Often times, when I’m reading a story, I ask myself – “What’s the point? Where is this going?” – this is just as important when telling a story, and using storytelling as a key angle in digital marketing.
Sitting here on a Monday morning, as I work on some research and targeting digital marketing campaigns for a client, I asked them “what is the story here? What are you trying to convey?”
The answer, more often than not is I don’t know, or what do you mean.
What do I mean?
When working on digital marketing, whether for myself, or for a client, be it email marketing, tasting room copy or blog posts, it’s important to both understand the story you are trying to tell, as well as understand the message that is being conveyed.
The first question I ask my clients, and myself, is what is my story?
What's the story here?
In the infographic above, as silly as it might seem, the story is about the health benefits of red wine.
To back up these claims, you need to (or have someone else) do the research on why this story is true – and weave those pieces of information in to your story.
- Why is this relevant to your brand?
- How can use this information to benefit your brand?
- What information on your customers mailing list can you use to target this content about your brand?
- How can I use this information be used to reinforce and expand on my story?
So often, digital marketing doesn’t leverage a brand’s story enough, or use relevant market data to back it up. By building a solid foundation, you can then build stories on top of this that change and grow over time.
Using that information to then engage like minded customers, and build brand loyalty is how you build a strong, loyal customer base. Add in some killer wine, and you’ve got the golden ticket Charlie.
By doing a bit of data mining in your own customer database, as well as some additional research on hot topics in the market, you can super power your e-marketing and engage your customers.
Armed with a little research and a some data, as well as a great story, you too can build a powerful list!
