You're probably a TV viewer and you're familiar with great stories. These stories hook us right from the beginning and keep us watching until we get tired of it. Brand storytelling can also have that effect. Brands can use content marketing to tell compelling tales that make it seem like marketing.
Instead, we should see and feel the meaning and purpose behind brands. This allows for trust and connection, which ultimately leads to loyal customer relationships.
What better place than the shows that are constantly on our minds to inspire brand storytelling? This article will cover five marketing lessons that we can learn from White Lotus, Outer Banks and other popular TV shows.
Empathetic marketing shows customers that you care and understand their needs.
Customers want brands that share their values.
Brand authenticity is important.
Marketers need to listen to their gut instincts. If something feels off, it's worth acknowledging.
Customers care more than buying transactions. Customers want to feel connected with brands.
Content allows brands to tell powerful stories that communicate the meaning behind their products.
Empathy always wins
Image source: TedCommunity on Twitter
Ted Lasso, an American football player, arrived in England to take over AFC Richmond. He was met with suspicion from players and the media. If you're a Lasso-fan, you know that they secretly hoped he would fail. As the show progressed Ted won the hearts and affections of all those around him, including viewers.
Why? Because empathy. Ted did not have the experience and credentials to win AFC Richmond, but he had genuine respect for and care for others. He sought out the best in his players and helped them to see it. He tried to look at things from the perspective of his players before judging anyone.
Ted was soon loved by many.
Emotional content and brand storytelling can help businesses achieve the same. This is more difficult than you might think in today's digital marketing environment. Marketing is driven by technology so it's easy for marketers to view customers as data points instead of human beings. But buyers want brands that take the time to make sure they are successful.
84% of consumers believe that treating customers like people and not just numbers is crucial to winning business.
Brand storytelling is about communicating with stories that are relevant to your customers' needs. Cleveland Clinic's ten-year-old, but timeless, commercial about the importance of human connection in patient care is one of the best examples.
Your morals and values matter (a lot)
The White Lotus hotel, which HBO owns and every guest who stays there, is the epitome of luxury. On the surface things seem perfect. There is much more to the White Lotus than just glitz and glamour. This show serves as a reminder that even the most impressive facades cannot hide the real problems underneath.
Trust us when we tell you that today's customers are looking below the surface. Consumers are more concerned about the morals and values of brands that they interact with. Harris Poll revealed that 82% of consumers expect a brand to share their values, while 75% stated they would leave a brand if it didn't.
Brand storytelling content is one the best channels to communicate what your values and beliefs are. Your values should be included in your story when you speak about what you do, both from a service and product perspective. Patagonia's "Don’t Buy This Jacket” ad was a bold attempt to implement this strategy. It literally advised customers not to purchase the Patagonia jacket.
Instead, the Patagonia jacket encouraged customers to only buy what they needed. Patagonia also offered to repair jackets damaged in transit and help them donate or recycle jackets. This copy is a true story about how Patagonia can work with their customers to achieve a common goal. The viral ad showcased Patagonia's genuine commitment to sustainability and was shared by millions.
Image source: Patagonia
Be unapologetically authentic
Image source: Pop Sugar
Netflix's Wednesday is a very likable show, despite her best efforts. Because she is unapologetically herself, no matter what or who she's dealing. Even among "outcasts", Wednesday is a standout in a school full of them. She is smart, confident, resourceful, and not afraid to defend what she believes.
Brands can learn a few things from Wednesday's instinctive individuality.
First, she knows that the status quo can be fine. She goes to school with many talented and motivated classmates. But there is always more.
Second, people may not always be able to understand your vision of new and different. However, that doesn't make it any less important. Many of the brands that we now consider essential to our lives — like Google, Uber, Facebook, and AirBnB — were once considered "stupid".
These brand storytelling steps will help others see your value and show them that you have something to offer. Do not let a few people down define you. Continue building your brand with the support and guidance of others who share your vision. Create great content to help customers find you.
