Today marketer must be both a raconteur and a data scientist. We discuss combining these two skills in storytelling with use of marketing Automation. Did you know that the system can serve that purpose? Therefore everyday current marketing actions won’t overshadow bigger aim and you will fulfill each element of communication with meaningful story. Don’t get mislead by ostensible contradiction between number-focused software and art of storytelling. Actually they can’t be separated.
Ostensible contradiction between Marketing Automation and storytelling
Marketers often feel discrepancy between brand’s story (personality, frame) and particular action. So we gladly automatize the former: mailings, boxes with offer, suggested products, etc. But what about the story? Should and could it be automated?
What is marketer focused on? Quantitative paradigm
Busy, overwhelmed with work and multi-tasking marketer in his/ her everyday efforts easily forget about emotions and story, too occupied with urgent, current and measurable actions. Hence s/he focuses on narrow, definite tasks which brings quantitative effect. S/he is assessed based on clicks, conversion, commercial efficiency of campaign, shortly speaking, on numbers.
Time spent on building and reconsidering brand identity seems hard to report and monitor, so we easily drop it for more measurable activities.
You need a story
But numbers and figures tell only part of the truth. Your customers buy story and emotions firstly. In order to sell you must make people feel that you do more than just selling – help, support, provide information, give identification. That supplement allows for realization of your main aim – selling.
Shortly speaking, each customer buys a commodity and a supplement such as:
- Sense of uniqueness
- Sense of belonging
- Sense of smart shopping
- Comfort, safety
- Additional information (on website, blog, from customer service)
Storytelling must be omnipresent
It appears that process of defining brand is conducted rarely, when it comes to writing long-term strategy, and then it is clouded by everyday duties, while brand’s philosophy must manifest itself in every action. Storytelling is much more that blog, “About us” or social media.
Try to look from this perspective. How does this mailing express brand personality? It often turns it can improved without much effort – thanks to the change of mindset.
Storytelling and Marketing Automation: new potential
We present you 3 easy to implement ideas for building brand’s story with Marketing Automation tools. It’s mostly about revised attitude and noticing points that need some attention.
1 Addressing your recipient in email
It’s one of the first things your recipient reads and best place for catching his eye with something unusual. Brand philosophy manifests itself there: does it apply some safe but flat solutions like addressing with just name, or does in try to build relationship in a different way?
Naturally, you should adjust greetings to your business. If you offer financial services, addressing your customers “High five, Stephen, you beast!” might fail. Think: how do you customer should feel thanks to your product/ service?
- Like a pro, an expert?
- Like an explorer, an individualist?
- Safe, at home, comfortable?
- Like a part of a community?
Shape your greeting after that insights. You can call him “Adventure seeker”, “Brave dreamer” or “Expert” and change it from time to time, so it won’t sound like an empty gesture.
Use also customer segmentation: to frequent users send more friendly messages.
Marketers often fear adapting more innovative ideas here: are they scared of forcing intimacy? If you share that attitude, run test and see how it works for you.
2. Pop-up with contact form or newsletter sign-up
Empty boxes? Although forms should not contain too much text, 2-3 sentences of request and thank you can tell a lot of story.
Really customer-focused companies try to show benefits and briefly inform to what data will be used (e.g. how often newsletter is issued). They also do progressive profiling, so customers can give as much information as they can at the moment.
3. Personalization as the key to storytelling. Your talk to someone
Contemporary market is like a bazaar, when everyone exchanges stories and tempt customers with various tales. Communication between salesperson and customer is two-way and direct: we get immediate feedback via social media, comments or customer service. Customers are empowered and competent, so they consider themselves equal part of the dialogue.
At bazaar you can shout to all (in vain), today you can use mass, standard communication, but it won’t work as well as face to face contact. Your story must be addressed to someone.
Marketing Automation gives you actual tools for storytelling and engaging. Do you use them that way? Share with us!
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