If I asked you about the Budweiser ad that features the puppy and the Clydesdale horse, you probably remember exactly how you felt when you first saw it, don’t you? How when the two get separated, they do whatever they can to get back to each other because they’re “best buds.” It pulls at your heartstrings a bit, doesn’t it? Well, that’s what we call storytelling marketing.

In this article, we’re going to talk about what storytelling marketing is and what it can mean for your business.

What is Storytelling Marketing?

If you’ve heard the term “storytelling marketing” circling around and wondered what it meant, you’re not alone. This isn’t a new concept, but it is on the rise in the world of marketing, especially within the last year or two.

Storytelling marketing involves the use of narrative to convey a message for or about your brand. It centers on your clients, the problems you solve for them, your brand, your experience–the list goes on.

The reason storytelling marketing is so effective is that it builds trust and connection between you and your audience by tapping into emotions. When you connect with your audience in this way, it helps them to relate to you and to see the problems your business solves in a more meaningful way.

Effective storytelling increases engagement and drives conversions by humanizing the brand and/or products. Customers are much more likely to recommend a brand that they can connect to emotionally.

How Do You Use Storytelling?

The way you decide to use storytelling marketing has a lot to do with your business goals and personality. You have to first define your values and understand what your end goal is.

Put yourself in the mind of your audience and think about what their greatest needs are as it relates to your business. Once you know this, you can then make a plan of action based on what you want your audience to do when they connect with you.

Website Storytelling

Let’s talk about the different ways you can leverage storytelling within different platforms. First up is your website. How do you use storytelling marketing within your website?

  • Use stories and client testimonials to show your audience why they should choose you.
  • Tell your story in a way that shows your audience the human behind the brand. Talk about your services/products but also talk about YOU and why you started your business.
  • Use stories to paint a picture of what their life/business will look like after buying from you.

Blog Storytelling

This one may be a little more self-explanatory, but let’s talk about how you can use storytelling within your blog.

  • Use POV’s (point of view) to tell a story from the lens of a customer.
  • Take the opportunity to share more about your personal story through your own narrative.
  • Adopt a storytelling format in your blogs, rather than just spouting information, so your audience will feel seen.

Social Storytelling

Regarding social media, there are endless opportunities to use storytelling to get your message across. Another important aspect to remember is that your blogs and social media should complement each other. Here’s how you can use storytelling in your social media:

  • Tell YOUR story by showing a more vulnerable side of yourself to your audience. Show them who you are behind the scenes by giving them a sneak peek into your life.
  • Tell your client’s stories through testimonials and case studies. This not only tells the story of how you solve your audience’s problems, but it also positions you as an authority.
  • Experiment with different types of storytelling content and remember that you can take a much more casual approach with social media which will show your audience your relatability.

Comfort In Relatability

Storytelling marketing will continue to be on the rise in the coming months, especially in our current world full of AI. People find comfort in relatability and appreciate the raw and the real. Find out more about how you can tell your brand story here.