Tag : social media marketing vancouver

Brand Storytelling 101: Telling Your Story To Maximize Loyalty

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Do you want your brand to resonate? To truly embed your brand in the mind of customers, you need to establish a personal connection through a well-told brand story. The most powerful brand stories build trust while driving home the core values of the company. Make an effort to cultivate a compelling narrative and you’ll be rewarded not only with more revenue, but consumer loyalty as well

Tell Them, Don’t Sell Them

Selling a product or service is the end goal, of course, but the point of a brand story is to sell yourself or the company to create rapport. Consumers are quickly adapting to evolving marketing strategies and they can see a sales pitch coming from a mile away. If they catch even the slightest whiff that you’re deceptively pushing a product they will just as easily move on.

The Lego Movie was a great example of this notion done right. While the product is Lego, they never directly tell you to purchase it throughout the film. Instead, they open the viewers’ eyes to the possibilities of what Lego is capable of through an animated world constructed entirely out of their building blocks. By the end, you forget that you’re watching a 90-minute advertisement for Lego, but instead a fun, creative story for the whole family.

Choose The Right Platform

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The method in which you push your brand story is a factor worth considering. Through blog posts, speeches, videos or case studies on social media, the delivery is solely dependent on what you’re selling and whom you’re trying to reach. Choose a medium that’s true to your business and conveys your story in a way that will leave the greatest impact.

Social media allows direct contact with customers who are willing to express opinions about your services. This is an opportunity to share or retweet positive anecdotes and have real people become your brand ambassadors. It’s also a place to target your narrative to a more intimate audience. With copious amount of analytics available, you can real-time track how people are reading and reacting to your story.

Clean. Concise. Clear.

Let’s face it, the rise of digital media has reduced our collective attention spans and the average consumer has no time to read fluff. Keep this in mind when drafting your story; get to the point and cut what doesn’t need to be there. Grammar and readability need to be put forth so the average reader can digest your message with ease.

Less Stats, More Story

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An essential step in crafting a brand story is focusing less on the statistical side (graphs, charts, and figures), and more on the deeper, emotional level. Studies conducted with neuro-imagery suggest that when evaluating brands people use personal feelings and experiences over brand attributes and features. Ask yourself, why are people willing to pay more for a brand when they can buy a comparable product for cheaper? The answer is the emotional attachment.

When the decision-making happens in-store, people draw on past experiences and how they connect with the brand to help sway their choice. Connect on a human level and pull the reader in from the beginning. Personal anecdotes about the people behind the brand, their values and how they were brought up, will likely resonate more with the consumer than mere product or service features. Consumers should be so imbued after reading a brand story, that they want to spend their money, not just on its offerings, but to be a part of its journey.

Some brands enlist the aid of professional writers to draft their story. The wording is so important because if the audience reads something dull it could reflect on the company as a whole. Alternatively, if a brand story is inspiring it can serve as a catalyst rather than a trap.

Tell your story, be proud of it and your brand will resonate.

How To Use Content Marketing To Grow Your Business

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Marketing has changed; long gone are the “Mad Men” days of advertising thanks to the development of social media and a much more connected consumer landscape. We’ve become desensitized to advertising, even finding new ways to completely block it from our lives; we use DVR to skip commercials, or stream content without ads altogether, that flashy banner ad to win a free iPad doesn’t get the same traction as it used to and ad blocker software removes advertising completely. So in a world where consumers are actively avoiding marketing efforts, content marketing is proving to be a direct means of reaching the right audience in an organic way. Keeping that in mind, there are a few tips that can strengthen your reach when it comes to content marketing:

1. Go Beyond ‘Traditional’ Social Media Outlets

At this point Twitter, Instagram, and Facebook are all household names. While each of these platforms still hold strong value add for exposing your brand, there are other social media platforms that shouldn’t be ignored. Other social media avenues such as LinkedIn, Reddit, Pinterest, and Snapchat have effective user response rates too. Why limit yourself to the audience of the three major players when there’s plenty of untapped potential by reaching out to the other ones? The key here is determining your audience and which platforms reach them most effectively. Looking for B2B outreach? LinkedIn is likely your best candidate; pitching a consumer product to a millennial demographic? Snapchat could be the tool for you. Try not to extend yourself on too many platforms at once for social media marketing. Effectively managing a few at a time with regular, original content will be far more beneficial than spreading yourself too thin across a multitude of platforms.

Brix-media-content-marketing-seo2. Write With SEO In Mind

When it comes to having a presence on the web, Google is the undisputed gatekeeper; playing within the search engine’s rules will offer a huge boost to your SEO. Research the best practices for SEO with Google’s up-to-date algorithms and look for the most searched keywords for your topic. This will help you develop copy on your post to help increase your site’s visibility with those keywords. The more consistency in your posts, the more love Google will show in return.

3. Cross Promote Content

The concept of “you scratch my back and I’ll scratch yours” rings true when it comes to content marketing. When writing a post, create links to other websites with relevant topics. Try reaching out to the editors and let them know that you’ve included links to their content; many websites will return the favour and link back to you for future posts. Also, by guest blogging on other sites, you can sway potentially new readers into checking out what you have to offer on your own site.

3. Include Eye-Popping Visuals

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This should come as no surprise but content with relevant images get 94 percent more views than those without. That isn’t a small difference, therefore a graphic included on every post should be mandatory, as long as the imagery is associated with the content. If your post is heavy on statistics, try creating an infographic to make the information stand out, the colorful layout and simplistic design is more likely to be consumed.

5. Reach Out To Influencers In Your Field

Rather than reaching out to an entire demographic to promote your brand, try finding the major players within that field. Bloggers, industry experts and case studies can also help spread the word. Getting one person to share your content within their network opens you up to an entire group of potential buyers who are influenced by their recommendation. It’s all about building relationships!

Content Marketing creatively puts your brand in the minds of consumers but remember that all of these efforts will be in vain if your content isn’t engaging or interesting. Be sure to eliminate any industry jargon and break copy into smaller, digestible chunks so it’s accessible for the average reader.