In Internet marketing company, there are changes in terms of trends and effective forms of promotion. However, among them, there is also one that can certainly be considered universal and timeless. It’s about storytelling.

It is a form of marketing message considered to be one of the most effective ways to gain the attention and sympathy of customers, but also to keep them for longer. What is it and how to use it in company marketing to attract new customers or increase brand popularity? Storytelling In Marketing.

In this article you will learn:

What is storytelling?
How and why is it worth using storytelling in your strategy internet marketing companies?
Why does narrative marketing work?

What is storytelling?

Professionally, storytelling can be described as narrative marketing, but I prefer to define this form of content as “the art of storytelling”, because that’s what it boils down to. It is an extremely effective tool, but also quite a challenge for those who work on promoting a company or product using creative methods of reaching the recipients of messages. Narrative marketing is more than just a way to get attention. In this technique, there is a “psychological power” that is worth using skillfully to be able to enjoy the effects in terms of achieving marketing goals.

You probably associate the stories with fiction or some stories that have little to do with marketing, and certainly not for sales or promotion. But all content marketing is a way of talking about brands, companies, and offers, but simply in various forms of communication. Meanwhile, it is worth remembering that everyone likes good and engaging stories – not only children.

This is not an innovative method at all, because, after all, storytelling has existed almost from the moment when man acquired the ability to communicate. There are even stories in the caves created by our ancestors in Lascaux. Of course, they were not used for sales or branding, but they were supposed to somehow affect emotions and serve to remember, to convey something important from a given point of view.

Today, people feel emotionally moved when watching movies, reading books, listening to interesting life stories and anecdotes, and sometimes even watching TV commercials. Do you remember the famous Ikea lamp advertisement? You can’t tell me that this story didn’t evoke emotions in you and it didn’t stick in your memory.

Narrative marketing is just telling a story but in conjunction with a specific product or brand. It is worth knowing that creating a story that will work in marketing is not an easy thing. However, if you manage to do this, both quantifiable and incalculable gains can be worth the effort.

Storytelling in marketing

The most common purpose of using storytelling in marketing is to use it to increase awareness about a brand or a specific product. A well-created story can make potential customers remember a given product or company, and that’s what we mean when creating marketing messages. In addition, with the help of a story, you can also convince someone to perform some specific action, e.g.

purchase a product or subscribe to a mailing list. Narrative marketing is therefore a universal tool. It works well both in brand building and in some specific activities, e.g. as an element of a content or marketing strategy implemented at a specific time and goal. Of course, the end result

Why is it worth using narrative marketing?

  • It helps to build more lasting and stronger relationships with recipients
  • It adds a human element to the content
  • It goes beyond advertising, so it is a more interesting form than a traditional sales message
  • It makes it easier for people to trust the brand
  • It helps to share brand values ​​in an accessible way
  • It enables companies to contact customers (in social media, a good story goes viral, so recipients are happy to share it with others, and the brand is promoted using word-of-mouth marketing )
  • This allows you to stand out from the competition
  • Good stories containing CTAs can encourage customers to take a specific action
  • Narrative marketing is very versatile, which means that a good story will work in almost every industry and marketing campaign. You can achieve a lot in business through storytelling.

 

 

 

How can you use storytelling in content marketing?

In online marketing, storytelling can take various forms and is universal in nature, thanks to which this form of creation can be used by various industries and in various types of messages. Stories can be told in written, spoken, and video form. Until recently, the most popular form, and at the same time the most accessible, was of course the text.

Today, however, due to the growing trend of video marketing, storytelling is increasingly used in the form of video advertisements published mainly on social media. Both Facebook and Instagram are full of stories about the brand. Currently, Tik Tok has also joined this noble group. Precisely because it is quite easy to create such a story in technical terms because all we need is a smartphone and a free video editor.

Of course, such a story must engage the audience as much as possible by influencing their emotions. The more active the listeners, the better for the story, because it will have several effects.

Why is storytelling so effective?

The answer is relatively simple – it works primarily on the emotions of the recipients. And that’s what internet and social media users are looking for. Ads directly calling to buy and shouting about promotions have long ceased to work. Therefore, entrepreneurs must try to meet the expectations of recipients in order to sell their products and services to them as an added value. Therefore, the content offered should be valuable, interesting, and in line with the expectations of social media users.

So why do you spend time alone on Instagram, Facebook, or TikTok? Well, you are looking for entertainment, education, curiosities, and impressions there. And if they are presented in an interesting and creative way (e.g. effective storytelling), they will certainly meet these requirements and will be remembered. Social media is the perfect place to submit your own story to present the offer.

It will be better than traditional advertising. It is definitely more effective to reach someone with an emotional charge than with a dry, informative message. If you evoke emotions in the recipient, there is a much greater chance that such a message will be remembered, and he will start to perceive the brand or product in a more favorable way.

