The Art of Storytelling – And How It Helps Your Business

Storytelling is one of the oldest forms of communication. Whole cultures and beliefs are built around centuries-old stories that are passed down from generation to generation. It’s also one of the most powerful tools to build and strengthen a brand. Great storytellers know how to analyze, contextualize and create stories and narratives to showcase brand attributes and start conversations across all platforms and content types.

Our collective attention span is shrinking dramatically – meaning consumers move on more and more quickly from one trend to the next. That means digital marketers have to leave a lasting impression to connect with consumers, deepen loyalty and entice them to take meaningful action. Understanding social behavior and how target audiences respond to your brand story brings a competitive edge that delivers greater results from your marketing efforts.

What can online storytelling, in expert hands, do for your business?

  • Strengthen brand perception. Using social media strategically keeps you in close contact with your consumers and communicate with them in real time. Among other benefits, this allows you to identify possible gaps between the way you position your brand and the way the public perceives it. Storytelling fills the gaps, builds trust and creates a smooth transition for audiences to respond positively to your brand message.
  • Boost brand engagement. To strengthen brand loyalty, you need to deepen your online engagement. When consumers hear your story, they become a part of it as active participants. They form emotional attachments and feel in control of their purchasing choices – and become invested brand advocates.
  • Build trust. To influence an audience, you first need to build a relationship based on trust. Hubspot reported that 71% of consumers are more likely to make a purchase based on social media referrals. Storytelling can start a human-to-human relationship that ripples outward, leading to trust between your brand and a consumer who becomes inspired to share. And it will last longer than the notorious 8-second attention span.

Storytelling forms a strong connection between a brand and its community. That’s why it is important to control the way your story is told. Your storyteller must have a deep understanding of your brand and its history. Each individual story told on social media should be a part of a consistent brand story integrated across all media and communication channels. Powerful storytelling enhances your brand – when it’s part of a cohesive approach.

Ready to tell your unique story? Contact GillespieHall.

This blog was published in its original form on April 10, 2017.

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