Boosting E-Commerce Sales? Storytelling is a central part of e-commerce marketing!!
April 24, 2020
Storytelling is a central part of e-commerce marketing, and it’s vital that brands both know their own stories and understand how to tell them. Everything from brand loyalty to purchasing decisions relies on a company having an engaging and well-told story. “Facts tell, but stories sell,”
“We decide what to buy based on emotion.”
We decide what to buy based on emotion, and then we use logic and data to reassure ourselves that we made the ‘right’ decision,
“In a world where customers are bombarded with advertisements and infinite choices, the only way to cut through the noise is to appeal to that emotional instinct in your customer,”
Why Stories? “Humans relate best to humans & not institutions and concepts, Humans operate in the world of relationships and experience, which translate well in stories,”
You have to show why you matter, not what you do, Your target audiences want proof of your company’s brand narrative, plus authentic emotion. If you have a lot of brand language and no stories to prove it, bridging that gap should be the first order of business.
The best employer brands tell stories on multiple channels about their workplace cultures in order to attract and recruit the best talent, These same progressive companies use storytelling to efficiently onboard new hires, and to keep employees engaged and living the company’s values, mission and purpose every day.
It’s your opportunity to humanise your company by introducing the faces and stories behind the brand, and it should inspire by telling us what you stand for. You have to make sure your words, action and heart are aligned,
Stories can’t be just words or a nice infographic. The real stories are also in what the organisation does and what values and purpose are at the heart of its actions, You have to know your story, tell your story, and live your story.
Your customers are in the midst of a compelling story arc at all times. They are on a quest to solve a problem or meet a need, just like every lead character in every blockbuster movie you’ve ever seen. Your job is to convince them that you are their happy ending.
Pretending to tell a story and then, one sentence in, switching to company jargon will lose your audience in a flash, Case studies are vulnerable to this. You are not your clients, products or catch phrases. Tell a genuine story that demonstrates your company’s contribution — not one about your association to cool things. You are your people and your conviction. Your clients and products are where you manifest that.
Social media equips anyone and everyone to talk about companies on their behalf without giving the companies control over it, If the stories are negative, that is proof of brand failure and could be a company’s undoing. If the stories are good, the company has a credible reference. The future will be about cultivating stories from genuine customers and users so you can win your brand skeptics over.
Now storytelling can be used across multiple assets and across the customer journey, The best marketers are constructing stories designed to move people forward on their journey, a journey that, because their brand was their guide, is chosen to go along for the ride.
Data-driven marketing gives us the ability to test, adapt and evolve our stories as people interact with them, Brands need to plan for more than just storytelling, and they need to participate and adjust with interactive story-making across the whole customer journey, Data can give you insights into the difficulty and desire of customers. Data also shows you the effectiveness and impact of storytelling,
Combining storytelling with data gives your brand ammunition to adapt and maximise the number of people remembering and ultimately buying from — your brand.
Its all about Story telling!!
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