If something feels off, it's probably because it is.
Image source: Entertainment Tonight
Apple TV's strange, but addictive Severance series is based on the fact that its main characters signed an agreement allowing their memories and their ability to be altered. When they enter their building, they are unable to remember anything outside of it. They forget everything at work when they leave.
They start to suspect that something is not right with the plan.
It makes marketers think about some of the brand faux pas that have led to bad PR for brands or worse, being "cancelled" for bad marketing decisions. Pepsi was accused of taking over a national social movement by using their ad that featured Kendall Jenner giving a Pepsi to an officer.
Bernice King, the daughter of Martin Luther King Jr., spoke out in a sarcastic Tweet.
Image source: Wordstream
As they watched the Pepsi campaign develop, we can't help but feel that somebody in the room felt the same nagging feeling like Severance's Mark or Helly.
The bottom line: If it doesn't feel right, then it probably isn’t. Talk to your team and discuss the issues you see in a brand story. It is important to work with your team before you publish it.
The Outer Banks was created in 2020, during the initial weeks after the pandemic. It premiered as a TV series that took the world by storm.
Netflix has since released two seasons of the same popular series. If there is one thing that Netflix viewers can take away from the show it's that relationships are important. You can overcome any hardship or difficulty you may face, provided you have the right support network.
This is what customers want from brands in many ways. Customers don't want to be treated as if they are just transactional customers. They want brands that care about customers and work as partners in achieving their goals and challenges.
It turns out that those first weeks of the pandemic were fraught with uncertainty and one of the most crucial times for brands to stress their connection with customers.
Takeaway: Big Brand Storytelling
It's their stories that make certain TV shows so compelling. Stories are what make us fall in love with characters, shows, and settings. We just want to keep watching them even when it's time to go to bed. ).
Telling stories to customers will show them that there is more to your brand than a product or service. This shows them that your work has real meaning.
Marketing Insider Group is committed to helping brands tell their stories through great content. We can assist you in creating and launching content marketing strategies or content that resonates with your target audiences.
Our SEO experts and writers can provide you with optimized content that is ready to publish every week for up to a year. To learn more, or to schedule a consultation, visit our SEO Blog Writing Service.
Marketing Insider Group's Brand Storytelling Lessons From The Most Buzzworthy Shows originally appeared on Marketing Insider Group.
Frequently Asked Questions
What is the difference of advertising and marketing?
Advertising is a communication method that promotes products or brands. Advertising usually has a clear call to action, such as “Buy now!” Click here.
On the other hand, marketing is a way of communicating your company's mission, vision, and values to potential customers. Marketing helps to build relationships with prospects and customers.
Online sales of shoes can be a great example of marketing. You may use marketing to tell a story about you and what you have to offer. Talk about your philosophy, history, and commitment towards quality. Perhaps you could give testimonials from happy customers. You could even organize an event in which you give away shoes for free to encourage people to visit you website.
Marketing is all about telling stories. Advertising is about selling goods.
What does marketing have to do with business strategy?
Marketing is an essential part to any business strategy. Without marketing, no one would know what your company offers. Without sales, marketing would not be possible. Marketing is essential for any business strategy.
Marketing is important, but not everyone gets it. Marketing is often seen as a matter of spending money on advertising campaigns. Marketing is more than just advertising. Marketing includes everything you do in order to communicate the company's identity, position and value in the marketplace.
As you consider your business, think of these questions: What image do I want to project? How will my customers perceive me? How should my world perceive me?
If you can't answer these questions, then you aren't thinking about marketing.
Why is it so important that your brand is defined?
A brand is simply a promise that your company makes to its customers. A brand promises specific qualities and benefits that make your company stand apart from other companies. Your brand is what sets you apart from other companies in the industry.
Your brand is a symbol of authority and credibility. Your logo instantly identifies your company to potential customers. They trust your company because you have earned their respect.
