Getting Started with Storytelling Marketing

Storytelling has been around forever and it should be a large part of your content marketing strategy.

Everyone knows what a story is but in marketing it is not just a case of telling 'a story', it's about telling 'the story' of the brand. Most marine products and services have great stories to tell but how do you get started telling them.

Why Storytelling?

• Our brains are more likely to remember a story as opposed to a group of facts

• It is an opportunity to relate your brand personality

• Your brand message can be conveyed in all your storytelling

• A story will stand out from the information overload we experience in this digital world

• It can make your customers feel emotions which ensure they engage with your brand

How to get started

• Start with a strategy – what stories, to whom, when and where. What do your results look like and what tactics will get you there? Having a clear strategy shared with your team will keep you focused.

• Timing – Is it the right time to tell your story, is your story topical? Timing is everything. Look for dates and world days which will help you get your story out there. For example launching your Plastic Free story on Plastic Free Day will have a greater impact than on National Seafarers Day.

• Unique – To get your story heard, it really does need to be unusual or have a twist or edge to it that makes it stand out from the crowd. It can be an old story with a new slant.

• Relevance – know your audience and make it relevant to your targeted audience. If you have more than one targeted audience then tailor your stories to each specific audience. Look at your marketing personas and think about how to make the story interesting for them and which method of telling the story will appeal most.

• Interesting – what makes your story interesting? Is there a conflict? Is there a celebrity involvement? Are there heroics?

• Humanise your storytelling – no one wants to be friends with faceless corporations, put faces and people in your stories. Use you and your team to tell your stories.

• Empathy – Your audience needs to feel they can relate to your story. They are in it, have been there or want to be there.

• Authenticity – do not risk losing credibility by being even slightly dishonest, do not hide relevant facts, always be truthful. It is easy to smell a rat!

• Methodology – tell the same story using different methods. Images, Video and the descriptive word can all be used. Make sure you have your story in video on Youtube and vimeo. The descriptive word as a blog or news story on your website and if relevant a Press Release. A short video and/or images on your social media channels.

Storytelling success will depend on the quality of your video content, images and articles, good PR coverage, excellent social media engagement, a website that retains customer interest and a clear sales funnel.

At SPC Marine Marketing we can help with all or any parts of your digital marketing strategy. For a FREE consultation get in touch.