Word-of-mouth has always been the most valuable tool for generating brand success, but how do you get people talking about your brand? It starts with digital creators that act as storytellers weaving the story of your product or service into something eye catching and memorable.

When I worked in promotions marketing 15 years ago, we relied heavily on street teams handing out fliers, samples and coupons.

I worked in San Francisco, and it seemed like every street corner in Union Square had somebody trying to hand you something.

In recent years, those promo people are scarce, as companies focus more on getting their product into the right hands vs. wasting a lot of products with a mass sampling campaign.

Online Influencers Replace Street Teams

So where did those street teams go? They got off the street and onto the information superhighway as social media started carving out a niche once only occupied by advertising and celebrity endorsements. We are living in an age of “If you tweet it, they will come.”

And if they really like it, they will retweet and like and share and create a snowball effect with a reach much farther than you could pay for, and it all happens with the perfect story.

Nancy Behrman, founder and president of PR firm Behrman Communications, operates her company on the principle that the success behind every brand is an authentic well-told story. PR pros like Behrman are regularly seeking out media influencers to be part of those stories and share them.

Every Brand Needs a Storyteller

Every brand has a story, and every story needs a good storyteller to really bring it to life. It’s not about just tweeting a one-line ad or putting a photo of a product on Instagram and calling it a day. It’s about crafting a story and showing how that product pertains to everyday life. The story has become so central to our communication that Snapchat, Instagram and now even Facebook have stories options for when just one photo won’t do.

Blog posts are the perfect platform for presenting this story, but it takes a personal experience to weave a tale around a product and take it a step beyond just a plain product review. When it’s done well, you’ll have a story that draws in the audience, holds their attention, and hangs in their memory long after they’ve finished reading. That’s where the success lies, making an impression that lasts longer and goes deeper than an unwanted flier left on a windshield or an easily forgotten street sample.

* Post sponsored by Behrman Communications *

Tips on Mastering Digital Storytelling

Digital storytelling has become a powerful tool for brands and marketing, offering a dynamic way to engage audiences and convey brand messages effectively.

Here are some tips for mastering digital storytelling in your marketing strategy:

1. Know Your Audience: Understand who your target audience is, their interests, preferences, and pain points. Tailor your storytelling to resonate with them on a personal level.
2. Craft Compelling Narratives: Storytelling is about creating emotional connections. Develop narratives that captivate your audience, evoke emotions, and make them feel a part of the story.
3. Use Multimedia Elements: Incorporate a mix of visuals, videos, audio, and interactive elements to enhance your storytelling. Visuals like images and infographics can add depth, while videos bring stories to life.
4. Be Authentic: Authenticity is key to building trust and credibility. Share real stories about your brand, customers, or employees to humanize your brand and connect with your audience authentically.
5. Create Consistency: Maintain consistency in your storytelling across different platforms and campaigns. This helps in reinforcing your brand identity and message, making it more memorable for your audience.
6. Focus on Brand Values: Showcase your brand’s values, mission, and unique selling proposition through storytelling. Align your narratives with what your brand stands for to build a stronger brand identity.
7. Include User-generated Content: Encourage user-generated content (UGC) and incorporate it into your storytelling. UGC adds authenticity, builds community, and shows real-life experiences with your brand.
8. Optimize for Digital Platforms: Tailor your storytelling for different digital platforms and devices. Optimize content for mobile devices, social media channels, and other digital touchpoints to reach a wider audience.
9. Create Interactive Experiences: Incorporate interactive elements like quizzes, polls, and interactive videos to engage your audience actively. Interactive storytelling keeps users involved and encourages participation.
10. Measure and Iterate: Use analytics and feedback to measure the impact of your storytelling efforts. Analyze metrics like engagement, conversions, and brand sentiment to refine your storytelling strategy over time.

By implementing these tips, brands can create compelling digital storytelling experiences that resonate with their audience, drive engagement, and ultimately, contribute to marketing success.