Your brand is also a reflection of your company's culture. Your employees will feel passionate about your brand if they are passionate about your product or services.
Your brand is more than just words and pictures. It's a promise that you company will keep. It's a promise to provide value to your customers.
There are many things to think about when creating your brand. First, you need to choose a name which clearly describes the company's mission. Sweet Dreams Bakery, for example, would be a great name for a bakery. However, if your company is a software one, DreamSpark Software would be the best choice.
Next, think about how your brand will look. Are you going to use a familiar symbol? Will you use colors that match your corporate look? Are you going to use logos?
You should also consider how your target audience views your brand. Is it possible to portray yourself as friendly, helpful, and approachable? Will you appear professional and trustworthy? Do you have the ability to make your clients feel confident and competent?
These are all the questions that you should answer before building your brand.
Are there risks involved in digital marketing
Yes, digital advertising is fraught with dangers.
For starters, you must ensure you protect your online reputation by being careful about what you say on social networks.
It is important that you ensure your content is original, and not copied from others.
You could also lose control of the brand image you project if you fail to monitor your online presence.
Finally, identity theft can occur if you give your permission for someone to use your personal information.
How to Protect your Online Reputation
- Take Care of What You Share on Social Networks
- Ensure that All Content Is Original, and Doesn't Infringe upon Any Other Intellectual Property Rights
- Monitor your Brand Image
- Use strong passwords
- You should not use personal information without permission
- Report Unauthorized Activities Immediately
- Don't Post Photos Of Yourself Or Others In A Disturbing Way
- Never divulge your social security number
- Stay up-to-date with the most recent news
- Avoid Scams
- Secure Password
- Always keep an eye out for new updates
- Don't share too much information
- Pay attention when you give out credit card numbers
- Don't send money via E-mail
- Check For Fake Websites
- Bad reviews can damage your business.
- Regularly Check Your Credit Reports
- Pay attention to your privacy settings
- Ask someone who really knows you before you share something.
Social Media Marketing offers a great opportunity to promote your business online. It is an excellent tool to spread brand awareness and generate leads and sales. Here are five strategies for using social media to grow your business.
- Create a Facebook Fan Page – This allows you to interact directly with customers on Facebook. You can also upload content such as photos, videos, and other files.
- Twitter – Promote your business on Twitter – Twitter is another great platform to connect with people and share information. Use hashtags to increase visibility.
- Upload videos to YouTube – People love watching videos. If they like what is shown, they may click to visit you website.
- Host Live Events. Organizing live events allows potential clients to meet face-toface. They can ask about your products and services.
- React to Customer Review – Positive reviews will build trust between you and your clients, which in turn will encourage repeat purchases. Respond quickly to any negative comments.
What are the 7 steps of internet marketing strategy?
Internet marketing strategies allow businesses to achieve their business goals by using online media. The seven essential steps of internet marketing include planning, research implementation, monitoring, analysis and optimization. Each step is crucial for internet marketing success and should be done regularly.
- Planning – This is the step that involves identifying your target market and creating a plan on how to reach them. Also, think about who might be interested in your product or service.
- You can understand the needs of your customer and help you choose the best products or services to meet them. It also gives you valuable insights into popular trends and consumer behavior.
- The first step in implementing your campaign is to select a platform (e.g. Facebook), and then determine where to place your ads. Once you've selected the platform(s), make sure they're properly configured. Make sure you decide whether you will pay per click or invest money in advertising.
- Monitoring – Monitoring lets you see how your efforts are performing. Google Analytics is an analytics tool that tracks traffic flows, conversion rates, customer demographics, and other metrics.
- This allows you to compare results to benchmarks or previous performance levels. If you find areas underperforming, this step guides how to improve.
- Optimization – Optimizing your website means making changes to improve its ability to attract visitors. For example, you could add new features or change how users navigate your site.
