Three Reasons Why Storytelling Can Help Increase Sales

Jen Saunders

One of the biggest challenges faced by businesses going into 2018 is increasing sales while building brand awareness with each transaction. In order to do this customers must be delighted, your brand must play a central role in their awareness, and all of this must translate into presentable content that people will love to read. The best HubSpot certified inbound marketing agencies use a number strategic executions to humanize a company’s brand, products and services to accomplish all of these. Storytelling is one of the most powerful weapons in your content arsenal. For thousands of years, storytelling was a focal point to conveying a message with a desired outcome. From medieval religious organizations using the power of the narrative to secure more parishioners, to the writing of Charles Dickens spreading awareness to the horrors of English industrialization, storytelling has always had a greater purpose other that entertaining. When it comes to your sales goals and brand awareness, storytelling can unite the two through creating an intimate buyer experience that leads to growth and sterling rays of exposure creating curiosity through all segments of your consumer audience.

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Storytelling Improves SEO

Search engine optimization no longer relies on strategically placed keywords designed to wine and dine Google’s algorithm. Though they still have their place, semantic search considerations and topic-based content have been the heavy-hitting players ever since the AI and machine learning components of Google RankBrain rolled out. The narrative, if properly executed, can embrace all of this while demonstrating high-level subject authority, precise context, buyer-specific focus, and all in a format that resonates with readers that translates into increased web page session durations, low bounce rates, and other metrics that lend to SEO improvements. And when people find search results personalized to their needs, they are more likely to click, resonate, and buy.

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Brands that Tell Stories Ignite Buyer Hearts

When buyers have a need to purchase a product or a service, there is always a pain point driving the desire. When a company shares content that connects with these pain points on a customized, personalized, intimate level, buyers will become mesmerized. When your brand can capture your buyer audience through highly personalized content that feeds into their emotional needs, your competition will drop like flies in their field of vision. If you can roll out a content strategy utilizing storytelling with an objective to awaken one’s emotional / psychological needs that reaches each persona in your buyer audience, your sales numbers will soar.

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Storytelling Builds Brand Awareness

Once you capture pain-driven hearts in your buyer audience and you delight them with relatable content, your customers can become your biggest brand advocates by sharing your story with their social sphere. Here is an example from my personal experience:

I am a scuba diver and I wanted to enhance my hobby by incorporating underwater photography into my dives. I am a good land-based photographer, but have always produces uninspiring underwater photos with entry-level point and shoot cameras. I wanted something a few steps above the basic that could take sharp images without having to be an expert, and I wanted to stay below $600. I read a very compelling article by someone in one of my online diving communities who bought the GoPro 5 camera. He shared his professional-quality images, expressed it was his first time ever taking underwater photos, and testified how easy the camera was to use.

GoPro produced an article telling the story of an advanced diver with zero experience in underwater photography. This was the story that converted to a sale, and that sale wound up sharing the article along with his own product review, which sold me.

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Let Your Story Tell Your Customer’s Stories

Once you have a clear understanding of your multiple buyer personas that identify the pains and needs each customer brings when looking for products and services in your industry, you can create branded stories that mirror the ones your buyers have to tell. This creates resonance; people can see themselves using your products in a way that provides a solution to their needs, and when they spread the word you can expect to see your sales figures turn that first growth cone towards industry dominance.

Were these Tips Helpful?

Storytelling is a piece of a bigger puzzle; content is vital to the inbound marketing process and to increasing sales. If you found these tips helpful we invite you to download our FREE guide on the inbound marketing methodology. If you think this can help grow your business in 2018, give us a call! We love to talk shop.
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Jen Saunders is the Director of SEO for WEBITMD bringing more than 15 years of search marketing experience. She spent 13 years in Europe earning her PhD while looking at lots of old neat stuff. Jen enjoys simple things, like trees, sunrises, and the delicate lull of a 16th century harpsichord. Jen enjoys meditating and studies Buddhism. She is a certified master scuba diver, dolls make her nervous, and she enjoys craft beer. Jen has two cats, Chairman Thaddeus Whiskers and Lord Joffrey Gaius Pitty-Paws. They are her heirs.

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