How Can Storytelling Inform Your Marketing Strategy?

DSM digital School of Marketing - Storytelling

However, telling stories is a lot more than that. By incorporating storytelling in your marketing strategy and approach, you are able to build strategies which impact your audience and empower your conversion rates.

In fact, the power of storytelling is so important to brand performance that telling your story now is all but essential. No matter how compelling your products and services are, if you don’t have a story that grabs your audience you could lose out on valuable sales opportunities.

The Basis Of Very Successful Businesses

Very successful businesses are built on great stories. People absolutely love to see, read or hear stories as it creates a human connection which is based on empathy.

The best marketers in the world are able to leverage the power of storytelling in order to improve branding as well as conversion rates. But what do stories have to do with marketing?

Actually, people remember stories 22 times more than facts and figures alone. Thus, storytelling can boost conversion rates by a significant 30%. In fact, expert digital marketers say that 62% of B2B marketers rated storytelling as an effective content marketing tactic.

Still, many businesses lack any type of storytelling in their marketing strategy – which no doubt has an instant impact on the ROI of their marketing campaigns.

What Is Storytelling?

The pen is far mightier than the sword, as the old saying goes. By telling stories, you are able to take those listening on a journey, entertain them as well as educate them. Storytelling in marketing operates by giving a product, organisation, or idea, an exciting, interesting, and significant form. As a result, storytelling has been found by many PR, marketing as well as communications departments in many companies.

In recounting a story, products, ideas, or company traditions may be conveyed more emotionally and easily, for instance, than by just listing facts in a monotonous manner. Readers’ interest and curiosity are piqued with exhilarating stories, which makes them want to read further and – ultimately – relate to your product or company. Storytelling may strengthen the brand as a good story sticks in your memory for a long time. In the long term, your readers will associate your company with a message that is positive.

Why Does Brand Storytelling Work?

Why is this narrative technique so very effective and made use of across industries and disciplines?

The response to this question can be partially provided by brain research and partly by literature as well as linguistics. The decisive keywords here are in an ‘easy to understand format’, which storytelling conveys with multifaceted terms. This is as our brain will always attempt to understand difficult contexts with the least likely effort by using familiar patterns.

Stories are an established and proven way of passing on knowledge and have been for millennia. Even poets in ancient times realised the potential and used stories to communicate their tales e.g., Aesop’s Fables. The tradition persists to this day. As early on as our childhood, we pay attention to our parents who tell us stories, which we then pass on to the following generation.

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