PODCAST: Elevating Customer Acquisition Through the Art of Storytelling
Ecommerce Strategy, Storytelling
Andy joined Ecommerce Expert and Linkedin Top Voice Chloe Thomas to discuss how Storytelling is the key for new customer acquisition and why this is important following a shift in mindset within performance marketing!
[04:40] Shift mindset from performance marketing to branding.
[06:18] Disney uses a 7-stage process for storytelling.
[08:23] Customers engage with the brand’s central theme.
[11:03] Andy shares their three-stage process of Build, Storytell, and Sell.
[15:14] Preparing multiple assets for cross-channel advertising is crucial.
[16:44] Exclude previous website visitors, target new audience.
[21:45] Starting is important, find your brand story.
[23:45] Listen to hear Andy’s Insider Tips!
Performance Marketing to Storytelling.
There has been a shift in mindset within performance marketing. A focus on big brand and storytelling, which creates a more emotional connect with an audience is beginning to creep back. Digital channels such as paid search, shopping and social often fall short in being able acutely distinguish a brand. Storytelling offers a was for customers to engage with your brand by creating a relatable narrative. Brands can stand out by creating unique and memorable experiences fuelled by emotions; thus allowing brands to reach their audience more effectively. At the top of funnel where traditional performance marketing might be less effective, storytelling can help bridge the gap.
Creating a Central Theme in Brand Storytelling
The success of a storytelling strategy lies in the creation of a central theme which brings to light the brands values and mission. It should be consistent and easy to understand. A central theme helps create a clear and powerful message that can resonate with an audience no matter what medium or channel they are consuming your content on. This theme will act as a guiding light for all content and storytelling efforts. Your theme should be able to build a strong emotional connection with new and existing customers.
Implementing a Storytelling in Campaigns
Just because Storytelling leans more towards brand marketing doesn't mean it is any less structured or strategic. We split out storytelling strategy into 3 parts. Our Build stage should tailor content and messaging as an initial introduction to the brand. This may well be your very first impression so think about how you want to portray your brand to audiences who have never heard of your before. Our next stage Storytell should encompass a range of different creatives and messaging (all under your creative theme) to help consumers learn more about you. This is the ideal time to start playing into cognitive biases to help influence decision making. Finally the Sell stage is where we present consumers with a call to action to purchase. This stage is what most performance marketing teams are already doing really well. Using this 3 stage approach allows us to ensure that storytelling is a continuous presence within the marketing strategy rather than a one off campaign.