What is business storytelling and how do you use storytelling to engage customers? Our guide outlines the storytelling busines strategy.
The business world is competitive – that much is certain. Because anyone who wants to sell products is not only competing against cheap suppliers from abroad. He also competes against start-ups that score with new ideas from logistics and digital product presentation, against e-commerce pure players with perfectly SEO and conversion-optimized online shops and also against private consumers who are easier than today on portals such as eBay classifieds can ever bring their furniture to the man when they are used.
In this regard, approaches that use storytelling successfully in business show not only how it can enhance a brand but also why expensive products caneven assert themselves against cheaper ones. (Sometimes the higher price point is even something positive!)
But the key aspect is that it helps products stay in the memory after they are seen. After all, consumers are bombarded with offers on all channels: whether via ads on Google, in TV advertising, on posters in the city or on the radio. And that applies in general today, not just applied to individual industries. For this reason alone, the question arises: How should one compete in such a market in which it is becoming increasingly difficult to stand out? Therefore, today we will shed light on one of the currently most important marketing trends: storytelling.
Storytelling: Idea and Effect
It’s actually more than a trend: storytelling is just a logical result of a globalized market. The term came to us in the 1980s , and describes an approach to marketing in which one tries to stay in the memory of (potential) customers by generating emotions and involvement .
In the digital age in particular, it is becoming easier and easier for customers to interact with companies and products. They come into contact with them in the form of videos, in dialogue on social networks, when searching for products in the relevant search engines. And unlike in the past, this contact comes from the customers themselves much more than from the advertisers. Because these are no longer “irradiated” with advertisements or television commercials, but come naturally. Because they follow a need or interest.
Use storytelling to engage customers with emotion
But in a market in which these users can see everything, compare and buy everything immediately, it becomes all the more important to differentiate your own products using other mechanisms than the traditional price or quality . And that’s exactly what storytelling does. It tells an authentic story about the respective product that users can identify with and that evoke emotions such as longing, joy, fun or, in some cases, sadness .
By linking the emotion with the brand, it remains in the memory. Because the story itself remains in the memory. Let’s be honest: You automatically completed the sentence in the headline, so we didn’t have to help. You may even remember one of the advertisements that stuck in your mind. One that told a very specific story that you liked.
Of course, it is always easy to speak of best practice examples. But exactly they illustrate how it can be that advertising is no longer perceived as such . Every medium can tell a story: every image, every text, every video. It is able to activate customers and connect them to the company – on a personal level.
The aim should be so, for the customer experience to be so good that he or she should shop with that merchant. Or that he should buy a certain product. One thing is very important for this: to take the customer’s perspective. To ask yourself: What is important to the customer? And how do I manage to build an emotional bond with them? And: How do the many marketing channels that are available to me actually interact?