Storytelling has been a weapon for marketers for a few years. It is, as human beings love listening to stories. We have abundant supplies of old, new, and futuristic stories since when we took birth. These stories assist us to learn, provide us the needed confidence, and inspire us to do something good in our life. A good story helps customers to fall in love with a product and make a purchase decision.
The part of falling in love with a product is true, especially when it makes a customer believe that he is the right person to buy a particular product from a specific store.
Storytelling is a fruitful Ecommerce marketing strategy. Most of the Ecommerce companies in the contemporary world increase their product sales. However, before you start using it in your Ecommerce business, you should know what storytelling is for an Ecommerce business, why it is important, and how you can use it.
Storytelling is the making of a tale around your Ecommerce business and the products you sell through your online store. Keep in mind that you are converting your business into a brand, not just selling products to customers. Your story includes why you started this business, what mission is behind your company, how your discount offerings are used, and such more.
Storytelling is crucial for your Ecommerce business, and you can comprehend by having a look at a study of the Digital Marketing Institute. The study states that approximately 92% of the customers wish that brands should make their marketing materials as a story. A Marketing Land study states that 52% of millennial buyers wish to see beliefs and and values in marketing materials of Ecommerce brands.
Ecommerce brands use several different ways for storytelling. Some select to have founders or spokesperson as story-tellers to represent their brand and share the journey they have from the beginning to now. On the other hand, some Ecommerce businesses use empathy and emotion to portray their brand. Here are some practical ways that you can use for storytelling in your marketing strategy:
When a buyer lands on your Ecommerce website for the first time, he/she isn't well aware of your business brand. Maybe they might haven’t heard of you, what your business brand stands for, or what you do in your business.
You need to make customers aware of your business and state why you have started this business. With a compelling About US or Our Story Page, you can show them that you are different from others. For example, take Tobacco Pipes. In their About Us Page, they have clearly mentioned when they have started their business and why they have rebranded their company name and website URL. From beginning to the current, they have clearly stated their journey.
Are you thinking about blogging? If yes, be more careful, as Buffer states that most people don’t read an article or essay for more than 15 seconds. It happens that simple text messages are dry and don’t grip readers and encourage them to keep reading.
With storytelling in your blog, you can keep them reading your content from the beginning to the end. For storytelling, you needn’t to write a short story with a character development, plot, and climax. You should weave about you and your company while writing your blog content.
According to Engage for Good, 86% of customers wish that brands should take a stand they care. 64% of the buyers are ready to switch to a competitor if their current brands don’t take a stand.
In such a case, you should opt for cause marketing. Try to connect the shoppers that want to have business goals and personality in marketing campaigns. You can use influencers or bloggers for marketing your stories; even you can use your customer review and ratings in the powerful forms of storytelling. For example Wildlifeshowroom using storytelling all time to promote their duck decoys. You need to define your targeted audience whom you are telling, whom you want to share and how. You can utilize social media platforms and share your brand story with your consumers that will increase traffic and engagement on your website.
Another example is Vodafone, created a dance video and shared with the audiences to promote their products. Check out here.
In storytelling, you must be true to your business brand. Whether you are using your About Us page or blog for storytelling, you must reflect your ethics, vision, personality, or goals. Your story should be the one that can make customers relate and engage themselves to your store.
Here you need to frame a story that includes a discussion regarding the solution to a problem and disclose how you have come up with the right fix. For example, you can state the problem first such as coffee drips down. Expose how you have gone through it and what you have done to escape from the impact of coffee drip down.
Storytelling is vital for you when you want to have a long-lasting business relationship with a customer. Through it, show that you are an excellent fit for their lifestyle, story, and culture. Whether you are selling your products yourself through your Ecommerce site or on Amazon, you should get habituated to storytelling to boost your sales.
