The story of online content and how it can generate sales
Often, when presented with the idea of an online marketing campaign people are skeptical about the fact that it can generate invaluable sales leads which eventually convert to cash. It seems that although online marketing has been around for over a decade, there are still companies that don’t understand how putting together a good online strategy is as much about understanding consumer behaviour as it is about being able to put forward a great storytelling campaign.
If you think you’re too old for stories, think again
Welcome to the wonderful world of online marketing where there are no big bad wolves and every story told truthfully, has a happy ending.
Successful online marketers can create a campaign that not only gets people’s attention, but provides an online environment so appealing that consumers want to interact with the brand.
Imagine having customers that aren’t just engaging because they need the product or service you are offering, but also because your brand seems like a cool place to hang out online? This is not a Utopian retail world. It exists by creating a desired association with a brand which means more widespread awareness and increased sales.
The term ‘marketing strategy’ might sound to you more like the tool of a big company with a hefty budget, but that’s not necessarily true at all. Most strategies will work for any size business because
You don’t need money to tell a good story
…you only need to know who you’re telling the story to!
Just as Stephen King might not appeal to your eight year old niece and your teenage nephew will most likely yawn his way through the story of “The Three Little Pigs”, the key to online marketing success is telling a story that has an emotional effect on the demographic of the consumers it is targeting. (Swap those two stories around and you’ll see what we mean). Get that right, and a large financial corporation or a tiny cake shop can increase sales exponentially, just by tapping into the most basic of human needs, inclusivity and a sense of ones needs being understood.
The most powerful psychological tool you can use for your online strategy is to know in detail who you want to appeal to. Your game plan should be centred around the insights you gather based on research into this unique group which can then if necessary, be broken down into subgroups.
Note – even if you’re selling nappies babies are not your target market!
If you think your business covers practically every demographic bar babies, then you have to drill deeper into your research. One demographic will always come out stronger than others and this is where you will need to connect the commonality of your brand with the typical consumer habits of your market. For example, what decisions are they making every day, what need will be fulfilled by making these decisions, and where can you best promote yourself to help them find a solution to this problem?
This may mean sacrificing a smaller target audience but in this way you can tap into what has dropped off the priority list and in all likelihood get a better vantage point over the competition. Brands that get this right will eventually see a good return on investment by converting these leads into sales.
It’s not always easy to get a good perspective on your business though, particularly if it has been marketed the same way for years. Don’t be afraid to ask for people’s opinions in order to get clear insights. Hire a content specialist for guidance on online content or start an effective email campaign by getting clients to fill out a questionnaire that can offer valuable insight into what people really want as opposed to what you think they need. This should also present ideas on how to begin creating your storytelling strategy and ensure that the right audience stops to listen and then comes back for more.