Our minds are constructed in such a way that we remember events that are associated with specific emotions. That is why the art of storytelling and a good story also works in modern marketing. Thus, emotions make it easier to both reach the customer and make him remember a specific brand and the story associated with it. It is definitely more effective to reach someone with an emotional charge than with a dry, informative message.

If you evoke emotions in the recipient, there is a much greater chance that such a message will be remembered, and he will start to perceive the brand or product in a more favorable way. Our minds are constructed in such a way that we remember events that are associated with specific emotions. That is why the art of storytelling and a good story also works in modern marketing.

Thus, emotions make it easier to both reach the customer and make him remember a specific brand and the story associated with it. It is definitely more effective to reach someone with an emotional charge than with a dry, informative message. If you evoke emotions in the recipient, there is a much greater chance that such a message will be remembered, and he will start to perceive the brand or product in a more favorable way.

Our minds are constructed in such a way that we remember events that are associated with specific emotions. That is why the art of storytelling and a good story also works in modern marketing. Thus, emotions make it easier to both reach the customer and make him remember a specific brand and the story associated with it. that such a message will be remembered, and he will start to perceive the brand or product in a more favorable way. Our minds are constructed in such a way that we remember events that are associated with specific emotions.

That is why the art of storytelling and a good story also works in modern marketing. Thus, emotions make it easier to both reach the customer and make him remember a specific brand and the story associated with it. that such a message will be remembered, and he will start to perceive the brand or product in a more favorable way.

Our minds are constructed in such a way that we remember events that are associated with specific emotions. That is why the art of storytelling and a good story also works in modern marketing. Thus, emotions make it easier to both reach the customer and make him remember a specific brand and the story associated with it.

 

On narrative marketing from the point of view of psychology

Both in life and in advertising, stories are powerful and can affect audiences in many different ways. Why is it worth telling them? Learn some psychological facts about narrative marketing and discover the art of storytelling.

We perceive the world around us as a collection of stories because we use them to give meaning to events. Stories are a component of almost every conversation, they are recorded in memories and affect emotions. It is not without reason that stories are used in psychology, e.g. during fairy tale therapy. As adults, on the other hand, we often refer to our experiences through stories.

We connect imagined stories with reality because the mind of the person listening to the story behaves as if that person was a participant in the events being told. Thanks to this, he gains unique experiences, is inclined to reflection and interpretation, which is very developmental. Stories are engaging, because when we are interested in the sequence of events being told, it is difficult for us to break away from it. We submit to the described vision of the depicted world, we identify with the characters and look for what connects us with them. We expect twists and interesting information and we absolutely want to know the ending. Stories created by people have great power to engage attention.

Each story told evokes different emotions and offers different experiences than those known so far. Each enriches and gives the recipient new experiences, knowledge, and benefits, and yet we are naturally hungry for novelties and broadening horizons.

Marketers should be aware of the power of storytelling to be able to fully use its potential and apply effective content marketing. This translates not only into commercial benefits, but also into building a unique relationship between the company and the client – based on authentic experiences and emotions.

How to create a good story?

The story must be authentic – this does not mean that you cannot weave fantastic elements into it if they fit thematically, but that it must tell the truth about the brand, i.e. stick to the facts. Therefore, it is not worth exaggerating anything in it, e.g. it is not worth saying that the company has been run for many generations if it has only a few years of history.

Convey emotions to evoke them – the effectiveness of storytelling in marketing results from the fact that it largely affects the emotions of the people it reaches. Such a story, regardless of whether it is in the form of text or video material, simply has to work on the viewer’s emotions. A good example is a narrative ad for the Audi brand.

It tells the story of a daughter who does not want to go to her mother’s sports competition. The whole story revolves around extreme emotions experienced by mother and daughter. The car does not play the main role there, but it is intertwined as an important element at a crucial moment. The daughter decides to see the competition at the last minute and it is the Audi model that gets her there safely on time.

A definite purpose of action – a well-crafted story should have a definite purpose of action. Because an effective story, which is supposed to make someone remember a given brand, will look different than one thanks to which the recipient will leave his e-mail to receive the newsletter or buy a specific product.

Building bonds with the recipient – storytelling allows you to keep the client for longer. A well-written story will make the customer feel an emotional bond with the brand and become loyal to it. Of course, it takes time and regular, consistent actions in the implementation of the content strategy. Most often, this will require constant communication. Of course, if you want to sell something at one time, e.g. a course, you can create such a sales-oriented story without the need to enter into deeper relationships with the client.

What is worth using in a story – universal elements of storytelling

There are several universal aspects that can be used in virtually any story for storytelling and marketing purposes. Thanks to them, you can make it more interesting, engaging and more credible. One such rule is not to reveal everything from the beginning. Every story should have an introduction, a middle, and an ending. For example, it is worth presenting some facts from the life of the main character of the story during it, and not at the beginning, thanks to which we will surprise the viewer and attract his attention. Such disclosures can take the form of flashbacks that the character will have. It is also important that the hero encounters some adversity on his way (twists).

