy saying which media and channels are the most suitable.

A good strategy will not stick to just one means or channel. The same story can be told and shared in various different ways and through a variety of channels. You can write posts for your blog, press releases, show videos and multi-media content, tweets, social media entries, TV adverts…
Covering all these options means that the potential of each one is enhanced by the combination of them all, creating a remarketing effect that will ultimately feed back into factors such as positioning and brand reputation.

“Good storytelling in marketing should be the starting point for all your actions”

Novaigrup team

Digital Marketing

The significance of storytelling when interacting with and engaging your audience

Good storytelling in marketing should be the starting point for all your actions, each of which should reinforce the story and feed back into it.
Communication using the brand’s social media to feature interesting content and links to relevant references allows you to interact with your audience and boost loyalty among followers, who in turn will share with others when they find something interesting, helping to expand your platform of followers.

How to tell your story?

Hardly anyone cares what Red Bull and Coca Cola are made of, which is why that information is not part of their brand communication strategy.
People will reach a product and discover its technical definition not because we show it to them over and over again, but because we catch their attention by appealing to their emotional side. In other words, people will be led to your brand not by the actual product, but by your story, your values, your consolidation and your reputation.
We said earlier that you have to have a story to tell and you have to tell it well. If people show no interest in your content or if they are not taken in and compelled to share it, you will essentially have failed.

That is why marketing calls for quality content and stories that are carefully introduced, narrated and conveyed, stories that intrigue the audience by using a language and media that resonate with them, something that they get hooked on and can relate to. It is not just what you tell, it’s how you tell it. When a good film script is well executed it will make a box office hit, but if the production is poor it will be doomed to failure. The remake of Ben Hur, one of the most outstanding classics in film history, may have had a million-dollar budget, but it ended up being a fiasco and led to huge losses. It was the same script, the exact same story, but the execution was not good enough, possibly because it attempted to improve on something so unique. As you can see, it is important to work with specialists in online marketing strategies who can advise you about your storytelling based on your needs and underpin it with a well-defined strategy.

It will never do to copy or emulate the stories told by other companies or big brands. Your story has to be unique and it has to be told with quality and creativity. These guidelines should help you to make profitable investments in marketing and online marketing actions to strengthen your brand and drive your growth.
If you would like to know more about storytelling, you will find some top tips in Bien Pensado to make it easier to define your story and apply it to marketing.


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