- Evaluation – Evaluate your campaign's performance to see where it is at the moment. Do you see any areas for improvement? If not, you may not have reached your goals. You'll still need to address any issues.
These are 3 examples internet marketing.
Internet Marketing is a term that encompasses online activities intended to promote products, services, and other related topics. Internet marketing covers email marketing as well social media marketing, search engine optimiz (SEO), PPC advertising (PPC), web design and other related activities.
It's important to note that these terms do not necessarily mean you'll have to spend money to make money. There are many ways to make income without spending money. But, the higher your return, the more you will invest in each option.
Email marketing is one of the most effective forms of internet marketing. This involves sending emails out to potential clients, informing them of your business and any new offers.
Another popular marketing method is social media. Users can interact with family and friends on social media sites such LinkedIn, Twitter and Facebook. These sites also provide businesses with an excellent opportunity to connect with their clients and increase awareness of their products or services.
Search Engine Optimization (SEO) is a technique used to improve the visibility of websites within major search engines. Webmasters have the ability to increase traffic to their sites by improving the quality or quantity of relevant backlinks.
Website Design is the art of designing a website that looks attractive and functions well. Website designers design the website's layout. Website designers also ensure that the website meets accessibility standards and complies with technical specifications.
Advertisers can bid on keywords that are related to their products and services through Pay Per Click Advertising (PPC). Advertisers are paid for each click on their ads. PPC ads often appear at either the top or lowest search results pages.
- According to statistics, 60% of online shoppers worldwide actively search for coupons before purchasing from a virtual shop. (influencermarketinghub.com)
- 81% of brands employ affiliate marketing, and eCommerce sites are particularly good candidates. (blog.hubspot.com)
- Many experts recommend you share 20% of your promotional content and 80% of other valuable content you find. (marketinginsidergroup.com)
- Today, 81% of brands around the world have affiliate programs. (influencermarketinghub.com)
- From 2020 to 2022, eMarketer predicts that digital marketing will grow by 36% and take up 54% of marketing budgets! (marketinginsidergroup.com)
- SEO Learning Center Moz
- [Case Study] How Moz Ranked #1 for High-Volume Keywords in Less Than 3 Months – Moz
Top 10 Affiliate Strategies for 2022
Affiliate marketing has become a very popular way for marketers to advertise online.
It allows companies to promote products without spending any upfront costs. Instead, affiliates pay a commission whenever users purchase the advertised items.
There are two types principally of affiliate programs. They are performance-based and cost per sale. An affiliate is paid after a set number of sales. Cost per sale means an affiliate gets a set amount of money regardless of whether he sells anything.
In this article, we'll go over the top 10 affiliate marketing strategies for 2022. Each strategy will be discussed and examples of successful campaigns provided.
eCommerce sites are increasingly using loyalty programs to build brand loyalty. These programs allow customers to earn points every time they shop on a website.
These points can be used to redeem for special offers, discounts, rewards, and other perks.
For example, Amazon's Prime program gives members access to exclusive deals and perks.
Amazon also offers Associates, a referral system. Amazon offers a referral program that allows merchants and customers to refer others to Amazon.
It's easy to advertise products via social media platforms, such as Facebook, Twitter or Instagram.
Advertisements can be run by companies to directly target buyers. Facebook lets advertisers target specific demographics or interests through its ads.
Targeting people within a particular distance of a store is also possible.
Twitter is another platform that companies can use to quickly reach their target audiences. Companies can quickly send tweets to their followers and ask questions.
Instagram is similar with Twitter in that it allows brands interact with consumers. Instagram does not allow businesses to send direct messages like Twitter.
Instead, followers see the posts in their feeds automatically.
Pinterest is another social network that allows companies to connect with their customers. These connections can include asking questions or sharing images.
#3. 3. Offer Influencers Special Discounts
Influencer marketing is an effective tool for increasing brand awareness. Brands can offer incentives to influencers for sharing promotional material about their products.
In many cases, this partnership involves giving influencers products to try out or review.
