Learn how storytelling can help sell more in e-commerce
Many brands adopt storytelling in traditional marketing and have great benefits. It so happens that e-commerce can also employ it in its digital marketing strategy, obtaining expressive results.
Besides the advantages, it is important to know the concept and its specifics for the digital environment. Thus, it is possible to create an interesting storytelling approach in e-commerce. In today's post, we'll bring more information about the topic. Good reading!
What is storytelling?
In English, the term means "tell a story." The intention is to engage and narrow the relationship with the audience from a story with characters and a well-crafted narrative.
Starting from the premise that the brain is easier to retain stories than data, the method allows promoting the business without the direct sale. This is an alternative to conventional ads, capable of arousing public interest not by the offer itself, but by the ambiance created by the brand.
There are basically two practical ways to apply storytelling. The first has an operational character, telling a story with a beginning, middle and end, in different channels and media, as in a blog spot, video, image, among others.
The second has a more strategic character, with the creation of a narrative before publishing content. The idea is to produce content that precedes a campaign, putting the client as a hero who sees a challenge ahead. Having to overcome it creates conflict, "overcome" when it completes an action.
How to use storytelling in e-commerce?
Storytelling presents a strong emotional appeal to visitors to your site, blog, profile on social networks and other media. E-commerce can create content for both new product launches and customer loyalty. For this, it is important to understand the niche of acting.
From there it is possible to create an efficient narrative that needs to meet certain requirements, such as:
● bring visual elements;
● use real dialogues;
● have a character that is identified with the person;
● arouse feelings and emotions;
● have a conflict so that it is resolved to the end of the narrative.
A classic example of this type of campaign is Volkswagen, with an institutional video to mark the end of the production of the Kombi in the country. The piece brings the story of the vehicle narrated by himself, as well as people who had some connection.
Although the video is heavily used, it is possible to apply the concept to any media. Moen, currently the largest faucet maker and also the largest e-commerce in the North American segment, has created an Instagram Stories campaign that generated 45 percent more impressions. In 2017, the brand published images that refer to the beginning of its trajectory and the evolution throughout its more than 60 years
What are the advantages of adding the storytelling digital marketing strategy?
We can list the following benefits for e-commerce. See them below.
1. The brand shows its personality
The stories told show the identity of the brand from something different and that reflects their positioning. Demonstrating this personality creates a good reputation, optimizes the view that potential consumers have and makes the customer remember you.
2. Narrows the relationship
Good storytelling is the best way to reach the hearts of customers. The more "human" the positioning, the greater the approximation. The public becomes more confident in the company and its solutions. Hence the importance of telling something based on facts that can evoke emotions and feelings.
3. Strikes public interest
When the company creates quality content, the audience identifies itself and expects continuity. E-commerce goes on to offer something beyond well-known marketing approaches (traditional or digital).
Why invest in storytelling?
If your competitor does not do storytelling in e-commerce and you do, your brand is ahead, proving to be more innovative. This adds value to the brand - something as important as offering a good price or attractive sales conditions. In addition, it is a way to offer exclusivity to your customers, which helps to improve and intensify your experience with the store.
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