As you strive to connect with consumers, it’s important to build a comprehensive marketing strategy for your brand. While traditionally this process involves identifying your target audience, crafting a meaningful value proposition, and addressing the pain points your customers face, brand storytelling should also form a fundamental component of your marketing endeavors.
Sharing your brand’s story evokes an emotional response, in turn contributing to increased brand loyalty and an uptick in sales. Use the following ten tips to begin sharing your brand’s story in a relevant, fruitful manner.
1. Start from the Beginning
Before you hit the drawing board for your next marketing campaign, work to outline a story arc for your brand. Cater to an audience who may have no understanding of what your brand represents.
2. Capture the Audience’s Attention
Emotion is the driving force behind many of the most successful marketing campaigns in history. Think of iconic advertisements that caught the world’s attention—from I’d Like to Buy the World a Coke to those heart-wrenching Sarah McLachlan ASPCA commercials, emotion captures the audience’s attention.
3. Develop Your Characters
Just as a novelist labors of his portrayal of his protagonist, work to let the personality of your brand’s players shine through. No matter whether you’re highlighting executives within your company or customers themselves, characters push your story development forward.
4. Focus on Authenticity
Sharing a story does not mean you should create a tall tale. Instead, you want to build brand trust by telling a truthful story that highlights the strengths of your brand. Don’t alienate would-be customers by spinning inauthentic yarns.
5. Reveal Your Brand Value
As enjoyable as a good story can be, your ultimate goal isn’t simply to entertain. Your value proposition should shine through every element of your story. Maintain that focus to get the most out of your storytelling efforts.
6. Embrace Cross-platform Storytelling;
Storytelling in the 21st century extends far beyond the confines of a simple advertisement or two. Cross-platform storytelling boosts message retention and visibility of your story.
7. Build an Editorial Calendar
If you read a chapter or two of a novel and then pick it up again several months later, you likely won’t remember where you left off. The same is true for your audience. Don’t publish a single blog post and wait for months on end. Build an editorial calendar and keep your story moving.
8. Provide a Timeline
Good stories have a definite timeline: beginning, middle, and end. Take your audience on a journey, but don’t lose your customers by segmenting your story. Strive to offer a clear start and finish for every part of your story.
9. Keep Your Message Consistent
Consistently changing your brand’s voice will leave your audience confused. Don’t breed distrust by changing your message too frequently. Make certain every story you share contributes to the overall identity of your brand.
10. Don’t Show All of Your Cards
When sharing a powerful story, it may feel tempting to give your audience all the pieces in one fell swoop. While it is important to provide components that can stand on their own, try to keep your readers engaged by building a story that gradually unfolds across your various marketing channels.
When it comes to optimizing your SEO strategy and improving your conversion rate, few resources offer the undeniable benefits of Google Analytics. This full-featured tool allows you to easily review visitor behavior patterns, narrow down acquisition methods and improve your retention numbers. Best of all, you won’t pay a single cent to deploy Google Analytics on your business site. If you’re still on the fence, consider the following ten reasons that clearly explain the benefits Google Analytics offers.
1. Get Helpful Insight with Google Documentation
Handling the complicated back-end of your website doesn’t have to feel intimidating. Become a pro in no time by following Google’s in-depth guides for making the most of your Analytics account.
2. Closely Monitor Your Load Times
Slow loading pages are perhaps the single greatest detriment to user experience. Even more importantly, speed has an impact on your site’s page ranking. Carefully monitor your load times with Google Analytics with Site Speed.
3. Track Events Easily
Keyword statistics and click-through rates are great, but sometimes you need a clear look at what’s taking place on your page. Event tracking makes it possible to carefully monitor behavior like video views, resource downloads, and ad clicks.
4. Follow Your Visitors in Real-Time
Feeling somewhat impatient? Rather than waiting for visitor numbers, keep tabs on your site with Real-Time Reporting. This tool makes it easy to measure the impact of recent social media activity or a new blog post, for example.
5. Measure the Impact of Your Marketing Campaigns
Carefully monitor the impact of your marketing efforts with Campaign Tracking. Use Google’s URL Builder to create links with unique parameters, and follow your progress within the Analytics Console.
6. Define Your Visitors
When it comes to targeting local buyers, it’s important to ensure your SEO strategy works. Use Google Analytics to measure information like visitor location. Uninspiring numbers? Consider using paid search that offers geo-targeting options to better connect with your target audience.
7. Cater to the Mobile User
Nearly half of the search queries Google serves come from mobile devices, and this uptick in traffic shows no sign of stopping. Use Google Analytics to monitor the behavior of your mobile visitors, with reports that provide essential insight you can use to better target and cater to these customers.
8. Track Social Engagement
Wonder how well your social media efforts are paying off? Use Google Analytics to easily track your social impact. The platform is compatible with LinkedIn, Facebook, Twitter, and many of the other most popular networks.
9. Find What Your Readers Want
Looking for inspiration for your next blog post? Respond to the requests of your readers by monitoring their search queries on your site. Turn on site search tracking to see what visitors look for using your search bar.
10. Identify Your Best and Worst Pages
Use page insight to determine what pages are logging the most views and keeping visitors on the site. You can also examine your exit pages to figure out what pages need to be reworked to keep visitors engaged.