Defining Story-Based Marketing
By now, phrases like “storytelling” and “story-based marketing” shouldn’t be new ones to the modern marketer or business owner.
Take for example Blue Apron. The market predicted the downfall of the meal-kit delivery service with big competition like Sun Basket and other giants like Hello Fresh holding steady. However, when the brand pivoted back to its roots of down-to-earth messaging surrounding their fresh, quality ingredients, things changed. The focus on everyone being in-home chef moments resonated. The authenticity of their messaging landed them an estimated $196 million in revenue just in the first quarter of 2018. That’s a pivot worth making.
It all comes from a story. The conversation happening with consumers. Take a moment and think, ca your brand could increase its performance?
We’re taking a look at the basics of story-based marketing and how your brand can up its own game wherever you’re connecting with customers.
Brand’s Are Not Just the Story
Social media platforms have completely transformed how, where, and when our brand’s messages are seen or heard. Consumers today, especially those in younger generations, are looking to feel a real connection with the brands and services that they love. They’re looking for an alignment in empathy towards the things and movements they care about.
Modern marketing is now more than ever a two-way street. It’s now you, your business, and your services. All together, you’re actively telling a story, and your current and potential customers are looking to be invited into that narrative. At the end of the day, what is being said about our brands is never entirely about us. Story-based marketing includes sharing customer experiences that include our brand, their connection to it, and how it’s impacted their own lives.
A brand that does this really well is Atoms. Atoms is a trending shoe brand that has made the most of the year pivoting their business to include accessible PPE wear like masks for the COVID-19 pandemic. Additionally, the brand has been using their social platforms to respond to social justice issues and uplifting the #BLM movement. Through this, their branded platform has transcended beyond just a way for them to highlight their products, but the very real lives of their customers and the authentic experiences that contribute to their products.
So, where do we go from here? Let’s remember this: In story-based marketing, we share the ways that people experience our brand, and we empower everyone connected to our brand to take our story out into their world.
And — here’s how your brand can get its own story-based marketing strategy started:
1. Make storytelling a foundational part of your marketing strategy, not an additional feature
2. Make your brand story attach to visually rich elements (i.e. photo, short video, graphic design, etc.)
3. Make your brand story an authentic reflection of your business, not a sales pitch
Are you inspired yet? What story are you going to tell to make the most of your brand and the people who are invested with you?
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