When preparing to create a story, it is worth starting by asking yourself: what do I want to convey? This is very important and characteristic of professional storytelling, which, both in the case of writing a novel and in marketing, always starts at the end. As Simon Sinek said, “Start with the WHY.” Determining the message helps to build a story that will meet the expectations.  

The basic structure of a good story should look like this:

  1. Background – provides context and introduces the story; it should define the time, place, characters and conditions under which the story begins. Introduce the reader to the presented world.
  2. Complication – Covers most of the events in the story and how they affect the character’s life. “Without struggle there is no plot, without plot there is no story.”
  3. The turning point – the culmination of history and its emotional climax. This is where a twist like challenge or problem comes in. Here, too, a decision is made that will ultimately determine the end of the story.
  4. Solution – showing how the complication was solved. Here we can also leave ourselves a starting point for the background of the next part of the story.

Storytelling about the product and on the website – an example

A creative story can help you convey the real value of a given product and present the values ​​of the brand in an interesting way. By presenting the beneficial features of the product in a narrative that your customer can identify with, you build an emotional bond and make them more convinced about the product. Such content marketing is definitely more effective.

You don’t need great skills to create captivating storytelling for a product in an online store. So how do you do it? It is worth telling, for example, through storytelling, how existing customers use your product.

Instead of writing dry information, tell about the product in the language of benefits:

  • how he solved a specific problem,
  • what benefits it gives to users,
  • how and under what circumstances customers use it,
  • how the product changed your customer’s life.

Today, hardly anyone does it, and with a bit of creativity you can stand out from the competition and effectively attract the attention of recipients. Focus on creating an emotional bond with the client. Cold descriptions of product parameters that are only for the left hemisphere of the brain are also important, but they are unlikely to bring marketing effects. In this role, a well-constructed story will be perfect.

Example? You’re welcome!

If you write in the description of the speakers, for example: “Sound power ranges from 40 Hz to 40 kHz, sensitivity 200 dB…”, it will be an informative description about the parameter, which is important and necessary, but rather does not arouse the imagination and will not convince you to buy. It is better to put it in a separate paragraph about technical data than in the description.

But if you write in the language of benefits: “From now on, if you want to listen to your favorite music, your neighbors will also have fun with it…” this will be the real value of this product for many people.

When giving examples, it is impossible not to mention characters such as Heart and Mind from Orange, gossip Berlinki, Little Hunger in Danio commercial or Krysia and Henio from Tesco commercials. A great example of storytelling are also Allegro, Ikea, Apple, Coca-Cola, Lego and BMW campaigns. They build the brand image with stories that appeal to the imagination.

To sum up

Storytelling is an extremely useful form of creating messages for marketing purposes. A good story can both sell and build brand position and awareness. So it’s worth using it in your content strategy. Especially in mailing or social media communication. This can be very cost-effective.

Knowledge in a pill

Why does storytelling work?

Narrative marketing is not an overt form of advertising and does not convince the customer that he must absolutely buy the product. He shows an engaging story and the stories are better remembered. A good story will create powerful images in the recipient’s imagination and make the products interesting for potential customers. In addition, an important advantage of storytelling is the impact on the recipient’s emotions, which is why the brands presented in the stories are usually strongly emotionally charged.

Today, hardly anyone does it, and with a bit of creativity, you can stand out from the competition and effectively attract the attention of recipients. Focus on creating an emotional bond with the client. Cold descriptions of product parameters that are only for the left hemisphere of the brain are also important, but they are unlikely to bring marketing effects. In this role, a well-constructed story will be perfect.

Example? You’re welcome!

If you write in the description of the speakers, for example: “Sound power ranges from 40 Hz to 40 kHz, sensitivity 200 dB…”, it will be an informative description about the parameter, which is important and necessary, but rather does not arouse the imagination and will not convince you to buy. It is better to put it in a separate paragraph about technical data than in the description. But if you write in the language of benefits: “From now on, if you want to listen to your favorite music, your neighbors will also have fun with it…” this will be the real value of this product for many people.

When giving examples, it is impossible not to mention characters such as Heart and Mind from Orange, gossip Berlinki, Little Hunger in Danio commercial, or Krysia and Henio from Tesco commercials. A great example of storytelling is also Allegro, Ikea, Apple, Coca-Cola, Lego, and BMW campaigns. They build the brand image with stories that appeal to the imagination.

To sum up

Storytelling is an extremely useful form of creating messages for marketing purposes. A good story can both sell and build brand position and awareness. So it’s worth using it in your content strategy. Especially in mailing or social media communication. This can be very cost-effective.

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Also Read: How To Choose A Marketing Agency?

Knowledge in a pill

Why does storytelling work?

Narrative marketing is not an overt form of advertising and does not convince the customer that he must absolutely buy the product. He shows an engaging story and the stories are better remembered. A good story will create powerful images in the recipient’s imagination and make the products interesting for potential customers. In addition, an important advantage of storytelling is the impact on the recipient’s emotions, which is why the brands presented in the stories are usually strongly emotionally charged.

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