These partnerships don't just include reviewing products. Brand ambassadors can also be made of influencers.
Brands can employ influencers for giveaways, opinions, answering questions, or to simply showcase their products.
#4. 4. Create video ads
Video ads have become increasingly popular. People enjoy watching videos online, especially now that tablets and smartphones are mainstream.
Advertisers might use video ads in order to attract attention and persuade viewers, click on links or purchase products.
YouTube is a major website where advertisers may place video advertisements. YouTube allows advertisers the ability to upload short clips lasting up to 60 seconds.
Google AdWords, another option, allows you to place video ads. Google uses keywords for matching ad placements to relevant search terms.
#5. Run Mobile Campaigns
Mobile apps have become increasingly popular. Mobile apps are becoming increasingly popular as they allow users to download games, view movies, read books, and listen or play music.
People spend hours reading books and listening to music on their phones. They also watch movies on the phone.
Businesses should consider using mobile apps to drive traffic to their websites.
Apps can be downloaded to smart devices such as iPhones and iPads, Android phones and tablets.
App stores are available on Apple iOS, Google Play and Windows Phone.
Selling physical goods using shopping carts is a great way to make sales.
Customers can add items to cart, and then proceed to checkout to complete purchase.
Online shopping carts have gained popularity. Many online retailers, such as eBay, allow customers to create accounts and browse product lists.
Amazon is one of the many online retailers that integrate shopping carts. Customers can select the items they wish to order and then pay immediately.
A great way to get new customers is through product lines
It is common for companies to send out press releases informing the public about the new products they have launched.
The release may contain information about the new line's features, pricing, availability, and more.
Once the launch is complete, the company will be able to continue marketing its new products.
#8. Develop Cross-Channel Marketing Programs
Cross-channel advertising refers to marketing efforts in multiple channels.
Cross-channel Marketing could, for example send emails to your subscribers via email lists and promote products on social networks. You might also run banner ads on search engine engines.
Multichannel exposure can be a boon for some companies.
For example, some companies sell products at brick-and-mortar locations. A few companies also sell products online.
Some companies may use both channels simultaneously in an effort to increase sales.
Data analytics can help companies increase their profits and improve their business operations. It involves analyzing data collected from various sources to find patterns and trends.
Analytics can help you identify problems, assess current practices, predict the future, and make suggestions for improvements.
Analytics tools are able to gather data from many sources, such as web servers and databases.
These tools can help companies learn about their customers, and to better understand their behavior.
#10. #10. Increase customer satisfaction
Every business should be able to satisfy its customers. Customer satisfaction is key to any business. Customers are more likely return for additional services if they feel satisfied.
Customer satisfaction is a sign of a satisfied customer. They are also more likely recommend your products and services to others.
Satisfied customers will also be less likely complain about poor services.
Therefore, increasing customer satisfaction is critical for all businesses.
It is possible to do this by providing outstanding customer support.
Make sure your employees are responsive to customer questions promptly and can resolve any issues quickly.
Fast shipping options are available so that customers don't have too much time before they receive their orders.
Also, ensure your website's navigation is straightforward.
Your site should load quickly and display clear instructions.
Keep in mind that not all customers are created equal.
Some customers may need additional assistance while others don't.
You must tailor your customer support policies to fit individual needs.
This ensures everyone receives top-notch service.
Check out our guide here if you'd like to know how to start an affiliate marketing campaign.
This article will cover everything you need to know when starting an affiliate marketing program.
Now that you know how to start an effective affiliate marketing campaign, you can begin building relationships with other bloggers and publishers.
This will give you experience and credibility.
You can then leverage this expertise to earn
By: Erin McShea
Title: Brand Storytelling Lessons from The Most Binge-worthy Shows
Sourced From: marketinginsidergroup.com/content-marketing/brand-storytelling-lessons/
Published Date: Wed, 29 Mar 2023 10:05:02 +0000